LotTalk Tuesday Tune-up 9.4.18: Digital Marketing ... Champ or chump?

Free Diving?  Did your mind bring the image of mythical blue water, hypnotic solitude, sleek, toned divers … how about done wrong … deadly?!

 The world record is stated to be 122m or 400’ below the surface.

 Free Diving requires specialized preparation and techniques just to survive, let alone be a champion diver.

 Whether you would desire to be the World record holder or survive the experience, the basics must be mastered first. #crawlbeforeyouwalk

 A look at Digital Marketing reveals similar issues with preparation and execution.

 What special details and techniques create valuable outcomes?

 DETAILS

1.  Culture. Not what you think the culture is … what your customers say it is … through return buyers, referral buyers and reviews.
2.  Capture cultural elements demonstrating the buying process with text, photos and video on the showroom floor and use the dealer website to tell the story. Expand the website initiatives to include community involvement and support for community activities.
3.  Understanding the store or groups’ culture will be the core of a long-term strategy; Showing vs. telling the customer how much you care is critical. What is learned about the lives they live before explaining vehicle features ensures the emotional tie to the lifestyle of the customer.
4.  Combining the first three (3) details makes detail #4 the wheelhouse of momentum to exponentially increase your sales.   Core buyers attract “like minded” additional customers in the form of repeat and referral business.

 #storyteller

The successful execution of marketing your culture to create more business increases sales regardless of societal or economic influences.

 TECHNIQUES

1.  Understand the market segments of your dealership’s marketplace that are on the increase.  Millennials are the fastest growing segment in every market … Period.  Millennials are 29% of today’s automotive buyer, growing to 40% in less than a year and a half. They will become 75 percent of ALL automotive purchases by 2027. Is your dealership “culture” ready for the opportunity?
2.  A cursory review of dealer websites and digital marketing campaign(s) reveals a significant lag. It’s ok to play catch-up but unwise with the amount of information available to lead vs. lag.
3.  Implement and use VIDEO in every aspect of your dealership sales and service culture. Video customer experience examples:

• Staff introductions
• Show room
• Test Drive for every make and model
• Response to customer inquiries
• Tour of store departments
• Community involvement, sponsorships, and care for others including animals
• Owners, DP’s and Executive management dealership value propositions
• Everyday dealership life, laughter, and experiences. Keep It Real!!

 POST THE VIDEOS:

• Dealership Website
• TV’s on Showroom Floor and departments
• In the customer lounge
• YouTube
• Social Channels – Facebook, Twitter, Instagram, etc.

 Tailor your dealership marketing efforts towards “personalizing” its message to the intended audience.  If you’re going to invite a virtual audience to your website, the message received upon accepting the invite, better satisfy and deliver.

 A diver learns and grows by experience … are you?

 The typical website experience of today suggest room for improvement.

 I’m not a dooms day’er but a realist.

 Buyers do not watch TV like you did … or listen to radio the same way; even when driving. They’re certainly are not reading newspapers or paying attention to billboards related to car sales.

 Look around you! People are on their mobile devices even when eating with others.

 NEXT STEP

 There are resources available to assist you on this journey. Tim Rowe, Chip Dorman, John Schomburg, Michael Sorenson, Ryan Hartigan, Sean Welsh and other independent consultants. There are many others, these are the names on the tip of my fingers today.

 The DM experience, done poorly, is not deadly … unless the health of your budget and the impact of $$$ invested is important to you.

 #callme  #lottalk  #teachat51