Tier10 Marketing VP of Account Services & PartnerScott Fletcher on Marketing the Modern AutoDealershiphttp://tier10lab.co...
For any company, before the existence of social media, if someone had a bad experience, they might tellseven people. Now, ...
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Tier10 Marketing VP of Account Services & Partner Scott Fletcher on Marketing the Modern Auto Dealership

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http://tier10lab.com/2011/12/19/tier10-marketing-account-services-vp-scott-fletcher-marketing-modern-auto-dealership/ -- We sat down with Tier10 Marketing’s VP of Account Services, Scott Fletcher, to provide some insight into marketing the modern auto dealership, what challenges auto dealership marketers face, and how the industry has evolved with the development of social media [...]

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Tier10 Marketing VP of Account Services & Partner Scott Fletcher on Marketing the Modern Auto Dealership

  1. 1.  Tier10 Marketing VP of Account Services & PartnerScott Fletcher on Marketing the Modern AutoDealershiphttp://tier10lab.com/2011/12/19/tier10-marketing-account-services-vp-scott-fletcher-marketing-modern-auto-dealership/      December 19, 2011By Elizabeth FreyWe sat down with Tier10 Marketing’s Partner & VP of Account Services, Scott Fletcher, to provide someinsight into marketing the modern auto dealership, what challenges auto dealership marketers face, andhow the industry has evolved with the development of social media.1. What is it like to market the modern auto dealership?Today, marketing is more challenging and complex than ever. There are so many more ways to reach aconsumer, the media space is very fragmented, and brand loyalty has all but disappeared. The traditionalspace where many dealers have built their business has become secondary when building out a strategyfor a dealer. There has been a paradigm shift in how dealers need to market their business, with a focuson more targeted, digital and social initiatives. It’s hard for many to make this shift; they now have to lookat their strategy and business quite differently.2. What is a typical day in the life of a Senior Account Manager and what are typical challenges that youmight face?Typical day? Not sure there is such a thing. Our environment is very dynamic. Retail Advertising is not forthe faint of heart. My typical day will include a few internal meetings with the Account teams, a launchcall, and a few client presentations, while helping team members solve both internal and externalchallenges throughout the day.A Senior Account Manager’s day is a little more client-focused, from preparing and hosting a weekly clientcall to ordering and building out campaigns with the production department to finalizing the strategy forthe next quarter. The key to a winning strategy is consistency, both in message and mediums. Thisindustry breeds change. Keeping dealers bought in to a consistent strategy is always a challenge.However, the ones that do it seem to be the most successful.3. How has the industry changed with social media?Every dealer understands they need to be there. Social media has really changed online reputation andput a spotlight on consumer experience. A person can speak to hundreds of people with a single click.  
  2. 2. For any company, before the existence of social media, if someone had a bad experience, they might tellseven people. Now, they can post on the company’s Facebook page and reach 300 people, and themessage will spread with a viral effect. A negative review can spread very quickly. However, it has also allowed for more targeted campaigns. Because of the social data on Facebook,companies can better target consumers, allowing them to communicate more efficiently with both currentand potential customers.4. What three components would you say are essential to marketing an auto dealership?Dealer DMS and True Market Conquest Research: We have to know where the dealer has been, whatthe past customers look like, and their trends in order to build a strategy to find similar customers in thedealer’s perfect market and grow the business.Complete Integration: Cross media frequency is the key to winning strategies. Before, consumers wouldlook towards TV or print. Now, people consume media in so many different ways. There has to be anintegrated look and strategy that falls across all mediums—TV messaging has to match the messaging onthe radio, on Facebook and on web banners, etc.Credible Campaigns and Messaging: Consumers don’t typically trust dealers; they do trustmanufacturers. Dealers are historically non-credible. They need to deliver credible messaging thatconsumers can buy into, so they can say, “I believe ABC Motors is offering better deals.” Consumers likeprograms, like the Vehicle Exchange Program, because it’s not just a sales event thrown up for theweekend, it’s an ongoing program.5. How receptive are dealers with new marketing techniques and how do you persuade and transitionthem into utilizing those techniques?More and more dealers are coming around to it. They see the value, but not necessarily the ROI. It ishard for them to measure the impact, making it hard for them to spend a lot on it.Dealers need to look at their strategy more holistically and ask themselves, “Is the integrated strategywith the cross media frequency driving more traffic and better traffic to my store?” They need to stoplooking at marketing as silos—Digital, Social, Targeted, Traditional—and stop measuring eachindividually. Instead, they need to examine them collectively because they all work together to draw inconsumers.A great example of this is SEM and Targeted Online Display. The data proves that when an advertiserdoes Targeted Online Display, their SEM out-performs compared to when they were not doing ODA. Ifthey only look at the ODA performance, they may not see the ROI and cancel. This would then have anegative impact on their SEM—and at what cost?The point is that cross media frequency is the key to a successful strategy, and you have to measure andmake decisions looking at the whole picture, and not just the individual mediums or campaigns.Follow Scott Fletcher on Twitter and Google+.http://www.Tier10Lab.comhttp://www.twitter.com/Tier10Labhttp://www.facebook.com/Tier10Marketinghttp://www.Tier10Marketing.com  

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