The Dealer Playbook
The Dealer Playbook

Episode · 8 years ago

The Difference Between Advertising & Marketing For Your Dealership


Here we are at DPB podcast episode 14, and it has been all the back to episode 1 since we have just heard from Michael and Robert. 


 So in that case we present to you "The Dealer Playbook" podcast episode 14 "The Difference Between Advertising & Marketing For Your Dealership" featuring Michael Cirillo & Robert Wiesman. 


 Michael Cirillo and Robert Wiesman are two professionals who are obsessed about content! Online and offline they both love it all! 


 The misconception of things "moving fast" when it comes to the web for a lot of dealers is intimidating as well as overwhelming for most. 


 As stated above that is a "misconception". When it comes down to it the good news is it is really not that hard for a dealership to push through the clutter and make noise online in their market. 


 Make sure you download this episode now, and hear Michael Cirillo and Robert Wiesman talk more about.


Here is some of what you will learn today:


 - How to make your dealership unique online


 - What is marketing?


 - What is advertising? 


 - Creating a story for your dealership that people can buy into. 


 - How to leverage your OEMs marketing and advertising, 


 All of that plus so much more! 


Now it is your turn!


 Write your comment below and let Michael and Robert know your questions and they will do their best to respond to them all. 


 Make sure if you have not to subscribe to "The Dealer Playbook" podcast on iTunes or Stitcher and to please leave your feedback and comments below. 



You're listening to the dealer playbook podcast, episode fourteen, and today it's the great debate. Here we go. You're dialed into the dealer playbook podcast, where it's all about winning out our dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. All right, everybody, what is going on? Michael Cirillo here and Robert Wiseman. Robert, how you doing buddy? I'm doing great. Michael, how are you? Fantastic episode fourteen, man, we are blast in these things out of there and you know, have had such incredible guests in and out of the car business. If you haven't had a chance to listen to those, I'd go back take a listen. There are so many power bombs. We say that word a lot throughout the episodes. If your season listener already with us, you're going to hear that word a lot, power bums, bombs, and you're going to hear the other word of nuggets, little chicken mcnuggets, because their bites size and they're tasty and they have a lot of value. And you know what, I don't care if you think that chicken mcnuggets aren't tasty, they're absolutely tasty, and that's why we use that word today. You know, we thought we'd do something different because we've had so many incredible guests on the show. Grant card own is is coming up in a future episode, Gary Vaneer, Chuck, Tracy Myers, so many incredible people. I'm going to try as hard as I can to say that I'm not excited about this episode, because I know I say that every episode and that's kind of the ongoing joke. But you know, we really wanted to focus on a topic that we find is so important in doing business today online. You know. So, Robert, you'd actually made the suggestion and you said, Hey, let's let's pull it back for, you know, kind of a selfie episode. And I mean what were your thoughts? What were your what was your thought process behind doing that? Well, I enjoy the whole podcasting thing just, you know, not from listening to to so many podcasts in on a weekly basis to the time that we spend together doing it. And it's just like when doing an interview show with to you know what I mean, already with a cohost and then you have your guests on, which adds a third person to the mix and you're really trying to pack as much into the time, you know, to that small frame of time as possible. Yeah, that that you know. Hell, man, I don't know about you guys, I like if you know me, I like to talk, man. I can keep it going for a while, and it's like Michael and I really wanted to, you know, just to spend some time with US kicking some stuff back and forth and talking about some topics that him and I talk about together so much offline. You know what I mean? Like, yeah, non recorded off air that we're always like, man, we could turn one of these into a great podcast because there's value delivered. You know, Dude. We'd have like twenty episodes between those, you know, just between you and I and those conversations exactly exactly. So, you know, we thought that would take a break and from from from some guests, and we'll do this every now and again. We have a lot of great stuff lined up, but we wanted to just roll into an episode of just me and Michael and bring deliver some value, as always, and try to pack it as much into a small time frame, because we know your time is valuable. We appreciate you, you know, taking the time to press the download button and, you know, putting us into your ear drums daily. Yeah, absolutely, and and I mean the thing is that, like you said, we talked about this stuff so often. We're, you know, Robert and I are responsible for launching some pretty aggressive campaigns in the industry because, you know, like we mentioned every now and again in the episodes that were so passionate about, you know, helping other people become successful and revealing,... know, the things that we find that work for us or revealing the things that other experts and elite players in the industry are finding that work for them. There's there's so much information out there, there's so much knowledge out there that, you know, I'm speaking, you know, for you and me, Robert, but I feel like, you know, I feel a dudious an AB legation to release the information and bring it to as many people as possible, something that, you know, you and I talk about a lot in in some of our debates. Maybe we'll call this the great debate, but you know, something that we talked about. I just want to frame the the stage here of where we want to go with this episode, because it's something that I think absolutely every dealership wants to learn more about but perhaps hasn't received the information in the right sequence. And so what we want to talk about today is is basically this. You know, there's there's thousands of dealerships in North America today who are all struggling to hit their targets, whether it's sales targets, whether it's online marketing targets, conversion targets, whatever. And then, on top of that, you know, there's this massive, overwhelming feeling of those that just they know they need to do something but perhaps don't know where to get started or how to get started. You know, there's lots of people attending conferences. Danny Benita is talked about it, how to measure the Roy of attending a conference, and because the really, at the end of the day, all of the knowledge in the world doesn't make a hill of beans if you don't know how to apply it. I often six St that knowledge is our until you know what to do with it and until you know how to take action with it. And so because, because there's so many dealerships out there that are struggling to do business online, we thought that we would take some time today to really offer you some actionable information that we've found has worked so extremely well for us and that I've found has worked so extremely well for me as I've built, you know, my business and as Robert has built his personal brand that so many of you know in great abundance. Okay, you know, there's this misconception out there that things are moving so fast, and there's people out there that are willing to validate that for you. They say, man, you know, things are moving so fast doing business online. It's there's no way to keep up. I mean it's there's your website, youtube, social media, email, marketing, television, radio. You know, it's difficult to identify which one's going to deliver the highest Roy and so what that? What happens is everybody just feels like they're surviving, they're just treading water, when really they could be jumping on a jet, the jet ski that's just sitting right next to them and blasting through the waves. And so there's there's a lot of clutter out there that is leaving people overwhelm because they don't know how to break through it. Online, especially. My Forte is online marketing, and that's where I've found, you know, helping businesses, not just in the car business but outside of the car business, to really thrive, to make their voice heard in a way that will bring them the greatest benefit to their business. Well, because things seemed to be moving fast online, nobody's ever really asked. Well, why is that? You know, if I had asked You, Robert, why? What do you think contributes to that feeling that things are moving so fast? I think it's the abundance, basically the abundance of just, you know, whether it's in a hundred, forty characters. Well, it's an image, whether it's a video, whether it's, you know, a facebook post to facebook AD. Yeah, whether it's you know, it's just the abundance. And then there's always things added to it and you hear that, you know, all this thing's working, or you feel that you should go and do something and then you set it up and then you do... to you know, yeah, the lower degree. It's a I think at the crowd. That the crowd is what makes people think it's moving too fast and they're just not really getting, you know what I mean, getting their grip digging in. Yeah, well, and here's the here's the thing, because I agree with that. I recently, actually, I promised there's a point to this. I had a conversation with a woman who just turned ninety five years old and while we were talking, you know, we were just kind of shooting the breeze and then it kind of came to me. I'm like, you know what this this woman would have witnessed the invention or announcement of some pretty crazy things in her lifetime. So I asked her. I'm like, Hey, so you know what was probably the biggest thing that you can recall? That was the most exciting, that seemed like the most revolutionary thing. And you know her growing up in some small town here in Canada. She can remember when electricity came to her town. Yeah, pretty crazy that. She can remember when the first light bulb was installed in her house and just the impact that that that had. Well, that was the culture shift of that era exactly. But you know what that represented was, all of a sudden now it was radio coming to her hometown. She remembers when radio arrived in her hometown and then came television and you know, all of those incredible communication mediums for that time replaced you know, another medium of communication. So, for example, you know, there was newspaper and then radio came in and it almost was it almost at the time, kind of replaced the need for for advertising in a newspaper because you were able to reach so many more people. But you know, she can recall, you know, getting getting washed up for bed and putting the pajamas on and laying on the you know, hern her siblings and the neighbors all laying on the floor listening to a radio program and you know if we see it in the movies and stuff like that, but the radio program would have like one or two sponsors. You know, this message is brought to you by oval team, drink, your whole team or whatever, and then they would go into the program well then look what happened those, like you said, those mediums became more abundant and more accessible and with radio came more programs, which came more sponsors, which came more advertising. Then television and commercials started really pick up and all of a sudden what happened was there was this shift in instead of just getting a lot of value that had a couple of advertisements, it actually became the advertisements that were framing in little nuggets of value and so it's like you watch a TV program these days and it's like five or six commercials for every seven minutes or ten minutes of program and so it's the abundance of all of these communication mediums that, I believe, I agree with you, has can contributed to why the market seems so cluttered and why it might feel overwhelming to have your voice heard when so many other people are doing it. But here's something that I really want to draw your attention to, because as I've observed advertising, as I've observed marketing and the marketing mix and how it's being used, not just in the car industry but outside the car industry as well, I think we could all agree that yes, there is now an abundance of advertising and marketing, but there are still only a select few who are getting it right. And so what I want to say is that it doesn't matter and we should stop focusing on how much messaging and how cluttered the market is and start focusing on what we do, and what we do extremely well.

And I think you'll find that as you focus your attention in the right on the right position, you're going to realize that all of the crap clutter advertising and marketing that's going out there can actually work to your ultimate advantage. Because, if so, if there is so much crap out there, you actually don't have to work that hard or move that far in the right direction to have a massive positive impact for your business. Just got to move the needle a little bit. Above there's the crappy ones. Yeah, exactly, and here's an example. K. that's the good news. That's the good news to stop focusing on all the crap and start focusing on the fact that, instead of standing in this dark room with everyone else and not being able to stand out, start focusing on the fact that you're the only one that came prepared with a little flashlight and some double a batteries. Do you know what I mean? Because you turn that you turn that flashlight on and now all of a sudden everyone's going to see you, and it was just as simple as holding the flashlight. And it's no different right. Yes, okay, we all agree the market is cluttered, but it's cluttered with crappy marketing and crappy advertising, and so that makes it so much easier for your business to just like really, like you said, Robert, push the needle just a little bit to advance and conquer. Well, let me ask you this, Michael. Let me bring this in. So from a d I'm thinking of the you know, where we talked before this and we talked about how all the time we want to deliver something. You know, we hope that somebody, just even if one person out of all the downloads get something out of it. We we feel it's a success for us. So let me ask you a question. So, from a deal or standpoint, what if, you know, a lot of these guys aren't creating necessarily that further advertisements, the copy and and this and that. There, they have a socalled advertising company, maybe you know, or or whatnot, and they're writing the copy Al Form, because these guys deliver cars. They don't necessarily that, you know, create content. Right. What do they do? Do they just start then researching companies more and looking for WHO's known for doing that or well, suggest you know what I'm thinking. I'm thinking. The first thing is I hear what you're saying. So I mean I move metal, I don't create copy, I don't create messaging, I don't do any of that. So I'm going to hire an outside company to do all that for me. Instead of researching other companies out there, what you really need to do is research your own company and find out what actually makes you unique. Here's an example. I was speaking with a dealership from back East New Jersey area and they were looking at ways that they could, you know, really pick up their socks and really dominate in their market. Well, I asked the question what makes your dealership unique? And they said, can you guess it? Thirty years of family owned and operated. Top strimmers come first. Yeah, all of the standard stuff, which you see on every dealer website, by the way, out there. And and I said no, no, what actually makes your dealership unique? And I said what's cool? What stands out to you that makes you guys special? And you know what he told me? Told me the story about how the you know, with the Big Snow storms that came through a while you know you're on the east coast and you know it is pretty incredible, horrendous winter, lots of cold, lots of snow. He talked about how the owner of the dealership, who I think is in his s or now something now, came to the dealership every single day and shoveled the walks, contributed help the team out. And I said, okay, stop there. Why? Why is the dealer principle, the owner of the dealership, coming to the dealership and helping shovel the walks? Well, he's so concerned about the safety of everybody coming here. And I said, well, why? Well, when he immigrated to the United...

States with, you know, I don't know, twenty five cents in his pocket and worked his buns off and ended up buying a car and selling it and then buying two cars and selling it and so on and so on and so on, to the point where he actually bought the DA dealership and built a business for himself. He has this invested interest because he cares so deeply about, you know, kind of this advance and conquer mindset, that that he feels an inherent duty and obligation and responsibility to make sure that the business that he works so hard to build had delivered the experience that people should expect and that they deserve. And I said, boom, okay, now let's talk about how to leverage that. That is a story that I will buy into. Why? Because if he cares that much about those stinkin you know, shovel in the snow for customers to keep them safe. How much more does he care about me when I spend thousands of my hard earned dollars to purchase one of his products? So, instead of talking to an outside firm and saying yeah, you take care of this, right us some compelling copy, spend some time and really discover what makes your dealership unique and then convey that message to whoever is creating the copy for you and let them know here's what I'm you know, here's what my objective is. On top of that, I'd also add kind of a side note. You need to consult with that age agency or the person doing it for you to make sure that both of you are riding the same wave. Don't just toss it in their lap, because at that level of communication they will never be able to achieve your objectives and that doesn't give you much to quantify or measure and you're always going to feel like you're never hitting your targets. I mean the storytelling right there is what people will see value and not see that. Not Necessarily see value, though there's there's there's still a sense of value there, but it's just the connection and it's just the rapport to in, you know, in that in that message. Right there went too, when you present the story in that type of way, that it's an end and and, believe it or not, it's different. You know, it's so simple, because it's not. Doesn't take superd create, super creative to come up with the real story. Yeah, exactly. I mean think, look, I mean look at you. Look at what you've been able to accomplish in the car business. You know, everybody knows who you are, but you know, I mean, what was it that you know, what was your thought process when you said? Okay, I mean there's a hundred thousand car sales people in the United States. I'll tell you right now. I didn't want to be Oh, there's Robert Wiseman ice, just another car guy. Okay, cool. So you had there was a driving force and and I mean you know, and and I would think too, I mean to not just blend in and be, like you said, just another car guy. I'm I'm one of one hundred thousand like. That was my nightmare, was to be considered just just another one. Well, this isn't. I mean yeah, and this is the perfect segue, because you know, we're talking about online marketing here marketing. What a lot of people don't get is that there is a difference between just advertising and marketing. In fact, marketing is the overlying picture. It's what it's how we connect with the market. It's about finding your voice and conveying the right message at the right volume, at the right time to a specific target audience. Okay, where what we find is what contributes to the clutter, is that people or dealerships don't invest their time in finding their voice and finding the message and finding the target audience. They just straight up...

...go to the advertising. Okay, and it's not their fault. There's there's been a pattern that's led up to this. But you know, it's funny, because you needed to do something to differentiate, and that's what we're talking about. When I built my business, I needed to do something to differentiate. But what's happening is everybody is is contributing to the same clutter and wondering why it doesn't set them apart. So imagine, you know, just before we hit record here, we were talking about this and I said, imagine someone walking up to you, because this is essentially what we see happen on facebook and twitter every single day. Somebody walks up to you and without a hello, without anything, they just yell at you. Great Ride, only one owner, local driven, you know, alloys till cruise. Must see only thirty nine hundred ninety five. Imagine right, imagine how bizarre that would look. And in the real world if somebody did that to you, for me, I'd want to punch him in the face. But so why is that acceptable and why is that the majority of what we see pouring out from dealerships, whether it's on social media, Youtube, their website, Yada, Yada, Yada, people are jumping right to the advertising and forgetting about the marketing. So I think what we should do is just talk about the difference between the two and what we have found makes great marketing and also what we've found creates great advertising. Okay, so I already touched on the first one that I think is so important. Great Marketing is all about finding your voice, it's your story, it's about your value, and then it's about conveying that message at the right volume and at the right time to a very specific target audience. I mentioned this to you before. It's it's about being something valuable to somebody, not worthless to every everybody. Yeah, you know, those are I've added two words in there because I'm you know, I can't take any credit for coming up with the it's about being something to somebody and nothing or nothing to everybody. But I add those two words and all of a sudden expands the the understanding. It's about being something valuable to somebody, not worthless to everybody. You know, look at look at OEM's. Okay, they know who their target audience of. They know who the target audience of every vehicle they produce is. They have a buying profile for each customer and they align it with their vehicles and with their products because it it's creating the path of least resistance to get people to purchase them. Right, think about, you know, think about the last I don't know, for F one hundred and fifty or one thousd five hundred commercial or billboard or something that you've seen. Right, think about what setting the vehicle is placed in when you see those f one hundred and fifty commercials, in the one thus five hundred commercials, what's setting is the vehicle and they're hauling a load, they're in the farm land, they're at the work site, the construction sites during the mountains? Yeah, do you honestly think that that vehicle from a buyer, from a buyer profile that the OEM is created, was meant for the two dudes in the wife beaters, blast in the the techno music, drive down the street like sometimes we see? No, that person didn't actually meet the buying profile, but I'll tell you what they did meet. They met the idea of wanting to feel like the by the buying profile for that vehicle. In other words, those vehicles who they market those vehicles to are the man's man, the construction get my hands dirty, go flip and drive out into the mountains with nothing but some duct tape and like an old spoon. And so that's why they buy into that, which leads me to my second point, because great marketing is emotional right it you create an emotional attachment to... or the idea of what that vehicle will make you feel like. The OEM's, the marketing companies that work with the OEM's, are genius because they spend a lot of time on this. They spend millions of dollars trying to make sure that the vehicle is put in the right setting, that speaks to the right person, that triggers the right emotional response so that the right person purchases the that is one thing that, in my opinion, that the OEM does do well in that type of in that aspect. They did. They there are a lot responsible for the price gate, the price driven consumer. I'll say that because they're always they're always talking pricing and cheaper. It's the employee pricing and all that, you know. But they do do well with the setting and knowing who the target who's supposed to be buying this car, is what they do, and then they show up in that person stream, wherever that stream is, exactly exactly. That's exactly my point. So why don't we take what's already you know, why don't we leverage what's already been created for the dealership and utilize it and say, Oh, how come? You know, how come? All I'm doing then is red tag days employee pricing events. Seventy seven dollar clunker deal by this vehicle, Thir thousand ninety ninety five, or we just got a fresh stock of BMW's. Come check them out. They won't last long, you know what? They absolutely will last long, because if that's the only kind of advertising or marketing that you're doing and you're not building a relationship and creating an emotional attachment to a specific set hard urgency for anybody to jump exactly. So, I mean, here's the thing, right. So I think we all get this. It's no coincidence that to the reason why those vehicles are depicted in the settings that they are. It's designed that, you know, those commercials and those billboards are designed in a way to demonstrate how that particular vehicle can solve a specific problem or provide an answer to a question. You can't do that and you can't create an emotional response to somebody if you're not talking to the right people, and you you're never going to, you know, push the needle if you keep talk trying to talk to everybody instead of trying to speak the right language, language to the right people, right group. It's like the it is like the Volkswagen bug. You know, come on, let's talk about the target audience of this thing. Is it a coincidence that there's like a little vase for you to put a flower in the accessor you know what I mean. So, I mean, we look at those things and those are it's because there's elements that make great marketing. It's about building a relationship and with the right people and as consumers. You know, you me, you know you listening. It's you know, we don't care about the company. You know what they mean. They don't care about you know, at from the salesperson standpoint, dealership standpoint. They don't care about your dealership. They really don't care about your product either. They care about themselves. Exam and it needs to show what it's going what's in it for them? What's it do for them and and and be? Something in it for them. Is Not saying that what the you know what I mean. What's in it for them to watch you is, you know, you communicating to them with something of value, something that enhances their life, their experience in any way. And that's what everyone's looking for. They are looking for information, content, messaging, vehicles, products, services, it doesn't matter. That will enrich and enhance their life. Right when I'm if I'm a farmer, and I see a ram one fifteen hundred or twenty five hundred or thirty five hundred hauling a load of Hay and I'm looking at my one thousand nine hundred and seventy nine...

...pick up. That's barely you know, I can barely turn it on. Well, guess what, that things speaking to me. That's a choir singing to me in the right tone about something that's going to solve a problem for me. And that guy might not have never even been in the funnel at all at that point in time. See exact type of marketing, because that just sparks it, seeing the truck sitting there on a on it even like in a print media, let's say we're talking the farmers, unless you're putting an ad on farmers Onlycom, the farmers exclusive dating site, not a sponsor or affiliated with show anyway. But you know, if you're putting it in print media, even something like that, you put a put a bunch of Hay. If you can't get a stock photo or something to put a bunch of Hay in the back of one of your own, snap that Fod I get a professional photo of it. Use that as like your marketing Ab yeah, certain publication that goes just the farmers. Yeah, you know, probably cheap. They get into and yet the circulation isn't going to be the type of circulation the type of circulation you get on some of your other media, but you're getting circulation that for the right people, right the people, the exact people that are bought. You know who that message is for absolutely and, and I mean don't forget, we're not just talking about speaking to one group of people at one time. We're talking about finding the right message for multiple groups of people at the right time, so that you don't feel like there's going to be a drop in the results that come. What I will tell you is this is exactly with this level of marketing. This is exactly how you see higher quality leads, not higher quantity leads. But I'll tell you what, if you can get higher quality leads to take action and move through your funnel, your Roi will increase because you're not wasting so much time on on pointless opportunities, and your cost per lead acquisition will go down. I mean, we've spoken about we've talked about in previous episodes about how expensive it is to acquire new customers. The reason, folks, okay, everyone listening, if now is the time to start taking notes, it's right now. Okay, this is the time. The reason it is so expensive to acquire new customers is because you are being nothing of value to anybody. So start being something of value to a specific group of people and do that from multiple groups of people. Okay, let's let's let's let's move on to advertise in K we've talked a lot about marketing. A recap. Marketing is the right message at the right time, at the right volume, to the right group of people. It's the relationship builder. I call it bur teeing. Build relationships of trust. When you build a relationship of trust, you can encourage people through the buying cycle so much faster and shape their purchase decisions. Okay, but they pay you more. Send your referrals exactly, stuff, exactly. So I actually, you know, I don't talk about this a lot, but I actually came from the advertising world. We had an automotive magazine which was one of those standard you know, picture price, picture price, because like eighteen cars on a page with the price, with the you know, the short form description are tilt cruise, Blah Blah, blah, Blah Blah. But as I was working for that magazine, I started to consult with the dealers and say look, there is a very, very small margin of of consumers who are actually at the point of the purchase process or the purchase cycle where they're concerned about the price. And if you and all of your competitors are in a magazine or in a newspaper where everyone's doing the same thing, how are you actually making an impact to the point where people...

...are going to take action if all of you are picture price advertising? Where's the value? What's what's what's sparking someone to really take any action at all? Exactly Quay. So let you know. The first thing for me I wanted to really touch on was what makes great advertising. And my opinion, great advertising is memorable. And the reason I refer to picture price marketing or picture price advertising, sorry, is because there's nothing memorable about it. Try Spring talked about it. There's no there's no hook, there's no called action, there's no messenger caption, no urgency, nothing. It's just a picture of a vehicle in a price and it's a you're speaking to very, very, very few people, and this is again what contributes to spending more to acquire new customers. But great advertising is memorable. Again, just prior to US hitting record here, I was talking to Robert About twenty years ago when I was in the eighth grade. I don't know if your school was the same, but mine they had hand out these like daytimers at the beginning of the year, like a planner, you know. I had your agenda and calendars and all those sorts of things in it, and I still remember there was it was mother's against drunk driving who sponsored an ad that went on the back cover of our planner, and it was the it was this red you could tell it was a red sports car. You know, might have been a Lamborghini or a Ferrari or something like that, of course right, but it was it was all mangled to bits. It was like I just looked like a tin can with some tires. You could see the emblem of the the vehicle and the caption was this vehicle still turns heads. Okay, and again the advertiser was mother's against drunk driving and it was an ad for Hey, don't drink and drive. Don't be a moron, don't drink and drive, because guess what, this is what you're you know this. What could happen to you? Well, think about it. That was an ad. It was an ad from mothers against drunk driving and still, two decades away years, ty years ago out of today, I still remember the exact caption, the exact image and the exact advertiser. So great advertising is memorable. I also think that great advertising grabs your attention. Okay, so, using the same example, not only was the advert not only was that mother's against drunk driving, and again they're not sponsorous of the podcast or anything, but not only was it memorable, but it made me look twice, it made me look three times and four times it caused me to talk with my friends and show my friends about it and show my parents. It caught my attention to the degree that, you know, the message was burned into my skull so that I went forget it. I mean we're talking twenty years. Did you sit in a protest or anything like that with my mother's No struct drivers? Did I ears I did. I didn't, but I just remember first day of school and I'm, you know, Oh cool. I got a planner and I flipped to the back page and I'm like, Whoa, what is this? So the question you can ask yourself at your dealership is, have I done anything that's memorable, or will people just see this and forget about it the second they turn the page or the second that the radio commercials over, or the second that the pre roll video is done on Youtube or the banner ad disappears or I click to a different page. If the answer is no, I probably wouldn't remember that. Then it's back to the drawing board. It's time for you to start conveying an accurate message to either your Internet department, who is responsible for the ad, or for the agency who created that ad for you, and say, you know what, what's the objective here? Because I don't think we're fulfilling and and and here's a quick...

...chicken mcnugget for you in regards to that. That if you want to try to, I think if you can, I really think that a lot of you can come up with some great stuff organically. I think you sit down and and you really think about it. But listen, think of how many people work in a dealership and like you could be like yeah, what do they know about marketing this and that? Well, you don't have to bring them into tell him to give you input. Just ask them what they think about it. Or get there. You know. Does this mean? Does this hit hit home to you at all, or what do you think when you see this and just get inside from I mean, think of that. I mean, am I wrong, Michael? I mean all those people that you have access to and there that you can get their opinion on something. I mean, especially if any of them are there. You know who that message is for to, if they fit that the you know who you're the message at all. Do you think they should get their input? I mean that's an easy way to test the yeah, absolutely, I mean. And you know what the question what do you think about this? If you're showing them something needs to be framed in with. You know, hey, Robert, my objective, what we're trying to accomplish, is this. Can you take a look at this ad or this message or this facebook post and tell me what your gut reaction is? Now that you know what the objective, then they can give you a more honest opinion. Oh well, you know, if you're trying to go for that, I was actually thinking this when i read it, or I was thinking this one I saw it. Or get the objective after it, because anybody will looking at it's not going to know that, like doesn't necessarily know the the objective of the ad or yeah, absolutely or whatever, going into it. Let me ask you this, Michael, because we're, I know we're rolling down a little bit. Yeah, and we already have another episode on slate to go in between this one and then the next one. But what do you say? What would you say if you and me regroup, because we did a lot about the why today and like the bigger picture, but I think that with you and I we can really dig down and give them ideas on content, on you know, marketing and on advertising. As far as how inspiration for for coming up with, you know, outside the box ideas on both? Yeah, nothing like no, no question. I think, you know, the most important or crucial aspect of coming up with a winning strategy, whether it's advertising, marketing, sales, whatever, is always to have someone that you can bounce ideas off of or get more inspiration from. And I mean this is this is where we thrive, this is our niche. We love this stuff and we're, you know, we're helping so many businesses, so many dealerships, create these strategies. That absolutely I think it's a no brainer for anyone who wants to hear more about this. You know, they should. They should definitely leave their questions and comments in the show notes or in the comment section below the show notes on on the dealer playbookcom website. That way we have a better idea to on which direction we can go. We want to see. You know, I'd love to learn more about hey, here's the thing that's on my mind the most right now. You know, everything you guys have talked about is resonated with me. I do feel like the markets cluttered. I don't know how to find my voice or whatever it might be, and then we can really hone in another episode in the future about talking specifically about that stuff. There you go, guys, listen. You're taking the time out and there's so many of you. Listen to that. We we have access to analytics, so we know you're there. So take the time, go to the dealer playbookcom and engage. Just take the time out, because it's only going to help you, because that's who it's for. It's going to help us because it's going to give us idea of a direction, and we appreciate it. But it'll help you and to help your colleagues, etc. And and and, and that's what it's all about. Yeah, absolutely, Hey and listen. So I hope this all helped you. I mean I feel like this is such an important topic, especially as we continue... advance in the digital age. We want you to thrive, not just tread water, not just survive. But I'll tell you what, we'd also love to actually meet you in person. There's a couple of places where you'll be able to catch up with us. Would love to see you and shake your hand and collaborate with you in person. Right off the top of my head, I know you and I Robert, we're going to be we're going to be kicking back at the Internet battle plan in Seattle. That's coming up in August. So We'd love to would love to see you there and also we're going to be blasting it out in Boston in September for the Internet sales twenty group. But you know, we love, Love, love sitting down with dealers in person. I mean the podcast, absolutely, we love it, but we'd love to sit with you in person as well and strategize with you and help you come up with ways to definitely, absolutely, without a doubt, true brood and tattooed advance and conquer.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (533)