Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Phil Swartz

Phil Swartz Sales Manager

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Dirty Advertising, The Man vs The Little Guy

As more and more topics of OEM mandates and co-op programs arise in the automotive forums, I want to ask all of you what would take place in a real scenario.  9220922a73c45cbc4529d413c45476cc.jpg?t=1

 

My stance on the topic is neutral. 

 

There are plenty of providers that exist to help automotive dealers with products and services.  Let’s use the following two products for the hypothetical.  Websites as the mandate and Paid Search as the Co-Op.

 

Here is the scenario:  

 


Two Chrysler dealers just outside of Coppell, TX.  Dealer 1 in business since 1989 and dealer 2 a more modern dealership built in 2001.  Both are run by large organizations and have over 400 new Chryslers in stock.  

 

Dealer 1:  OEM mandate website and using that same provider at the top tier for OEM co-op dollars.

 

Dealer 2:  Using a smaller company that utilizes responsive website technology.  Also, using a different company to manage paid search.

 

 

(and, let’s say the smaller digital marketing company is a reputable outfit known as an industry leader.)

 

Dealers 1 & 2 use the same lead providers and their budgets are comparable.

 

Specifically, should the dealer that uses non co-op’d dollars and a non-mandated website see better results than using the OEM preferred programs?

 

 

I'm Phil Swartz. "May the Swartz be with you..."

Mark Dubis
The dealership with the sales and service team that provides the best customer experience and that has the highest customer loyalty will win. Yes, they still need to market and advertise but they have a more compelling story to tell prospects. They should also have validation of their people via reviews from a third party, not just cherry-picked reviews on their own sites. The goals of the OEM and the dealer do not always align, and dealers are aware of that so they need to "watch out for themselves. . . co-op or no co-op. Clearly some vendors on the co-op program are not worth the money spent on their services. The best SEO program is useless if the dealership doesn't care about their customers and/or their employees.

 Unlock all of the community & features  Join Now