This month I am interviewing Jody Adams who has 17 years of retail automotive experience. Jody is the GM at McGrath City Hyundai, which is located in the second most competitive auto market in the United States—Greater Chicago, and has a population of roughly five million people. Jody has had the exact same sales staff now for almost three years and sales are up 38 percent over last year. McGrath City Hyundai is currently ranked number one in their region out of the 86 competing Hyundai dealers.
AJ–Can you give us a brief overview of your basic marketing strategy and philosophy?
JA-Our strategy is simple: sell, sell, sell. We listen to our customers, overcome objections, and focus on solutions to make them happy and ultimately sell them a car. We spend a lot of money on advertising to drive foot traffic to the store, get people interested, and then make them customers for life. Customer satisfaction is our number one goal.
AJ–What type of marketing efforts do you implement in the stores on a consistent monthly basis?
JA-We use video ads, local papers, television, radio, and monthly mailers. We set aside specific dollar amounts to find out what drives the most traffic to the store each month. A constant mix of traditional and nontraditional seems to very be effective.
AJ–Why is it important for a dealership to have video SEO as part of an overall marketing strategy?
JA-Customers have access to information on computers, smart phones, and tablets, and the internet is everywhere they go now. Customers can basically logon and see videos anywhere now, on any device, at any time. Video is the most engaging media format for showing the customer our product on a 24/7 basis, and gives customers a real visual feeling for our inventory.
AJ–Can you explain what video SEO does for your dealership?
JA-Video SEO lets us take our product to anyone we want, anywhere, and anytime. Video SEO gives us the ability to drive traffic to our stores with people who are seeing our product online and using video’s power of combining sight, sound, and motion.
AJ–How has a video SEO strategy impacted your website’s visibility on search engines?
JA-After they see our video ads in a search the customers are drawn to visit our website. Customers look for us, which leads to more searches. The more videos, the more searches, it’s just that simple.
AJ–How do you measure the effectiveness of your video SEO strategy?
JA-We track our customers’ visual ads by asking them how they came into the dealership. We ask them where they saw us and what brought them here. This allows us to track our spending and allows us to focus where our marketing dollars should be spent, and if we need to make any changes each month.
AJ–Lastly, when did your dealerships implement a video SEO strategy and what is the average increase your group’s stores have seen in sales/market share since implementing this strategy into your overall marketing plan?
JA-We have been using a video SEO strategy since the beginning of 2011 and it has helped lead us to our best year ever and achieve our number one ranking in our region. Video SEO has helped us get more exposure, get more customers, close more deals, and keep us in front of our customers’ when they are looking online for the best deals here in our market area.
AJ LeBlanc is the managing partner of Car-mercial.com and Carbuyersengine.com. Email [email protected] for more information.0