Aja Goldey

Bespoke Auto Marketing Strategist | RPM Marketing & DealerApps

Combining her love for the car business, a passion for marketing, and over 20 years of experience in retail automotive, Aja has earned a reputation of success by helping clients build solid marketing foundations. Leading with a unique hands-on approach, and focusing on caring for the basics before spending, Aja has guided dealerships and ad agencies to strategies resulting in greater profit and customer retention with lowered expenses. 

In 2020, Covid made a ripple effect across the vendor side of the auto industry; Aja found herself serving the automotive industry in new ways. Vendors and dealers reached out for guidance and coaching, during this time relationships grew, and Aja found a new passion serving automotive in a different capacity. 

Aja continues to consult on marketing, strategies, and creative solutions with customized service offerings. Teamed up with DealerApps, a leader in response capturing and tracking, Aja shares her expertise with agencies and dealerships alike. Aja looks forward to sharing real-world experience, practical easily implemented solutions and back-to-basics insights with the readers of Dealer Marketing Magazine.

Why Your Team Should Be Part of Your Marketing Strategy

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"The leader is one who, out of the clutter, brings simplicity …" - Albert Einstein We humans complicate things, and it’s no surprise in dealerships it manifests in grandiose form, especially noticeable when it comes to how teams, training, and advertising relate to technology. These four areas, when not in harmony, work against each other. I have found the most successful stores don’t have the most cutting-edge technology or the newest tools, the most successful stores are the ones that have mastered the balance between team, training, advertising, and tech. Why these four areas? Each one directly affects the other, when you understand how one can affect another you avoid the chain reaction domino effect preventing you from streamlining and propelling your team forward. Recent technology is often marketed as a trade-off for training, the proverbial easy button, which is attractive when you’re focused on growth. Unfortunately, band-aids like this won’t last and we’re left with a glut of tech solutions that aren’t streamlined and overlap. You know what happens next, a collision course with chaos, with wasted budget, time, and we didn’t improve our customer’s experience. Connecting Training, Advertising and Technology I use the four questions below with my clients to ensure the team, training, advertising and technology don’t become disjointed, bloated and to address weak links. Does it already exist in any of our current products or services? Is this something that solves a problem which can’t be solved with training? Is it simple enough to flow seamlessly, support my team, and our processes? Will it benefit our customers and reduce pain points? Sounds simple, right? These four questions provide great touchpoints for inspecting when and where to add new products and services, they also ensure you’re making the most of products and services you already have in place. It’s also beneficial to make a habit of evaluating your outside services and products every month, considering these questions when you do. Like tools in a mechanic’s box, the tools you use in your dealership need fine tuning, maintenance, and at times replacement. Bloat is not exclusive to overindulging on Thanksgiving; it creeps in when dealerships continue to add the “next new thing” without evaluating what is already in place.  Where do my team and training come into this? Let’s hit the hard truth first - if you’re adding tech to overcome lack of training, you're compounding the problem. If you’re working with an outside company to handle your social media because you don’t have someone on your team with the training to manage it, you’re only hurting yourself. Here’s the thing, hiring an outside company to do what should be an inside job is not sustainable, nor is it going to bring healthy growth; you’re selling based on transactional relationships, which do not last. We want your team, tech, and advertising aligned and working together as one; the only way to accomplish this is through training. Adjusting your perspective to view your team’s training as part of your marketing strategy will help you achieve balance. It will also help you to reframe how you view your technology assets, focus on how your tech supports your team, and how to make it easy for your customers to do business with you. Instead of looking at tech as a funnel for leads, try looking for it to support your team in growing relationships that become loyal customers. Your team members are going to be your true sources of long-term, non-transactional business, providing your team training and technology to that end is where your tech investment will be your best investment. Addressing the Elephant in the Room Advertising is always the painful elephant in the room, it doesn’t have to be. When you make your team part of your marketing strategy, incorporating training and goal setting, advertising becomes a daily habit. Now let’s take that one step further. Consider how the diversity in your team represents the diversity in your audience and customers, creating a space and culture where your team members contribute to your advertising allows your message to be presented with a different personality, now reaching everyone in your audience with their preferred “flavor” of marketing. Prioritizing Customer Facing Tech Making it easier for our customers to do business with us where we have the most room for expansion and I believe where we will see the biggest strides in advancement, this is the tech you should be on the lookout for. Customer facing tech has for so long been lacking because we have been focused on driving leads, rather than building relationships - change is coming. How you choose to train your team, and whether you achieve harmony with your team, training, advertising, and technology could mean the difference between growth and exponential growth as that change rolls out.
Building Customer Relationships with Tactile Action-Based Marketing

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If you’re like most dealers, you invest thousands of dollars each month into various marketing channels. Some of which you may be deploying right now: TV, radio, digital, email, direct mail, social. If you’re not active in your community while building positive connections to your dealership name, and your team, you’re missing out.  I call it tactile action-based marketing, it’s people building relationships in your local community. Your store doesn’t have to be in a small town to make it work or to make a significant impact. I advocate for this type of outreach because it’s hands-on, cause and effect marketing, which builds relationships with both community members and local businesses. It begins with an action on your part, social media is a great launching point, and turns into word of mouth in your community. Done properly, it turns observers into engaged fans. It is also simple, cost-effective, and you can start right now. How does it work? Instead of focusing on the dealership, put the emphasis on your customers and the community, two subjects that hold people’s interest. Consider how many people pass by your dealership on any given day, does seeing your sign or building spark a positive response in them? Imagine building great relationships with people who aren’t even your customers...yet. How do you know if you need to implement tactile action-based marketing? A quick scroll through your Facebook or Instagram will give you the answer. It’s time if your pictures primarily show your staff, vehicles, or vehicle deliveries. If in your advertising, all you talk about is money, it’s time. If your posts are dominated with phrases like: “Here at ABC Dealer” “We want to buy your car” “The 2021 Make Model…” “Our goal is to…” It’s time, right? Your followers will stop paying attention if it’s "the all about you" show. Start by sharing customers’ wins Share about their businesses. How about posting what their children accomplish? Don’t forget to recognize community member’s accomplishments, sports team’s wins, and academic accomplishments. You can be a positive light in your community. Show gratitude Engage your social media followers with #thankfulthursday, each week on social media give away a gift card to a locally owned restaurant or small business. You just made a potential customer happy while supporting and promoting a local small business. Win/Win! Support your schools and teachers whenever possible Not only are you showing the teachers what they do is important, but also, you’re showing the parents you value their children. Parents are especially responsive when someone tries for the benefit of their children. When you say, “We care about providing you an excellent experience at ABC dealership” the community knows this to be true because they have seen your actions in the community. When you say, “We go to bat for you to get you the best interest rate,” this carries weight because you have been going to bat for them in their businesses and their schools. One hand washes the other, see how it works? Let’s start creating an amazing experience all the time though changing your social media approach and building relationships using tactile action-based marketing, you won’t regret it.