The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Brent Wees: How Gamification Can Increase Conversions

ABOUT THIS EPISODE

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.

Connect With Team DPB

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 is brought to you by flex. Dealer attract, engage and convert high quality vehicle shoppers with innovative digital marketing strategies that will dominate your market. Check out more at the dealer playbookcom forward slash flex. This is the dealer playbook. All right, 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 out of the auto industry for you, today's automotive professionals, automotive peeps. This is Michael Cerrillo. I'm joined by my partner and crime, Mr Robert Wiseman. How you doing, pal? I'm doing excellent. Man. Thank you for asking. You are so welcome. I mean, you know, it's just such a delight to connect with you every single day. Episode Fifty Nine, man, the big five nine, episode fifty nine. Yeah, we're moving into we're moving into, you know, sixty episodes coming up, and it's it's been such a fun ride. You know, we've locked out with some 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 lot of really cool things going on that. We're so glad you guys are keeping a check, you know, checking out the show. You're leaving US reviews on itunes. We just want to express our appreciation to you for for checking that out. Okay, so enough of the sappy stuff. They're today's guest. You know, good friend of ours, Brent Wee's over at you know 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're going to hear him talk about today something that you know has been around forever and you're going to hear him talk about how it's been around forever, but something that is is unique to the the you know, to what's going on in the automotive industry. It's something that we haven't really seen inside of this space 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 in the auto industry, and so there's really an opportunity here to be an early adopter for what we're talking about. So, you know, Brun's a pretty crazy guy. You're going to hear US derail a couple of times because we're crazy. But you know, Robert, you got anything else add here? Wow, man, let's dive into it. Man, number fifty nine, Brent Leise, here we go. Hey Guy, what's going on? Thanks for being on the show today. Hey, you're super welcome. I'm totally stuck to be on with you find gentlemen today. Yeah, and you know, I like, I've already laughing, like this is this is going to be 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 into this real quick. I was in your session at Canadian digital dealer. It was all about this topic. I'm going to let you intro it, but I was there basically keeping score and the whole session was interactive, based around around 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 us a 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 together and 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, fifty nine actually is my lucky number. So like we're lining things up really nice. Yeah, we had a we had a cancelation this week. Oh well, more more, one, one, one, I'll take what I can get there you go. Need the prices right, loose sound of it. Listen. So here's what here's what...

...it was all about. So I got talking about gamification and lately this year I've been asked to go speak at a lot of different events about it, you know, and it has a ties with marketing automation. They seem to be bigger buzz words this year in the 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 it used for a lot of training. You know, we've seen Chrysler use it and employed for some training in different vertical so as the dealers now go to these events and you know, of course, they're there to learn and find out new tactics and new strategies. This is being talked about a lot in our company, you know, just happens to be one that we have a lot of background with it from from our advertising past, and it really is to help the dealers understand that it's actually been around a lot longer than just the past year or two. You know, it has been, we've been used for decades. Okay, so you say gamification real quickly. What is it? What is it entail, and then give us some examples. You mentioned 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 any sort of mechanism where, you know, users either they redeem or they work towards something or it's a contest or an instant wind mechanism, but it's a it's a redemption, award and incent sort of flow and passing and in historically it's been used a ton. You know, think about air miles right. The airlines were one of the first adopters of a really hardcore gamification platform. You know, people hated flying, they hated certain airlines, so airlines got smart and went hey, let's let's give people points for travel and then they could 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 brilliance on their point. We see it in, you know, grocery stores, you know especially, not maybe so much in Canada, but in the US. You see a ton of incentifying through Gamification, with with points collection and and you know, incentive cards. But again, like go back even farther. You know, when I was a kid, and we were talking about this just before the podcast, you know, Star Wars had a Boba Fett action figure and if you bought for other characters and sent in those proofs of purchases, you got the Boba fette and it was the only way you got that character. So again, like that gamification. Go back even farther through comic books, where you would, you know, you would send in so many bottle tops from certain soft drink beverages to get a baseball hat or an autographed 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 look at this, you see that it's been around all the time. Interesting. Yeah, man, I just did want a couple of years ago with a Vince McMahon figure that you had to send in through toys or US your proofs of purchases. Then just the shipping boom, you got it. Well, I mean exactly, and you know, you see. Sorry, Guy, had good. Go ahead, Michael. I was going to say in Canada all the time, know, you go. You know, in Canada you see it all the time. Right, like I was, I was fine. I'm going, yeah, we've totally derailed. You know, I was stilling up with gas the other day, right, I was filling up with gas and it's like hey, every time you use this points card, it's going to go towards your chance of winning a free year of gas. or I 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 of extion. Okay, so get really lit up, like my wife in particular. She's like, I am freaking winning that, you know, whatever they're giving away that superu impress on. It's like Nah, now we're we're just not suberu people. No, I'm kidding, you know, but she gets she gets really fired up about it.

Okay, so you mentioned that this is 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 this supply what are some of the things that dealers can be doing to, I guess, game a fight or engage people to, you know, what's the end result? Is it get people into the show. The end is build awareness. What is it? Yeah, we I've seen it on all different levels. You know. Especially we've seen it as social media really matured and grew for the dealers and as they started using social media. You saw gammification all 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 media as the dealerships were building up their communities and their social media strategies. But you also see it. You know what I mean, dealers. You know we're using it like you know, you'd get the big cash wheel in the dealership on a Saturday and they were running it that way. Those are those are tactics that have sort of been around, especially the latter one about, you know, actually having stuff at the dealership on a special sale on a Saturday afternoon, you know, along with your barbecue and your you know, inflatable gorilla. But what I'm seeing it now, is what I was talking about with dealers recently, is if we look at the reliance of gamification and social 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 giving away 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 if social media is not really driving that traffic, because for me, awaring this is a great thing, absolutely I think it has to be a part of your marketing mix. But naturally dealers, you know, they need to conquest customers right, they need to they need to continually sell products and services at their stores. So if we see that showroom traffic is slightly starting to dip for dealers as people stay on their sites longer and as deals are working their websites to be more of the experience. Why not take some of that gamification and 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 with products 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 social media 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 instant reveal of an incentive off a vehicle. It could be a skill, skill based game. You know, it doesn't the mechanic itself doesn't have to be heavy, but people do like to play games. Be a console, be at mobile. It doesn't have to be too involved, especially when those visitors at a dealer's website or only at the site between, you know, two and a half and six minutes, there's only a little bit of time where you want to engage them. But if it's something that's going to keep them a little bit stickier and with them, you know, on that site it there's going to be a benefit and a lot of times to do what I'm seeing with the companies that are are using tactics like this and helping dealers put it 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. My Mind'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, you know, with what we're talking about specifically here? Is this more for in market consumer? Is it? Do you know what I mean? Is it? Is it going to be really focused on somebody who's kind of actively in the buying process, or are there other mechanisms in place that can help build awareness of Oh wait, maybe we...

...do need a new vehicle and maybe we should hop into the this this process and this game offication mechanism or this this awareness mechanism or engagement mechanism is helped with that? Yeah, I think it's a great question, Michael, and honestly I feel that the way you can use gamifications you can actually touch a lot of different segments of debt right down through the filter. Now that funnel, like our highest funnel, people may not necessarily engage with something directly. But you know, if you get mid and low funnel people at different segments, say from a conquest, and you know, if you, if you put it in the right place while they're you know, while they're in that midlevel, you know, assessment of what they want to do. You know, gamification might pull them ahead a little bit quicker. You know, because you're giving them something that may you know, if you, if you, if you write it the right way, if you, if you surround like you know, some of the products we create we allow the dealer to massage and mold the messaging that's on the gamification 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 of a sudden you sort of put something in front of them that sort of locks them in a little bit more and has or even gives them that little you know, hey, in my back pocket, I know I've got this extra drin sent from dealer A. I'm probably going to consider him a little bit more 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 changed and sent storage, you know, this time of year, you know, air conditioning services, like different things they were using on parts and service and fixed ops. Really saw a really good way to ladder in and think about different tactics they could use, because normally, at the tables month in, a month out, you know, a lot of times you just here at 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, but it allows you to go in and Intestin a B test a lot, you know, a lot quicker as well. Okay, this, this is really cool. I'm I'm going down a thought process here and I love. I love what I'm hearing so far. So and I can certainly see how them. I applying for a job or something. YEA, yeah, yeah, may they the Hashtag flox box, you know, floxx. Yeah, sod, from what real? But there you go, wiseman Serialoui se it's like a law firm. That sounds like. Okay, so never wins, that never wins, only in their own heads. Yeah, exactly. Okay, so that while you were why you were talking about that. You know, I can see how the the whole low cost, quick execution thing, it would be appealing the the from the consumers perspective. You know, I was reading a report not too long agoes. It was something crazy. I think a thousand people were pulled who had recently purchased or were in the process of purchasing a vehicle within a three or six month period, of which I think it was like fifty four percent of them said that the excitement of buying a car quickly turned to fear of being taken advantage of. where I'm going with this, as I you know that that stigma that that black cloud or that dark cloud still kind of seems to be hanging over the consumers perception of the dealer, and we're you know, we inside the industry. We talked about all the time and we try and take all these measures to eradicate that and make people more comfortable. How does how is? I guess how is from what you've been able to observe? How is gamification being perceived? Is it being 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 come into their store, of which then I will be feared, fearful for my money to and not being taken advantage of. Do you know where I'm going with that? 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 years right, like, be transparent, build that brand image of what you offer as a deal ship. And the reason we brought in Gamification, is one of 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, you know, leaver an, eyeing direct and skittles and you know all you know regularly, you know, juicy fruit gum. So we had all this background and experience in digital contesting and digital incentifying and you know, it's one of the things that always came out of when we worked as an agency. And what 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 conversion on it, because we know people like playing games, they like you know, Peel and reveals, they like instant win or the you know quick contest mechanisms. I think what we're seeing on our side is we're getting some nice conversion deeper on the site because, a, we're not hitting people and we recommend that, you know, don't put this on the front page of the website. You know, strategically drop it on a VDP of a vehicle you may want to be looking at moving or certain vehicles, or on a parts and 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 get it 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, a benefit as we've seen it. It hasn't driven people away and, like we said, we're seeing six to nine percent conversion rate on things that are set deeper in the site. Okay. So and then, I guess, the the 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 we actually know how to handle the I guess these lead direct right. Yeah, and and absolutely sorry. No, so I was just going to say what you thought. What is the what is the process? I mean, is there kind of a blanket process for these? Is there, you know, is it 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 if they roll up the rim to win or whatever. The the game is. Yeah, how do we how do we handle this? Because I guess where I'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 does that fit into this? Where does the process on the dealer's side fit into the 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 based product, it's a self serve product that, you know, dealers can come in and use when they want. It's a pay per use environment, so it's not as white glove is historically has been in place. So normally we've seen in you know, Robert Being at the stores is has maybe seen this in the past where, you know, a local radio station or a marketing company or an advertising company will come in and set up this sort of environment or this mechanism for a store and there's a lot of set up and there's a lot of time built into get this all ready. What we've built is in our system you can go in and actually set up your full campaign in five steps. You can set up your...

...pathing of your lead passing into your BDC or to you know which staff needs to get those and react to the customer. Our system also does a little bit extra where, you know, if a customer comes in, plays a game, redeem something and then that information is hitting the dealership. You know, the customers also getting, you know, communications going out directly from the engine letting them know that the dealership is going to be talking to it is up to the dealership, because we don't want to we don't want to tell a dealership how to run their lead process because we are you know, I mean we are in the we're in the 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, like Glenn Pash, that will come in and help dealers train better in work better. But we need to we need to just make sure that they understand that and the dealer so far that are using this understand that. They know it's their responsibility to go hey, you know what, if this gamification engine is going to drive in x amount of leads. Our staff needs to know a this is the day we're starting on, this is the way the leads are going to look and this is the communication and the experience that we wanted to deliver as people redeem. And why I say that last part is because on 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 a roll up of the Rim and they win something at the dealership, the minute that customer executes that redemption, are tracking system starts showing the dealership every VDP they 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 what the 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 dealership or 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 going out and maybe hitting them with the you know the quote unquote, the usual questions of engagement to get them in for that appointment. They already know all that stuff. You know the Sith. The gamification engines now are really giving the dealership so much intel that they should be able to really tailor a great experience 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? You guys 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 of the 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 if you have two creams into milks in it. So everyone orders it double double and so so they sell so much goddamn coffee up here they are lines around their drive throughs it. It's a phenomenon that I can't even explain. But twice a year they do this. They do a content called roll up the Rim and you take your lid off your coffee and you roll up the side and you went the car or you win a free don nut or you and a muffin. But people get spun out. They get nuts. When this happens it's sort of you know where you have, like, say the fourth of 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 our oh yeah, only crazy like you sneak, you sneeze money. So yeah, when never, let me and and and tell what I digressed. Try To. What does gamification look like, though, on a dealer level? Like tell me some games or like. So you know, the person listening right now and myself can really grasp a better, you know, visual of this. But tell me, like something that's worked. Well, you know what I mean. I believe it like Cook Logic. They got like a really cool piece right where. You know,...

...you get on a VDP and something will come up and show that, hey, you know, like you know ten drive this car, set up a test drive and you'll get a twenty five gift card at you know a target or you know Tim Horton's or wherever, McDonald's, starbucks, doesn't matter. They're just they're in scenting a gift card 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 spin the wheel. We've got. We've GOT VEGAS SLOT Games, we've got sports skill games, simple just reveal instant wind mechanisms. We've done some some sort of more elegant, you know, reveal and incentive that like highline dealers have used. It could just be an overlay that says, Hey, we've got a 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 out a little bit more. It's not sort of your typical pop up that you see with chat windows or different things like that. It scrims out the entire screen for the dealer, makes it elegant, you know, allows the user to turn it off. It's not in truce if but we really we've run just about any kind of game you could think of and we always sort of we are adding to the REV ups library all the time. So, for instance, I was up at a Nice Tun dealer north of town today and they they love, they used to love that, the spin to win wheel right in their dealership, the big the big CLICKITY clack wheel. So that was one of the ones we made and you know, so they're they're setting one up for next week to start running with a media campaign. They've got market because they want to use the gamification. They want to you know, they're going to go out and do a media campaign in their area, in the north part of Toronto, and they're going to push everything to the page that the gamification will launch on because they want to use that game to like really make that campaign sticky for them. Now, are they exchanging? Is it required for them to like exchange, to drop their info or anything prior to play in this game? Or that's not I mean, there's no gay or anything. No, it's not gated at all. So the game will reveal itself. If the user wants to play it, they can and they still don't have to redeem. Will still pick up. The Nice thing is our system will pick up all of the say ups against the Gamification can and the redemption ands and will report that to the user as well, because what we want to see is, you know, we may have a really cool game that people like to play when they're on a dealer's website for, you know, fifteen or twenty seconds, but we may see some that aren't aiming as hard as other ones. So we'll actually either turn those off and in our environment, dealers that use rev ups can actually go in and rate stuff they've used, just like an APP store. So again, to your point, we want to see that. We want to see that which ones engage the most. We want to shut down things that just aren't working and we're always working with our dealers to make sure that, you know, if they've got something in it's just not hitting the conversion levels we want. We you know, we in sent our own dealers to say hey, if we're not hitting a certain conversion rate for you, we're going to we're going to turn that around and make good and give you another one in work with you to make it, make it really sing. Okay. So that helps with the Lee Genp so we've engaged them, we've got them to play this game if they want to redeem, they put in their contact Infos. So we get to lead. I guess the last thing, you know, big takeaway for me is that you know this. This should obviously work in conjunction with other strategies. So, in other words, I guess what I'm getting as it not the be all, end all magic bullet, but you know, it works in line. It's got to be part of a unified strategy. You need to understand what your objective is with it, how it's going to how it's going to fit in. You mentioned, you know, the dealer needs to understand the lead process and and how they're going to handle those leads and what they're going to look like. But then you'd mentioned something I just want to touch on too, so that you said that you pick up the UPS regardless. 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 the game 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 is based on the IP data that we pull in when people play redeem or non redeem. The Ip data we can pull in is to show usually against a just classic, you know, Canada Post or US postal database access that you can get, you can usually get a fifty percent accuracy rate on where the people are coming, think from and where they are in your neighborhoods or in your your know, your trade areas. So we can start to show that. To your earlier point, though, about, you know, having this as 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 your site and just you know you could. You could do it and rely on your organic traffic and for people to get there on their own. But you know, in our in our platform, one of the things we do for the dealers is not only do they set up, you know, they're their spind to win game, or they're, you know, their football game, their sports game, whatever it is they put on there, we also actually provide 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 of their websites. To your point, Michael, you've got it. You've got to have a mix of a tactic in a strategy. Tod I've, you know, to drive your traffic to the desired finish point, right to the desired 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 your guide. Don't make gut decisions. Always track, measure and improve. Okay, cool. So, you know, what I really like about this is it's it's something that might sound new, but it's actually not new. It's been around forever, but it's something that you listening and can take advantage of that. The concept of Gamification to engage users, to understand maybe where they're at in the buying process based on the games that they're they're playing or interacting with. And then it's a real cool lead conversion strategy. The name of the game is to be different than, you know, everybody else in your market, and this is just the easy way to be different, because nobody else. You're not seeing it everywhere. I know you have a lot of people that are probably engaged with the product and I can imagine there's probably a hesitation to write. There's probably hesitation for I mean we see this all the time. There's hesitation for dealers that are like, Oh man, I gotta I gotta Pay, I got to pay more money me, or I got to give away free oil changes or I got to give away you know who site was on? I was on a dealer's site that's actually doing this and they're given away. They're given away like a three hundred dollar restaurant voucher as part of a game. You know. Well, if you don't know how that fits in and how that three hundred dollars plays a role in getting people into your show room or whether that's cost per acquisition, however you're going to attribute that, I mean, yeah, this could this could seem like a really risky thing, but you know, it works. You know so and and 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 why we've done it in a way that you can you can set up an account, for instance, on Rev ups and never spend a time. You can set up games, you can look and see how they'll act, how they'll work. How you know, once you customize it with your dealerships logos and how you put things in. But to your point two is don't give stuff 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 stuff all the time. You know it if you want and you know your customers better than, say, I do. But that's why we allow the engine to be paper use as well. So go into it at one point and you know, for at our costpoint, we try to make it low so the dealer can go in and if he executes and he pulls in just a few leads, that the cost of execution,...

...like fall are outweighs, you know, what they've paid for to actually just put it into market. It's and we do that because we like to Roberts point. You've got to do different things, but everything doesn't have to cost a million dollars right, and we don't want our dealers having to rely on, for instance, a lot of third party loves support to do something that they can do on their own in 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 are hesitating. Yeah, yeah, I mean it's it's a great idea, you know. I mean be different, try to try things out. I mean that's that's really the thing. I was having a conversation with with my team and it was like, you know what the the adages, if it ain't broke, 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, you know, 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 and driving some traffic to it and see how consumers are engaging. The worst thing that can happen is you gain a bunch of valuable Intel on how consumers interact with with you as a brand or as a dealership, and that's I mean that's valuable at that you know, that's valuable data for driving your business. Yeah, exactly, and I think to write, like, as I said earlier, from from a technical standpoint, you've got it. You've got to test things, you've got to try things, you have to evolve. If you if you sit there month after month ago. What are we doing this month? And there's all these great, small, Nimble tools out there. You got to start using these things. Like for me personally, it's a no 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, like when I do present presentations at, you know, the different conferences, what can I do to incentive dealer there to to try to do something with our platform? Right, it's just like let's test stuff and it let's test uff together. Right on, man, appreciate you being on the show with us today. 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. Where do you find me at? I'll be at Tim Hortons. Get in the coffee. You can you. You can always find me at Brent Weice on twitter. Is My main twitter handle. We got a ton of products on twitter as well. But convert with octanecom is where you can get more information on the REV UPS gamification platform. You know, Brent at Dashboard dot see is always where you can get ahold of me. We love showing dealers what this is all about. I have to say, you know, I'm watching Canadian dealers adopt this a lot quicker than the US guys right now, and that's that's a bit of a difference, you know, because usually our markets kind of followed what's going on in the US. But we've seen our guys north of the border actually are taking more of a they're diving in with this a little bit more because they like the they like everything about the nimbleness of it. So like the play games up there, like the place because it's we're we're still under about six feet of snow and you know, we got nothing else now. It's just it's an interesting trend to see that, you know, seeing the Canadian dealers sort of bite into this a little bit harder off the onset. But we we think this guy's a limit and we're just adding 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, you know, for our guys at the stores and trying to help them just conquest more customers. Right on. Thanks, man, appreciate you. Yeah, thanks guys for having me on. I really appreciate it. And I think this 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'm drunk, I'm just I'm saying it because I really do. Luck, fair in man, brought me the tears. You're wilting. And there you have it. That was Mr Brent weeze and he was breaking down, you know, gamification and how we can, you...

...know, benefit your dealership, how you 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 this topic, so I was definitely into it. But yeah, I mean thoughts. You know, like I said, I watched him speak at Canadian digital dealer on this topic and I thought, you know, this is a really cool thing because, like you had mentioned in the episode, this is something that can make your dealership unique. It's it's something that you know almost guaranteed the dealership next door isn't doing, and I mean with the way he was talking about it, doing it kind of digitally, where we know everybody is is hanging out these days. It's, I mean, a huge money saver because you're not looking at the cost of like sending out the like special key in the mail to tenzero people who you're going to try and get them to all come into the store's it's low cost in that you don't have to pay for mailing stuff out, the mail outs, the whatever, you know, the plastic key or the the badge that you bring into the store. That that most of the time probably just gets chucked into the garbage. This is online, so it doesn't cost you anything really to have it up there and on your website. But I like what he was talking about how, you know, 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 things happen with this concept of Gamification to engage site users in a way that that really I mean, you couldn't engage them, you know, by not having 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's the 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 Brend say you don't want to drop a billion on it, you know, or cost 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 you who won free sign copies of my book. I'm so glad, you know, 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's round up another five copies of the book. So the first people to visit triplew dot, the dealer playbookcom forward slash Itunes, leave us a review on itunes and then just tweet at dealer playbook. Done, you know, just say done in the tweet and the first five people that do that listening to this episode, will will send you out a free sign copy. All you got to do after you've done that is visit our contact page and send us your 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 hands on this book help you take your digital marketing to the next level. And with that, Robbert, you got anything else and then ready. Thank you guy. Thanks everybody. Will see you next time. Lata.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (504)