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Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
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Brian Pasch

Brian Pasch CEO

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When Car Dealers Stop Taking Sales Calls

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.

2011 Digital Marketing Strategies

2011 Digital Marketing StrategiesIf 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.

Conference Speakers

Speakers and workshop leaders at the Conference include:

  • Jared Hamilton
  • Alex Snyder
  • Gary May
  • Matt Murray
  • Glenn Pasch
  • JD Rucker
  • Sean Wolfingtion
  • Christine Rochelle
  • Brian Pasch

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.

 

Brian

 

Marc McGurren
Brian - I couldn't agree with you more in this statement "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." As a dealer I get a minimum of 1-2 calls A DAY selling me something. For any dealer it gets old really fast. I try to keep an open mind when talking to a vendor - but what I find is most are interesting in selling me rather than educating me. Most dealers at the beginning of a large learning curve in the digital marketing space and it can be extremely difficult to make decisions b/c there is so many options out there. It literally can scare you into not making any decisions. Why? B/C I might not make the right decision, therefore spiraling my digital marketing plan out of control. So what do we do - keep rolling with what we have. Why? Because it works. Maybe not as good as you vendors tell us it should - but it is safe and we are selling cars. So - I feel this dealers pain. Is not taking calls the answer? Heck no - but IT IS safe. Playing it safe is sometimes the easiest answer though. What is the answer? Everyone is different - but what I can say is always be learning. As a dealer we have to pay attention and own our digital marketing plan. Sticking our head in the sand and hoping for the best is not the answer. Education is.
Brian Pasch
Marc, thank you for sharing your feedback since I am confident that we are talking about a subject that many dealers feel the same way.
Priciyana Edison
Hi Marc I am totally in your favor. Being a dealer we have to try all the possible ways for marketing. As the competition is increased we have to be always attentive. I don't have so much of experience but Marc makes my doubt clear. Working for Used cars, motorcycles, trucks etc like automotive things is not so easy.
Priciyana Edison
Hi Marc I am totally in your favor. Being a dealer we have to try all the possible ways for marketing. As the competition is increased we have to be always attentive. I don't have so much of experience but Marc makes my doubt clear. Working for Used cars, motorcycles, trucks etc like automotive things is not so easy.

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