This is a great article illustrating the resources both campaigns are pouring into their digital marketing. It also makes you think about how much things have changed, in the digital realm, in the last four years. How have your dealers changed their allocation of marketing resources in the last four years?

…The challenge facing both campaigns in 2012 is the changing consumer — and the endless ways they receive information. Four years ago, supporters might have been satisfied with just “friending” a candidate on Facebook, but today most users expect a more sophisticated way to actually engage –and on their terms.

While Obama campaign officials guard details about its digital operation as fiercely as Romney guards his tax returns, they were willing to share some advances since 2008:

They created a holistic, totally in-house digital operation that is the largest department at campaign headquarters. In 2008, much of the social media and video was generated organically from supporters. As one campaign official put it, “digital is no longer a part of the campaign. It is the campaign.”

Read the entire article by clicking here: http://politi.co/L93ckI

Make it a GREAT digital day,

Mike Marshall

The General Manager and I were beating our heads against the wall.  FYI - putting noggin-sized dents in the wall violates the OEM's Facility Image standards. 

We were trying to figure out why an Internet sales consultant (ISC) was not selling more vehicles.  The ISC was smart, knew the process, had previously proven that he was able to execute the process and had previously been very successful.  Now he was selling five to six cars per month.  

We sat down and watched the RSA Animate - Drive: The Surprising Truth About What Motivates Us http://www.youtube.com/watch?v=u6XAPnuFjJc.

The video inspired the General Manager to take action.

He gave the ISC complete control of his leads in the Contact Management Program.  The ISC could now close out a lead without asking a sales manager.  The ISC was given authority to price new vehicles up to $400 below invoice without asking anyone.   The results: The ISC sold 17 vehicles the first full month after the changes took place. 

Now this will not work for all Internet Sales Consultants. However, if you have the right person who shares the values of the General Manager and has the ability and desire to execute the Internet lead follow up process ... it may be time to unleash that ISC.

Next steps: Watch the video and think about whom in your dealerships could soar if management removed some of their restraints.

Make it a GREAT day,

Mike Marshall