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Jared Hamilton
From: Jared Hamilton
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Lindsey Auguste

Lindsey Auguste Business Intelligence Specialist

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Here’s to you, Mr. OEM!

*The following is a contribution by a real dealer who has asked to remain anonymous (you'll understand why), so I've posted the content to respect their wishes.

Dear OEM:  

Really?  You are in bed with a website vendor and are forcing my hand in using it?  Yes, your SEO truly stinks, your sites take long to load, your bounce rates and overall usability is poor – yet you are forcing my hand to use the site you as an OEM has deemed most acceptable.

I did try to move away with another vendor who I have used prior – everything I know about this website vendor is ten fold better than what you offer and about half the price.  You say it is ok for me to leave…but what do you do, big bad OEM?

You penalize the dealership with infraction after infraction because I don’t have the right wording buried eight pages deep in our site?  We fix what you wanted to fix – you approve the site… and then come back and re-review my site and deny it… again!  NOTHING HAD CHANGED!

After jumping through countless hoops, I finally was able talk with someone at the OEM level and find out there seems to be a mass exodus with your current website vendor.  Therefore the OEM will continue to go through my current (non-OEM recommended) site with a fine-toothed comb looking for the smallest infractions to penalize us…

BUT – what you tell me is that if we go back to your current website vendor, you as an OEM will ease up on our dealership AND you will erase my current infraction you gave me!  Seriously?  

So Mr. OEM – there is a mass exodus leaving your current provider and you have yet to ask yourself why.  The dealers are speaking, yet you are forcing their hand to use a sub-par website due to your current relationship with them.

OEMs – you are KILLING your dealers in the digital marketing arena!   Progressive OEMs and independents will CRUSH us in SEO and SEM strategies if you continue to go down the path you going. 

Not all websites are created equal – take a look, Mr. OEM, at why I wanted to go with someone else.  Here is a snap shot of your OEM recommended site’s analytics for 30 days:

Now – below is analytics of our site I had up for all of 30 days.  138% more visitors and each of those visitors ON AVERAGE spent another 2 minutes on the site, went 2.5 pages DEEPER, and less of them bounced off my site.  Let’s not talk about conversion rates as that would REALLY make way too much sense.

So, Mr. OEM – I am going back to your site for fewer visits, less page views, shorter site time, and more customers are bouncing because this is what the executives think will be best.

So here’s to you, Mr. OEM!  May your digital marketing strategies continue to be obsolete, overpriced, and down right piss poor.

 

Signed,

Just about every dealer in the country

Daniel Boismier
@everyone after posting this I just got an OEM non-compliant letter for advertising on an automotive inventory marketing site. Maybe you should put up a poll and have us rank which OEM's have the hightest P.I.T.A factor!
Nicki Allen
I LOVE Daniels idea! Could get a lot of great feedback. You could encourage people to comment on how they overcame (or got around)different issues with their specific OEM's. No reason to continue to leave dealers in the dark on all this stuff...
Brian Pasch
The sad part is that the industry continues to move towards less choice and when OEM co-op dollars get involved the picture gets even cloudier.
Dave Page
Brilliant post and of course I couldn't agree with you more. These "out of the box" solutions might work for non aggressive dealers, but those looking to stand out from the crowd it simply can't be done. Hats off! Whats next, we are going to tell you what ad agency to use also?
Bryan Armstrong
Hahahahahahahahahahahaha!! *SOB!* (Funny but sadly true).

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