DrivingSales
5 Things Your Marketing Manager Doesn't Want To Hear
Your dealership marketing manager has a tough job. They’re fighting lots of different opinions, in an industry that still has one foot in the traditional marketing door, and one foot in the digital marketing door. These marketing managers are working tirelessly to help dealerships grow, and there a few phrases they regularly hear that make them wonder what they can possibly do!
- The Internet is just a fad. I may or may not have actually heard this from a dealership GM at one point in my life. And it was CRINGE WORTHY. The Internet is here to stay, and it’s in our best interest to harness the awesome abilities that it gives us.
- Let’s put flames (or something else cheesy) in that ad! There are some awesome ways to make an advertisement pop, but some of the cheesy ways aren’t exactly the best. Flames, balloons, and fireworks are cool, yes, but we need to make sure we’re using them in a way that doesn’t make the ad look ridiculous!
- I don’t want a social media account for the store. If you’re not on social media, you’re already insanely far behind. The quicker you get social media accounts for your dealership, and are actively working to engage your followers, the better off you’ll be!
- Let’s add something else to the website homepage. Automotive websites are notoriously cluttered and sometimes difficult to navigate. We should focus on streamlining our web presence and putting the things on the homepage that customers are really looking for, as well as giving them paths to go deeper into the site.
- The automotive industry can’t do that. While it’s true, marketing in automotive is different than other types of marketing; there are very few marketing tactics that just don’t work for automotive. Marketing managers want the chance to try out techniques used in other industries, keep up with where marketing is moving as a whole, and implement new growth into automotive.
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6 Comments
Arthur Bratton
Holiday Automotive
Thankfully, I think the only one that we still struggle with is too much on the homepage. My predecessor also heard "the internet is just a fad" from a gentleman in the radio industry.
Mark Dubis
Dealers Marketing Network
We need to clarify two realities. 1) Most dealership Internet Marketing folks do not really do marketing in the true sense of the word. They focus on inventory presentation, search optimization, and maybe some banner ads and website content. While those are all important they are not a main driver of bringing in new customers and most of what they do is being done by every one of their competitors.
2) Few dealerships have a full time Marketing Director who works on holistic programs to create traffic driving programs, build relationships. leverage community activities for branding, and boosts the visibility and credibility of the sales and service personnel. That is the Achilles Heel of our industry. Solutions exist for smaller stores that want these services but don't want the high price that comes with a full time director. They need to find that 'rainmaker' who can tip the scales and boost sales.
Scott Larrabee
Keeping salespeople in the loop and providing them with digital assets to use on their own social media pages is smart as well. Our marketing team does that here for us... it makes it easy for me to create content that is aligned with the message the dealerships is putting out there as well!
C L
Automotive Group
#4 reminds me of everyone wanting to “Make the logo Bigger!”
Mark Nicholson
Absolute Results
Automotive marketing would benefit from a shift in thinking, that being to be more strategic, and proactive instead of reactive.
But there is a definite need, a transformation if you will, which I will write about and contribute to Driving Sales soon.
The times are changing, and those which fail to adapt may soon find themselves irrelevant or similar. A large percentage will dismiss this without thought. Stay tuned.
Marc @ Autobahn Academy
AutobahnAcademy.com
#6 Internet leads are low quality.
:D