Digital Dealer - July 2018 - 39

POWERING UP YOUR PEOPLE CAN BE AS EASY
AS BETTER COMMUNICATIONS ON THE SUCCESSES,
OPPORTUNITIES, MILESTONES AND ACHIEVEMENTS
OF YOUR DEALERSHIP."
INTERNALIZE YOUR
MARKETING EFFORTS!

Why settle for 10
salespeople when you
can have 100? As you
define your brand, share
it in every way possible
with every member of your
team. Every time I talk
to a dealer I ask if they
have the email address
of every single employee.
Why wouldn't you? The
easiest, cheapest form
of instant communication
with every member of your
team is an email from a
list serve. With one click
you can send an email to
'team@AAAdealership'
President Trump loves to
tweet every day to millions
of followers. Why can't
you send a quick email
to every team member
once a week? Thank
them. Tell them about
some exciting happenings,
an upcoming sale, what
customers are saying,
why they love us. A dealer
friend of mine sends
an email to his closest
friends, marketing people
and vendors about great
achievements in sales
numbers on a regular
basis. How easy would it
be for him to include a cc
in that email to 'team@'?
Powering up your people
can be as easy as
better communications
on the successes,
opportunities, milestones,

and achievements of your
dealership. Everyone loves
to be part of a winning
team. And, by the way, why
not ask your team members
to share the great news! If
everyone has 200 friends
or 100 twitter followers, just
imagine how much further
your marketing efforts can
extend. And how much
does that cost? Close your
eyes. What do you see?
THE BIG #3:
TELL YOUR STORY! Don't

hire an ad agency or digital

RESEARCH RESEARCH
RESEARCH! You can

spend upwards of $50,000
with outside vendors on
research and you can pay
hundreds...thousands
for research reports
and mountains of digital
analysis. Or you can spend
a whole lot less and get a
whole lot more accurate
feedback on what is
actually making the dollar
clock click by utilizing the
content methods available
to you right now. For

START BY ASKING
YOUR INTERNAL
CUSTOMERS (YOUR
EMPLOYEES) WHY THEY
THINK PEOPLE REALLY
LIKE YOU."
wiz person for fabricated
content! You've got a
great story to tell. No one
knows it better than you!
Let your marketing folks
focus on communicating
your story with maximum
effectiveness and
efficiency. Once you've
defined the brand, tell
buyers what it took to
get there. Map out your
history and your timeline.
Roadmap your success
story! Put it on video. Put
it on radio. Put it on your
website and social media
pages.
THE BIG #4:

starters, does someone
in your organization know
how to interpret the metrics
of your own website visits?
This info is yours. You're
already paying for it. If
you're buying social media
ads, there is a plethora
of information on hits and
views. Why not devise
your own 'media habits
analysis' questionnaire
to gain information from
every buying customer?
Not just the question of
'what brought you in today,'
a one-page questionnaire
on websites visited,
favorite radio and television
D I G I TA L D E A L E R . C O M

programs, etc.
When I was a youngster there was a jeweler in
Hartford, Connecticut that
would give out hundreds of
'baby spoons' once a year.
He would advertise on five
different radio stations,
each of the stations with a
different telephone number
on the ad. The stations that
pulled the most in terms of
response would get 70% of
his budget for the following
year. But even more interesting, he would track the
resulting sales data from the
people actually picking up
their 'free spoon' and meld
those metrics into campaign
spends.
Even something as simple as tracking zip codes
tagged to specific models can help focus media
spends for highest efficiency. My favorite research
story is from 32 years ago
when the late Bob Tasca
Sr. in Providence, Rhode
Island told me he stood next
to the bridge crossing to his
dealership "Most of the cars
coming over the bridge from
6am till 8am were used"
said Bob, "and most of the
cars coming over the bridge
after 8am were new. So I
advertised used vehicles on
the radio from 6am till 8am
and new vehicles from 8am
til 10am."
THE BIG #5: AA! John
Wanamaker, famous PhilContinued on pg. 40

J U LY 2 0 1 8

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Table of Contents for the Digital Edition of Digital Dealer - July 2018
