ABOUT THIS EPISODE
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.
Episode · 7 years ago
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Episode · 7 years ago
The Difference Between Advertising & Marketing For Your Dealership
ABOUT THIS EPISODE
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!
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 ourdealer strategies that deliver proven results. And now your hosts, Robert Weissman andMichael Cirillo. All right, everybody, what is going on? Michael Cirillohere and Robert Wiseman. Robert, how you doing buddy? I'm doing great. Michael, how are you? Fantastic episode fourteen, man, we areblast in these things out of there and you know, have had such incredibleguests in and out of the car business. If you haven't had a chance tolisten to those, I'd go back take a listen. There are somany power bombs. We say that word a lot throughout the episodes. Ifyour 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 ofnuggets, little chicken mcnuggets, because their bites size and they're tasty and theyhave a lot of value. And you know what, I don't care ifyou think that chicken mcnuggets aren't tasty, they're absolutely tasty, and that's whywe use that word today. You know, we thought we'd do something different becausewe've had so many incredible guests on the show. Grant card own isis coming up in a future episode, Gary Vaneer, Chuck, Tracy Myers, so many incredible people. I'm going to try as hard as I canto say that I'm not excited about this episode, because I know I saythat 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 indoing business today online. You know. So, Robert, you'd actually madethe 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 toto so many podcasts in on a weekly basis to the time that wespend together doing it. And it's just like when doing an interview show withto you know what I mean, already with a cohost and then you haveyour guests on, which adds a third person to the mix and you're reallytrying to pack as much into the time, you know, to that small frameof 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 awhile, 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 talkingabout some topics that him and I talk about together so much offline. Youknow what I mean? Like, yeah, non recorded off air that we're alwayslike, man, we could turn one of these into a great podcastbecause there's value delivered. You know, Dude. We'd have like twenty episodesbetween those, you know, just between you and I and those conversations exactlyexactly. So, you know, we thought that would take a break andfrom 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 justroll 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, puttingus into your ear drums daily. Yeah, absolutely, and and I mean thething is that, like you said, we talked about this stuff so often. We're, you know, Robert and I are responsible for launching somepretty aggressive campaigns in the industry because, you know, like we mentioned everynow and again in the episodes that were so passionate about, you know,helping other people become successful and revealing,...
...you know, the things that wefind that work for us or revealing the things that other experts and elite playersin the industry are finding that work for them. There's there's so much informationout there, there's so much knowledge out there that, you know, I'mspeaking, you know, for you and me, Robert, but I feellike, you know, I feel a dudious an AB legation to release theinformation and bring it to as many people as possible, something that, youknow, 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 wetalked about. I just want to frame the the stage here of wherewe want to go with this episode, because it's something that I think absolutelyevery dealership wants to learn more about but perhaps hasn't received the information in theright sequence. And so what we want to talk about today is is basicallythis. You know, there's there's thousands of dealerships in North America today whoare all struggling to hit their targets, whether it's sales targets, whether it'sonline marketing targets, conversion targets, whatever. And then, on top of that, you know, there's this massive, overwhelming feeling of those that just theyknow they need to do something but perhaps don't know where to get startedor 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 attendinga 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 youdon't know how to apply it. I often six St that knowledge is ouruntil you know what to do with it and until you know how to takeaction with it. And so because, because there's so many dealerships out therethat are struggling to do business online, we thought that we would take sometime today to really offer you some actionable information that we've found has worked soextremely well for us and that I've found has worked so extremely well for meas I've built, you know, my business and as Robert has built hispersonal brand that so many of you know in great abundance. Okay, youknow, there's this misconception out there that things are moving so fast, andthere'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 sowhat that? What happens is everybody just feels like they're surviving, they're justtreading water, when really they could be jumping on a jet, the jetski that's just sitting right next to them and blasting through the waves. Andso there's there's a lot of clutter out there that is leaving people overwhelm becausethey don't know how to break through it. Online, especially. My Forte isonline marketing, and that's where I've found, you know, helping businesses, not just in the car business but outside of the car business, toreally thrive, to make their voice heard in a way that will bring themthe greatest benefit to their business. Well, because things seemed to be moving fastonline, nobody's ever really asked. Well, why is that? Youknow, if I had asked You, Robert, why? What do youthink contributes to that feeling that things are moving so fast? I think it'sthe abundance, basically the abundance of just, you know, whether it's in ahundred, forty characters. Well, it's an image, whether it's avideo, 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'salways things added to it and you hear that, you know, all thisthing's working, or you feel that you should go and do something and thenyou set it up and then you do...
...it to you know, yeah,the lower degree. It's a I think at the crowd. That the crowdis 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. Irecently, actually, I promised there's a point to this. I hada conversation with a woman who just turned ninety five years old and while wewere talking, you know, we were just kind of shooting the breeze andthen it kind of came to me. I'm like, you know what thisthis woman would have witnessed the invention or announcement of some pretty crazy things inher lifetime. So I asked her. I'm like, Hey, so youknow what was probably the biggest thing that you can recall? That was themost exciting, that seemed like the most revolutionary thing. And you know hergrowing up in some small town here in Canada. She can remember when electricitycame to her town. Yeah, pretty crazy that. She can remember whenthe first light bulb was installed in her house and just the impact that thatthat had. Well, that was the culture shift of that era exactly.But you know what that represented was, all of a sudden now it wasradio coming to her hometown. She remembers when radio arrived in her hometown andthen came television and you know, all of those incredible communication mediums for thattime replaced you know, another medium of communication. So, for example,you know, there was newspaper and then radio came in and it almost wasit almost at the time, kind of replaced the need for for advertising ina newspaper because you were able to reach so many more people. But youknow, she can recall, you know, getting getting washed up for bed andputting the pajamas on and laying on the you know, hern her siblingsand the neighbors all laying on the floor listening to a radio program and youknow if we see it in the movies and stuff like that, but theradio program would have like one or two sponsors. You know, this messageis 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 withradio 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 happenedwas there was this shift in instead of just getting a lot of value thathad a couple of advertisements, it actually became the advertisements that were framing inlittle nuggets of value and so it's like you watch a TV program these daysand it's like five or six commercials for every seven minutes or ten minutes ofprogram and so it's the abundance of all of these communication mediums that, Ibelieve, I agree with you, has can contributed to why the market seemsso cluttered and why it might feel overwhelming to have your voice heard when somany other people are doing it. But here's something that I really want todraw your attention to, because as I've observed advertising, as I've observed marketingand the marketing mix and how it's being used, not just in the carindustry but outside the car industry as well, I think we could all agree thatyes, there is now an abundance of advertising and marketing, but thereare still only a select few who are getting it right. And so whatI want to say is that it doesn't matter and we should stop focusing onhow much messaging and how cluttered the market is and start focusing on what wedo, and what we do extremely well.
And I think you'll find that asyou focus your attention in the right on the right position, you're goingto realize that all of the crap clutter advertising and marketing that's going out therecan actually work to your ultimate advantage. Because, if so, if thereis so much crap out there, you actually don't have to work that hardor move that far in the right direction to have a massive positive impact foryour business. Just got to move the needle a little bit. Above there'sthe 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 thecrap and start focusing on the fact that, instead of standing in this dark roomwith everyone else and not being able to stand out, start focusing onthe fact that you're the only one that came prepared with a little flashlight andsome double a batteries. Do you know what I mean? Because you turnthat you turn that flashlight on and now all of a sudden everyone's going tosee you, and it was just as simple as holding the flashlight. Andit'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 thatmakes it so much easier for your business to just like really, like yousaid, 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 wetalked before this and we talked about how all the time we want to deliversomething. You know, we hope that somebody, just even if one personout of all the downloads get something out of it. We we feel it'sa success for us. So let me ask you a question. So,from a deal or standpoint, what if, you know, a lot of theseguys 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 guysdeliver cars. They don't necessarily that, you know, create content. Right. What do they do? Do they just start then researching companies more andlooking for WHO's known for doing that or well, suggest you know what I'mthinking. 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 createmessaging, I don't do any of that. So I'm going to hire an outsidecompany 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 findout what actually makes you unique. Here's an example. I was speaking witha dealership from back East New Jersey area and they were looking at ways thatthey could, you know, really pick up their socks and really dominate intheir 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, whichyou 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 guysspecial? And you know what he told me? Told me the story abouthow the you know, with the Big Snow storms that came through a whileyou 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 howthe owner of the dealership, who I think is in his s or nowsomething 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, comingto the dealership and helping shovel the walks? Well, he's so concerned about thesafety of everybody coming here. And I said, well, why?Well, when he immigrated to the United...
States with, you know, Idon't know, twenty five cents in his pocket and worked his buns off andended up buying a car and selling it and then buying two cars and sellingit and so on and so on and so on, to the point wherehe actually bought the DA dealership and built a business for himself. He hasthis invested interest because he cares so deeply about, you know, kind ofthis advance and conquer mindset, that that he feels an inherent duty and obligationand responsibility to make sure that the business that he works so hard to buildhad delivered the experience that people should expect and that they deserve. And Isaid, boom, okay, now let's talk about how to leverage that.That is a story that I will buy into. Why? Because if hecares that much about those stinkin you know, shovel in the snow for customers tokeep them safe. How much more does he care about me when Ispend 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 careof this, right us some compelling copy, spend some time and really discover whatmakes your dealership unique and then convey that message to whoever is creating thecopy for you and let them know here's what I'm you know, here's whatmy objective is. On top of that, I'd also add kind of a sidenote. You need to consult with that age agency or the person doingit 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 theywill never be able to achieve your objectives and that doesn't give you muchto quantify or measure and you're always going to feel like you're never hitting yourtargets. I mean the storytelling right there is what people will see value andnot see that. Not Necessarily see value, though there's there's there's still a senseof value there, but it's just the connection and it's just the rapportto in, you know, in that in that message. Right there wenttoo, when you present the story in that type of way, that it'san 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 creativeto come up with the real story. Yeah, exactly. I mean think, look, I mean look at you. Look at what you've beenable to accomplish in the car business. You know, everybody knows who youare, but you know, I mean, what was it that you know,what was your thought process when you said? Okay, I mean there'sa hundred thousand car sales people in the United States. I'll tell you rightnow. I didn't want to be Oh, there's Robert Wiseman ice, just anothercar guy. Okay, cool. So you had there was a drivingforce and and I mean you know, and and I would think too,I mean to not just blend in and be, like you said, justanother car guy. I'm I'm one of one hundred thousand like. That wasmy nightmare, was to be considered just just another one. Well, thisisn't. I mean yeah, and this is the perfect segue, because youknow, we're talking about online marketing here marketing. What a lot of peopledon't get is that there is a difference between just advertising and marketing. Infact, marketing is the overlying picture. It's what it's how we connect withthe market. It's about finding your voice and conveying the right message at theright volume, at the right time to a specific target audience. Okay,where what we find is what contributes to the clutter, is that people ordealerships don't invest their time in finding their voice and finding the message and findingthe 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 tothis. But you know, it's funny, because you needed to do something todifferentiate, 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 iscontributing to the same clutter and wondering why it doesn't set them apart.So imagine, you know, just before we hit record here, we weretalking about this and I said, imagine someone walking up to you, becausethis 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 justyell at you. Great Ride, only one owner, local driven, youknow, alloys till cruise. Must see only thirty nine hundred ninety five.Imagine right, imagine how bizarre that would look. And in the real worldif somebody did that to you, for me, I'd want to punch himin the face. But so why is that acceptable and why is that themajority of what we see pouring out from dealerships, whether it's on social media, Youtube, their website, Yada, Yada, Yada, people are jumpingright to the advertising and forgetting about the marketing. So I think what weshould do is just talk about the difference between the two and what we havefound 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 yourvalue, and then it's about conveying that message at the right volume andat the right time to a very specific target audience. I mentioned this toyou before. It's it's about being something valuable to somebody, not worthless toevery everybody. Yeah, you know, those are I've added two words inthere because I'm you know, I can't take any credit for coming up withthe it's about being something to somebody and nothing or nothing to everybody. ButI 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 vehiclesand with their products because it it's creating the path of least resistance to getpeople to purchase them. Right, think about, you know, think aboutthe last I don't know, for F one hundred and fifty or one thousdfive hundred commercial or billboard or something that you've seen. Right, think aboutwhat setting the vehicle is placed in when you see those f one hundred andfifty commercials, in the one thus five hundred commercials, what's setting is thevehicle and they're hauling a load, they're in the farm land, they're atthe work site, the construction sites during the mountains? Yeah, do youhonestly think that that vehicle from a buyer, from a buyer profile that the OEMis 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 tellyou what they did meet. They met the idea of wanting to feel likethe by the buying profile for that vehicle. In other words, those vehicles whothey market those vehicles to are the man's man, the construction get myhands dirty, go flip and drive out into the mountains with nothing but someduct tape and like an old spoon. And so that's why they buy intothat, which leads me to my second point, because great marketing is emotionalright it you create an emotional attachment to...
...it or the idea of what thatvehicle will make you feel like. The OEM's, the marketing companies that workwith 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 putin the right setting, that speaks to the right person, that triggers theright 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 ofin that aspect. They did. They there are a lot responsible for theprice gate, the price driven consumer. I'll say that because they're always they'realways talking pricing and cheaper. It's the employee pricing and all that, youknow. But they do do well with the setting and knowing who the targetwho's supposed to be buying this car, is what they do, and thenthey 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 itand say, Oh, how come? You know, how come? AllI'm doing then is red tag days employee pricing events. Seventy seven dollar clunkerdeal by this vehicle, Thir thousand ninety ninety five, or we just gota 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 theonly kind of advertising or marketing that you're doing and you're not building a relationshipand creating an emotional attachment to a specific set hard urgency for anybody to jumpexactly. So, I mean, here's the thing, right. So Ithink we all get this. It's no coincidence that to the reason why thosevehicles are depicted in the settings that they are. It's designed that, youknow, those commercials and those billboards are designed in a way to demonstrate howthat 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 ifyou'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 everybodyinstead of trying to speak the right language, language to the right people, rightgroup. It's like the it is like the Volkswagen bug. You know, come on, let's talk about the target audience of this thing. Isit a coincidence that there's like a little vase for you to put a flowerin the accessor you know what I mean. So, I mean, we lookat 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'tcare about you know, at from the salesperson standpoint, dealership standpoint. Theydon'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'sin 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 whatI 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. Theyare looking for information, content, messaging, vehicles, products, services, itdoesn't matter. That will enrich and enhance their life. Right when I'mif I'm a farmer, and I see a ram one fifteen hundred or twentyfive hundred or thirty five hundred hauling a load of Hay and I'm looking atmy one thousand nine hundred and seventy nine...
...pick up. That's barely you know, I can barely turn it on. Well, guess what, that thingsspeaking to me. That's a choir singing to me in the right tone aboutsomething that's going to solve a problem for me. And that guy might nothave 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 trucksitting there on a on it even like in a print media, let's saywe're talking the farmers, unless you're putting an ad on farmers Onlycom, thefarmers exclusive dating site, not a sponsor or affiliated with show anyway. Butyou 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 astock photo or something to put a bunch of Hay in the back of oneof 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 yetthe circulation isn't going to be the type of circulation the type of circulation youget on some of your other media, but you're getting circulation that for theright people, right the people, the exact people that are bought. Youknow who that message is for absolutely and, and I mean don't forget, we'renot 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 righttime, so that you don't feel like there's going to be a drop inthe results that come. What I will tell you is this is exactly withthis 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 gethigher quality leads to take action and move through your funnel, your Roi willincrease because you're not wasting so much time on on pointless opportunities, and yourcost per lead acquisition will go down. I mean, we've spoken about we'vetalked about in previous episodes about how expensive it is to acquire new customers.The reason, folks, okay, everyone listening, if now is the timeto 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 arebeing nothing of value to anybody. So start being something of value to aspecific 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 aboutmarketing. A recap. Marketing is the right message at the right time,at the right volume, to the right group of people. It's the relationshipbuilder. I call it bur teeing. Build relationships of trust. When youbuild a relationship of trust, you can encourage people through the buying cycle somuch faster and shape their purchase decisions. Okay, but they pay you more. Send your referrals exactly, stuff, exactly. So I actually, youknow, I don't talk about this a lot, but I actually came fromthe advertising world. We had an automotive magazine which was one of those standardyou know, picture price, picture price, because like eighteen cars on a pagewith the price, with the you know, the short form description aretilt cruise, Blah Blah, blah, Blah Blah. But as I wasworking 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 actuallyat the point of the purchase process or the purchase cycle where they're concerned aboutthe price. And if you and all of your competitors are in a magazineor in a newspaper where everyone's doing the same thing, how are you actuallymaking an impact to the point where people...
...are going to take action if allof you are picture price advertising? Where's the value? What's what's what's sparkingsomeone 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 whatmakes great advertising. And my opinion, great advertising is memorable. And thereason I refer to picture price marketing or picture price advertising, sorry, isbecause there's nothing memorable about it. Try Spring talked about it. There's nothere'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 andit's a you're speaking to very, very, very few people, and this isagain what contributes to spending more to acquire new customers. But great advertisingis memorable. Again, just prior to US hitting record here, I wastalking 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 handout 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 thingsin it, and I still remember there was it was mother's against drunk drivingwho sponsored an ad that went on the back cover of our planner, andit was the it was this red you could tell it was a red sportscar. You know, might have been a Lamborghini or a Ferrari or somethinglike that, of course right, but it was it was all mangled tobits. 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 thisvehicle still turns heads. Okay, and again the advertiser was mother's against drunkdriving and it was an ad for Hey, don't drink and drive. Don't bea moron, don't drink and drive, because guess what, this is whatyou're you know this. What could happen to you? Well, thinkabout it. That was an ad. It was an ad from mothers againstdrunk driving and still, two decades away years, ty years ago out oftoday, I still remember the exact caption, the exact image and the exact advertiser. So great advertising is memorable. I also think that great advertising grabsyour attention. Okay, so, using the same example, not only wasthe advert not only was that mother's against drunk driving, and again they're notsponsorous of the podcast or anything, but not only was it memorable, butit made me look twice, it made me look three times and four timesit caused me to talk with my friends and show my friends about it andshow 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 anythinglike that with my mother's No struct drivers? Did I ears I did. Ididn't, but I just remember first day of school and I'm, youknow, Oh cool. I got a planner and I flipped to the backpage and I'm like, Whoa, what is this? So the question youcan 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 thepage or the second that the radio commercials over, or the second that thepre roll video is done on Youtube or the banner ad disappears or I clickto a different page. If the answer is no, I probably wouldn't rememberthat. Then it's back to the drawing board. It's time for you tostart conveying an accurate message to either your Internet department, who is responsible forthe ad, or for the agency who created that ad for you, andsay, you know what, what's the objective here? Because I don't thinkwe're fulfilling and and and here's a quick...
...chicken mcnugget for you in regards tothat. 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 greatstuff 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 likeyou 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 youinput. Just ask them what they think about it. Or get there.You know. Does this mean? Does this hit hit home to you atall, or what do you think when you see this and just get insidefrom I mean, think of that. I mean, am I wrong,Michael? I mean all those people that you have access to and there thatyou can get their opinion on something. I mean, especially if any ofthem are there. You know who that message is for to, if theyfit that the you know who you're the message at all. Do you thinkthey should get their input? I mean that's an easy way to test theyeah, absolutely, I mean. And you know what the question what doyou think about this? If you're showing them something needs to be framed inwith. You know, hey, Robert, my objective, what we're trying toaccomplish, is this. Can you take a look at this ad orthis 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 morehonest opinion. Oh well, you know, if you're trying to go for that, I was actually thinking this when i read it, or I wasthinking this one I saw it. Or get the objective after it, becauseanybody will looking at it's not going to know that, like doesn't necessarily knowthe the objective of the ad or yeah, absolutely or whatever, going into it. Let me ask you this, Michael, because we're, I knowwe're rolling down a little bit. Yeah, and we already have another episode onslate to go in between this one and then the next one. Butwhat 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 givethem ideas on content, on you know, marketing and on advertising. As faras how inspiration for for coming up with, you know, outside thebox ideas on both? Yeah, nothing like no, no question. Ithink, you know, the most important or crucial aspect of coming up witha winning strategy, whether it's advertising, marketing, sales, whatever, isalways to have someone that you can bounce ideas off of or get more inspirationfrom. And I mean this is this is where we thrive, this isour niche. We love this stuff and we're, you know, we're helpingso many businesses, so many dealerships, create these strategies. That absolutely Ithink 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 inthe show notes or in the comment section below the show notes on on thedealer playbookcom website. That way we have a better idea to on which directionwe can go. We want to see. You know, I'd love to learnmore about hey, here's the thing that's on my mind the most rightnow. 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 myvoice or whatever it might be, and then we can really hone inanother 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 ofyou. Listen to that. We we have access to analytics, so weknow 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 goingto give us idea of a direction, and we appreciate it. But it'llhelp you and to help your colleagues, etc. And and and, andthat's what it's all about. Yeah, absolutely, Hey and listen. SoI hope this all helped you. I mean I feel like this is suchan important topic, especially as we continue...
...to 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 inperson. Right off the top of my head, I know you and IRobert, we're going to be we're going to be kicking back at the Internetbattle plan in Seattle. That's coming up in August. So We'd love towould love to see you there and also we're going to be blasting it outin Boston in September for the Internet sales twenty group. But you know,we love, Love, love sitting down with dealers in person. I meanthe podcast, absolutely, we love it, but we'd love to sit with youin person as well and strategize with you and help you come up withways to definitely, absolutely, without a doubt, true brood and tattooed advanceand conquer.
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