Notifications & Messages

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.
×
Infinite Prospects, Inc. (Adam Ross)

Infinite Prospects, Inc. (Adam Ross)

Exclusive Blog Posts

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

Ecommerce and Auto dealers

Ecommerce and Auto dealers

Many of the ecommerce sites are now a days trying to test the waters of entering into the automobile sector by trying to engage customers on a small scale …

Digital Marketing Department for Auto Dealers... Can it Pay Off?

I originally wrote this blog post (CLICK THIS LINK) almost 2 years ago, titled, "We need to Re-Position and Re-Name The Internet Department," on AutomotiveDigitalMarketing.com, but the subject matter is more relevant than ever. An "Internet Sales department" will, sadly, no longer be sufficient for car dealerships going forward. That day is coming sooner rather than later.

As online consumer use has grown, the size of the staff working to capitalize on that 

increased usage has remained relatively stagnant. There will continue to be the need for appointment setters responding to leads via email and phone, business development coordinators to make lease retention, unsold showroom and service follow-up calls.

However, there is also enough work in marketing a dealership online to occupy one person (or an entire staff) on a full-time basis, in a DIGITAL MARKETING DEPARTMENT without that person having the burden or responsibility of setting appointments or selling cars. Most dealerships assign this role to the Internet Sales department, who are then forced to split their time performing both their original role (calling leads and selling cars) and this new added role of online marketing and keeping up with the latest trends. As a result, most of the time you will both see a drop-off in sales productivity and see a valiant but usually inconsistent attempt at marketing the dealership - limiting yourself in both areas. Just to name a few of the responsibilities this department could cover better, simply because they can dedicate a full-time effort, rather than a part-time one:

My favorite analogy to describe this is: think of your hand. You have 5 fingers - each of them represents a profit center of the dealership (New, Used, F&I, Service, Parts). All 5 are connected to a palm, which ties everything together and makes each finger that much more powerful. The palm is the DIGITAL MARKETING DEPARTMENT. Fingers + Palm = Hand, which can accomplish much more than any one finger or two fingers can.

Compensation would be largely salary-based, with specific goal bonuses for # of check-ins in a certain time period, minimum number of outbound posts, volume of inbound engagements, and other measuring tools currently available that would show increase in reach, popularity and brand awareness. 

What are your thoughts about this idea? Please comment below or visit my website to connect with me, Adam Ross, Managing Director at Infinite Prospects, and schedule a no-obligation FREE one-hour consult on your dealership's online marketing strategy.

 Unlock all of the community & features  Join Now