The word “innovation” gets thrown around a lot when we talk about dealers who manage to stay ahead of the curve year after year, even as the industry continues to change around them. But it gets repeated so often that I fear we might be losing sight of what innovation actually is and why it has value for the dealership in the first place. What innovation is not is simply … [Read more...] about Declined Service Work or Targeted Marketing Opportunity?
Refining your marketing strategies heading into the new year sets you up for success in 2020 and beyond. The New Year is an exciting time at a dealership—new models, incentives and updated sales benchmarks. Often, in the hustle and bustle of the holiday season and new year, it can be tempting to rinse and repeat marketing strategies. But, with those new models and incentives, … [Read more...] about Three Steps to Level up Marketing Strategies in 2020
Think about the last time you experienced a retailer with a digital experience that seamlessly connected to the in-store experience. Maybe it was as simple as opting to pick up a purchase in-store, rather than having it shipped to your home. Or, it could be that you saw a product at one of the retailer’s locations but waited until you got home to research and make the purchase. … [Read more...] about Everyone Wins With A Seamless (Online And In-Store) Experience
A while back, my teammates looked into performance reports from various vendors and agencies, trying to assess the industry standard. I’d love to say we were surprised by the amount of vanity metrics used by some agencies, but truth be told - it’s becoming more and more common to embellish reports with meaningless statistics, or manipulate data to imply positive results, … [Read more...] about The Art of Detecting Manipulations in Marketing Reports
There is no denying that generating new reviews, week in and week out, is a critical component to a dealer’s business process, but a common misconception is that review count then, should be an important number to monitor. Well, it is and it isn’t. Review count should be tracked, but only to measure one thing: does my review solicitation process work? However, the volume of … [Read more...] about Tracking Online Reputation: You’re Still Counting The Wrong Thing