Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Quick: define what it takes to be successful. If your answer included qualities like hard work, smarts, vision and humility, it’s a safe bet that Eric Giroux would fit your definition nicely. Since starting a web development company in 2008, Eric has graduated summa cum laude from the University of Kansas School of Business with a Bachelor’s of Science in marketing and was recently featured on the cover of Auto Success Magazine. Currently the Director of Digital Marketing for Briggs Automotive Group, he oversees digital for the 10-point dealership group based in northeast Kansas. His presentation, Moneyball: Winning with Analytics (with Aaron Schinke) promises to illuminate a topic fraught with complexities for #DSES attendees.
Aside from graduating top of his class and being a rising star in the world of digital marketing, we wanted to get to know Eric a little better...what makes him get up early in the morning? It turns out, many of the same things that drive us to work hard every day:
DSNews: What can #DSES attendees expect to hear?
EG: Attendees will hopefully be left with the message that using web analytics aggressively is of paramount importance. It will guide management to make better, more informed and more profitable decisions. It will help dealerships avoid common pitfalls, like wasting money and energy on vendors and tools they don’t need. They’ll also learn how easy it is to do it themselves – they just need to get the “bug.” I hope to inject listeners with the excitement and initiative to become successful with web analytics.
DSNews: What do you love about the car business, or digital marketing?
EG: There is so much variety in the work I do, whether it be the project I’m working on, the people I work with, or the place I’m working. Never a bore! Digital marketing, though, will forever remain my utmost passion. The combination of technical expertise, communication, gamesmanship, and analytical thinking all blend together to make for an entertaining and rewarding career.
DSNews: What’s your passion? What makes you get up early in the morning?
EG: I’m most passionate about (and gets me up way too early in the morning!) is the leading website within my small business, Sneakhype.com. It’s quickly becoming a leader in its niche of the blogosphere, and the moderate success we’ve achieved has given me the feeling that I might actually know what I’m doing -- and I could have a real future in this business.
DSNews: What’s your best car memory?
EG: Has to be the purchase of my first car -- that wasn’t handed to me by my parents. Definitely a coming-of-age milestone.
DSNews: What’s your biggest accomplishment?
EG: I will probably always consider graduating first in my class from the University of Kansas School of Business as my proudest achievement.
DSNews: Tell us about a recent dealership pain point that your team was able to solve.
EG: Defragment the marketing (digital and otherwise) communications of a multi-rooftop dealership group. Each store has its own managers, objectives, manufacturers, target demographic, and more…getting everyone on the same page to send a consistent, simple, and positive message to customers and prospects is proving to be quite a challenge!
DSNews: What are the three topics dealers should be focused on as we head into 2013?
a. Search (SEO/SEM)
b. Lead harvesting (how prospective customers are handled once they make contact with the dealership)
c. User interface optimization (turning your web traffic into leads and ultimately car deals)
DSNews: Speaking at #DSES is…
EG: Truly an honor, and a great opportunity to meet great people that I know I will learn much from!
To learn more about Eric and his fellow Breakout Speakers, visit #DSES. Don’t forget to sign up!