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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

David Ortiz
Not mandatory, we know... but you know how OEM's work.
Marc McGurren
What's really funny is that I did a "real world" test with some of my facebook friends. I offered them up a starbucks gift card in return for mystery shops of myself and my competitors. I sent some of the would be "shoppers" to the OEM's sites, but mostly I sent the shoppers to our own websites. One of THE most telling things I heard from 2 of the 10 folks that helped me out was that they couldn't tell what website they were on since they all looked identical. There was ZERO (Dealership) brand differentiation in the overall look, feel, and usability of the site. We all are the same and I had never thought of that in the lights of a true customer. One of them literally forgot if they were on my site or my competitors! How is this good for me as a dealer???
Marc McGurren
What's really funny is that I did a "real world" test with some of my facebook friends. I offered them up a starbucks gift card in return for mystery shops of myself and my competitors. I sent some of the would be "shoppers" to the OEM's sites, but mostly I sent the shoppers to our own websites. One of THE most telling things I heard from 2 of the 10 folks that helped me out was that they couldn't tell what website they were on since they all looked identical. There was ZERO (Dealership) brand differentiation in the overall look, feel, and usability of the site. We all are the same and I had never thought of that in the lights of a true customer. One of them literally forgot if they were on my site or my competitors! How is this good for me as a dealer???
Richelle Farley
We have had some of our dealers switch to OEM vendors out of fear of the OEM, but never from the result of a substantial consequence that outweighed the benefit of the non OEM site. In most cases it is worthwhile for the dealer to pay for 2 websites, one OEM to collect manufacturer leads and one non OEM where they focus their efforts.
Eley Duke III
AMEN! We just went through all this and we now have our Non-OEM website running as our primary. We have seen significant improvement in our traffic, page views have doubled, and the leads are 10x's better! And all that in only 90 days, it just keeps getting better! Glad to see you put this out there Lindsey!

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