5 Important Elements When Switching to Digital Marketing

5 Important Elements When Switching to Digital Marketing

Slow and Steady or Fast & Furious

Though the transition happened many years ago, now and then, we find a dealership that hasn’t made the jump to using digital marketing. Older, these dealerships still use traditional marketing campaigns of print, television, and radio, but with the advent of the internet and digital marketing, they are starting to falter, losing market share to competition that didn’t even exist when they opened their business.

It isn’t too late, however.

In fact, for an agency like Digital Dealership Solutions, dealerships like these offer unique fresh slates. In fact, because these dealerships are so new to digital, they are faced with an interesting prospect that can cause significant stress on a dealer principal. Do they push hard into digital marketing or just test the waters?

As an agency looking to provide more value, we are excited to just get it done, bringing these dealerships into the digital age. So why do it all at once instead of testing the waters? Why establish a full digital marketing footprint rather than placing one piece in at a time?

All or nothing

Levels the playing field

It’s definitely a case where everyone else is doing it so you should too. Your competition could be miles away, but with digital marketing, car buyers are able to see inventory at their fingertips at any time of day. They don’t have to wait for the newspaper, assuming you still have one delivered.

Digital marketing is traceable

A dealership can learn from digital marketing feedback. With digital, you can tell where your audience comes from and sometimes even how long they consume your content. This way, you can periodically adjust your plan. You have nothing to adjust if you’re only dipping your toes in the water.

Digital marketing is interactive

Selling cars is and has always been about building relationships. Digital marketing extends that reach so you can establish that connection even before you meet and then continue to connect long after they’ve made a purchase. Having a full digital suite of options allows you to connect on a deeper level such as social media or email marketing.

Digital marketing caters to the new market

Did you know that 70% of people in Canada carry a Smartphone? 25.5 million. That’s a lot of eyes ready to look at your digital ads, especially when fewer people are consuming traditional television and newspapers are closing from reduced readership. Furthermore, you sell technologically advanced vehicles and your audience may just drive on down the road if they see you uncomfortable with digital connectivity.

Digital marketing Earns peoples trust

Speaking to your neighbour over the fence is one of the strongest forms of building trust. It offers a personal recommendation to use the same dealership as you did. Digital marketing is a souped up version of that concept. It isn’t one person giving a recommendation, but potentially thousands. The more digital channels you use, the more trust you’re building with your audience.

Fast and Furious

It’s certainly possible for you to start small to see how digital marketing works, but in today’s technologically connected world, if you aren’t going all in, you’re doing your dealership a disservice. That’s not to say there isn’t a place for traditional marketing. It depends entirely on the demographics of your audience and the feedback you solicit when you sell a vehicle. Digital marketing however will not only put you in the right mindset to start tracking that information, but will give you the tools to do most of it automatically.

Thanks for reading! Stay tuned for more content.

Cheers, Jason Harris  

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Why Marketing is more than science

Why Marketing is more than science

Why Marketing is more than science

The Art of Digital Marketing

We all know it. Robots can build cars. They can join frameworks and craft bodywork. The end result is often nothing short of beauty with soft curves and hushed tones.

But the robots don’t do it alone.

There is a creator endlessly working in the background, pouring passion into those curves to suss out that perfect balance of power and beauty.

Marketing is the same. Data, analytics, and rule sets can build a campaign, but there’s a piece of the puzzle that no one ever puts a word to, a panache, that transforms the work into a work of art. Marketing is the perfect balance between science and art.

There’s no doubt you’ve seen it. It’s that last element that makes you compelled to run out and buy a vehicle on the spot. It could be the music, the content, or the visual style, something takes the campaign that extra step which seems like a proverbial mile.

It’s that art you should be looking for in your marketing team.

Whether you do you marketing in house or use an agency, you can’t afford to use robots for your campaigns. Yes, they need to be proficient in Google Adwords and Facebook marketing, but that knowledge isn’t enough. In creating your all-star team, you want to know that they share your passion and desires, that although it may be their words on the screen, it will be your voice your audience hears.

3 ways marketing is an art

The buying persona

As you create your marketing campaigns, you will eventually sculpt a buying persona, the avatar representing the audience to whom you will market. That persona is absolutely based in data, buying habits, and demographics, but human behaviour cannot be summed up into clean rows and columns. In the end, what rises from the page isn’t an automaton, but a real person who makes decisions, else, why would we try to influence them?

 

The Creative Once we’ve created our avatars, artists craft compelling imagery and copy. Data will tell us what concepts resonate, but an artist blurs the lines of reality, immersing the audience and engaging them at the same time so they don’t even know they’re being driven somewhere.
Reviewing isn’t just about the data Over time, we adjust to achieve better results, but at the core, we tug at emotions, dangling memories and elements that whisper to the audience, enticing them to explore our products instead of hitting them over the head with them.

Marketing is a science and an art

 

Does your marketing team use an art-driven marketing style? There is no doubt that analytics can tell us if we’re in the right lane, but there comes a moment when you go beyond the structure and science and touch upon the art. It’s that feeling that pushes you in one direction or another; which keywords, which campaigns are better. Building your marketing team is important. You rely on them to invite your audience into your dealership. Make sure they go beyond the mechanical and see the world through creative art.

 

Thanks for reading! Stay tuned for more content.

 

Cheers,
Jason Harris

 

 

 

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How to Establish Your Dealership’s Personal Message

How to Establish Your Dealership’s Personal Message

Show Me the message

Imagine sitting down with the perfect client. Not only are they long term owners of your brand,  but they’re perfectly aware of your vehicles, needing no explanation. They’ve come to your dealership having test-driven the vehicle a few times and they’re ready to buy.

Wait a second.

Are they so perfect? Where did they learn all of that information? Did they learn it all from the manufacturer? Or your competition?

Too often, a dealership takes the lazy route, relying solely on what others, and mainly their manufacturer, are saying about their vehicles. Unfortunately, this can lead to other issues. For instance, not that long ago, Nissan ran a campaign to “conquer all conditions.” They highlighted the all-wheel drive, the winter package, and everything else that would keep you on the road in the worst that mother nature could throw our way.

With that in mind, it’s time for an audit. Perhaps not an overhaul, but rather a test to determine whether or right you’re marketing is going in the right direction.

 

It was a great message, one that could have resonated with every single Canadian driver; if only it hadn’t been such a mild winter that there was no snow and you could almost wear a t-shirt outside.

The lesson is very simple; if you rely on the manufacturer’s messaging to achieve your monthly sales goals and objectives, you’re going to fail.

The clients that sit in front of you every day are being bombarded with messaging, whether it’s from different manufacturers, dealerships selling competing brands, or dealerships selling the same brand. In fact, Canada’s auto dealership market is very unique in that more often than not, you can probably find multiple dealerships selling the same brand in less than an hour’s drive. In some cities, that number could be as high as twelve or thirteen.

That means the couple sitting in front of you not only know the details of the car you’re explaining already, but they’re only sitting in front of you for a price comparison. That’s right, because your dealership doesn’t have its own message, you’ve gone from the top spot to the verification.

Disappointed?  You should be.

There is a solution however. It takes vision and some work, but it means the difference between being in control of the message and being a spectator.

Develop your own message

Find something you can generate some energy in the dealership about. When you have a team that’s passionate about the message, it can tip the scales. Make sure that message is relevant, however. By reviewing the message monthly, you can save yourself from the embarrassment of selling snow tires when there’s no snow.

Establish that message across all your channels

When a potential client is in the research or shopping portion of the sales funnel, they’re determining who they will go do business with and more importantly with whom they will establish a relationship. You need a consistent message across as many channels as possible to reinforce what you want them to see first. 85% of people who walk into a dealership visited your website before coming in.

Let that sink in.

Do you want them to be visiting your website or someone else’s? A multi-channel approach will invite your audience to your website earlier in their purchase journey and the earlier you get them in that journey, you have a better chance of selling more to them and doing it faster.

Bring it Home

Whether it’s other members of your team or the messaging in the dealership itself, you want that message consistent within the walls of your home as well. Too many dealerships come up with a great message, but then fail in the execution. They’ve got email, digital, radio, and newspaper, but then nothing in the dealership itself. Don’t just decorate with the manufacturer’s message, establish your dealership as a centre for advice with its own voice.

Make it Personal

If you don’t think creating your own unique monthly message is important, then not only are you wasting your time and money, but you’re actually pushing your potential clients on to the next dealer that is doing it right. Your personalized message is the first step to inviting your audience to become clients. The way to do that is to establish a relationship. You can’t build a relationship without actually speaking.

Speak up. Stand out. Invite those clients through your door.

 

 

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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5 Things To Make You Memorable

5 Things To Make You Memorable

Last Impressions

It’s a simple fact that there are two important points to any experience; the first and the last

We’ve spoken already about the first impression you give a customer highlighting the fact that it’s important for the whole process to be customer centric. But, what are you doing when you leave the customer

Are you throwing the keys at them as you rush out the door?

Do you spend time showing them how to use the new gadgets built into the vehicle?

How about taking the time to install the car seats?

The last impression you leave a client with is arguably more important than the first, especially considering how well most comparable dealerships are doing the first. If done properly, the last impression will dictate how well the relationship lasts for the next 5 or 7 years.

Give and don’t take

Congratulations, you’ve sold a car. You’ve won. There’s no need to take anything else from the relationship. It’s time to give back. And give freely. Some dealerships opt to give free oil changes, while others give winter tires. What matters is that you give without the impression of looking for something in return.

Listen and wow

If you’ve done your job well, you’ve been listening to what the clients need through the whole purchase journey. Reach into that list of wants and fill them. It doesn’t have to be much, but show that you’ve been listening.

Don’t make it your last

Even though you’ve made the sale, a good sales team will always follow up after a few days and see if the client needs anything else. It’s a simple gesture that may solve any frustrations a client may have.

Make it positive

Never let the positivity slide. You may have your money, but this is the moment when a client gets that magical feeling. You don’t want to add any negativity or buyer’s remorse may set in. Make a show of the process and include the whole family so they can all enjoy the event. That could mean something as little as scheduling the pick up properly and making sure the paperwork was done well every time so you have nothing to hold you back when it comes time for them to pick up their vehicle.

Make them Feel important

Think of the last impression as the first impression for the rest of the life of the car. Roll out the red carpet and offer the keys in a jewellery box, regardless of the vehicle’s model. It’s a simple gesture that won’t cost you anything, but they’ll remember how you make them feel.

Make it Count

When it comes to the purchase journey, you want to wow a client at the right points so they have the most memorable experience. If you don’t have a process for this yet when it comes to the last impression then it’s time to start one. Put some thought into what you can do to keep your dealership top of mind for every client every time.

Your ultimate goal is to make your last impression a lasting impression, otherwise you’re just another piece of history. Make them remember you and want to come back.

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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