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Over the last 4 years, we've seen the automotive industry change faster than any other. Even technology has enjoyed a more steady pace through innovations and mindset than the automotive industry from top to bottom. The way we sell, the way we market, and the way we do every aspect of business has transformed in so many ways that it's often hard to keep track of what's working and what's not.
Now, in 2011, one thing is emerging as a theme that tells the tale of success. Dealers are taking charge of their marketing in ways they haven't in the past. The game is much more complicated than it used to be. The Internet has forced business owners in nearly every industry to adjust. The car business has seen the most dramatic adjustments of them all.
Why It's You
The hands-off approach to marketing has, for many (including the savvy dealers on Driving Sales), gone away. Today, those wanting to be the best of the best don't simply contract with vendors and let it ride. They are tracking, monitoring, and getting involved with strategy in ways that are unprecedented. At TK Carsites, we're seeing this dramatic change just by the sheer bulk of people who watch our webinars on Wednesdays.
More dealers are joining every week. Those who have been to past webinars continue to come. It's a testament to the fact that "hands-off" is out the door. Our webinars are tutorial in nature. They aren't meant to pitch products or tease the possibilities. They are completely hands-on, teaching dealers best practices to use in social media, SEO, and general sales through websites and on the floor.
I was skeptical at first. When we launched a year ago I thought that it would certainly fizzle out once dealers realized the work involved in taking control of their Internet marketing. The exact opposite has happened, and I'm pleased to see it.
As more dealers desire to learn to take control, they are attending the various conferences. Innovative Dealer Summit is on Wednesday in Colorado and if it's even half as strong as it was last year, it's worth a look. We will be broadcasting our presentation live on Ustream (details will be posted on the TK Carsites blog) at 10am Pacific Wednesday.
The Automotive Marketing Boot Camp next month and Driving Sales Executive Summit in October are must-attends for dealers really looking to take it to the next level. Again, hands-on training is the key to both.
Are you there yet? Are you ready to be more hands-on with your marketing? Are you hiring the right people, the right vendors, and taking advantage of the many tools out there?
Are you ready?