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.
×
JD Rucker

JD Rucker Founder

Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

Is It Really About 'Traditional' versus 'Digital' Anymore?

Advertising.jpg?width=750

For nearly two decades, most dealers have been divided in the way that they advertise. There is normally a budget for "traditional" advertising and a separate budget for "digital" advertising. While more dealers are consolidating their budgets, it's more than that. Should we be looking at it all as one holistic form of messaging?

The short answer is, "Yes". That doesn't mean mentioning your website URL in your television commercials. It's more than that. It's about finding the right message that fits your dealership and communicating in a consolidated manner across multiple channels.

It's easy for me to say these things as a CEO of a digital marketing firm because we do not do anything when it comes to traditional advertising. We do not make TV commercials, print ads, mailers, or anything that falls into that category. From our perspective, it's just a matter of marketing across a diverse range of mediums and our focus is on search and social, but it would make our jobs and the effectiveness of the efforts much easier to achieve if everything was consolidated to say the same basic things.

Take, for example, promotion of a tent sale. What we've seen happening for most dealers is that they have a television commercial produced, then they upload it to YouTube. It takes more than that. It should be a banner on the website. It should be a landing page. It means a planned out social media press for the event, including uploading and promoting it on Facebook directly rather than just sharing the YouTube video. It might even mean changing the title tag on the homepage temporarily, mentioning a shortened URL to the landing page on the television or radio commercials, or putting shortened links on mailers that are easy for the recipients to type in.

We're currently exploring the efforts of several vendors and agencies trying to do this. For example, WorldDealer employs a philosophy of "One Voice" that resonates with what we would love to see achieved with our dealers.

Are there any others that we should consider? What strategies have you employed to make this happen at your dealership? Should we still be separating the budgets and strategies out or are our reasons for wanting them separated valid?

Chime in here, please.

Alex Lau
Great post Tyson!

 Unlock all of the community & features  Join Now