The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

DPB 095: How to 10x Your Facebook Ads ROI with Molly Pittman from Digital Marketer

ABOUT THIS EPISODE

You've probably noticed how much content we're pumping out about Facebook. That's because we've been getting a TON of questions about how to get the most out of the social network. 

Molly Pittman, VP of Digital Marketer, is one of the world's leading experts when it comes to Facebook ads and Facebook marketing strategy. 

In episode 95 of The Dealer Playbook, Molly shares ideas about how you can 10x your Facebook ads ROI, ramp up your dealership business, and dominate in your market. 

Key Facebook Ads Takeaways: 

Facebook ads are different than Google ads and should not be treated the same. 

On Google, people are searching for answers to their questions, or solutions to problems. 

On Facebook, people are there to connect with friends and family, or keep in touch with associates. As such, your ads need to feel like they organically fit into the news feed rather than blatantly disturbing the flow that people have come to enjoy. 

Deliver Value at varying stages of the buying funnel. 

Most dealership advertising focuses on low funnel, ready-to-show-intent shoppers. Sadly, this is some of the most expensive advertising that can be done on PPC platforms like Google of Facebook because the competition is so high. 

And with every dealer pretty much broadcasting the same message, capturing the attention of qualified buyers is more difficult. 

But advertising to low funnel shoppers is still essential to winning business. It's just not the only advertising you should do.  

Molly Pittman suggests adding more strategy on-top of your existing ads for those that are higher up in the funnel. For example, produce and promote content about the best places to take your kids on a Sunday drive, or the top burger joints in town is content that is share-worthy to the majority of people. 

The goal is to get as many eyes on you as possible. That way, when they are ready to start car shopping, they will remember your dealership first. 

To learn more about Molly Pittman and her company Digital Marketer, visit http://www.digitalmarketer.com 

If you're getting value out of DPB, don't forget to like, subscribe and share. Your reviews on iTunes mean the world to us.  

Leave an honest review here: http://www.thedealerplaybook.com/dpb-itunes 

  

Connect with Michael: 

http://clyxo.com/michaelcirillo 

DOMINATE!

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. All Right, here we go back with another episode of the dealer playbook podcast. I'm so glad you're here with me today. Actually, scratch that, man. I'm glad you're here with me any day you are watching or listening. If you're listening to this on itunes or Stitcher, thank you so much. If you're watching on youtube, thank you so much, and listen. For either party WHO's listening or watching, swap over. Go subscribe on both of those mediums, whether it's youtube or or Itunes, and follow show so you can get the latest updates. But today I want to just dive in here because I wanted to do this episode for quite some time and, you know, thinking about facebook specifically and facebook advertising and strategy around facebook advertising. There was only one person. Like hear me when I tell you this. Okay, there was only one person that I could think of, and that was Molly Pittman from digital marketer. Now, if you haven't heard of digital marketer, I would strongly encourage you to go check them out digital MARKETERCOM. They are a marketing company who produces like Zillions, if that's you know, let's just pretend that's a word. They produce Zillions of case studies. But what makes these case studies unique about marketing is that they are case studies that they have conducted themselves, spanning the like, I don't know, twenty companies that they have, everything from like selling survival gear online to diy home projects to marketing agencies, to you name it. They've got a variety of of companies and they do kate. They just run case studies. I think something like fifteen million dollars worth of their own money in case studies throughout their companies over the last thirty six months, and so digital marketer is the arm of their business that shares this information. They have things like execution plans and stuff like that that that you'll hear molly mentioned briefly in the episode and that I'm going to link to in the show notes. Over at triple W dot, the dealer playbookcom forward slash ninety five. So, with all of that is the premise, and as molly being gracious enough to join me, let's dive into this episode of the dealer playbook so that you can learn a facebook add strategy that is super sustainable and that's going to help your dealership dominate the market. Here we go. Okay, so I'm sitting down now with, seriously, the only name that came to my mind when I thought about facebook and facebook advertising. I'm here with Molly Pittman from digital marketer. Molly, thanks so much for joining me on the dealer playbook. Hey, Michael, I love your radio Voice. It's very Dr Fraser crany. I've been told you can't not listen, so you know. Well, that's exciting. Thank you. That's important part right. How do I get my wife to not roll her eyes when she hears me? Me Talk, though? I'm just probably has more to do with the words that are coming out of your mouth. Nail on head, nail on head. So you know what, thanks so much. I'm super, super pumped about this. Like I was saying to you pre show. You know, we are at my agency huge fans of digital marketer and that's pretty much because of well, look the credibility...

...that comes behind running like fifteen million dollars worth of tests on your own companies in the last what's it been like? You're just over a year or something like that. Yeah, and you know, I think just just being able to take the the things that you guys run as case studies and see that they work. So, you know, when it came time to talk about this topic, which is all about facebook and facebook ad strategies and those sorts of things, I'm really excited to just kind of dive into your brain here and bring my audience with me on the journey that is now going to be, I don't know what we'll call it, like Molly Pittman's facebook strategy for success. So I want to kick this off, okay, because card dealers, you know, we've talked about in a previous episode how card dealers are starting to migrate budgets into facebook. They've been doing Google ads and retargeting and all those sorts of things, display ads and whatever, but we know that a lot of the advertising is very low funnel, like zero point nine percent APR financing, and we've got the best prices in town. And tenzero dollars cash back and everybody saying the same thing. So I want to turn this over to you. When it comes to facebook, what is the would you say? I guess, across the board, is maybe the most common mistake that advertisers or users are making, and what can they do to solve that problem? Yeah, absolutely. So, you know, the biggest mistake, especially when you're talking about moving budget from Google over to facebook and you know, making the assumption that we have this marketing message and it's going to work on Google facebook billboards. You know, do direct mail, number one. That that's the biggest mistake, right. All of these platforms are different, and you know they're different, number one, because people use them for different reasons, right. So Google is where someone goes to ask a question or figure out an answer to a question. So, like you said, there are a lot further down the funnel, right, they're past the awareness stage and they're actually in the moment of starting to look for a car, right, or really starting to do their research, you know, to compare cars and figure out interest rates and where they want to buy. Someone on Google is as a lot further down the customer journey, right, and they're also in a very proactive mode where they're actually in their googling. So think of that more as yellow pages, right. So not only is it used in a different way because it's a search engine, the customers also at a different point in the journey. So you can speak to them differently. You can speak to them about interest rates, you can speak to them about the specifics that they're ready to learn about, whereas on facebook, you know, it's a social platform. People are on facebook to look at pictures of their friends, you know, share vacation photos and and people are on face spoke to to look at advertisements that are of interest to them, right, but they're not looking for ads that are hey, here's the interest rate or by this, do this now, because it probably doesn't relate to them in the moment. So it's almost like it's almost like it's a billboard. So think of Google as yellow pages and facebook is a billboard. Right, it's much further up, it's higher in the funnel. Right, they're still in the awareness, or lack of awareness phase, that they have this problem or that they need to solve a problem. So that's really the biggest mistake that people make is they take the same messaging and, you know, the same sit system...

...that they've used on google to sell cars and they try to just move part of the budget over to facebook and use that same system. But it doesn't work because not only is the platform different and the way that the you know, in the way that it works, it's more of a billboard, but the person's also in a different state of mind. And so I guess it's kind of like you need to be very, very conscious of who you're speaking to end the venue in which you're speaking to them. But also, would you say that the ads, because, you know, taking this yellow pages concept and moving over to a social concept or a billboard concept, it's it's too disruptive, like if you're going to if you're going to advertise on facebook. It's almost like that. The ads need to feel like they fit in with the news feed. Absolutely they need to fit in with the news feed, but they also need to fit in with the customer journey. Right. So when you're running ads, you need to think about, you know, number one, who am I running this ad to? So, if you're a dealership and you're an Austin Texas and you're going to target everyone, that lives in Austin and not just people that might have purchased from you before or you know, somehow in the targeting you figured out who might be interested in buying a car, but you're really just wanting to spread this message. Well, the message you're going to spread isn't going to be about interest rates or, you know, whatever you're you know unique selling proposition is for your business. It needs to be something that meets these people where they are. So, if you know that they live in Austin, we need to take a few steps back, we need to go further up the funnel and we need to talk to them about things that are of interest to them. Right. So it's kind of the difference between, and this is the analogy we always use it, digital marketer. If you were to walk into a bar and walk up to someone that you've never met beforere and ask them to marry you, that's creepy because it doesn't make sense. You know with the point, you know where you are in the relationship right. The same thing. It happens the same way with your customers, and so many businesses make this mistake. They expect to ask all of these people on facebook to marry them and it's weird and it's creepy and it actually pisses them off into tears them from Your Business, because that's not, you know, the stage that they're in. So we need to take it a few steps back and we need to walk up to this person and start a conversation, right, what a novel idea. Actually Talk. Yeah, progress the relationship from there, ask them to go to coffee, ask them to go on a date, right, and and treat these people like normal human beings, because that's what they are. It's funny you're saying this, because I feel like a rant of mine that's been pretty consistent over the last I don't know, year, has been okay, like why? Why does sitting behind the keyboard all of a sudden like make us feel like we've transported into an alternate reality where being a loser is okay, like you're saying this and just, yeah, just being a robot and like doing things that you know. Actually, I had this conversation a while back with some of my team members. Not that they thought this way, but it's almost like, you know, the prominent question is like what do we say online? What do we do online? And I'm like, well, imagine you're standing in a group of people or you see a group of people talking about something in real life, if you would not walk up to them and be like, Hey, guys, here's why I think I'm awesome, right, you know, and here's what I do for a living, and here's why I'm standing here now, because I want to take it, take all your money, like, if you wouldn't do that in real life, like, definitely don't do it on social media, because it's it's the exact same thing. But before we move on, I just want to make it clear for those you listening or watching that no, it is not okay to just walk into a bar and ask somebody to marry you,...

...because it definitely is really creepy, very creevy. Yeah, not cavemen. So very poignant analogy. Yes, okay, so we are, we're moving back in the funnel and we're focused on building relationships. That means with that suggest then, that what you advertise isn't going to be necessarily about what am I trying to say about your products or services immediately? Yeah, and you know, going back to car dealerships, it's a switch from, you know, running an ad. That's a picture of a car and talking about the costs and how it's lower than the other dealerships and the interest rate is great. It's taking us to a few steps back and talking to this person about something you know that they're interested in. So, again, if it's a local audience, say we're in Austin, I would run an ad to a blog post or a piece of content that maybe talks about, you know, the best driving routes in the city, the most scenic driving routes in the city. Right, or you said this book before we got on. You know where to drive in the city to put your kid to sleep? Right, routes, bedtime routes. Yeah, totally, and even if it doesn't even have to be car focused. Really, what you're trying to do is engage with these people and really trying to connect with someone that you know lives in a particular area. Because the good thing about cars almost everyone has a car. Right. This is a pretty broad market. Everyone knows the benefit of having a car, right, this is and not only that, everybody knows that as a car dealer you sell cars. So stop advertable, stop spending your money advertising the obvious. Yeah, right. So you don't have to use your ads and your content to sell them on meeting to buy a car. You can purely build this relationship off of whatever you know these people are interested in. So if he can make it about cars and driving routes and, you know, even connected into two kids or, you know, speaking to people with families, that's awesome. But really just leading with value, you know, the the best dog parks in the city, or even sharing a case study, maybe, you know, highlighting a particular individual in the community that's done something really great. Right, running an ad to say, let's celebrate this person that did something really awesome for the community. That add will get a lot of engagement. It's a really positive ad, which we need more of these days. Yes, and it's getting your brand as a car dealership out there right. They're thinking, Oh wow, you know AJA's auto dealership. They shared this really positive ad. I liked their page. I have you know, they're on the top of their top of mine for me. So when I go to buy a car or my friends talking about buying a car, I'm going to think about, you know, Aja's auto dealership, which would rank really which would like be listed really highly in the yellow pages by the way right. Triple A, yeah, triple a plus, triple a, Jay's Autoda. You know, it's funny you say this because I think, you know, this is such a relevant message. It's something that I mean, look, this is a strategy that doesn't or will not just work for car dealers. It's a strategy that works for anybody who needs to establish a certain type of presence in especially in their local market. And you know, I mean we hear all about this in the car industry that look, there's this there's this black wild that hangs over car dealers. Everyone thinks their scammers. Mass media perpetuates that, you know. Oh, look at that, uncovering this scam from this car dealer and this and...

...that, and so it's funny, like, like we've been talking about, that dealers would spend money advertising the obvious instead of, you know, shifting their focus on how do I re establish or establish a presence in this community where we are a credible source of information, we participate in the community, we have buy into the community, we help people, we have a positive message. Because, you know, it's funny. I was listening to a or watching a presentation by Scott Stratton from on marketing, and he said something very, very interesting. That was that, you know, we spend so much time focused on our brand, the image. How does our logo look? And how does this and all these sorts of things lying up and we spend all this money on on portraying a certain image. But what he said that stood out to me was once people experience your brand, the experience becomes the brand and it's kind of the same thing. Like if all you want people to experience is that you, I mean like you're not giving the community a reason to not believe the negative things they hear about car dealers by just being that same like sales. You know, we got the best deals in town, except the the same deals that every other Ford store has, because while our prices, you know, that sort of a thing. And and and following this approach. So here's what all here's where I kind of want to go with this. I so deeply in my soul believe that this is the right thing because it works for my company, it works for the clients that we work with extremely well. How does like. What's the strategy here, though, because I know you know, obviously everything is now going to come down to the dollars and sense of it. If I'm spending money to establish a presence and to get a different type of message out, how what's my next step to have that turn into some sort of opportunity? I mean, everybody's going to say, look, I need to sell cars. So how do how do we take this this strategy where we've moved back higher up in the funnel and we've started engaging people there to get them to start moving down the funnel? Yeah, no, absolutely, and it's really just tacking the strategy we just talked about on top of what you're doing. So it's leading with, you know, this this value, this this ad that's giving value, that's saying hey, nice to meet you. You know we are X, Y and Z, and you know, I want to learn about you. Here's this add it's engaging at something of value. That's their first impression of you and then you can start to retarget and follow up more specifically about what you have to offer. Right. So it's not that the message is our bad in terms of the specifics of interest rates or types of cars. People want to know that stuff. But every time you turn on a TV, you know there's a commercial that's saying the same thing. People are blind to those messages as bestial especially, and mass markets like like cars. So if you are if you sort of flip the script and you get value on the front and then work down with retargeting, you can still use the same messaging, but just speaking to the person when they're actually ready to hear it, when they want the specifics. And I really like what you said about the experience, because that's something where we're really teaching right now and we're calling it the customer factory. So a brand is not your logo, it's not your business cards. We don't even have business cards at digital marketer right. People probably thinks that's ridiculous. It doesn't matter. You know our logo. We didn't spend that much time on it. Right. Even our website is a digital marketing company. Isn't where we want it to be right now. But guess what, we don't really care. You know, it works and our brand is much more than the our perception online. Our brand is...

...how we help our customers and not to be woo woo or you know, we're just here to help the community. We're a real business and we're here to make money. But it all comes down to value and experience. So if you think of it like a customer factory and you're putting people into this factory and your business is the factory, how are they coming out on the other side a better person or a change person than they were before? Right and simple terms, if you're a gym, people come in physically and mentally not fit and unhappy and they come out a better version of themselves. Right. Of course, not every market it's, you know, that black and white, but it's really about the value, it's about that experience. For example, I bought my car from carmacks and it was a really great experience for me because it was no haggle, it was really fast, right, you know, it was very easy to you know, they bought my old car. Like the experience was very simple for someone who isn't well educated and how to buy cars. So, you know, that's where that's the value they gave me. It wasn't about the car, right, I could have bought that car at that price with the same features anywhere else in the country. Right, yeah, but what I really liked about carmacks and why I recommend them to to friends and family is because it was easy, right. The the experience what you just talked about was different than I expect had experienced before and it was of great value to me personally. So, like you said, it in a funnel, right. How does this, how does this come into play? Well, you know, if you lead with if you lead with an ad that's really meeting people where they are. So, like we talked about, talking about something in the community, sharing something of value, driving routes that people might have not discovered, right, just giving them something that's intriguing and engaging and not asking for something in return. Well then on facebook you can follow up with things like video or Carousel ads where you can talk about, you know, what value you give, is a business or the experience. So, you know, if I was car Max, I would run a carousel ad that has the different images that are in sequence and say, you know, step one, you know, come to the dealership and it's going to be no Haggal, pricing, sure to you know, pick out your car. Step three, you know, will evaluate. You know, I it's obvious I don't know a lot about this stuff, but they're speaking to their value, what they give customers and then follow up with okay, here are the specifics types of cars, interest rates, you know what they cost, but that's for people that have already showed interest in the other step. So I know that was a logwinded answer, but it's really about, yeah, the experience, and how can you speak to that in the ads? Well, and and just to be fair, everything you've just said, I would I would submit that you actually know more about the process and you just said you know, because you know it is a brilliant strategy. I think sometimes we get so lost in you know, like, crap, I've got a budget, I need to show Roi from this budget. What you're telling me moves me back from a place that I'm like, I've not explored before, and so now I'm worried that this isn't going to, you know, do anything for me. But but I love what you said about well, we're not talking about stopping the messaging that you currently have. We're just talking about adding more strategy on top of it, exactly so that you can scale, because it's if you were asking me as a car dealership. You know, I have five dollars and I want to turn it into ten dollars. Yeah, what should I do? I would tell you go to go to Google, because that's going to allow you to catch...

...people that are in the moment of buying. But guess what, they are only going to be so many people that are, you know, in that purchase mindset at any given time in a particular area. You can't scale that, right. You have no control over that. You can't make someone need a new car. That's a big purchase. So when you talk about scale, it's not there on Google. All right, that's when you need to go to a social platform like facebook and you need to run ads that meet people where they are, that aren't talking about buying a car, because I guarantee you, if you build those relationships, even if it's not five days later that you know you see, Oh wow, they're, you know, ten New People in here ready to buy cars, it's going to be a compounding snowball effect because then when they're ready to buy a car, they're going to think about you, they're going to tell their friends, they're going to share this ad and, you know, I understand it comes down to two budgets and money, and that's very important. But I promise you, even if you were to spend twenty dollars a day on an ad like this in your in your area, it's going to make a big, big difference, and I'm not talking even months down the road. You know, give it four to six weeks and I guarantee that that you'll see an increase from from those you know engaging ads well, and it makes me think about, you know how many, especially I mean for those you listening in who are maybe not even in a bigger market like Austin or Chicago or la or something like that, but you are in a community with thirtyzero people. I mean, this is the type of strategy if you really want to dominate that market and like put a footprint so big on that market where. I mean your top of mine for everybody. This strategy, I mean like my brains moving. I wanted to start calling people and tell them, like some of the ideas that are floating through my brain with this. I mean I had a conversation with with a client a few weeks ago and we were talking about this sort of thing. I mean, I'm in Canada, so we were talking about Canada Day and I said, Hey, look, do you have anything going on on Canada Day? And they said no, we're not doing anything, and I was like, I'm like, go get your little booth, find a place at the park, go to the dollar store by every last face painting kit there. There is in that place. And on your facebook page, instead of saying hey, come check out our new whatever, you know, Chevy Silverado at the park, it's like hey, come down, say hi and get let your kids get their face painted for free. Yeah, absolutely. There's another reason for them to come to your dealership than just the cars. Right. You're getting them where they are. I love absolutely, and even if you're in a small community. I grew up in a really small town and and even if it's not a small town this, this is just something I kind of thought of. Highlight some of your customers, right. So, if car Max came to me and asked me to do you know, a story on on how I felt about purchasing a car from them, testimonials and not just Oh, this was the best car ever, but speaking to the experience. They made it easy. Right, highlight one of those people in an ad, especially in a small community where people know one another and it's like, oh well, Jane bought a car here and it was really easy and she loved it and I saw this ad, why wouldn't I do the same? Yeah, totally brilliant. It's all about shaping an experience. It's about showing that, look, we are not a car dealership, we are a group of people who work inside of a building that's called a car dealership, and so like hey, you need to get to know us and you need to get to know the experiences that people are having partnering with us or working with us. I love it. So yeah, and just just to add to that early quick yea Richard Lender are president, I...

...just thought about this. We are having a conversation the other day. Back to it really is all about people and relationships. He had a car picked out at a dealership that he really wanted, and I think it was a Mercedes and and he he went in and the the sales guy, was just a total jerk to Richard and his wife and he ended up leaving going to a totally different dealership. And you know, with the now has the intention of purchasing an Audi, like a totally different car, just because of that interaction. So, you know, people respond to people. People buy because of story, people buy because of other people. You know, it's not about the cars and if it is about the car, then they're that person's going to go on Google and probably buy the car online because they're looking for the cheapest price for exactly what they want. If they know exactly what they want, you know that's Google right, but most people don't. I would say that's ten percent of people. The rest of the people are kind of just floating and making decisions based off relations and and emotions. You know what my last CAR PURCHASE ALL BE? It I lucked out and I got the the the the brand that I wanted. I ended up buying it from a from a dealership who just made things much easier for me absolutely, and I'm only like I'm in the industry. So I roll down the street, you know, I drive thirty forty minutes a way to like the actual brands dealership and like they just weren't willing to play ball or make it an easy experience. Thirty five seconds down the street from my office is another dealership and they're like, yeah, we've got one of these, you come check it out, I'll have I'll have it ready to go. You can roll in, I'll have it, played it up and you can go take it for your test drive, I was like, boom right, yeah, that afternoon, I'm buying a car kind of thing. Yeah, it was super easy and you know, it totally does make a difference and I guess you know, for those of you listening or watching, the point we're trying to get at here is that the ads you do don't always have to just get to the point of buying something. Your you can advertise and it's okay to promote your vision. Is a business and what you're trying to accomplish and who you are and what kind of experience people can't expect. I mean, sorry to see you know, it's like what you said about carmacks. I mean, think of how much time, money and energy they put into advertising this easy on Heggel experience and what made the difference, I would submit or you, I mean you tell me maybe I'm wrong, but I would submit that you know what made the difference and why you chose to work there is because what you learned from the messages they put out aligned with the real life experience absolutely, and it's so important when you're speaking to that and you're saying you know that you're talking to the end user and their benefit. So it's not. Hey, we're carmacks and we believe that, you know, the mission of the world should be this and we were founded and this year and our CEO is so and so. Right, sure, people don't care about that. People don't care about you. Right, people don't care about strangers. Well, that's that's harsh. But in relation to reading marketing messages, sure something that that relates to them and benefits them is going to be of much more interest than the backstory of some brander company. So keep in mind, when you are writing ad copy, when you are speaking to these people, that you're talking about the experience that you provide, and were talking about the experience that you provide and how that relates to them and benefits them, because that's what they're going to respond to. I could talk about this all day, but I know both of us don't have the luxury of that type kind of time.

You know, I guess what I would say here is, look, for those of you who are kind of in the mindset of we know we need to do something different, that this spray, you know, pray and spray strategy of advertising our business is is quickly coming to a halt and it's not working and we're looking for something more sustainable. Well, here is the alternative. This is what an actual strategy looks like. You know, we you've heard US talk about on previous episodes of the podcast, about how you need to know your audience. You need to craft messaging that's that resonates with them and you one of the fastest ways to rise above the clutter and dominate your market is by saying something different than what everybody else is saying. Look, I mean it. I would venture to say that. You know, if there's fifty dealerships in your community, you will be the one who is finally not saying Oh to dancing and this and that and all those sorts of things in and by virtue of that, you're going to you're just going to rise above the clutter. Yes, okay, Molly, I'm going to wind this thing down. I mean, can you tell us a little bit about, maybe not specifically how people can get in touch with you, because I don't want your inbox to fill up, but, you know, maybe just direct us where you'd like people to check out to learn more information about strategy and all those sorts of things. Yeah, absolutely, so, digital Marketercom we have a lot of free resources on our blog. If you check out the products page, we have, you know, some some smaller execution plans we call them, so you can learn. You know how to set up a facebook campaign, you know how to craft a lead, magnetives, we call it, all kinds of little execution plans for like seven bucks. So yeah, just hop over to our website, facebook page, and lots of free content on there and we're going to link to all of that in the show notes. I firsthand experience will tell you you need to go check that stuff out. It's one of the things in my tool kit, my marketing arsenal of of things that absolutely work that you need to check out. But you know what, Molly, thanks so much for taking the time. Yeah, this was a blast. Thank you so much, Michael. All right, would you think power bombs left, right and center right, I mean, this is something that you really should consider implementing in your dealership or in your business. Look, I recognize there are people listening or watching the show that are not card dealers and and, to be played honest with you, this is a strategy that is not specific to card dealers. Okay, this works in any other type of business. And Look, I'm sensitive to the fact that there are those of you inside the car business right now who are working side deals, who have multiple streams of income. And so this is a s strategy that will work no matter what Your Business, no matter what your niche niche is, and so, you know, the big thing that stands out to me here is the fact that, look, we've talked about this before. As a car dealer, everybody knows what you do. You're a car dealer, you could you could walk along the street and talk to anybody and they would tell you they know what a car dealership does. And so the irony and spending your money advertising something that everyone already knows. And so this strategy, what I loved about what Molly said here is this is a strategy that can be stacked on top of what you're already doing. So we're not suggesting, Hey, stop your advertising that talks about financing plans and interest rates and cash back and incentives and promotions, you know, all these sorts of things. We're not we're not suggesting that at all. What we are saying are is the things we talked about today can be stacked on top of what you're already doing, and in so doing you start reaching out to other phases of the buying funnel in a way, and about topics that they...

...care about because, like you heard molly say and like I'll add my voice to, everybody's a car shopper at some pointer or an other in their life. You know, especially in North America and Europe, we understand the importance of having a vehicle, and in other parts of the world don't. Don't get me wrong, don't read into that. I'm not I'm not excluding countries that drive vehicles or anything like that, but we understand the convenience of of having a vehicle. And so, you know, this strategy to capture people where they are, to speak about topics that are more general, more share worthy, especially, you're sitting on a gold mine of opportunity to have, you know, people think about your store and think about your dealership top of mind when they enter the phase of the bind process where they're ready to show intent. I hope you got value out of this episode of the dealer playbook. If you're watching here on Youtube, would you do me a favor and click like and subscribe so that you can get updated on the latest episodes as they come out. Stay tuned for Mondays where we have a new segment called minisod Monday and I and when. That's where you're just going to get a ton more value, more actionable snippets into like a ten minute little minisode. And also, if you're on Itunes, I would love a review. It's like my oxygen. I can't tell you how much I love hearing and getting feedback from all of you listening to the show on itunes and stitch radio. So make sure you do that and, as always, guys, check out the show notes, triple wots, the dealer playbookcom forward ninety five and until next time, keep the playbook open and Domin.

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