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Jared Hamilton
From: Jared Hamilton
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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Fording the Stream: Traditional to Social

So you're managing PR for an automotive brand rolling out a new model, and you're ready to reveal specs that the public is waiting to hear. How do you announce those specs? Traditional PR guidelines would say to write a press release and send it out to major media outlets. Well, for the new 2011 Ford Explorer, Ford has bypassed traditional media and revealed the vehicle step by step over social media. Most recently, the manufacturer announced the new Explorer's MPG through an entertaining YouTube video without even mentioning the mileage in any press release.

After weathering the recession better than any other American auto manufacturer, Ford continues to see successful sales. Besides knowing how to make a quality vehicle, Ford knows how to market to today's generation. People today use social media sites like Facebook and YouTube constantly. When a manufacturer can tease a product and promise to reveal features over time, people will flock to a page and also tell their friends. Long before the official revelation of the 2011 Explorer, Ford pumped up its release with sneak pics and continues to add interesting content to the official Explorer Facebook page. Their efforts have picked up almost 80,000 fans on the page!

Take a lesson from Ford and learn that traditional automotive marketing efforts just don't work the same way in an interactive world. Build a social media following for your auto dealership to reach today's audience.

Paul Potratz
 

Stacy Mueller
I've quite enjoyed what Ford has done in the social media realm. I believe they've done an excellent in utilizing the platform and making it work for them. Nice article, Paul

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