The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

DPB 087: How to Create Huge ROI by Unifying Your Marketing w/ Glenn Pasch, Troy Spring, and Tracy Myers

ABOUT THIS EPISODE

Marketing is not about dumping more money into advertising so that you can get more clicks to your website. It's not about buying a full page ad in the local newspaper or airtime on the radio. 

Though there are dozens of outlets to broadcast your business, many dealers are struggling to generate real results. 

On episode 87 of DPB, Glenn Pasch, Troy Spring, and Tracy Myers talk about their new book, "The Power of Connected Marketing" by sharing strategies from the book that will help you unify your marketing and see great gains. 

The problem with most dealer marketing and advertising today is that it's siloed. Radio ads aren't connecting to website pages, newspaper or social media. Social media ads aren't connected to any specific campaign or purpose. In so doing, dealers are wasting more money on marketing then needed. 

It's not about what platform works better, either. Too often (especially in the digital age), dealers and vendors debate that radio and television are still effective while others place all their chips on digital. 

Troy Spring explains that even online businesses are using television and radio to draw attention. That's because they are working a complete strategy from start to finish. 

Tracy Myers shares that you have to be intentional with your marketing. It needs to align with a genuine business model for it to stick. 

Glenn Pasch teaches that you should perform an audit of all your vendors and the services they provide to get a pulse on what you're spending money on. 

On May 13th, 2016 The Power of Connected Marketing is available for sale on Amazon. But Glenn, Troy, and Tracy share another reason why they wanted to talk about the book on DPB. 

"We're up to $4 from each book sale being donated to the #PaulieStrong foundation." 

A good friend, and industry Vet, Paul Jimenez and his family started the #PaulieStrong foundation in honor of their son/brother Paulie who passed on earlier this year from rhabdomyosarcoma - a rare form of childhood cancer. All money donated to the foundation goes towards helping find a cure for pediatric cancer in memory of Paul Ulysses Jimenez. 

Buy The Power of Connected Marketing Here 

Get a Free Copy of The Book 

In this episode of DPB, Michael talks about how you can get your hands on a free copy of The Power of Connected Marketing. Here's what you have to do: 

1.) Write an honest review of The Dealer Playbook Podcast on iTunes: http://www.thedealerplaybook.com/dpb-itunes 

2.) Screenshot your review and send it to michael@thedealerplaybook.com along with your name and mailing address. 

3.) That's it. Wait for the book to arrive! 

Do it now before the free copies run out!

Welcome to the dealer playbook podcast. My name is Michael Cirillo, and each week I sit down with the brightest minds and marketing, sales and leadership to help you level up your career in automotive thank you so much for spending your time here with me today. Now let's open up the playbook. Here we go. Hey there, and thank you for joining me here on episode eighty seven of the paper playbook podcast. Man, that's been one heck of a ride so far, eighty seven episodes in and counting, and I'm so glad you're joining me here for the ride. I got some power players on the show today when it comes to marketing, advertising and leadership, and I'm really grateful to call each of my guests today good personal friends. We've got Glen Pash, Troy Spring and Tracy Myers, who are all joining me today to talk about how you can unify your marketing and get massive results. The three of them of CO authored a book titled The power of Connected Marketing, which provides a walkthrough on the steps you can take to create solid marketing strategies for Your Business, and you'll hear them talk about in this episode how it works. For any type of business, not just dealerships. So that's something that's really important to think about when it comes to marketing. But I'm going to let them do all the talking. You know, I've had the pleasure of reading an advanced copy of the book and All I can say is it's it really is loaded with a ton of actionable value, dare I say power of bombs, the power of connected marketing is set to release on Amazon a May thirteen, two thousand and sixteen. So if you're listening to this on release day, which is may two thousand and sixteen, you're definitely going to want to get your hands on a copy, and there's a reason for that. You know. The reason I wanted to share this with you is because Glen, Troy and Tracy have come together and agreed that a portion of the sales of their book on Launch Day, so may thirteen, two thousand and sixteen,...

...will be donated to the pouly strong foundation. And I don't know what the final number is, but at the time of airing this I think they said it was up to four dollars per book, which is which is, I think, really phenomenal. Now, for those of you who are wondering about the Poly Strong Foundation. A good friend of ours, someone who you may know or have heard of, Paul Him in as in his family, unfortunately had to say goodbye to their son, paully in January of two thousand and sixteen. You know, paully fought diligently against a rare form of pediatric cancer. However, in Paully's honor and memory, his father Paul, and Paul's wife Joanna have started the poly strong foundation to reign raise funds and awareness that will go towards the fight against this horrendous disease. You know, Paul and Joanna, if you're listening, our hearts and prayers are with you and we want you to know how much of a blessing what you and your son Paul are doing really is to those who are are still and currently engaged in the same fight. Stay tuned for the end of this episode, where you can get details on how to get a free copy of Glen Troy and Tracy's new book, the power of connected marketing. But for now let's move on to the show. Here we go, all right, here we go, sitting down with three juggernaut power players in the automotive industry. They've all been guests individually on the dealer playbook. Now joining me together for one big power bomb. We've got Mr Glenn Pash, Troy Spring and Tracy Myers, who I got to tell you, tracy, there's a new micfoley fan in the sarrillo household after a Saturday night's wrestling. Oh Yeah, man, you get them hook one and they always go back right. Well, it was. It was Jeff Jarrett at first and then now mcfoley, and that just like sealed the deal. So anyways, yeah, you know, I super pumped...

...have you guys on the show. We're going to talk a little bit about the new book that you've coauthored, the power of connected marketing, and definitely, for those of you tuning in, you're going to want to stay tuned for the end of this episode where I'm going to tell you how you can get your hands on some copies of that book. Definitely want to check it out. I've been privileged enough to read the advanced copy of that book and I'll tell you what. I'll tell you what it is. It's a what dude. It's filled with nuggets and power bombs and I and I love how it puts everything together. But I want to turn this question over to you, Glen. I mean the three of you are very much, in my opinion, specialists in a variety of different marketing methods, whether it's print, radio, television online. In your opinion, what's the biggest challenge that dealers are facing when it comes to their marketing, I mean with all of those different things that they could be doing? What's your opinion? How do we how do we solve this challenge? And what is the challenge in your opinion? I think it's exactly what you just said. There's all of these things that they're they could be doing, they have done and stopped or they are doing. Problem is why we wrote the book. They're not connected, they are in a silo. So, for example, you know you have an agency and you hire them and they're doing your radio ads and maybe some of your TV. The problem is is that they're in every one of those pieces of marketing, those commercials or Radio Ad. They have your website and they're driving traffic to the website. The problem is they never sat down with the people who are running your online marketing or your website to say where should we send this traffic. So they're just arbitrarily sending it to wherever they want. So the message may not be the same on the website site. So what I see on the commercial I'm not seeing on the website. disjointed. And so the People Online, you know, they're running your ad words, they're doing their work in a silo. The people in the store may or may...

...not know what's going on in terms of what add was running, what what things they're doing, what benefit they're doing on the website. So they're disjointed and so what we're having here is all of this waste. And that's really when I sat down with Tracy and troy and we got talking about this, this idea that we all saw. We said, well, we should join forces, you know, for that reason, Troy, you know he's evolving and I'll let him speak about that, but he's involving into in his agency to handle more online, but he came from the traditional route. And Tracy, who handles a lot of all of it himself, you know, he's really known, or people understand him for what he does in store. But again, even for us, all three of us, have a tendency to work in our own silos when we go in and work and then all of a sudden, I think there's so much waste, so much money that could be better spent. And from what these two gentlemen are providing in the book, they're showing you exactly what to do to be able to go back to your vendor and say hey, if you're running my commercial, am I getting the most out of it? Here's how I should check. So again it's the education is one part and then actually, are you connecting everything to maximize the money you're spending? Okay, and I love that because it is about, you know, making the most efficient use of all of these different marketing mediums so that you can maximize the return that you're getting. And I know things like return on advertising investment in all these different terms are very popular in the industry and we become sophisticated with them. But, like you're saying, you know there's a lot that we should or could do, or maybe there's things that we try out that we don't give enough time to or we don't really understand the objective. And this is where I want to turn it over to Tracy. I remember I attended a driving sales a few years ago and they brought you up on stage to debate the efficiency, I guess we'll call it, of television versus online in the digital age. I mean, you've...

...found quite a bit of success working with television and I know there's a lot of listeners who are still using television. And your opinion and in your experience, what's the most effective way is? Is there still an online element when you do the quote unquote traditional marketing, or what's your process for tying that all together so that it's one kind of cohesive strategy? Well, yeah, it's good question and I remember that. I remember that event will because I was kind of lit to the slaughter. You know, you're digital conference. They're ANYUTA debate. Yeah, there. Ah, you tobate whether traditional marketing is still effective, and the answer, quite frankly, is of course it's still effective because not just because some of different people use it, because, look, there are people, and this book, by the way, for all types of business, is not just automotive, which is one of the things I love about the book and one of the many things. But you know, there's a lot of people use in both traditional methods and or online and offline marketing. Methods wrong, and you know that's that's one of the things that this book really brings to the forefront is is how to use these owners right and tie them all together. So in my market place and other degos that I consult, it really hates. It depends, because that's the attorney's answer. It depends on the market, but it totally depends on the market and it depends on the message. What I found out in a lot of dealships that maybe deals with a lot of let's say lower income clientele, lower income clientele, they they don't have as much but digital presence as somebody with with maybe higher income levels, they still watch a lot of television. That's there. That's their movie, so to speak. You know, I took my kids to see jungle book two weeks ago, which is amazing by the way, especially in Imx d but Man, that give it was sixty sixty eight bucks before refreshments. So you know that lower income family, they're...

...going to stay at home and they're going to watch TV. So you know, and and they're not getting all the all the tears on cable Ar Direct TV. They're watching basic television. So depending on your market place, depending on your customer there. There are still a lot of businesses in general that they're effectively using television and radio, and the example I use it driving sales is when Google launch. Is probably not a good example actually, but I'm going to go and put it out there. When Google Launch Google plus, which has been a huge failure, right. They they spent with billions of dollars on television. A tracing to that note that jump in there. So does guy go, so does auto trader, so does true car. So does you know go daddy? I mean all of them. Do you know online based businesses? Right, online based business is just traditional marketing. But does a connection there? Right, that's that's a lot of what we talked about. But I think, I think that it is to tracys point and to all of this, what this book is really helping it, and I'm glad Tracy's pointing this out, is that this affects every type of business. This is useful for every type of business. The key that what Troy and trace him myself are trying to provide here is the ability for someone to understand how to measure because in a marketplace, TV could be the best buy, the best use of your money. And Tracy touched on it and sort of skimmed quickly over and I want to put the brakes on a second. Is that just because you're running now to online media and doing add words and the website and all I'm doing all these cool social media advertising? You could be wasting your money because you're doing it wrong. But I'm in online media. I cut my TV budget because I went to a conference in they said traditional is dying and I'm going to go over here and do add words and I'm just throwing the money out because I don't know how to really measure it. And I think Troy's section and Tracy section my second we're all trying to say we're not going into the nuts and bolts. Troy's did a little more about...

...here's your formulas, but we're trying to arm them so they can sit with their vendors to say should I not be doing at words, because if your website's not set up for Edwards, why you doing at words? I might as well go back and do commercials if that's doing and if you're getting it at a good cost. That's the key. If it's a good cost and you're measuring and you're getting returned by using it. Then load up on TV, load up on newspapers we use in the example here. If you could get the back page of your local newspaper on Sunday with the highest circulation, full page, for a dollar, would you do it? I don't care if you say newspapers are dead, I'd do it everything. Sign me up. Yeah, because it's the cost and the reach and all the rest of that. You know, it's standing out to me right now, you know, playing off of this. So Tracy mentioned something really important, and that's understanding your market or understanding the demographics, you know. And then turning over to troy, you mentioned a lot of online businesses that are using traditional mediums and then, of course, Glenn talking about how to tie those all together so that it's measurable. Well, the thing that stands out to me, you is, you know, in my experience, what I'm seeing is that businesses, they they get the idea, like you said, they go to a conference, they hear this grand idea, this one size fits all concept. They go back to their business and they say, I have to try this, the expert told me x, Y and Z, but they're not understanding or perhaps not investing enough time into what happens before that, understanding the market. Who? What is my objective here? By putting this tell you know, by putting this advertisement on television, that is fulfilling purpose a, and then by directing them to my website, it's fulfilling purpose be, and then by turning on ad words, it's fulfilling purpose C. I mean, what's your experience, Troy, when you when you go and you you're working with businesses in your line of work? Where do you start with them?...

What are what do you find are the things that they're missing most and what quickly can help them kind of put the puzzle pieces together? Well, interesting, good question. Great Question. Interestingly enough, I think what we realize that they were missing the most was the connection right, and that's where Glenn and I really connected together, and Tracy when we're at mastermind that one day and chatting about, you know, how how businesses and again I tracy makes a great point. It's this is not just about the automotive industry. We see it all over the place. But if they're if they've got an ad on television and or on radio and or a direct mail campaign, mean that is out any any sort of advertising whatsoever, even a facebook add it doesn't whatever is pushing that person to their website. When they get onto their website, which I think we all now call the second lot, and in the auto industry in particular, right where that you know, the customer can walk on a lot and see what they see. They can go to the website and see what they see and they maybe they don't have to get off their couch. But if they hear an add on the radio that says that we're selling Ford escapes for ninety nine dollars a month and this is that, and it's the Memorial Day weekend sales event and we're doing this and we're doing that, we know this day and age that customers going to end up on that website some way, somehow some form. They're going to end up there. They're going to shop there before they shop the lot. So when they get to that website, what do they find? Did they find anything about the Memorial Day sale event that was just advertised? Do they find the ninety nine dollar offer for this scape? Did they find, you know, the Big Trade Hook offer? And how that, how that's explained, or is it just completely disc connected to a to the point where the customer wonders if they even landed on the right website. I'll tell you one reason I was really adamant about writing this book, in particular with Tracy, and Tracy knows this. I think this extremely highly of it. He does what we wrote about better than anybody I know. You know, quite frankly, when you look...

...at his dealership, in his bricks and mortar and his business plan, what he does on television and he does in traditional media is exactly what you find at Frank Myers Automaxcom, which is exactly what you find when you get to the dealership. There's not one disconnected part of what he does throughout his business plan where a customer ever feels I wonder if this is the same place. I wonder if I'm going to find out about that offer. Even when you drive to his place, I've been privileged enough to be at at his store, you walk in you go, oh my gosh, this is exactly what I thought it would be. And so when you have that with a customer, whether or not it's Tracy's, you know, kind of over the top and flamboyant, awesome way of doing what he does or if you're just at ABC motors or if you're in any other kind of brick and water store restaurant, it doesn't matter. Does it connect all the way through so that the customer can really get ingrained into that business culture in feel connected to that business in a way that that they feel a comfortable with? Sure, and you know so. I think, going back to your question, to be blunt, is if if we found that dealers in particular, because as you know, I do a lot of business in the auto industry, dealers in particular were really disconnected and that's where Glenn and I, you know, hooked up in his thought process. And this was was just awesome that you know, hey, what they're doing in traditional isn't what they're doing in digital and Glen's Glen's company, as everybody knows, is really well respected and you know I value his opinion greatly, that he's really got to school his dealers and saying, Hey, what you're doing offline and what you're doing with your other agencies, because they're their digital agency, hey give that to us so that we can have a consistent message throughout and connect these things. And I think in the digital explosion over the last five or six or eight years, or how or whatever it's been, how whatever time frame anybody wants to say, this has been happening. It's been a serious problem connecting the two worlds of offline...

...media, online media and then, quite frankly, like I said, tracy sets the example of all examples of how to take that straight through to on site marketing as well. Sure so, Tracy. Let me let me ask you this, Tracy. How much of what Troy has observed about your business was intentional and how much of it just kind of happened? You know, I like to say that all of it was intentional. The reality of it was we were who we were before the the online the online presence ever came about because we've been here for so long. A great grandfather started the business eighty five years ago. We started doing the you know, when I came into the business? Oh my God, twenty two years ago, man, forty five this month, so we're getting over the getting here. Yeah Right. So twenty two years ago I came in and we were not a traditional retail store and we start moving in that direction against my father's better judgment, but you know, I pulled him along or pushed him, you know, one of the other but at the he came along with the ride. And you know when the online boom happened. Look, the reality of it is still happening right and that's one of the reasons we wrote the book. Is People don't need to get too confused. If not that different, it's just a different platform to get the message across. But that's another conversation. But what we need to really focus on right now is, you know, I'll never forget when it really when it really struck me. It goes back to everything troy and Glenn just talked about. I saw an ad in the newspaper, which was still a relevant medium, the relevant medium at the time. I remember I couldn't get a red a sales rep for from our local newspaper to come to the store to this dealerships talk to me because we weren't one of the big play. We want one of the franchise stores with a lot of co OP money, the new car stores in this market, as in most markets, and this is five hundredzero people in this market, so it's not huge, but it's a good, medium sized market. They were there's...

...three big three groups here. Degal groups. They were averaging six to eight pages per group, full color, full pages in the paper per day. So and back then they weren't five hundreds of page or eight hundred or whatever they are now. They were thousands of dollars for page right and most of that was co op money. So I remember we had a website, but it was like most dealers, it was just it is basically an electronic brochure and our remember going to Nada, which is the independent deal was association, and they were saying less than four percent of independent dealers had a website and we had. Once I'm like, Oh man, we're rock and roll and we're way ahead of the curve. So I remember seeing a Volvo store here in town. They had a special lease offer half page in the wants to sail in Journal, which in the time, which at that moment in time, was it was a lot of money. So I went to that website and guess where it took me? Now this has been years ago. It took me to the home page. I was interested in the lease of that Volvo. I was just interested to see where that took me because it was a very direct offer on one car. I went to the home page and there was nowhere. Nowhere could you find information about the offer. And I'm thinking as a small business owner, oh my God, they spent thousands of dollars on that. If I'm in the market for a Volvo, I just went to the home page, just no information about that offer. So that moment that light bulb went off and you know, I guess it was just the way my brain thought at the time. Everything I put out there needs to connect online as well, because that's the way I was shopping. I was shopping as a consumer that day, or trying to shot like a consumer to see where that marketing message connected, and it didn't connect and I knew that they were just they were basically doing like a lot of businesses are doing now, and I would dare say most businesses are doing now. It's not just putting a logo reflecting back on choice and maybe Memorial Day sale and throwing...

...that logo in the home page. I mean is so much more than that and this put goes into that in detail, which you know we can't go into all those details here, but it's not just that, and so many businesses think that's all it is. Is when they walk in they've got that point of purchase display signage up, which is great, and we talked about that in the book. But everybody has to be ingrained in that, from your your frontline staff. And another good example how many times you walked into a store and you said, Hey, I'm here about the exit us all on tv, online, in the paper, for the magazine and they don't have a clue what you're talking about, and we probably all have. That happened at various businesses. That's because they're not connected with the marketing message right. So it's also about your people. It's funny. This morning on Facebook I saw and shout out to our friend Lindsay Shaker. She said putting a banner on your website is not online marketing. So you know, so stop it. Yeah, and it kind of reminded me of that. There's this disconnect between what we're doing. So you know, in kind of recapping, we've now discussed the importance of connecting all of the pieces of your marketing into a unified, I guess, purpose or objective, or at least knowing the role that each piece of marketing or advertising you do plays in your your overall marketing strategy. But let me. Let me turn this question over to you, Glenn, in your experience Rais, because I know this is something that not only have I heard you speak about now for quite some time and I know it's something that's really important to you and that that your company does. where, where do we start? I mean, there's a lot of listeners right now saying this is awesome. I understand the importance of connected marketing and why that's important. What do I do? What's my first action is it? Do I start canceling everything? Do I pull back? Do I level up? Do I you know, what's the starting point? I would I would think the first thing that someone has to do is sit down and audit.

Okay, I think you sit down before you change anything. I think you need to get a simple spreadsheet and I think you need to say, okay, where are we advertising? pull out all the stuff and you'd be surprised because, Tracy and Troy, we've talked about this. You can win. It's surprising how many places people are still advertising. We're spending money, but yet they'll say, Oh, I thought we canceled that a long time ago. They don't know. So really the first part is in audit and that goes to everything, meaning, okay, where are we advertising in a traditional sense? ME, are we doing radio? where? What are we running? How much we spending? Boom, newspapers, direct mail, email campaigns, you know. Then go into your online I have my website. Well, am I doing seo? Is someone helping them? I building content, paid search, all of that, everything you're doing. And then, in terms of what Tracy saying, what am I doing internally? My running event, sales? Am I doing some online promotion, in store promotion? Something? THEM TO MAP it all out, and then you need to go talk to these vendors and say, please explain to me in common sense terms. Dealers, especially dealers, have to stop getting intimidated by their vendors. They're paying them, so they need to sit there and say, please explain this to me in common sense. Don't use costs per click. What is this me? What am I getting for this money? Then you can start making decisions to say does this work or not? And then it's really following. I think Tracy and troy talked about their experienced, Tracy's Volvo experience from years ago. That's where agencies, I should say not great agencies, you know they just do their part. Like here's my ad, I threw it out there. They're not worried about where that customers going, and that's where the dealers to say. Okay, if I launch an add where is it going? What am I expecting? Following that customer path and then doing thinking where is everywhere someone could find me? If they find me on a phone,...

...they seem they type in on a phone and they look at me. What are they seeing? Where are they going? What do I want that experience to be? If they're finding me on radio, where are they going? How are they connecting to me? If they're, if I send them a direct mail piece, I send him an email, Cambic, all of that. Then you can start seeing. Literally get a whiteboard and map it all out and say here's what a disconnect is, because if that add is coming, here, is that message on my website? Yes or no? If it's not, we got to fix that. If it is, it does it match? Okay, it does, Great. So once you measure it and your map it all out and you say, before you change anything, connect everything, draw the paths and then you can start sitting there and saying is it effective? They're not, because I'll guarantee you. After you read troy section about comer, you know, TV or radio. I guarantee of people made canceled things incorrectly because they didn't understand the formula. They knee jerk reaction of I'm spending too much money, but they don't understand what that means. They in a lot of cases they should probably be spending more money because it's working. So really and audit. Where am I spending money? Currently white boarded out and say, is that path? But customer clicks here, where do they go? What do they see? Do I like that? Yes or no? Then you can start having the conversations about should I ramp up, ramp you know, go down and buying this book is going to be the first step of the education to be able to handle all of this. Love it. So, Troy, where can listeners get a copy of the book? Well, they should wait until this Friday. I don't know when you're going to launch this. So this show is going to launch on Thursday. So that is if you're listening to this in the future, the books already out. If you're listening to the show line on Thursday, then stay tuned for tomorrow. Then stay tuned for tomorrow, may thirty. Yeah, amazoncom. We're going to have a big event there if they want...

...to try to find tracy or Glenn or myself. Socially, there's a lot of buzz right now on facebook. I'm pretty sure over the next day or two we're going to finalize some incredible offers that we're doing. Glen, they want to share with you because I know it's near and dear to his heart. We're going to be offering I think we're up to four dollars per book, right, Glenn, as a donation for pediatric cancer. Yeah, Paul Strong Polish and as his son passed away from pediatric cancer. So he started a foundation called Poly Strong Foundation. He's a good friend of mine. So PCG is is matching. So our company is donating two dollars for every book that's sold to the foundation. Troy and dealer world is going to do the same thing and match that. So two dollars. So every book that's bought on May thirteen will tally it all up and then we'll make a donation to the poly strong foundation as well as, as Troy said, we're going to be having other you know bonuses where you could get a copy of either tracy or Troy's previous book and electronic format. will also do bulk discounts where, if you're buying twenty or more books, you know, just send us the receipt and we will send you twenty percent more copies. So if you buy a hundred books and send me it, I will send you twenty books out of you know, extra you know. So this way as well encourage these big ones. Because again, nders, you should be sending this book to your clients. It will help you as much as it'll help them. So definitely a few things I'm picking up on. First one is we need to get this book in your hands. So definitely stay tuned for the show notes at triple wnt, the dealer playbookcom forward slash eighty six, where all of those instructions will be listed, as well as a link to the polly strong foundation, where you can learn more about Paul Him Inez and his incredible, you know, foundation that he started in behalf and in memory of his son paully. And then, of course, you need to get this, this this book in your hands so that you can start connecting the dots with your...

...online marketing and stop, you know what, what I've observed, complaining about how it doesn't work, and finally figure out the path that you need to take for your marketing to be connected and give you a return. Tracy, Glenn and Troy, thank you so much for joining me on the dealer playbook today. Thank you, Michael. Thank you surely having this Michael, always a pleasure. And that was Glen Pash, Troy Spring and Tracy Meyers sharing ideas about how you can unify your marketing to win big. I really like several things that were brought up by them today, like how you need to know your audience. For those of you've been following me for a while, you know that that is something that I harp on. Right I talked about how marketing is is about being valuable to somebody, not worthless to everybody. And how else are you going to do that if you don't know who you're talking to? Write? So it's very important, very crucial, to get to know your audience. Something else that stood out to me was glen talking about how you should perform an audit of everything that you have going on and so that you know exactly what's happening and how much you're spending. That's going to ultimately help you know where you need to scale back scale up, what you need to rinse, refine and repeat when it comes to your marketing. There's just a few of these strategies. These are just a few of the strategies that you'll get in more detail when you pick up a copy of their new book, the power of connected marketing, which again you should definitely check out. In the beginning of the show, I mentioned that you should stay tuned to learn how you can get your hands on a free copy of their book. And you know what, I think I've made it as easy as I possibly could. Could ever think of. All you really need to do is is write an honest review of the dealer playbook by visiting triplew dot, the dealer playbookcom forward slash DPB itunes. Okay, this will direct your you right to our itunes page, and all you have to do once you get...

...there is click the right a review link and your set. Once you've submitted the review, send me an email personally. I'm going to check it myself at Michael at the dealer playbookcom. Inside the email, share a screenshot or a screen grab of the review that you've just written and your mailing address. And I should mention that there's only, I think, like twenty copies of the book up for grabs, so you're definitely going to want to hop on this as quickly as you can. I want to, I want to send you out a copy of their new book. That's it for this episode. Thank you so much for spending your time with me here today. It means so much to me. Check out the show notes, where you can get links to Amazon and also learn more about the pauly strong foundation at triple w dot the dealer playbookcom forward, slash eighty seven and until next time, dude, keep the playbook open and don't forget to doubt.

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