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Last week at DSES, Jared Hamilton shared what he believes is the most important piece of innovation for a dealership moving forward. I'm referring to the Marketing Manager role within your dealership. Most stores have their Internet Manager and/or Dealer Principal oversee the marketing strategies, but the progressive dealerships that have introduced this new position to their stores are seeing great results.
Over the last 10 years, fixed ops has seen very little growth partially due to the large independent retailers like Meineke and Big O Tires. According to NADA's data, Fixed Ops is down .7% in 2013. In Jared's view, this is due to two economic pressures: Longer service intervals & the disloyalty of customers. Meineke, Big O Tires, and others like them are winning and taking a big chuck of the pie from dealers. But, there's good news...
Dealers are nimble and know their markets better than the national automotive retailer. Dealers can absolutely compete and take back that missing revenue. But, what does marketing have to do with Fixed Ops? Fix Ops needs a marketing strategy handled by a qualified in-house Marketing Manager who has the skillset to compete in the digital world. By keeping Sales & Marketing separate, like most companies, a Marketing Manager can solely focus on driving Fixed Ops and Sales traffic to your store without having to worry about selling cars. Many dealership's org. structures are broken, but the progressive stores who are competitive on the Fixed Ops side have a Marketing Manager who capitalizes a Fixed Ops (along with Variable Ops) strategies to compete with the Pep Boys.
By hiring a trained/certified Marketing Manager, you can increase your Fixed Ops revenue and start seeing growth again. DrivingSales University just release an all new platform by being the first to offer digital marketing training certification courses for dealership professionals, including a path to Online Marketing Certified Professional (OMCP) certification. This a great option for a dealership professional to receive the tools needed to compete in today's market.