The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Brent Wees: How Gamification Can Increase Conversions


Welcome to “The Dealer Playbook” Podcast session 59! We are super excited and ready to dive in! 

In this session we have one of our good friends sitting down with us Mr. Brent Wees.

Brent Wees is a Partner and Client Service Director at Powered by Dashboard, a digital automotive product incubator in Toronto, Canada. A fixture in the Canadian automotive digital landscape for over a decade, Brent cut his teeth in the vertical as an account and strategic lead on the Ontario Toyota Dealer Association's digital advertising mandates. 


Brent has also been a featured speaker at automotive events on both sides of the border. Brent's energetic, comedic and uniquely engaging presentation style keeps him in demand at events such as the Innovative Dealer Summit, Driving Sales Executive Summit and the Digital Dealer Conference Series.

In our conversation with Brent he dives into “gamification” and how you can use it to up your conversions online. 

Check out this quick preview of our conversation with Brent Wees

- What is “Gamification” and how you can benefit from it.

- Examples of “Gamification” strategies that a working for auto dealers. 

- Why “Gamification” is a easy way to increase conversions and help you stand out from the crowd. 

This session was a blast and that is just a taste of some of the awesome information Brent Wees delivers in this podcast. 

Get connected with Brent Wees

Brent Wees Twitter 

Convert With Octane 


You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Have You Checked Out Michael Cirillo's Best Selling Book "Don't Wait Dominate? 

Get Michael's book here.

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Connect with The Dealer Playbook on Twitter here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.


This session of the dealer playbook isbrought to you by flex. Dealer attract, engage and convert high quality vehicle shopperswith innovative digital marketing strategies that will dominate your market. Check out moreat the dealer playbookcom forward slash flex. This is the dealer playbook. Allright, and here we go, the dealer playbook podcast, session fifty nine, where every single week we're sitting down with the WHO's who in and outof the auto industry for you, today's automotive professionals, automotive peeps. Thisis Michael Cerrillo. I'm joined by my partner and crime, Mr Robert Wiseman. How you doing, pal? I'm doing excellent. Man. Thank youfor asking. You are so welcome. I mean, you know, it'sjust such a delight to connect with you every single day. Episode Fifty Nine, man, the big five nine, episode fifty nine. Yeah, we'removing into we're moving into, you know, sixty episodes coming up, and it'sit's been such a fun ride. You know, we've locked out withsome incredible guests. You know, our guest today is is pretty cool.We'll tell you about him in a minute, but you know, just a lotof really cool things going on that. We're so glad you guys are keepinga check, you know, checking out the show. You're leaving USreviews on itunes. We just want to express our appreciation to you for forchecking that out. Okay, so enough of the sappy stuff. They're today'sguest. You know, good friend of ours, Brent Wee's over at youknow we are. Dashboard is the name of his company. You know,they've got a lot of really cool things going on and you're going to you'regoing to hear him talk about today something that you know has been around foreverand you're going to hear him talk about how it's been around forever, butsomething that is is unique to the the you know, to what's going onin the automotive industry. It's something that we haven't really seen inside of thisspace and you know you're going to hear US talk about in this episode how, you know, even though it's been around forever, it feels new inthe auto industry, and so there's really an opportunity here to be an earlyadopter for what we're talking about. So, you know, Brun's a pretty crazyguy. You're going to hear US derail a couple of times because we'recrazy. But you know, Robert, you got anything else add here?Wow, man, let's dive into it. Man, number fifty nine, BrentLeise, here we go. Hey Guy, what's going on? Thanksfor being on the show today. Hey, you're super welcome. I'm totally stuckto be on with you find gentlemen today. Yeah, and you know, I like, I've already laughing, like this is this is going tobe crazy. Okay, so, I mean it's taken us how long,fifty nine episodes, to get you on and talk about, you know,some of the stuff we're going to talk about today, which is really cool, really exciting. You guys have some cool things on the go over there. But you know, first, I guess I just want to jump intothis real quick. I was in your session at Canadian digital dealer. Itwas all about this topic. I'm going to let you intro it, butI was there basically keeping score and the whole session was interactive, based aroundaround this topic we're going to be talking about today. I was score keeping. It was high energy. Everybody was really engaged. Can you tell usa little bit about what it is that you were presenting and then and then, you know, give us the history, like how do this all come togetherand why is it? Why is it a relevant topic for for dealers, especially this day and age, digital age? Sure, and you know, again, thanks for having me on, fellas. If you know, fiftynine actually is my lucky number. So like we're lining things up reallynice. Yeah, we had a we had a cancelation this week. Ohwell, more more, one, one, one, I'll take what I canget there you go. Need the prices right, loose sound of it. Listen. So here's what here's what... was all about. So Igot talking about gamification and lately this year I've been asked to go speak ata lot of different events about it, you know, and it has aties with marketing automation. They seem to be bigger buzz words this year inthe industry. You know, a lot of vendors are talking about it,a lot of people at the old we ams where you're seeing you're seeing itused for a lot of training. You know, we've seen Chrysler use itand employed for some training in different vertical so as the dealers now go tothese events and you know, of course, they're there to learn and find outnew tactics and new strategies. This is being talked about a lot inour company, you know, just happens to be one that we have alot of background with it from from our advertising past, and it really isto help the dealers understand that it's actually been around a lot longer than justthe past year or two. You know, it has been, we've been usedfor decades. Okay, so you say gamification real quickly. What isit? What is it entail, and then give us some examples. Youmentioned that we've been using it for decades. What are some examples of that?Well, you know, in gamification is purest form is is a anysort of mechanism where, you know, users either they redeem or they worktowards something or it's a contest or an instant wind mechanism, but it's ait's a redemption, award and incent sort of flow and passing and in historicallyit's been used a ton. You know, think about air miles right. Theairlines were one of the first adopters of a really hardcore gamification platform.You know, people hated flying, they hated certain airlines, so airlines gotsmart and went hey, let's let's give people points for travel and then theycould redeem those and keep coming back to us and using those on our airlines. And you know, I mean it was it was a stroke of brillianceon their point. We see it in, you know, grocery stores, youknow especially, not maybe so much in Canada, but in the US. You see a ton of incentifying through Gamification, with with points collection andand you know, incentive cards. But again, like go back even farther. You know, when I was a kid, and we were talking aboutthis just before the podcast, you know, Star Wars had a Boba Fett actionfigure and if you bought for other characters and sent in those proofs ofpurchases, you got the Boba fette and it was the only way you gotthat character. So again, like that gamification. Go back even farther throughcomic books, where you would, you know, you would send in somany bottle tops from certain soft drink beverages to get a baseball hat or anautographed something. It's been around, like hands have used it all along.The dealers see that, you know, they see that it's being tossed around. Is a new term, but in fact, when you start to lookat this, you see that it's been around all the time. Interesting.Yeah, man, I just did want a couple of years ago with aVince McMahon figure that you had to send in through toys or US your proofsof purchases. Then just the shipping boom, you got it. Well, Imean exactly, and you know, you see. Sorry, Guy,had good. Go ahead, Michael. I was going to say in Canadaall the time, know, you go. You know, in Canada you seeit all the time. Right, like I was, I was fine. I'm going, yeah, we've totally derailed. You know, I wasstilling up with gas the other day, right, I was filling up withgas and it's like hey, every time you use this points card, it'sgoing to go towards your chance of winning a free year of gas. orI mean in Canada it's the whole roll up the wind rim to win thing, right, that's all rim, all game, egation, perfect game ofextion. Okay, so get really lit up, like my wife in particular. She's like, I am freaking winning that, you know, whatever they'regiving away that superu impress on. It's like Nah, now we're we're justnot suberu people. No, I'm kidding, you know, but she gets shegets really fired up about it.

Okay, so you mentioned that thisis kind of a new, I guess, Buzz word inside of the auto industry, but it's you know, it's been happening forever. How does thissupply what are some of the things that dealers can be doing to, Iguess, game a fight or engage people to, you know, what's theend result? Is it get people into the show. The end is buildawareness. What is it? Yeah, we I've seen it on all differentlevels. You know. Especially we've seen it as social media really matured andgrew for the dealers and as they started using social media. You saw gammificationall over social media. Like this picture. We're giving you a post here,we're getting away movie tickets. So it's an awareness play and social mediaas the dealerships were building up their communities and their social media strategies. Butyou also see it. You know what I mean, dealers. You knowwe're using it like you know, you'd get the big cash wheel in thedealership on a Saturday and they were running it that way. Those are thoseare tactics that have sort of been around, especially the latter one about, youknow, actually having stuff at the dealership on a special sale on aSaturday afternoon, you know, along with your barbecue and your you know,inflatable gorilla. But what I'm seeing it now, is what I was talkingabout with dealers recently, is if we look at the reliance of gamification andsocial media, it's more of an awareness play and from what I see,it's usually not benefiting a business case for the dealership itself. If you're givingaway movie tickets, that's a nice to do, but if you're using gamification, why wouldn't you start to think about bringing it back to the dealership?And what we're trying to educate dealers on is, you know, if ifsocial media is not really driving that traffic, because for me, awaring this isa great thing, absolutely I think it has to be a part ofyour marketing mix. But naturally dealers, you know, they need to conquestcustomers right, they need to they need to continually sell products and services attheir stores. So if we see that showroom traffic is slightly starting to dipfor dealers as people stay on their sites longer and as deals are working theirwebsites to be more of the experience. Why not take some of that gamificationand build it right into that destination online, instead of relying on outside channels?Bring it right into the dealership and actually incent and game of five withproducts right from the dealership? Okay, so you're saying it's sort of Rainer. Okay, so right. And so you're saying actually put a a what, like a video game or a something on the dealer's website or the socialmedia page or something. COULD BE? Yeah, yeah, it could be. It could be a just a really quick instant when, as we said, like a roll up the rim. You could be a very quick instantreveal of an incentive off a vehicle. It could be a skill, skillbased game. You know, it doesn't the mechanic itself doesn't have to beheavy, but people do like to play games. Be a console, beat mobile. It doesn't have to be too involved, especially when those visitorsat a dealer's website or only at the site between, you know, twoand a half and six minutes, there's only a little bit of time whereyou want to engage them. But if it's something that's going to keep thema little bit stickier and with them, you know, on that site itthere's going to be a benefit and a lot of times to do what I'mseeing with the companies that are are using tactics like this and helping dealers putit on their sites. The the cost of execution isn't high either. Okay, so you know, and something comes to my mind. You know,I mean everybody knows I'm a big segmentation guy. That you know. MyMind's going kind of gravitating towards that. So say we've got this gamification piece. WHO's IT really geared towards? Or can you gear it towards different segments? And what I mean by that is, is this going to be, youknow, with what we're talking about specifically here? Is this more forin market consumer? Is it? Do you know what I mean? Isit? Is it going to be really focused on somebody who's kind of activelyin the buying process, or are there other mechanisms in place that can helpbuild awareness of Oh wait, maybe we... need a new vehicle and maybewe should hop into the this this process and this game offication mechanism or thisthis awareness mechanism or engagement mechanism is helped with that? Yeah, I thinkit's a great question, Michael, and honestly I feel that the way youcan use gamifications you can actually touch a lot of different segments of debt rightdown through the filter. Now that funnel, like our highest funnel, people maynot necessarily engage with something directly. But you know, if you getmid and low funnel people at different segments, say from a conquest, and youknow, if you, if you put it in the right place whilethey're you know, while they're in that midlevel, you know, assessment ofwhat they want to do. You know, gamification might pull them ahead a littlebit quicker. You know, because you're giving them something that may youknow, if you, if you, if you write it the right way, if you, if you surround like you know, some of the productswe create we allow the dealer to massage and mold the messaging that's on thegamification engine, for instance. So if you, if you create that urgency, you could pull ahead those segments that maybe a midlevel funnel, low funnel, it's easier to engage people naturally because they're in the buying market there.You know, they could be in a thirty day window and then all ofa sudden you sort of put something in front of them that sort of locksthem in a little bit more and has or even gives them that little youknow, hey, in my back pocket, I know I've got this extra drinsent from dealer A. I'm probably going to consider him a little bitmore sure. Where we're also seeing gamification work on fixed ops, though,is we saw a lot like with some of our tools. We saw it. We saw dealers using it on parts and service pages and they were,you know, incentifying their existing customers to, you know, get their tires changedand sent storage, you know, this time of year, you know, air conditioning services, like different things they were using on parts and serviceand fixed ops. Really saw a really good way to ladder in and thinkabout different tactics they could use, because normally, at the tables month in, a month out, you know, a lot of times you just hereat the table, Kay, what are we going to do this month?And sometimes these gamification engines are low cost, quick execution pieces that can help you, you know, maybe engage a segment a little bit differently, butit allows you to go in and Intestin a B test a lot, youknow, a lot quicker as well. Okay, this, this is reallycool. I'm I'm going down a thought process here and I love. Ilove what I'm hearing so far. So and I can certainly see how them. I applying for a job or something. YEA, yeah, yeah, maythey the Hashtag flox box, you know, floxx. Yeah, sod, from what real? But there you go, wiseman Serialoui se it's likea law firm. That sounds like. Okay, so never wins, thatnever wins, only in their own heads. Yeah, exactly. Okay, sothat while you were why you were talking about that. You know,I can see how the the whole low cost, quick execution thing, itwould be appealing the the from the consumers perspective. You know, I wasreading a report not too long agoes. It was something crazy. I thinka thousand people were pulled who had recently purchased or were in the process ofpurchasing a vehicle within a three or six month period, of which I thinkit was like fifty four percent of them said that the excitement of buying acar quickly turned to fear of being taken advantage of. where I'm going withthis, as I you know that that stigma that that black cloud or thatdark cloud still kind of seems to be hanging over the consumers perception of thedealer, and we're you know, we inside the industry. We talked aboutall the time and we try and take all these measures to eradicate that andmake people more comfortable. How does how is? I guess how is fromwhat you've been able to observe? How is gamification being perceived? Is itbeing received the right way or is it...

...just advance encing this? Okay,well, this dealer is just trying to do anything to get me to comeinto their store, of which then I will be feared, fearful for mymoney to and not being taken advantage of. Do you know where I'm going withthat? I'm I'm trying to find the right I do. I do. No, I understand it, because you you want to. You know, the dealers have been told Time and time again over the past several yearsright, like, be transparent, build that brand image of what you offeras a deal ship. And the reason we brought in Gamification, is oneof our products on our platform, is is because from our agency background,for years we did a lot of digital work for different brands like, youknow, leaver an, eyeing direct and skittles and you know all you knowregularly, you know, juicy fruit gum. So we had all this background andexperience in digital contesting and digital incentifying and you know, it's one ofthe things that always came out of when we worked as an agency. Andwhat works now is there's, you know what's called that surprise and delight factor. So if the dealership and what we're seeing is and we're seeing nice conversionon it, because we know people like playing games, they like you know, Peel and reveals, they like instant win or the you know quick contestmechanisms. I think what we're seeing on our side is we're getting some niceconversion deeper on the site because, a, we're not hitting people and we recommendthat, you know, don't put this on the front page of thewebsite. You know, strategically drop it on a VDP of a vehicle youmay want to be looking at moving or certain vehicles, or on a partsand service page. So when those people go there, when they're naturally,you know, following their flow of engagement on that dealer's website, they getit a little deeper because they're getting hit with enough stuff on the front page. The surprise and delight factor actually is been has been so far, abenefit as we've seen it. It hasn't driven people away and, like wesaid, we're seeing six to nine percent conversion rate on things that are setdeeper in the site. Okay. So and then, I guess, thethe other half of this is okay, now we've got this gamification piece.Were, you know, getting better conversions. Were engaging our site visitors better wherever. I'm assuming you could do this on social or or somewhere else online. We're engaging people, we're seeing those conversions. But now we also,I guess, need a process on our side of the table so that weactually know how to handle the I guess these lead direct right. Yeah,and and absolutely sorry. No, so I was just going to say whatyou thought. What is the what is the process? I mean, isthere kind of a blanket process for these? Is there, you know, isit the dealer's responsibility to kind of sit down and say, okay,we're running, you know, I don't know, two hundred dollars off ifthey roll up the rim to win or whatever. The the game is.Yeah, how do we how do we handle this? Because I guess whereI'm going is is, I mean we see traditionally that training is very crucial, processes are very crucial. Robert, I mean you can speak to this. You know more than I can, but I guess it. Where doesthat fit into this? Where does the process on the dealer's side fit intothe effectiveness of of this game working or this this game of how wells out? And Yeah, and just speak to our platform. Are Rev ups platform, which is our gamification engine, you know, because it's a SASS basedproduct, it's a self serve product that, you know, dealers can come inand use when they want. It's a pay per use environment, soit's not as white glove is historically has been in place. So normally we'veseen in you know, Robert Being at the stores is has maybe seen thisin the past where, you know, a local radio station or a marketingcompany or an advertising company will come in and set up this sort of environmentor this mechanism for a store and there's a lot of set up and there'sa lot of time built into get this all ready. What we've built isin our system you can go in and actually set up your full campaign infive steps. You can set up your...

...pathing of your lead passing into yourBDC or to you know which staff needs to get those and react to thecustomer. Our system also does a little bit extra where, you know,if a customer comes in, plays a game, redeem something and then thatinformation is hitting the dealership. You know, the customers also getting, you know, communications going out directly from the engine letting them know that the dealershipis going to be talking to it is up to the dealership, because wedon't want to we don't want to tell a dealership how to run their leadprocess because we are you know, I mean we are in the we're inthe market to build product for dealers to use at their leisure, you know, at low cost and easy engagement. You know, there's there's people,you know, like yourselves or you know, like people like you know, likeGlenn Pash, that will come in and help dealers train better in workbetter. But we need to we need to just make sure that they understandthat and the dealer so far that are using this understand that. They knowit's their responsibility to go hey, you know what, if this gamification engineis going to drive in x amount of leads. Our staff needs to knowa this is the day we're starting on, this is the way the leads aregoing to look and this is the communication and the experience that we wantedto deliver as people redeem. And why I say that last part is becauseon our engine, we have our our analytics environments is called a dometer.So while if someone's on the game and they do like appealed reveal or aroll up of the Rim and they win something at the dealership, the minutethat customer executes that redemption, are tracking system starts showing the dealership every VDPthey looked at, every pay, how many miles they are from the dealership, how many visits. So it's not just sort of the you know whatthe general look and say Google analytics, where you're getting those big numbers.You're getting it actually customer by a customer. And where that may help a dealershipor a BDC is because they're getting all of the Intel on the customer. They know what they've won, they know what vehicles are looking at.They can tailor and experience to be even better for that customer instead of goingout and maybe hitting them with the you know the quote unquote, the usualquestions of engagement to get them in for that appointment. They already know allthat stuff. You know the Sith. The gamification engines now are really givingthe dealership so much intel that they should be able to really tailor a greatexperience for the customer and be efficient with their time to okay, cool.So you know what the heck is this roll up the rim thing? Youguys keep hitting on like I've never even heard of it. So in Canada, Robert, there's this doughnut store called Tim Horton's and it is sort ofthe crack cocaine of coffee up here, and Canadians love their coffee in there. It's brewed. It's brewed in a way that it only tastes good ifyou have two creams into milks in it. So everyone orders it double double andso so they sell so much goddamn coffee up here they are lines aroundtheir drive throughs it. It's a phenomenon that I can't even explain. Buttwice a year they do this. They do a content called roll up theRim and you take your lid off your coffee and you roll up the sideand you went the car or you win a free don nut or you anda muffin. But people get spun out. They get nuts. When this happensit's sort of you know where you have, like, say the fourthof July, roll up the rim is sort of probably our biggest national holiday. Now Right, Mike Hum, I'm gonna say you could open up,like you could seriously open up at Tim Horton's right next to another Tim Horton's, and you would. You would make millions of dollars. I do ouroh yeah, only crazy like you sneak, you sneeze money. So yeah,when never, let me and and and tell what I digressed. TryTo. What does gamification look like, though, on a dealer level?Like tell me some games or like. So you know, the person listeningright now and myself can really grasp a better, you know, visual ofthis. But tell me, like something that's worked. Well, you knowwhat I mean. I believe it like Cook Logic. They got like areally cool piece right where. You know,... get on a VDP and somethingwill come up and show that, hey, you know, like youknow ten drive this car, set up a test drive and you'll get atwenty five gift card at you know a target or you know Tim Horton's orwherever, McDonald's, starbucks, doesn't matter. They're just they're in scenting a giftcard to get someone to come in and do test drives on our engine. When you come into a dealer's website that has a rev ups on it, that game will be anything from a spin to win, like right spinthe wheel. We've got. We've GOT VEGAS SLOT Games, we've got sportsskill games, simple just reveal instant wind mechanisms. We've done some some sortof more elegant, you know, reveal and incentive that like highline dealers haveused. It could just be an overlay that says, Hey, we've gota threeday event on right now. Would you like to? You know,dealers can use REV ups just to just to do something that just comes outa little bit more. It's not sort of your typical pop up that yousee with chat windows or different things like that. It scrims out the entirescreen for the dealer, makes it elegant, you know, allows the user toturn it off. It's not in truce if but we really we've runjust about any kind of game you could think of and we always sort ofwe are adding to the REV ups library all the time. So, forinstance, I was up at a Nice Tun dealer north of town today andthey they love, they used to love that, the spin to win wheelright in their dealership, the big the big CLICKITY clack wheel. So thatwas one of the ones we made and you know, so they're they're settingone up for next week to start running with a media campaign. They've gotmarket because they want to use the gamification. They want to you know, they'regoing to go out and do a media campaign in their area, inthe north part of Toronto, and they're going to push everything to the pagethat the gamification will launch on because they want to use that game to likereally make that campaign sticky for them. Now, are they exchanging? Isit required for them to like exchange, to drop their info or anything priorto play in this game? Or that's not I mean, there's no gayor anything. No, it's not gated at all. So the game willreveal itself. If the user wants to play it, they can and theystill don't have to redeem. Will still pick up. The Nice thing isour system will pick up all of the say ups against the Gamification can andthe redemption ands and will report that to the user as well, because whatwe want to see is, you know, we may have a really cool gamethat people like to play when they're on a dealer's website for, youknow, fifteen or twenty seconds, but we may see some that aren't aimingas hard as other ones. So we'll actually either turn those off and inour environment, dealers that use rev ups can actually go in and rate stuffthey've used, just like an APP store. So again, to your point,we want to see that. We want to see that which ones engagethe most. We want to shut down things that just aren't working and we'realways working with our dealers to make sure that, you know, if they'vegot something in it's just not hitting the conversion levels we want. We youknow, we in sent our own dealers to say hey, if we're nothitting a certain conversion rate for you, we're going to we're going to turnthat around and make good and give you another one in work with you tomake it, make it really sing. Okay. So that helps with theLee Genp so we've engaged them, we've got them to play this game ifthey want to redeem, they put in their contact Infos. So we getto lead. I guess the last thing, you know, big takeaway for meis that you know this. This should obviously work in conjunction with otherstrategies. So, in other words, I guess what I'm getting as itnot the be all, end all magic bullet, but you know, itworks in line. It's got to be part of a unified strategy. Youneed to understand what your objective is with it, how it's going to howit's going to fit in. You mentioned, you know, the dealer needs tounderstand the lead process and and how they're going to handle those leads andwhat they're going to look like. But then you'd mentioned something I just wantto touch on too, so that you said that you pick up the UPSregardless. Is that like an IP based geolog yeah, and type thing.You know. Yeah, we do a few different things on the measurements.So first thing we do is, like...

...we said, if someone's engaged thegame but didn't redeem, we can still track the use against the you know, the game itself, right. So that's what I call that up.We do a lot of Ip tracking, though. Two what we found isbased on the IP data that we pull in when people play redeem or nonredeem. The Ip data we can pull in is to show usually against ajust classic, you know, Canada Post or US postal database access that youcan get, you can usually get a fifty percent accuracy rate on where thepeople are coming, think from and where they are in your neighborhoods or inyour your know, your trade areas. So we can start to show that. To your earlier point, though, about, you know, having thisas a part of a mix, I think that's integral. You know,it's not. You just can't put this on on your own, on yoursite and just you know you could. You could do it and rely onyour organic traffic and for people to get there on their own. But youknow, in our in our platform, one of the things we do forthe dealers is not only do they set up, you know, they're theirspind to win game, or they're, you know, their football game,their sports game, whatever it is they put on there, we also actuallyprovide them full banner sets for media purposes. We also provide them panel sets for, you know, facebook cover pages or their panels on their pages oftheir websites. To your point, Michael, you've got it. You've got tohave a mix of a tactic in a strategy. Tod I've, youknow, to drive your traffic to the desired finish point, right to thedesired end game, and then, hopefully, then, and then, hopefully,we've given you enough analytics that you can, you know, really,you know, close it out. Yeah, used that. Use Data as yourguide. Don't make gut decisions. Always track, measure and improve.Okay, cool. So, you know, what I really like about this isit's it's something that might sound new, but it's actually not new. It'sbeen around forever, but it's something that you listening and can take advantageof that. The concept of Gamification to engage users, to understand maybe wherethey're at in the buying process based on the games that they're they're playing orinteracting with. And then it's a real cool lead conversion strategy. The nameof the game is to be different than, you know, everybody else in yourmarket, and this is just the easy way to be different, becausenobody else. You're not seeing it everywhere. I know you have a lot ofpeople that are probably engaged with the product and I can imagine there's probablya hesitation to write. There's probably hesitation for I mean we see this allthe time. There's hesitation for dealers that are like, Oh man, Igotta I gotta Pay, I got to pay more money me, or Igot to give away free oil changes or I got to give away you knowwho site was on? I was on a dealer's site that's actually doing thisand they're given away. They're given away like a three hundred dollar restaurant voucheras part of a game. You know. Well, if you don't know howthat fits in and how that three hundred dollars plays a role in gettingpeople into your show room or whether that's cost per acquisition, however you're goingto attribute that, I mean, yeah, this could this could seem like areally risky thing, but you know, it works. You know so andand want it and what we're trying to do to it as well.Like to Roberts Point, like you know, there is a hesitation and that's whywe've done it in a way that you can you can set up anaccount, for instance, on Rev ups and never spend a time. Youcan set up games, you can look and see how they'll act, howthey'll work. How you know, once you customize it with your dealerships logosand how you put things in. But to your point two is don't givestuff away. You know, have prizing levels that are all tied into something. That's part of the business practice of the dealership. It does free stuffall the time. You know it if you want and you know your customersbetter than, say, I do. But that's why we allow the engineto be paper use as well. So go into it at one point andyou know, for at our costpoint, we try to make it low sothe dealer can go in and if he executes and he pulls in just afew leads, that the cost of execution,... fall are outweighs, you know, what they've paid for to actually just put it into market. It'sand we do that because we like to Roberts point. You've got to dodifferent things, but everything doesn't have to cost a million dollars right, andwe don't want our dealers having to rely on, for instance, a lotof third party loves support to do something that they can do on their ownin five steps like we did. We just try to make this environments right. That's that's sort of our mandate. So to that point was dealers arehesitating. Yeah, yeah, I mean it's it's a great idea, youknow. I mean be different, try to try things out. I meanthat's that's really the thing. I was having a conversation with with my teamand it was like, you know what the the adages, if it ain'tbroke, don't don't fix it. But I say, if it ain't broke, try and figure out how to break it. In other words, youknow, always be comfortable testing stuff and and seeing what it's going to do, and be comfortable experimenting and throwing a gamification piece on your site and anddriving some traffic to it and see how consumers are engaging. The worst thingthat can happen is you gain a bunch of valuable Intel on how consumers interactwith with you as a brand or as a dealership, and that's I meanthat's valuable at that you know, that's valuable data for driving your business.Yeah, exactly, and I think to write, like, as I saidearlier, from from a technical standpoint, you've got it. You've got totest things, you've got to try things, you have to evolve. If youif you sit there month after month ago. What are we doing thismonth? And there's all these great, small, Nimble tools out there.You got to start using these things. Like for me personally, it's ano brainer. But I also try to practice what I preach when I can. Like what can we put on our own sites to incent dealers, likewhen I do present presentations at, you know, the different conferences, whatcan I do to incentive dealer there to to try to do something with ourplatform? Right, it's just like let's test stuff and it let's test ufftogether. Right on, man, appreciate you being on the show with ustoday. Bright on, the's the the Linda Ronstad to my aer and devil. Yeah, where do we find you at? That's that's right. Wheredo you find me at? I'll be at Tim Hortons. Get in thecoffee. You can you. You can always find me at Brent Weice ontwitter. Is My main twitter handle. We got a ton of products ontwitter as well. But convert with octanecom is where you can get more informationon the REV UPS gamification platform. You know, Brent at Dashboard dot seeis always where you can get ahold of me. We love showing dealers whatthis is all about. I have to say, you know, I'm watchingCanadian dealers adopt this a lot quicker than the US guys right now, andthat's that's a bit of a difference, you know, because usually our marketskind of followed what's going on in the US. But we've seen our guysnorth of the border actually are taking more of a they're diving in with thisa little bit more because they like the they like everything about the nimbleness ofit. So like the play games up there, like the place because it'swe're we're still under about six feet of snow and you know, we gotnothing else now. It's just it's an interesting trend to see that, youknow, seeing the Canadian dealers sort of bite into this a little bit harderoff the onset. But we we think this guy's a limit and we're justadding to it all the time. More Games, more mechanics, more measurement. It's really exciting for us and we're we're really looking out for, youknow, for our guys at the stores and trying to help them just conquestmore customers. Right on. Thanks, man, appreciate you. Yeah,thanks guys for having me on. I really appreciate it. And I thinkthis is an awesome podcast and I look forward to it every week. Right, I think. Thank you, and I'm not just saying that because I'mdrunk, I'm just I'm saying it because I really do. Luck, fairin man, brought me the tears. You're wilting. And there you haveit. That was Mr Brent weeze and he was breaking down, you know, gamification and how we can, you...

...know, benefit your dealership, howyou can put it into action. Mike, what would you think? Man,I know you've seen this is my first time here in him discuss thistopic, so I was definitely into it. But yeah, I mean thoughts.You know, like I said, I watched him speak at Canadian digitaldealer on this topic and I thought, you know, this is a reallycool thing because, like you had mentioned in the episode, this is somethingthat can make your dealership unique. It's it's something that you know almost guaranteedthe dealership next door isn't doing, and I mean with the way he wastalking about it, doing it kind of digitally, where we know everybody isis hanging out these days. It's, I mean, a huge money saverbecause you're not looking at the cost of like sending out the like special keyin the mail to tenzero people who you're going to try and get them toall come into the store's it's low cost in that you don't have to payfor mailing stuff out, the mail outs, the whatever, you know, theplastic key or the the badge that you bring into the store. Thatthat most of the time probably just gets chucked into the garbage. This isonline, so it doesn't cost you anything really to have it up there andon your website. But I like what he was talking about how, youknow, it's important for it to be a part of an overarching marketing mix. It's not that be all end all, but they're seeing some real cool thingshappen with this concept of Gamification to engage site users in a way thatthat really I mean, you couldn't engage them, you know, by nothaving it. So definitely was a good session, something that definitely think that, even from a salesperson having website, there's ways that, you know,you get creative, you can really tap into this thing. Again, it'sthe name of the game is to be different, separate yourself from everybody else, and there's so many little easy ways that you don't have to like Brendsay you don't want to drop a billion on it, you know, orcost you big money that can separate you from everybody else. Yeah, absolutely. So, thanks guys for listening into this session of the dealer playbook podcast. You can check out all of the information we talked about in this episode, as well as get connected to Mr Brent Wee's by visiting triple w dot, the dealer playbookcom forward, slash fifty nine. And you know what,I'm going to go out on our limb. I forgot to congratulate those of youwho won free sign copies of my book. I'm so glad, youknow, so so appreciative to you guys for wanting to check that out.I think we should extend that again this episode. You know, let's let'sround up another five copies of the book. So the first people to visit triplewdot, the dealer playbookcom forward slash Itunes, leave us a review onitunes and then just tweet at dealer playbook. Done, you know, just saydone in the tweet and the first five people that do that listening tothis episode, will will send you out a free sign copy. All yougot to do after you've done that is visit our contact page and send usyour contact Info and who you'd like the book made out too. But again, thanks so much. Guys. Would love for you to get your handson this book help you take your digital marketing to the next level. Andwith that, Robbert, you got anything else and then ready. Thank youguy. Thanks everybody. Will see you next time. Lata.

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