The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Glenn Pasch: How to Unify Your Dealership Marketing


On this session of “The Dealer Playbook” podcast we are talking shop with automotive industry thought leader Mr. Glenn Pasch. 

Glenn is the CEO of PCG Digital Marketing a full service digital marketing agency and also a partner at PCG Consulting. Both companies are dedicated to going the extra mile helping auto dealerships stay ahead of the curve when it comes to your dealerships digital strategies and processes. 

In this session Glenn dives into the disconnect often found between auto dealers and their 3rd party providers and the problems that go along with that.

Here is a quick preview of what you will learn more about in our conversation with Glenn Pasch. 

What does it mean to unify your marketing efforts in your auto dealership?

Whether it is your online marketing or traditional off line marketing it is crucial that all of your channels are pushing the same message. 

When a customer is on your dealerships website is the message and marketing you have there consistent with what they will see when they physically come into your store? Or are you confusing them and making them think they are in the wrong place. 

Are you making it easy for your customer or are you scaring them away by having inconsistencies or even visibility issues when it comes to the message you are trying to convey for your dealership?

It is time to start thinking like a eCommerce business. 

Replicating your off line traditional marketing with your online marketing. 

When it comes to really knocking it out of the park with your marketing efforts it is important that your online and offline marketing efforts resonate with each other. 

Your online strategy should be exactly like your offline/traditional strategy only difference is the channels you are using to distribute them. 

Is your radio or TV commercials message visible and the same as on your website?

Is the message on your website the same one the consumer will see when and if they decide to stop into your dealership? 

By not making sure your messages replicate across the board on all channels you are not being transparent and most likely you are hurting your credibility. 

What are the first steps to unifying your marketing message and efforts. 

With most automotive dealerships partnering with several different vendors for their marketing efforts (for example - SEO, Adwords, direct mail, radio/TV, website provider, etc.) the first thing you need to do is get them all together and all on the same page. Your page. 

Review with them on a regular basis what your message is for that month, quarter or whatever time period you wish to run it for and make sure they open the lines of communication between each other to ensue your message is consistently the same. No matter what the channel.  

Connect With Glenn Pasch

Glenn’s Blog

PCG Digital Marketing website

Glenn’s Twitter

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

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Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.


... You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. All right, and we are here with somebody that I truly do respect, somebody that I looked up to for such a long time in the automotive space, somebody who probably doesn't even know it, but has silently encouraged me to put myself out there and bring myself out of obscurity, somebody who's writings I enjoy to read, and somebody who is an incredible trainer. He's a speaker, writer coach, he's an operation strategist and a customer service fanatic. He also happens to be the CEO of PCG digital marketing and a partner of PCG Consulting, and he works with his clients to develop new strategies that will enable their business to become more efficient and profitable. Today I'm joined with the man himself, Mr Glenn Pash. Glenn, thanks for being on the show with me today. Well, thank you so much, Michael, that's very kind of you and I have sort of a very uncomfortable humbleness on this side usually I you know, I like that. I appreciate the feedback. It's just you know well, you know. I mean when I was first coming into the business, you know, and kind of pulling myself out of obscurity, so to speak, I always thought, man, how can I catch up to this guy? And there were just a list of guys that that were, you know, who I consider the movers in the shakers, and and you were always on that list and and you know, your brother Brian and a few others and and so it's humbling for me to be able to have the opportunity to, you know, call you a friend and have you on the show today. I appreciate that. Thank you very much. So you and I were we were just together in North Carolina at the unfair advantage mastermind group, Tracy Meyer and Troye springs event, and you know, I had the privilege of hearing you speak. It was a bonus session, something that they do for attendees, and you spoke on a topic that really really resonates with me because, you know, it's something that there isn't. Well, I don't think there's any of I mean there's a little bit of this, but not enough. You spoke on the topic of, you know, unifying the marketing efforts of a dealership and what kind of an impact that can have on, you know, profitability, return on investment strategies processes. So I kind of want to turn this over to you and say, first of all, for those listening, and what do you mean by unifying marketing efforts? Okay, what I've seen over the last few years and and PCG digital marketing. You know, we're an agency, so we really dealers bring us on when they want more online visibility, and so they focus drive more...

...traffic to my website, maximize my ad word Span, help me with social media, the whole online presence. The problem was that they would sort of box us in the corner saying that well, you're my online person and although we may have seen something that was happening from their true what we'll call traditional or all use the word offline marketing, but traditional marketing or even processes in the dealership, we didn't have a voice because we will, you're the digital guys, go over there in a corner right but what I kept seeing more and more was this disconnect between the amount of money. I mean, just stopping for a moment and say most dealers are spending. I mean on the low end tenzero up towards we've seen ninety a hundred thousand dollars a month across all marketing, being traditional online. And problem is that nobody's talking to each other. So they hire this vendor to handle their traditional spend. Go by my radio, TV print and that might even be disconnected, but let's just say we have one agency doing that. They hire someone else to handle their SEO for their website. Maybe they hire a different person to handle their paid search. I have a social media person. Now not have someone coming into do road to the sale training or a lead handling process. In my email templates are going out of my phone scripts. The problem is nobody in amongst those vendors are talking to each other and the dealer is is almost afraid, and I don't like using that where but that's the best word to be, is that afraid to put their foot down and say all right, stop, all of you need to sit at the table and listen to me. This is what my message as a dealer is. This is how I want to be seen as a business and I need each of you to use your skill in what you're doing to help push that message out there. But you got to work together. So whatever you're doing offline, if I'm running a TV commercial or a print campaign that is offering a certain special and has a certain look and feel, well, can a consumer, when they go to the website, can they see that same look, feel same offer, or is it not even there? And then let's assume it is there. But when they walk onto the dealership lot, is there anything on site that is going to tell me, Yep, this is the right place, or is it not visible as well? And so now the consumer starting to get a little doubt to say, was this the right place and is this where I'm going? Or if they're not showing it to me, are they hiding something else? You know, seeds of doubt. So unify saying this across all marketing channels, especially on site. You know, are we making it easier for...

...the consumer when they're finally doing that research and locking on and giving your dealership the opportunity to engage? And we're bringing to the website and we're bringing them to the phone or we're connecting to them through email or walking into the dealership. Is there a consistent message that they see here and experience when they interact with your dealership? You know, and and and, I mean the thing I'm thinking about as you're saying all of this is you really see it in other industries pretty prominently. I mean, you'd never see a I don't know, I mean a Walmart commercial or a target commercial that has different messaging per se to the print ad or the flyer that they have and then when you go in store you see that same messaging, you know, kind of throughout the store. And so it really kind of adds to this experience of okay, you know, maybe the television commercial was my awareness. Then I saw it online and there was kind of the validation and then I visit the store and the messaging is the same. This place is really dialed in. We're not seeing that with dealerships, but, you know, can you share any examples of dealerships who are seeing an impact on their marketing efforts and kind of unified find them that you've worked with? Sure, I mean we've seen dealers where, you know, there are very few agencies out there that are going to be really able to master the this traditional online on site. There's always one of those pieces out. You may find an agency that does, you know, the traditional print end online, but they're not on site helping you implement that. Now they may again one. One company that we know that does a very good job of that is tier ten, MMM, because you'll see tier ten marketing. They will do the traditional, they will do the the online and then they'll send things like the brochures and the you know, the Rivere Mirror that you know, the hangars there and for hangers and things like that, and there is a consistent theme and look. And so they do a very good job of that. And we've seen companies that understand that. It really comes down to the dealerships themselves, those ones who are willing to put their foot down and say, I'm paying you this money, but I'm driving the initiative, I'm driving the message, I'm driving the initiative and and you definitely see them, because it's easy. They're usually the leaders in there in their areas, dealership groups. It's not hard to figure out who's doing it well because they they're looking at every single aspect of the customer journey and saying is my message of how what experience I want them to receive, my customers to receive. Are we executing it? So if my marketing messages...

X, well, when they interact on the phone, are they are the actions of the people talking on the phone? Is the script right, lying the right marketing message? When they interact into email, are we thinking about how we're communicating and as the email and our response is supporting that marketing message? Or on site, you know, most people think, well, it's advertising, and I think this is where the disconnect for automotive to your point, we don't see it. We're seeing it starting the blossom a little, but this is what I'm focusing on this year is that, you know, it used to be traditional advertising. You show up onto the dealership lot and most of the time it had that similar feel to the point, because people are bringing in their their magazine article or the newspaper and it had it in her hand and are like, okay, the sign out there has the same you know, pricing. Okay, I'm in the right place, sure, but things have changed that. That was the time frame that consumers needed to go to the dealership to get information about cars outside of the you know, the gear heads, I'll call on the people who loved cars and read the magazines. And the ninety percent of most consumers pre Internet had to go to the dealership. The dealership held all the cards, how the all the information, and so consumers felt a little off, but they still went in. And you know, this is the place now with the Internet. That's reversed and the consumers have all the information and so they're the ones who are comfortable now, and dealers really need customers to come in. They needed it's now very competitive. So it's in order for that marketing message to float through that were pushing out, that were used to that traditional marketing that we've always done. Well, is it replicated on the Internet? And and I think that events like Tracy and troy's event and digital marketing strategies conference or driving sales or the digital dealers, you know they're out there pushing education for dealers to say don't be afraid of online. It's the same thing that you did before or that you still do in terms of marketing your message. You just have a different channel. HMM. And so if they just flow through and say, okay, let me just take my ad or take my video or my commercial and put it on my website. And how do I do that? And then can it be playing in my you know, when people walk in? I think that's a simple flow. It retains customers. It's too competitive out there that by the time someone's engaging with you, you're still on the list. So they've done their research. I have to hold them sold. My marketing message better supported, my offers better be transparent, the same thing they found online or on my traditionally, and when they walk on site it better be the same thing. Or People's patients level is very thin. They're often running down to the next place. Yeah, and I mean and you don't...

...want to confuse your customers. I mean the when you look at it especially, I have dealers that I talked to and they say, man, we need to get more website traffic. And and you know, when we look into it and they say, Oh, we're getting between whatever it is, five or tenzero unique visits a month, and I go hold on a second. You know, I think you and I were talking about this a little bit. It's not let's get more, it's how do we leverage better the traffic that's already coming to our website and I feel like if we did unify the marketing efforts of that dealership so that across multiple touch points, the dealer are the sorry, the consumers getting the same message, it's going to help validate for them that they are in the right place or it's going to help them further their purchase decision. I agree. I think the knee jerk reaction for a lot of businesses. I mean we work also outside of automotive, but probably about eighty five ninety percent of our business is automotive. So we understand that. The knee jerk reaction of dealers is I need more leads, I need more leads, I need more leads, I need more leads, and we say, well, what are you doing with the people who are already here? You know, if if you're happy with you know it's the national average of just strict Internet lead, straight Internet leads, and the averages dealers are converting seven to nine percent. And so if you think about let round it off, that means nine out of every ten people who submitted lead to you, you don't sell and that's somewhat acceptable. Like okay, well, let's get to fifteen percent or let's get even get to twenty percent. So it's acceptable that eight percent, Eighty Eight, eight out of ten people are not buying for me. So is there something that's confusing? Are we making it difficult? Are Our website user friendly? And I think my brother Brian brought this up one time at a session and said dealers have to start thinking about two things. One, you're running a multimillion dollar business. This isn't a mom and pop you know, oh well, million, multimillion dollar business. But you have to start thinking about you are an e commerce business. Now you have to shift mentality of you are e commerce. If you think about target to your earlier example, if you ask them, they'll tell you we're an ECOMMERCE business. Now we have to have stores, but we're an ECOMMERCE business. We have to think that way because everybody now is shopping. Their first impulses pick up my IPAD, my phone, whatever tool I have, computer and let me do research before I get my butt up off of the couch. Dealerships used to think that they were different and now they're starting to wake up to say we're not, not different. Cars are no different. Now people research, they sit on the couch until you give them a compelling reason to reach out and contact them. And if your site is difficult to maneuver, you're at if your vehicle detail pages don't give the enough information, not even just basic information, you're not giving you know, information,... reviews, plus I like watching videos, so give me some videos, Hey, help me answer my questions till I'm better prepared. If you're not willing to give that information out, you're off the list and you're not selling, and then you're not even going to be selling the one out of ten to engage you and and to your point, the easier the dealers start thinking that my website is in information portal. It's an e commerce information portal and I want to give as much information to the people versus hold it back, you will start engaging and then you're right. How are my people interacting on the phones? What are they doing in terms of follow up, in terms of email? And then are they even following up? Or do they stop following up because you know what, Hey, if I sell my tip five to eight to ten cars, I'm good. Instead of well, you should be selling fifteen. Or if I'm selling a hundred, I really should do with the leads that I'm getting, let alone, as you said, more lead leads I'm getting. I should be selling a hundred, fifty, two hundred, but well, we've always done a hundred and you know, we get two hundred and five. I'm happy. So it's I think the Youni find the marking message will give you more retention, meaning more people stay on your site because you're it's making you're making it easier and engaging, and then phone call should increase and walk in traffic should increase and your website should do what it does. But they like you right, as you said earlier, you've made it easy. I saw your great commercial, I found the website. There's no distractions, this is the right place. I call people, you're giving me information. They're acting exactly the same way that you're pushing out that you do take care of people and you give them information. They're doing that and then when I walk on site I'm getting a great experience. I want to do business with you because you make it easy. Yes, okay, so let me ask you this, you know, just to kind of wind it down here. What is the and I think you might have already answered this, but what's the first thing that? I mean, I'm assuming this is the dealer's responsibility to get this, this unification effort under way. What's the first thing that they need to do? I think well, it's a that's a little bit loaded. is to go down there. What is if you are, if you are a dealer that is going to do this, meaning that if you're the dealer principle and you're saying, listen, I'm owniness. Now there are some dealer principles who empower their team to do it, and that's fine, but then somebody has to own the message and in contact your vendors, to basically say we're having a call and everybody's getting on the phone and I'm going to go over the message, but I'm expecting my people who are doing Seo, if I have another person doing sem you guys need to talk and you have to share so that you're not pulling at each other and trying to cut each other down in order to keep business.

You know, again, you have to find the right vendor mix. If you're not capable of that or you don't feel that you're objective enough, and that's okay, then you have to find really a trusted advisor. I mean we're finding people calling us up and just say I want access to your team. I don't want any more services from you. I don't want any more. I got enough services, I have enough vendors. I I just need help. I need somebody who's outside of the dealership, not in the daytoday grind of this, who can focus on what am I saying. Is it a cur can you audit? Can you go check all these things? Will you be willing to get on the phone with the vendors? Can you help me? Tell me if the vendors are doing a good job and are really supporting me, or they just handing me a line of you know crap basically and saying okay, yeah, yeah, here's your report. Call me if you have questions. So, if you can't do it yourself, find that trusted advisor and get them at your table every month until they teach you how to do it. Or if you're willing to do it, you just basically tell an advendors don't want to do the vendors are like no, I'm not going because I have my I don't want to share my secret google recipe. I'm doing that. What that basically is is crap. Run from now run, get out, seriously, because if nobody's willing to share, I mean we have no problem calling people up. We have people who call us up. I have no problem in any vendor worth their salt is going to be. Okay, let's work together. At least understanding the keywords you're bidding on, or understand the message or he ste. if you build that video, send it to me or give me a favor, send me a copy of the ad that you did so I can get the right lettering, coloring, whatever, and then as we build our landing page, it looks similar to that. It's not going in the back end and learning everybody's secrets, but it's just sharing resources ultimately for the dealer MMM and their success, not oh well, if I, if I bad mount the stm person, I'm going to pick up new business from you. That that should not be the focused. Well, and I think you know, this is so, so incredible, and you know, for those of you listening and you need to be focused on this. I mean everything that Glen's talking about. You know, aside from how to get this going, this serves as an incredible accountability mechanism. For All of your vendors and, like Clinn said, seriously, I mean me being a vendor myself. If your vendors are not willing to work inside of this model and if you can't understand, or they can understand, how it's going to help you drive more business, drive, you know, move more metal, then you need to run away from the that's basically the vendor putting in their their resignation and my opinion, it does it. It's not going to help you. So look for transparency, like Glenn said, right, you need to you need to look for vendors that can work together, that can share resources and that are comfortable having open exchanges between one another...

...for your benefit. Glenn, thank you so much for being on the show. How can those listening and get in touch with you? Oh, you can go to our website, PCG digital MARKETINGCOM. You can find me on twitter at Glenn Pash. You can call our office. Three two, five, O two zero, zero. It's not hard to find me on social I always reach out anybody reaches out to me. Be More than willing answer questions. As I always say, you don't have to be a client to chat. I love helping dealers I love answering questions, anything I can do and to help you get better. Just please reach out. Love it and you know what, stay tuned for the show notes triple w dot the dealer Playbookcom, where we will include links to everywhere that you can get in touch with clennon. Again, Glenn, thank you so much. Appreciate you being on today. Oh Michael, thank you so much, awesome. Thank you.

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