5 things Dealer should do before bringing on Digital Marketing Vendors

1. Map your Inventory feed

I run into this issue almost every day.  Inventory maps are a must so that you can ensure that accurate information is syndicated to your vendors. Its very time consuming but here is how you do it.  Call your DMS and ask who they are sending the feed to, more than likely its an IMS like Homenet, Inventory Plus, ETC. Then ask the IMS where they are sending the feed. It could be vAuto, Your website or vendors. It should look like one of these  (DMS--->IMS--->vAuto---> website and other Vendors) or (DMS--->IMS--->website and other vendors) (DMS---> IMS--->Website--->other vendors)

2. Used Car and New Car managers Pricing in same system

This is crucial for accurate information.  Most used car manage price in vAuto or the IMS while most New car Manager price in the DMS or the website backend tool.  This created difficulty when trying to get an accurate feed.

3. Own your Google Analytics Account

This ensures that no matter what vendor you go with you have historical data to make decisions with.  It also allows you to inspect and verify.  Our customers in dealerships demand transparency; We should demand the same transparency out of our vendors.

4. Own all Social Media Accounts

A dealership should have at least 3 people in management as admins on every social media account.  The process of trying to recover an account after you fire a vendor or an employee is lengthy and stressful.  If you do find yourself in this situation try Twitter support its the fastest.

5. Pricing and Merchandising

If a car has been on the lot 200 days and hasn't sold, The first thing I look at is pricing and merchandising.  Are the pictures of good quality? How many pictures? Is the Trim Level right? Is the color right?  The best resource I know of in the industry for best practices is Jasen Rice at Lotpop.  Here is a link to his free content: http://www.lotpartyshow.com/video-tips.html

As always if you need help email or call me:

bpaschal@lotlinx.com

cell: 8065482468

Here are some awesome cutting edge companies to check out at the upcoming NADA 100 Convention.

1. TECOBI/ PCG Companies-Booth 1261

Tecobi creates and manages Facebook Ads, targets the right customers for your business, instantly sends shoppers a text message when they click on your ad, and professionally communicates with them to set up all appointments sending customers right to your door!

2. TradePending-Booth 6039

Using Real Market Data and modern website integration to drive better website conversion and connected process for consumers and Auto Dealers.  Real Market data Trade-in Tool.

3. Podium-Booth 4665

Podium is a fully-mobile online review management platform that helps businesses collect and track online reviews on sites like Google, Yelp, DealerRater, Facebook and many more.

Are you tired of using the same advertising ideas that the majority of your Industry uses?  Come see our “Giant” size selection of New, Pre-Owned and Certified Pre-Owned cars they won’t last long… blah blah blah.  Have you had enough of the same old crappy commercials that try to get you in right now to buy right now?

Let’s shake things up a little bit!  In 2016 Street Volkswagen of Amarillo teamed up with West Texas A&M’s Marketing 4343 Class.  The student teams were tasked with creating campaign concepts on how to market the Volkswagen brand to consumers in the Amarillo area.

The quality of the content produced by the 6 teams was outstanding.  We ended up with 3 hours’ worth of content packed video.  One of the most unique ideas was to have our General Manager do a video blog.  The blog has been a huge success with Volkswagen of America, our customers here in the Amarillo area and it even boosts morale in the store.

I know you guys are just like me and get flooded with calls and email from advertisers, lead providers, vendors, and Nigerian Princes sharing their wealth.  Sometimes the best ideas are free and can come from just using resources in your community while supporting your community at the same time.

We are about to do the same case study again for 2017 with WTAMU.  Stay tune for more ideas.

I came across an article today on a piece of new technology developed by Waverly Labs.  It is an earpiece that translates between languages.  My first initial thought was this could change the game for salesmen.  Technology removing language barriers would help us understand and serve our customers needs so much better.

I am anxious to hear thoughts on this technology.  Sound off Driving Sales Cmmunity.

http://www.waverlylabs.com/

When I was a kid I grew up in a small town with both parents that worked full time, this meant I was headed to work with dad. Since I was 7 years old I would go with my dad, the town's plumber/handyman, after school and on the weekends. He showed me how to figure the materials we would need for a job, figure how much we would charge, and to build rapport with customers.

When we would take on jobs that we normally wouldn't do I would ask, "Dad, have your ever done this before?" His answer was always the same, "This and one more will make two."

I recently had to give a speech in front of 1000+ people. I was running on 3-hrs of sleep, two of my flights were delayed, and hadn't eaten all day. While waiting to go on stage, I was complaining to myself about the day I had been through and the fact that I hadn't had time to practice my speech. Then my dad's words came to me. I laughed and went on stage.

My dad was teaching me to always take challenges and don't look at them any different. They are just another task to complete, another goal to accomplish, or another experience that shapes you.