Many of the dealerships here on DrivingSales have a Director of Marketing (or a position close to it). So what happens when that employee goes off the deep end? Let's just say it could be a big win...or a big loss.
The warning signs were there and you ignored them.
Perhaps you were at your management meeting and he or she started talking crazy. About things like, you know, Instagram.
Maybe you were going through the AMEX statement and saw that some podcasting equipment had been ordered.
But you KNEW there was a “problem” when all of a sudden your Director of Marketing was teaching your sales team how to “Snapchat” customers.
That’s right. Your employee has gone rogue. And it could be the best thing that ever happened to your dealership. Or, of course, it could be the worst thing.
Let’s explore the good warning signs and the bad ones.
The Bad Signs
Let’s start with the signs that you might have an issue. A big, bad issue. Like your employee is about to quit. Or lock you out of your accounts. Or suffer a mental breakdown.
Your brand starts looking inconsistent. All of a sudden your logo doesn’t match your color scheme. Your company has “groups” on Facebook and LinkedIn that don’t fit the brand. Or perhaps your content is taking different tones than normal, and they don’t fit the voice of the company.
Lack of Content
Suddenly your tweets are trickling out as if someone turned the faucet mostly off. Facebook pages are no longer being updated. Social media deadlines are being missed. Passwords are magically disappearing.
Spray and Pray
There’s a sudden desperate desire to roll out new social media initiatives. One day, it’s Pinterest. The next day it’s Vine. Social accounts are started and quickly abandoned. The strategy isn’t just gone – tools are coming and going so fast that you wonder if it was ever there to begin with.
The Good Signs
Of course there are some good signs as well. But are you able to differentiate them? Let’s take a look.
“But I thought Facebook was free?”
If you’re seeing charges all of a sudden on the company card for Facebook, don’t freak out. Ask your Marketing Director to help you understand the strategy and the metrics. Be more concerned if they are NOT spending money here to grow your business.
Your Company Launched a Failed Campaign
Failure can be good as long as we learn from it. If your marketing team isn’t failing from time to time, they aren’t taking big enough risks. In this constantly changing digital age, failure is just one more tool to success.
They Are Blowing Off Non-Essential Meetings
I once worked for a company that had a weekly meeting to plan for the weekly meeting.
Right. I thought the same thing.
In our effort to stay hyper-organized, sometimes we end up wasting time on meetings that could be better spent making money for the company. Don’t rush to conclusions. Ask questions. Understand where your Director of Marketing is and what’s being done with that time.
Your Television Commercials Just Disappeared
Don’t fire your them. Hell – you may want to give them a raise. They probably just saved you a disgusting amount of money that was being burned on a daily basis. The caveat? Find out what their plan is to maximize impression share in the absence of this media.
Time for you to share your experiences. Does your dealership have a Director of Marketing? How has the position changed over the years?