The Dealer Playbook
The Dealer Playbook

Episode · 2 months ago

Glenn Pasch: Timeless Marketing Strategies That Will Help Save Your Dealership

ABOUT THIS EPISODE

[REPLAY]

Glenn Pasch is the CEO of PCG Digital, an automo tive and RV marketing agency that helps dealers grow their online business. 

This episode was originally recorded in 2015 and we're bringing it back from the vault because the principles Glenn teaches still hold up today, many are still as vital as they were when we originally recorded this episode.

What we discuss in this episode:

  • The importance of unifying your marketing outputs. Even in 2021 Dealers are still operating in silos which are preventing them from getting a good grasp on marketing spend and marketing returns. Today there is a lot of conversation about the importance of mixed media modeling; an important concept for dealers to adopt immediately and moving forward.

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Thanks, Glenn Pasch

If you enjoyed this conversation with Glenn Pasch, please let him know by clicking on the links below and sending him a message.

...the car business is rapidly changingand modern car dealers are meeting the demand. I'm Michael Cirillo andtogether we're going to explore what it takes to create a thriving dealershipand life in the retail automotive industry join me each week forinspiring conversations with subject matter experts that are designed tohelp you grow. This is the dealer playbook. Yeah. So you and I were, we were justtogether in north Carolina at the unfair advantage mastermind group,Tracey Mayer and Troy Springs event. Um, and you know, I had the privilege ofhearing you speak. It was a bonus session, something that they do forattendees. And you spoke on a topic that really really resonates with mebecause, you know, it's something that there isn't, well I don't think there'sany of, I mean there's a little bit of this, but not enough. You spoke on thetopic of, you know, unifying the marketing efforts of a dealership andwhat kind of an impact that can have on, you know, profitability, return oninvestment strategies processes. So I kind of want to turn this over to youand say, first of all for those listening in what do you mean byunifying marketing efforts. Okay, What I've seen over the last fewyears and and PCG digital marketing, you know, we're an agency. So we reallydealers bring us on when they want more online visibility and so they focus trymore traffic to my website, maximize my adwords spend, help me with socialmedia, the whole online presence. The problem was that they would sort of boxus in the corner saying that, well you're my online person and although wemay have seeing something that was...

...happening from there, what we'll calltraditional or I'll use the word offline marketing but traditionalmarketing or even processes in the dealership. We didn't have a voicebecause well you're the digital guys go over there in the corner. But what Ikept seeing more and more was This disconnect between the amount of money.I mean just stopping for a moment and saying most dealers are spending, Imean on the low end 10,000 up towards we've seen $90,100,000 a month acrossall marketing being traditional online. And the problem is that nobody istalking to each other. So they hire this vendor to handle their traditionalspend, go buy my radio tv print and that might even be disconnected. Butlet's just say we have one agency doing that. They hire someone else to handletheir Ceo for their website. Maybe they hire a different person to handle theirpaid search. I have a social media person now now I have someone coming into do road to the sail training or lead handling process and my email templatesare going out of my phone scripts. The problem is nobody and amongst thosevendors are talking to each other and the dealer is almost afraid and I don'tlike using that word, but that's the best word to be is that afraid to puttheir foot down and say, all right, stop all of you need to sit at thetable and listen to me. This is what my message as a dealer is. This is how Iwant to be seen as a business. And I need each of you to use your skill inwhat you're doing to help push that message out there, but you got to worktogether. So whatever you're doing offline, if I'm running a tv commercialor a print campaign that is offering a certain special and has a certain lookand feel well, can a consumer, when...

...they go to the website, can they seethat same look, feel same offer or is it not even there? And then let'sassume it is there. But when they walk onto the dealership lot, is thereanything on site that is going to tell me, yep, this is the right place or isit not visible as well? And so now the consumer is starting to get a littledoubt to say, was this the right place? And is this where I'm going? Or ifthey're not showing it to me, are they hiding something else? You know, seedsof doubt. So unifying this across all marketing channels, especially on site,you know, are we making it easier for the consumer when they're finally doingthat research and locking on and giving your dealership the opportunity toengage and we're bringing them to the website and we're bringing them to thephone or we're connecting to them through email or we're walking into thedealership, is there a consistent message that they see hear andexperience when they interact with your dealership? You know, and, and, and Imean the thing I'm thinking about, as you're saying, all of this is youreally see it in other industries pretty prominently. I mean, you'd neversee a oh, I don't know, I mean a walmart commercial or a targetcommercial that has different messaging per se to the print at or the flyerthat they have, and then when you go in store, you see that same messaging, youknow, kind of throughout the store. And so it really kind of adds to thisexperience of, okay, you know, maybe the television commercial was myawareness then I saw it online and there was kind of the validation andthen I visit the store and the messaging is the same. This place isreally dialed in. Um, we're not seeing that with dealerships. Um, but you know,can you share any examples of dealerships who are seeing an impact um,on their marketing efforts and kind of...

...unifying them that you've worked with.Sure, I mean, we've seen dealers where, you know, there are very few agenciesout there that are going to be really able to master the uh, this traditionalonline on site, there's always one of those pieces out, you may find anagency that does uh, you know the traditional print and online butthey're not on site helping you implement that? Now they may, again 11company that we know that does a very good Job of that is tier 10 becauseyou'll see tier 10 marketing. Uh They will do the traditional, they will dothe online and then they'll send things like the brochures and the uh you knowthe review mirror, the you know the hangars there and door hangers andthings like that. And there is a consistent theme and look and so theydo a very good job of that. Um And we've seen companies that understandthat it really comes down to the dealerships themselves, those ones whoare are willing to put their foot down and say I'm paying you this money. Buton driving the initiative, I'm driving the message, I'm driving the initiative.And you definitely see them because it's easy, they're usually the leadersin their in their areas or popular ship groups. It's not hard to figure outwho's doing it well because they are looking at every single aspect of thecustomer journey and saying is my message of how what experience I wantthem to receive. Uh My customers to receive. Are we executing it? So if mymarketing messages X. Well when they interact on the phone are they or theactions of the people talking on the phone is the script trying the rightmarketing message when they interact in the email, Are we thinking about howwe're communicating and as the email...

...and our response is supporting thatmarketing message or on site, you know, most people think, well it'sadvertising and I think this is where the disconnect for automotive to yourpoint, We don't see it, we're seeing it starting to blossom a little. But uh,you know, this is what I'm focusing on this year, is that, you know, it usedto be traditional advertising, you show up on to the dealership lot and most ofthe time it had that similar feel to the point because people are bringingin their, their magazine article or the newspaper and they had it in their handand they're like, okay, the sign out there has the same, you know, pricing,okay, I'm in the right place, but things have changed. That was the timeframe that consumers needed to go to the dealership to get information aboutcars outside of the, you know, the gearheads, I'll call them the peoplewho loved cars and read the magazines and the 90% of most consumers preinternet had to go to the dealership to dealership, held all the cards, had allthe information and so consumers felt a little off, but they still went in andyou know, this is the place now with the internet that's reversed and theconsumers have all the information and so they're the ones who are comfortablenow and dealers really need customers to come in, they needed. It's now verycompetitive. So it's in order for that marketing message to flow through thatwe're pushing out that we're used to that traditional marketing that we'vealways done. Well, is it replicated on the internet? And I think that eventslike Tracy and Troy's event and um you know, digital marketing strategies,conference or driving sales or the digital dealers, you know, they're outthere pushing education for dealers to say don't be afraid of online. It's thesame thing that you did before or that you still do in terms of marketing yourmessage, you just have a different...

...channel. Mhm. And so if they just flowthrough and say, okay, let me just take my add or take my video or mycommercial and put it on my website. And how do I do that? And then can itbe playing in uh 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 timesomeone is engaging with you, you're still on the list. So they've donetheir research. I have to hold them. So my marketing message better support it.My offers better be transparent the same thing they found online or in mytraditional man when they walk on site, it better be the same thing or people'spatience level is very thin. They're often running down to the next place.Yeah, I mean and you don't want to confuse your customers, I mean when youlook at especially I I have dealers that I talked to and they say, man, weneed to get more website traffic and and you know when we look into it andthey say, oh we're again between whatever it is, five or 10,000 uniquevisits a month and I go hold on a second. You know, I think you and Iwere talking about this a little bit. It's it's not let's get more, it's howdo we leverage better the traffic that's already coming to our website?And I feel like if we we did unify the marketing efforts of that dealership sothat across multiple touchpoints the dealer or the start of the consumer isgetting the same message is going to help validate for them that they are inthe right place or it's going to help them further their purchase decision. Iagree. I think the knee jerk reaction for a lot of businesses. I mean we workAlso outside of automotive but probably about 85, of our businesses automotive.So we understand that the knee jerk reaction of dealers is I need moreleads, 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 ifyou're happy with, you know, if the national average of just strictinternet leads straight internet leads...

And the average is dealers areconverting 7 - 9%. And so if you think about that roundedoff, that means nine out of every 10 people who submit a lead to you, youdon't sell. And that's somewhat acceptable like okay, well let's get to15% or let's even get to 20%. So it's acceptable that 8% 88 out of 10 peopleare not buying for me. So is there something that's confusing? Are wemaking it difficult or our website user friendly? And I think my brother brianbrought this up one time at a session and said dealers have to start thinkingabout two things. One you're running a multimillion dollar business. Thisisn't a mom and pop, you know, well million multimillion dollar business.But you have to start thinking about you are an e commerce business now youhave to shift the mentality of U. R. E. Commerce. If you think about target toyour earlier example, if you ask them, they'll tell you were an e commercebusiness. Now we happen to have stores but we're an e commerce business. Wehave to think that way because everybody now is shopping there. Firstimpulses pick up my ipad, my phone, whatever tool I have computer and letme do research before I get my butt up off of the couch dealerships used tothink that they were different and now they're starting to wake up to saywe're not different cars are no different. Now people research, theysit on the couch until you give them a compelling reason to reach out andcontact them. And if your site is difficult to maneuver your out, if yourvehicle detail pages don't give enough information, not even just basicinformation, you're not giving, you know, information plus, reviews, plus,I like watching videos. So give me some videos. Hey, help me answer myquestions till I'm better prepared. If you're not willing to give thatinformation out, you're off the list and you're not selling and then you'renot even going to be selling the one...

...out of 10, uh, to engage you. And toyour point, the easier if dealers start thinking that my website is aninformation portal, it's an e commerce information portal and I want to giveas much information to the people versus hold it back. You will startengaging 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 theyeven following up or do they stop following up? Because you know what?Hey, if I sell my 5 to 8 to 10 cars, I'm good instead of, well you should beselling 15 or if I'm selling 100 I really should be with the leads thatI'm getting let alone, as you said, more leads leads. I'm getting, I shouldbe selling 100 5200, but well we've always done 100 and you know, we get205 I'm happy. So it's, I think the unifying the marketing message willgive you more retention, meaning more people stay on your site because you'remaking, you're making it easier and engaging and then phone calls shouldincrease and walk in, traffic should increase and your website should dowhat it does. But they like you, as you said earlier, you've made it easy. Isaw your great commercial. I found the website, there's no distractions. Thisis the right place. I call people. You're giving me information. They're,they're acting exactly the same way that you're pushing out that you dotake care of people and you give them information, they're doing that. Andthen when I walk on site, I'm getting a great experience. I want to do businesswith you because you make it easy. Yes. Okay. So let me ask you this, um, youknow, just to kind of wind it down here. Um, what is the, and I think you mighthave already answered this. But what's the first thing that, I mean, I'massuming this is the dealer's responsibility to get this, this, uh,unification effort underway. What's the first thing that they need to do? Ithink, well, it's, that's a little bit...

...loaded to go down there. One is, if youare, if you are a dealer that is going to do this, meaning that if you're thedealer principal and you're saying, listen, I'm owning this now. There aresome dealer principals who empower their team to do it and that's fine.Well then somebody has to own the message and then contact your vendorsto basically say we're having a coal and everybody is getting on the phoneand I'm going to go over the message. But I'm expecting my people who aredoing S. E. O. If I have another person doing ECM, you guys need to talk andyou have to share so that you're not pulling at each other and trying to cuteach other down in order to keep business. I, you know, again, you haveto find the right vendor mix if you're not capable of that or you don't feelthat your objective enough and that's okay, then you have to find really atrusted advisor. I mean we're finding people, uh, calling us up and just say,I want access to your team. I don't want any more services from you. Idon't want any more. I got enough services. I have enough vendors. I justneed help. I need somebody who's outside of the dealership, not in theday to day grind of this, who can focus on, what am I saying? Is it a crook?Can you audit, can you go check all these things, will you be willing toget on the phone with the vendors, can you help me tell me if the vendors aredoing a good job and are really supporting me or they just handing me aline of, you know, crap basically and saying, okay, yeah, here's your report.Call me if you have questions. So if you can't do it yourself, find thattrusted advisor and get them at your table every month until they teach youhow to do it. Or if you're willing to do it, you just basically tell andvendors don't want to do this, vendors are like, no, I'm not going because Ihave my, I don't want to share my secret google recipe of doing that.What that basically is, is crap run...

...from them. Get out seriously because ifnobody is willing to share. I mean we have no problem calling people up. Wehave people who call us up. I have no problem in any vendor worth their saltis going to be okay. Let's work together. At least understanding thekeywords you're bidding on or understand the message or hey, if youbuilt that video, send it to me or do me a favor, send me a copy of the adthat you did. So I can get the right lettering coloring whatever. And thenas we build our landing page, it looks similar to that. Um, it's not going inthe back end and learning everybody's secrets, but it's just sharingresources ultimately for the dealer and their success not, Oh well if I, if Ibad mouth the SCM person, I'm going to pick up new business from you that thatshould not be the focus well and I think, you know, this is so, soincredible and you know, for those of you listening and you need to befocused on this. I mean everything that Glenn is talking about, um you know,aside from how to get this going, this serves as an incredible accountabilitymechanism for all of your vendors. And like Glen said, seriously, I mean mebeing a vendor myself, if your vendors are not willing to work inside of thismodel and if you can't understand or they can't understand how it's going tohelp you drive more business drive, you know, move more metal then you need torun away from the, that's basically the vendor putting in their resignation inmy opinion, it does, it's not going to help you. So look for transparency.Like Glen said, right, you need to, you need to look for vendors that can worktogether that can share resources and that are comfortable having openexchanges between one another for your benefit. Mhm mm Good. I'm Michel Cirillo and you've beenlistening to the dealer Playbook...

...podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening right now, leave arating or review and share it with a colleague. Thanks for listening. Mhm.

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