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!
Youre listening to the dealer, playbookpodcast episode, fourteen and today it's the great debate here we go you're dialed into the dealer, playbookpodcast, where it's all about winning autotaler strategies that deliverproven results, and now your hosts Robert Weisman and Michael Serilla, all right everybody. What is going onMichael Sirilo here and Robert Weisman Robert, how you doing buddy I'm doinggreat Michael? How are you fantastic episode? Fourteen man, we areblasting 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 listento those I'd, go back, take a listen. There are so many power bombs. We saythat word a lot throughout the episodes, if you're seasoned listener alreadywith us you're going to hear that word, a lot power, bums bombs and you'regoing to hear the other word of nuggets little chicken mcnuggets, because theirbites size and they're tasty, and they have a lot of value. And you know whatI don't care if you think that chicken mok now gets, aren't tasty, they're,absolutely tasty, and that's why we use that. Word today, you know we thought we'd dosomething different, because we've had so many incredible guests on the showgrant. CARDOWN is coming up in a future episode, Gary Vaner, Chuck, Tracy Myers, so manyincredible people I'm going to try as hard as I can to say that I'm notexcited about this episode, because I know I say that every episode andthat's kind of the ongoing joke. But you know we really wanted to focus on atopic that we find is so important in doing business today online. You know so Robert You had actuallymade the suggestion. You said Hey, let's, let's pull a back for you knowkind of a selfi 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 fromlistening to to so many podcasts on a weekly basis to the time that we spendtogether doing it, and it's just like when doing an interview show with twop.You know what I mean already with a cohost, and then you have your guest onwhich adds a third person to the mix and you're really trying to pack asmuch into the Tim. You know to the small frame of time as possible, yeahthat that you know hell man, I don't know about you guys id like. If youknow me, I like to talk man, I can keep it going for a while and it's likeMichael and I really wanted o. You know just to spend some time with US kickingsome stuff back and forth and talking about some topics that him and I talkabout together so much offline. You know what I mean like yeah non recordedoff air that were always like man. We could turn one of these into a greatpodcast, because there's value delivered, you know, uwed have liketwenty episodes between those. You know just between you and I and thoseconversations exactly exactly so. You know we thought that would take a breakand from from from some guests and we'll do this every now and again wehave a lot of great stuff lined up, but we wanted to just rol into an episodeof just me and Michael and bring deliver some value as always and try topack it as as much into a small time frame, because we know your time isvaluable. We appreciate you, you know taking the time to press te, downloadbutton and you know putting us into your ear drums daily, yeah, absolutelyand- and I mean the thing is that, like you said we talk about this stuff, sooften we're you know Robert and I are responsible for launching some prettyaggressive campaigns in the industry, because youknow, like we mentioned every now and again in the episodes that were sopassionate about you know, helping other people becomesuccessful and revealing. You know the...
...things that we find that work for us orrevealing the things that other experts and elite players in the industry arefinding that work for them. thres there's so much information out there,there's so much knowledge out there that you know, I'm speaking, you knowfor you and me Robert, but I feel like you know, I feel a dutious, anobligation to release the information and bring it to as many people aspossible, something that you know you and I talkabout a lot in some of our debates. Maybe we'llcall us the great debate, but you know something that we talk about.I just want to frame the stage here of where we want to go with this episode,because it's something that I think absolutely every dealership wants tolearn more about, but perhaps hasn't received the information in the rightsequence, and so what we want to talk about today is is basically this. Youknow, there's there's thousands of dealerships in North America today whoare all struggling to hit their targets, whether it's sales targets, whetherit's online marketing targets, conversion targets whatever, and then,on top of that, you know. There's this massive overwhelming feeling of thosethat just they know they need to do something, but perhaps don't know whereto get started or how to get started. You know, there's lots of peopleattending conferences, Danny Benitas talked about it, how to measure theRoly of attending a conference and because the really at the end of theday, all of the knowledge in the world doesn't make a hill of beans. If youdon't know how to apply it, I often say somethin that knowledge is Howr untilyou know what to do with it and until you know how to take action with it,and so because there's so many dealerships out there that arestruggling to do business online, we thought that we'd take some time todayto really offer you some actionable information that we've found has workedso extremely well for us and that ive found his work so extremely well. Forme, as I've built, you know my business and as Robert has built his personalbrand that so many of you know in great abundance. Okay Umyou know there's thismisconception out there that things are moving so fast and there's people outthere that are willing to validate that. For you, they say man, you know thingsare 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 goingto deliver the highest Roy, and so what that? What happens? Is everybody justfeels like they're surviving they're just treading water, when really theycould be jumping on a jet, the Jet Ski, that's just sitting right next to themand blastin through the waves? And so there's there's a lot of clutter outthere. That is leaving people overwhelme because they don't know howto break through it online, especially my forte is online marketing and that'swhere I've found you know helping businesses not just inthe car business but outside of the car business, to really thrive to maketheir voice heard in a way that will bring them thegreatest benefit to their business. Well because things seem to be movingfast, online nobody's ever really asked well. Why is that you know if I had to ask you Robert,why? What do you think contributes to that feeling that things are moving sofast that I think it's the abundance? Basically the abundance of just you know whether it's in a hundredforty characters well Yeu ats, an image whether it's a video, whether it's you know a facebook post, O facebook adyeah, whether it's you know it's just the abundance and then there's alwaysthings added to it, and you hear that you know all this thing's working oryou feel that you should go and do...
...something and then you set it up andthen you do it to you know: Yeah the lower degree. It's a,I think it the crowd. The crowd is what makes people think it's moving too fastand they're just not really getting. You know what I mean getting their gripdigging in yeah well, and here's tha here's a thing, because I agree withthat. I recently. Actually I promised there's a point to this. Ihad a conversation with a woman who just turned ninety five years old and while we were talking you know wewere 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 crazythings in her lifetime. So I asked her I'm like hey, so you know what wasprobably 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 insome small town here in Canada. She can remember when electricity came to hertown, ohwow yeah, pretty crazy, that she can remember when the first lightBob 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 thatrepresented was all of a sudden. Now it was radio coming to her hometown. Sheremembers when radio arrived in her home town and then came television, andyou know all of those incredible communication mediums for that timereplaced. You know another medium of communication, so, for example, youknow there was newspaper and then radio came in and it almost was it almost atthe time kind of replaced the need for for advertising in a newspaper, becauseyou were able to reach so many more people. But you know she can recall youknow getting getting washed up for bed and putting the pyjamas on and layingon the you know, herner siblings and the neighbors all laying on the floorlistening to a radio program- and you know if we see it in the movies andstuff like that, but the radio program would have like one or two sponsors.You know this message is brought to you by Ovalteam drink your olteen orwhatever, and then they would go into the program. Well, then, look whathappened! Those like you said those mediums became more abundant and moreaccessible and with radio came more programs which came more sponsors, which came more advertisingthan television and commercials started really pickup and all of a sudden whathappened was there? Was this shift in instead of just getting a lot of valuethat had a couple of advertisements? It actually became the advertisements thatwere framing in little nuggets of value, and so it's like you watch a TV programthese days and it's like five or six commercials for every seven minutes orten minutes of program, and so it's the abundance of all ofthese communication mediums that I believe I agree with. You hascontributed to why the market seems so cluttered andwhy it might feel overwhelming to have your voice heard when so many otherpeople are doing it. But here's something that I really wantto draw your attention to, because, as I've observed advertising as I'veobserved marketing and the marketing mix and how it's being used, not justin the car industry but outside the car industry as well. I think we could allagree 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 itdoesn't matter, and we should stop focusing on how much messaging and howcluttered the market is and start focusing on what we do and what we doextremely well, and I think you'll find...
...that, as you focus your attention inthe right on the right position, you're going to realize that all of thecrap clutter, advertising and marketing that's going out. There can actuallywork to your ultimate advantage, because if so, if there is so much crapout there, you actually don't have to work thathard or move that far in the right direction. To have a massive positiveimpact for your business. Just got to move the needle a little bit above therthe crappy ones, yeah that exactly and here's an example. Okay, that's thegood news! That's the good news to stop focusing on all the crap and startfocusing on the fact that, instead of standing in this dark room witheveryone else and not being able to stand out, start focusing on the factthat you're, the only one that came prepared with a little flashlight andsome double a batteries, do you know what I mean, because you turn that youturn that flashlight on and now all of a sudden everyone's going to see youand it was just as simple as holding the flashlight and it's no differentright. Yes, okay, we all agree. The market is cluttered, but it's clutteredwith crappy marketing and crappy advertising, and so that makes it so much easier foryour business to just like relike. You said Robert Push, the needle just alittle bit to advance and conquer. Well, let me ask you this Michael. Let mebring this in so from a de I'm thinking of you know, wre we talk before thisand we talk about all the time we want to deliver something you know. We hopethat somebody, just even in one person out of all the downloads, get somethingout of it. We we feel it's a success for us. So let me ask you a question sofrom a dealor standpoint, what if you know a lot of these guys, aren'tcreating necessarily that further advertisements the copy and and thisand that there they have a so called advertising company? Maybe you know, oror whatnot and they're writing the copy Al Form, because these guys delivercars. They don't necessarily, you know, create content right. What do they do?Do they just start, then researching companies more and looking for WHO'sknown for doing that or Wel Jest. 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, Idon't create messaging. I don't do any of that, so I'm going to hire anoutside company to do all that for me, instead of researching other companiesout 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 with a dealership B fromback East New Jersey area and they were looking at ways that they could, youknow, really pick up their socks and really dominate in their market. Well,I asked the question: What makes your dealership unique and they said: Canyou guess it? Thirty Years Family owned and operated toto trigers come for yeahall of the standard stuff which you see on every dealer website by the way outthere and- and I said, no N. No, what actually makes your dealership unique- and I said, what's cool what stands outto you. That makes you guys special, and you know what he told me told methe story about how the you know with the big snowstorms that came through. While you know you're on the east coast, and youknow as pretty incredible horendous winter lots of cold lots of snow. Hetalked about how the owner of the dealership, who I think is in his s ornow something now came to the dealership every single day andshoveled. The walks contributed help the team out, and I said, okay stopthere. Why why is the dealer principle, the owner of the dealership, coming tothe dealership and helping chovelwacks, while he's so concerned about thesafety of everybody coming here, and I said well why? Well, when he immigratedto the United States with you know, I...
...don't know twenty five cents in hispocket and worked his buns off and ended up buying a car and selling itand then buying two cars and selling it and so on and so on and so on to thepoint where he actually bought the d a dealership and built a business forhimself. He has this invested interest becausehe cares so deeply about a you know, kind of this advancing conquerormindset that that he feels an inherent duty and obligation and responsibilityto make sure that the business that he worked so hard to build had deliveredthe experience that people should expect and that they deserve- and Isaid, bome okay now, let's talk about how to leverage that that is a storythat I will buy into. Why? Because if he cares that much about the stinkingyou know shoveling the snow for customers to keep them safe, how muchmore does he care about me when I spent thousands of my Harrid earned dollarsto purchase one of his products? So, instead of talking to an outside, firmand saying yeah, you take care of this right of some compelling copy, spendsome time and really discover what makes your dealership unique and thenconvey that message to whoever is creating the copy for you and let themknow here's what I'm you know. Here's what my objective is on top of that outalso add kind of a sidenote. You need to consult with that agency or theperson doing it for you to make sure that both of you are riding the samewave. Don't just toss it in their lap, because at that level of communicationthey will never be able to achieve your objectives and that doesn't give youmuch to quantify or measure and you're always going to feel like you're. Neverhitting your targets. Yep I mean the storytelling right.There is what people will see, value and not see, not necessarily see value,though there's there's, there's still a sense of value there, but it's just theconnection, and it's just the repport to in you know in that in that messageright there on to when you present the story in that type of way, that it's and and believe it or not, it'sdifferent. You know it's so simple, because it's not doesn't take supidcreate super creative to come up with the real story. Yeah, exactly I meanthink lk I mean look at you, look at what you've been able to accomplish inthe car business. You know, everybody knows who you are, but you know I meanwhat was it that you know what was your thought process when you said okay, Imean there's a hundred thousand car sales people in the United States. I'lltell you right now. I didn't want to be Oh there's a Robert wisman he's justanother car guy, okay cool, so you had. There was a driving force and- and Imean you know and and I would think too I mean to not just blend in and be like-you said just another car guy 'm, I'm one of one hundred thousand yeah likethat was my nightmare- was to be considered just just another one. Well,this is at I mean yeah, and this is the perfect segue, because you know we'retalking about online marketing here marketing. What a lot of people don'tget 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 connectwith the market, it's about finding your voice and conveying the rightmessage at the right volume at the right time to a specific targetaudience: okay, where what we find is what contributes to the clutter is thatpeople or dealerships don't invest their time in finding their voice andfinding 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 apattern. That's led up to this, but you know it's funny because you needed todo something to differentiate and that's what we're talking about when Ibuilt my business, I needed to do something to differentiate, but what's happening is everybody 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 were talking about thisand I said imagine someone walking up to you, because this is essentiallywhat we see happen on facebook and twitter every single day. Somebodywalks up to you and without a Hollo without anythingthey just yell at you great ride, only one owner, local driven, you know,alloes till crews, must see only thirty, nine, nine, nine five imagine right. Imagine how bizarre thatwould look and in the real world, if somebody did that to you. For me, I'dwant a Punchhem in the face, but so why is that acceptable? And whyis that the majority of what we see pouring out from dealerships, whetherit's on social media youtube their website? Yadiadiada people are jumping ragte to theadvertising and forgetting about the marketing. So I think what we should dois just talk about the difference between the two and what we have foundmakes great marketing and also what we found creates great advertising. Okay, so I already touched on the firstone that I think is so important. Great Marketing is all about finding yourvoice. It's your story, it's about your value and then it's about conveyingthat message at the right volume and at the right time to a very specifictarget audience. I mentioned this to you before. It's it's about beingsomething valuable to somebody not worthless to ever everybody yeah. Youknow those are I've added two words in there because I'm you know, I can'ttake any credit for coming up with the it's about being something to somebodyand nothing or nothing to everybody, but I add those two words and all of asudden expands the the understanding. It's about being something valuable tosomebody not worthless to everybody. You know look at look at O ems, okay,they know who their target audience of. They know who the target audience ofevery vehicle they produces. They have a buying profile for each customer andthey align it with their vehicles and with their products, because it's creating the path of leastresistance to get people to purchase them right. Think about you know, think about the last. I don'tknow four AF hundred and fifty o Ram fifteen hundred commercial or billboard,or something that you've seen right. Think about what setting the vehicle isplaced in when you see those f one. Fifty commercials in the Ram fifteenhundred commercials what' setting is the vehicle and they're hauling aloadtherthey're in the farmland they're at the worksite, the construction signsduring the mountains yeah. Do you honestly think that that vehicle from abuyer from a buyer profile that the OEM is created was meant for the two dudesand the wife Beaters Blastin? He, the techno music driving down the street,like sometimes Yeu, 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 feellike the by the buying profile for that vehicle, in other words those vehicleswho they 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 someduck tape and like an old spoon, and so that's why they buy into that. Whichleads me to my second point, because great marketing is emotional...
...right, you create an emotionalattachment to it or the idea of what that vehicle will make. You feel likethe oems, the marketing companies that work with the oems are genius becausethey spend a lot of time on this. They spend millions of dollars trying tomake sure that the vehicle is put in the right setting. That speaks to theright person that triggers the right emotional response so that the rightperson purchases o. That is one thing that, in my opinion, that the OEM doesdo well in that type of. In that aspect, they did therare a lot responsible forthe price game. The price driven consumer I'll see that because they'realways they're always talking prising and cheap. It's the employee pricingand all that you know, but they do do well with the setting and knowing whothe target ut WHO's supposed to be buying. This car is what they do andthen they show up in that person stream wherever that Streami. Exactly exactlythat'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 utilizeit and say: Oh, how come you know how come all I'm doing then is Red Tag,days, employee pricing events, seventy sevendolar, clunker deal by this vehicle, thirty Nenine, ninefive or we just got a fresh stock of BMWS, come check hem out they won'tlast long. You know what they absolutely will last long, because ifthat's the only kind of advertising or marketing that you're doing and you'renot building a relationship and creating an emotional attachment to aSpecifo seourgency for anybody to Jumg. Exactly so I mean here's the thingright, so I think we all get this. It's no coincidence that, to the reason why those vehicles aredepicted in the settings that they are, it's designed that you know thosecommercials and those billboards are designed in a way to demonstrate how that particular vehicle can solve aspecific problem or provide an answer to a question. You can't do that andyou can't create an emotional response to somebody if you're not talking tothe right people and you're, never going to you know, push the needle. Ifyou keep talk trying to talk to everybody, instead of trying to speakthe right, Langua language to the right people right group, it's like the islike the Volkswagan bug. You know come on. Let's talk about the targetaudience of this thing. Is it a coincidence that there's like a littlevase for you to put a flower in e? You know what I mean. So I mean we lookat those things and those are it's because there's elements that makegreat marketing it's about: building a relationship and with the wron peopleand as consumers. You know you me, you know you listening it's. You know we don't care about thecompany. You know what I mean they don't care about. You know if, from thesalesperson standpoint dealership standpoint, they don't care about yourdealership. They really don't care about your product either they careabout themselves EXAC and it needs to show what it's go. What's in it forthem, what's it do for them and and something in it for them is not sayingthat what the you know what I mean what's init for them to watch you is, you know you communicating to them withsomething of value, something that enhances their life their experience inany way, and that's what everyone's looking for. They are looking for.Information content, messaging vehicles, products, services, it doesn't matterthat will enrich and enhance their life right when I'm. If I'm a farmer- and Isee a Ram fifteen hundred or twenty five hundred or thirty, five hundredhauling a load of Hay and I'm looking...
...at my one thousand nine hundred andseventy nine pickup- that's barely you know I can barely turn it on. Well,guess what that thing speaking to me that that's a choir singing to me inthe right tone about something that's going to solve a problem for me andthat guy might not have never even been in the funnel at all at that point intime, Seeng a Ike fo marketing, because that just sparks it seeing the trucksitting there on a on a even like in a print media. Let's say we're talkingthe farmers unless you're putting an ad on farmers, Onlycom the farmersexclusive dating site, not a sponsor or affiliated with theshow in anyway righbut. You know, if you're putting it in print media, evensomething like that. You put a put a bunch of Hay. If you can't get a stockphoto or something put a bunch of Hay in the back of one of your own snap,that Phodoi get a professional photo of it and use that as like your marketingAb yeah certain publication. That goes just the farmers yeah, you know,probably cheap toy get into and yeth the circulation isn't going to be thetype of circulation the type of circulation you get on. Some of yourother media, but you're getting circulation that for the right people,rea right, the exact people that are Bo, you know who that message is forabsolutely and- and I mean don't forget- we're not just talking about speakingto one group of people at one time- we're talking about finding the rightmessage for multiple groups of people at the right time, so that you don'tfeel like there's going to be a drop in the results that come. What I will tellyou is. This is exactly with this level of marketing. This is exactly how yousee. 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 yourfunnel. Your rly will increase because you're not wasting so much time on pointless opportunities and your costperlead acquisition will go down. I mean we've spoken about. We've talked about in previous episodesabout how expensive it is to acquire new customers. The reason folks, okay,everyone listening if Nowis a time to start taking, notes it's right now.Okay, this is the time the reason it is so expensive to acquire new customersis because you are being 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 some. Let's move on to Advertising Kay. We've talked a lotabout marketing. A recap. Marketing is the right message at the right time atthe right volume to the right group of people. It's the relationship builder.I call it br ting build relationships of trust. When you build a relationshipof trust, you can encourage people through the buying cycle so much fasterand shape their purchase decisions. Okay, but and they pay you more, sendyour referrals exactly t stuff exactly so I actually you know I don't talkabout this a lot, but I actually came from the advertising world. We had anautomotive magazine, which was one of those standard. You know picture pricepicture price becaus like eighteen cars on a page with the price. With the youknow, the short form description, air, til, cruws, Blah Blah Blah blahbh blah, but, as I was working for that magazine,I started to consult with the dealers and say: Look. There is a very, verysmall margin of consumers who are actually at the point of the purchaseprocess or a purchase cycle where they're concerned about the price and if you and all of your competitorsare 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 totake action? If all of you are picture price advertising where's the value ye?What's what's? What's sparking someone to really take any action at all,exactly so l, you know. The first thing for me I wanted to really touch on waswhat makes great advertising. In my opinion, great advertising is memorable and the reason I refer to picture pricemarketing our picture price advertising. Sorry is because there's nothingmemorable about it. Troce spring talked about it. There'sno there's no hook, there's no called action. There's no noeseer abtouly, noERGENCY, nothing! It's just a picture of a vehicle and a price, and it'syou're speaking to very very, very few people, and this is again what contributes tospending more to acquire new customers. But great advertising is memorable again just prior to US hitting recordhere. I was talking to Robert About twenty years ago, when I was in theeighth grade. I don't know if your school was the same, but mine they h'dhand out these like day timers 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 a it- was mothers against drunk driving,who sponsored an ad that went on the back cover of our planner, and it wasthe it was this red you could tell. It was a red sports car you know, might have been a Lamburginior a fery, or something like that of course right, but it was, it was allmangled to bits. It was like. I just looked like a tin can, with some tires,you could see the emblem of the vehicle and the caption was this vehicle stillturns heads can again, the advertiser was mothersagainst drunk driving and it was an ad for Hey, don't drink and drive, don'tbe a moron, don't drink and drive, because guess what this is? What youryou know. This is what could happen to you well think about it. That was an ad. Itwas an ad from mothers against drunk driving and still two decades, a e away years, twenty years ago out ittoday. I still remember the exact caption, the exact image and the exactadvertiser. So great advertising is memorable. I also think that great advertisinggrabs your attention. Okay, so using the same example, not only was the advert not only wasthat mother's against, drunk driving and again they're, not sponsors of thepodcast or anything, but not only was it memorable, but it made me look twice and made melook three times and four times it caused me to talk with my friends andshow my friends about it and show my parents it caught. My attention to thedegree that you know the message was burned into myskull so that I woen't forget it. I mean we're talking twenty years, didyou sit in a protest or anything like that with my mothers, Ao structuriver Idiy year, so I did I didn't, but I just remember first dayof school and I'm you know Oh cool, I got a planner and I flipped to the backpage and I'm like Whoa. What is this so? The question you can ask yourself foryour dealership is: Have I done anything, that's memorable, or willpeople just see this and forget about it? The second they turn the page orthe second that the radio commercials over or the second, that the prerole video is done on youtube or thebanner ad disappears. Were I click to a different page? If the answer is no, Iprobably wouldn't remember that. Then it's back to the drawing board, it'stime for you to start conveying an accurate message to either yourInternet department, who is responsible for the ad or for the agency whocreated 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 chickenmcnugget for you in regards to that that, if you want to try to, I think, if youcan, I really think that a lot of you can come up with some some great stufforganically. I think you sit down an and you reallythink about it, but listen think of how many people work in a dealership andlike you could be like Ay. What do they know about marketing this and that whatyou don't have to bring them in and tell them to give you input just askthem what they think about or get their you know. Does this mean? Does this hithit home to Yit or or what do you think when you see this and just get insihefrom I mean? Think of that I mean. Am I wrong Michael? I mean all those peoplethat you have access to in there that you can get their opinion on somethingI mean, especially if any of them are the de. You know who that message isfor to if they fit that the you know who the message at all: Do you thinkthey should get their input? I mean that's an easy way to test the yeah.Absolutely I mean th, and you know what the question: What do you think aboutthis? If you're showing them something needs to be framed in with you know, Hey Robert, my objective,what we're trying to accomplish as this? Can you take a look at this ad or thismessage or this facebook post and tell me what your gut reaction is now thatyou know what the objective then they can give you a more honest opinion. Ohwell, you know if you're trying to go for that, I was actually thinking this.When I read it or I was thinking this when I saw it or get the objectiveafter it, because anybody looking at it's not going to know that, likedoesn't necessarily know the objective of the ad e absolut or whatever goinginto it. Let me ask you this Michael, because we're I know we're rolling downa little bit yeah and we already have another episode on slete to go inbetween this one and then the next one. But what do you say? What would you sayif you and me regroup, because we did a lot of about the- why today and likethe bigger picture, but I think that with you and I we can really dig downand give them ideas on contet on you know, marketing and onadvertising. Asfar 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 comingup 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 moreinspiration from, and I mean this is. This is where we thrive. This is ourniche. 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'sa no brainer for anyone who wants to hear more about this. You know theyshould. They should definitely leave their questions and comments in theshow notes or in the comment section below the show notes on on the dealerplaybookcom website that way. We have a better idea too, on which direction wecan 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 havetalked about is resonated with me. I do feel like the markets cluttered. Idon't know how to find my voice or whatever it might be, and then we canreally own in another episode in the future about talking specifically aboutthat stuff. There you go guys, listen, you're, taking the time out and there'sso many of you listen where we have access to analytic. So we know you'rethere so take the time, go to the dealer, playbookcom and and engage justtake the time out, because it's only going to help you because that's whoit's for it's going to help us, because it's going to give us idea of adirection and we appreciate it, but it'll help you and help your colleaguesetc, 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 likethis is such an important topic,...
...especially as we continue to advance inthe digital age. We want you to thrive, not just treadwater, not just survive, but I'll. Tell you what we'd also love to actuallymeet you in person. There's a couple of places where you'll be able to catch upwith 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 I Robert were going to bewe're going to be kicking back at the Internet battle plan in Seattle. That'scoming up in August, so we'd love to would love to see you there and alsowe're going to be blasting it out in Boston in September for the Internetsales. Twenty group, but you know we love, Love, love sitting down withdealers in person I mean the podcast. Absolutely we love it, but we'd love tosit with you in person as well and strategize with you and help you comeup with ways to definitely absolutely without a doubt. True Brood andtattooed advance and conquer.
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