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I was visiting an established dealership group recently and I chuckled when one of the General Managers stated that they STOPPED taking calls from ANY vendors that were attempting to sell them on digital marketing and social media services.
His reason was simple; he didn't know enough about the subject to filter through the sales speak and to get to the facts on ROI. He quickly admitted that by doing this he could be missing something "BIG" that could really make a difference in his business. For him at this moment, it was easier to shut off the constant stream of solicitations.
I wonder how many other dealers in the country feel the same way.
Calls to their phones or the barrage of emails in their mailbox touting the best CRM, IRM, SEO, SEM, and now Social Media Optimization (SMO) tools is just too much. Do they have the tools to determine fact from fiction?
For me, it was a great opportunity to LISTEN and assess what it is like on the other side of the table. I was also blessed with the opportunity to educate and help this dealership understand the opportunities in the market for growth.
As a vendor community and as an industry we need to invest MORE in dealer education before a sales pitch. We need to create the bridges of understanding from traditional marketing to their digital and social equivalents.
This dealer's feedback was clear that our CURRENT industry practices has NOT made it easy for them to comprehend the changes that are second nature for some of us on this forum.
If you are a dealer on this forum and feel the same way, I invite you to attend the 2011 Digital Marketing Strategies Conference. It is being held just before the 2011 NADA Convention in beautiful Napa Valley California.
The dates are February 1st - 3rd and on the 4th we will transport attendees to San Francisco in the morning to register for the start of the 2011 NADA Conference.
The 2011 Digital Marketing Strategies Conference has attracted some of the the industry's top thought leaders in social media, Automotive SEO, SEM, IRM, Content Publishing, Automotive Advertising, Branding, and the latest insights on the things you NEED to know to succeed in 2011.
If you are looking for guidance to create an effective digital marketing strategy in 2011, I invite you to register for the Conference by visiting: http://www.digitalmarketingstrategies.org.
The conference is limited to the first 50 dealerships that register and seating is selling out quickly. This will ensure that every dealership that attends gets personalized advice, attention, and take home action plans.
Speakers and workshop leaders at the Conference include:
The conference will also feature technology updates from VinSolutions, Dealer.com, TK Carsites, DealerTrend, Smart Web Concepts, PrestoReviews.com, DealerFire, CAR-MERCIAL, Automotive Advertising Network, and a few special guest that will be unveiled at the Conference.
I hope to see you in Napa prior to the 2011 NADA Convention.