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Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

Exclusive Blog Posts

New Vehicle Retail Demand Slumping, Edmunds Forecasts

New Vehicle Retail Demand Slumping, Edmunds Forecasts

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Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

Bimmer-Con To Feature Daryl Dixon Motorcycle Giveaway In Benefit Of Female Veterans Unite, Inc.

BMW of Sarasota will host its first ever BimmerCon on Saturday, April 29th from 6:00 p.m. to 9:00 p.m. at its dealership located at 5151 Clark Road, Sa…

Audi Clearwater Among Top 86 U.S. Audi Dealers, Earns Coveted Magna Society Status

Audi Clearwater Among Top 86 U.S. Audi Dealers, Earns Coveted Magna Society Status

The Crown Automotive Group dealer was 1 of only 86 U.S. Audi dealers to qualify for the prestigious 2016 Magna Society Award. Audi Clearwater was evaluated…

How to Draw in Traffic With Video Marketing

How to Draw in Traffic With Video Marketing

After quickly rising to the top of the charts, YouTube has become one of the the most popular of any website online. It makes sense for any marketer to use…

5 Tips on Delegating Tasks to Underperforming Employees

5 Tips on Delegating Tasks to Underperforming Employees

No matter how carefully you hire or how well you manage your human resources, some employees simply don’t perform to the level you want them to. They…

Subaru video gets naked trying everything – should we?

Stick to these basics to sell more cars

There is some brilliance in the concept and execution of Subaru’s new ad, “Let’s Do That”, which AdWeek highlights as their Ad of the Day.

As I watched this great video, I contemplated the latest “we will give you MSRP for your trade” marketing gimmick letter I received this week from a local dealer. It kind of reminds me of football teams that turned to the Wildcat formation to confuse defenses for a short time or government agencies that over-spin activities and end up in controversy. Neither ends well.

French writer, Jean-Baptiste Alphonse Karr coined the term, “the more things change, the more they remain the same”, a century and a half ago. That logic applies today.

It certainly makes sense to be proactive with internet marketing that offers legitimate ROI with VPCs or actual sales, but at the end of the day, the overall customer experience will dictate short- and long-term success…or failure. One needs only to revisit Carl Sewell’s Customers for Life book for a master course in these fundamentals. With more than 600,000 sold, its message remains golden.

Here are four basics that help keep a focus on the customer experience:

  • Be transparent in your advertising
  • Provide as much information as you reasonably can to internet, phone, or live chat prospects
  • Ensure your (entire) staff gives guests a world-class experience
  • Nurture your relationship with quality social media and appreciation events

And by all means, avoid getting naked like the couple in the video (figuratively or literally), because it never seems to end well.

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas

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Tom LaPointe
CarChat24

Interactive Media Manager / Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

 

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