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Larry Bruce

Larry Bruce Founder / President / CEO

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

What The Merovingian Can Teach You About Marketing

 

"Why"?

This is the single most difficult concept for most marketers in automotive to understand.  “Why” is the reason AutoTrader and Cars.com run millions of dollars in ads on TV, then put only a fraction of that budget into real content that consumers go online to find “the expensive kind of marketing” as noted by Seth Godin in his book "All Marketers Are Liars" renamed "All Markerters Are Storytellers.”

 

“Why” is also the reason GM is failing at Facebook. They’re not asking “why” people even want to come to their social sites. They’re posting from within a bubble. “Why” is the reason people debate on Twitter whether they should use Adwords PPC or Facebook.  I absolutely love debates like these because they force people to think about "WHY” they believe what they believe... and “Why” is a much more important question than "WHAT". Ask the Merovingian, he knows.

 

Facebook or Adwords is not a choice; it's a question of message and intent...the “WHY”of it all.

 

What Ford and Scott Monty knows, that GM doesn't, is that people don't go to Facebook to find Ford or to find out "What’s going on at Ford"? The truth is, they don’t care!

People go on Facebook to keep up with friends and family and to discover things that are important to them, in other words, the "WHY” of what makes them visit a page. Ford and Scott Monty's team do a terrific job of producing content with that intent, the “Why” of it all, in mind.

 

People go on Google and other search engines to find things, that is their intent, their "WHY" and smart marketers buy keywords and write ads with that intent in mind. It’s a "WHY" question NOT a "WHAT" question...

 

It shouldn’t be "WHAT" are your goals from the platform?

 

But...

 

WHY are they there?

 

And more importantly, how can your message fit the visitor’s “why”?

 

The Merovingian would be proud!

 

I hope this post has helped you think more about why than what. I will be discussing “WHY” and bringing a lot of data on this subject in my Digital Dealer Session on Oct. 24th In Las Vegas hope to see you there. 

Bryan Armstrong
Exactly! Tailor the message and content not only to the audience but also to the Platform! Great stuff Larry.
Eric Miltsch
Nice reference Larry. Funny to see that while so many of us spend so much time within each platform some still don't understand their own activity. Intent within each source is radically different.

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