This document discusses how car dealerships should avoid using stock photos in their marketing and instead focus on using real people, products, and environments. It provides tips for different aspects of marketing like focusing on stories of customers and employees to develop a strong brand identity. Throughout it emphasizes highlighting the human and personal elements of the car buying process rather than generic or impersonal stock images.

1. Twitter: #DD21 #stockphoto
Digital Dealer 21: Presentation
Your Dealership
is Not
a Stock Photo
#WomeninAuto16

2. Tell me about Joe Webb and Kate Frost
DealerKnows and Kate Frost Inc
Twitter:
@katefrostinc @zonewebb

3. What’s your angle?
Not a Stock Photo: Audience#WomeninAuto16

4. The emotions of car buying.
Not a Stock Photo: Consumer Journey

5. “People don’t buy products online,
they buy pictures of products online.”
~ Ryan Deiss
Not a Stock Photo: Consumer Journey

6. What to look for.
Not a Stock Photo: Media
The Media
#WomeninAuto16

7. What to look for.
Not a Stock Photo: Media

8. Most common words on social by women.
Not a Stock Photo: Facebook Study
“Wonderful”
“Happy”
“Birthday”
“Daughter”
Women responded positively to
words that described positive emotions
such as “Love”, “sooo” “sooooo”, and
“ridiculously”. Women’s posts tend to reflect on
psychological and social processes.
“Baby”
“Excited”
“Thankful”
“Love”

9. Most common words on social by men.
Not a Stock Photo: Facebook Study
“Freedom”
“Liberty”
“Win”
“Lose”
Men more frequently discussed topics
involving politics, sports, competition,
and activities. Men’s posts tend to reflect on
objects and impersonal topics.
“Battle”
“Enemy”
“Thankful”

10. What to look for.
Not a Stock Photo: Medium
The Mediums
#WomeninAuto16

11. What to look for.
Not a Stock Photo: Digital Assets

12. Getting real.
Not a Stock Photo: Life, not Lifelike
1. People
2. Product
3. Showroom
4. Brand

13. What to look for.
Not a Stock Photo: Stories
People
#WomeninAuto16

14. Let’s play a game.
Not a Stock Photo: Dating for Dummies

25. People-based marketing
Not a Stock Photo: People

26. Let’s play another game.
Not a Stock Photo: Who would I buy from?

27. Not a Stock Photo: Who would I buy from?

28. Not a Stock Photo: Service your car?

29. Not a Stock Photo: Who would you see?

30. Not a Stock Photo: Stories
Product
#WomeninAuto16

31. Investing in skills.
Not a Stock Photo: Stories

32. Promoting the product.
Not a Stock Photo: Product

33. Promoting the product.
Not a Stock Photo: Product

34. Promoting the product.
Not a Stock Photo: Filler

35. Your environment requirement.
Not a Stock Photo: Stories
Showroom
#WomeninAuto16

36. Not a Stock Photo: Sameness
We are a differentiation nation.

37. Where did you get that dress?
Not a Stock Photo: Exterior

38. It’s what’s on the inside that counts.
Not a Stock Photo: Interior

39. Lipstick on a pig is better than a pale pig.
Not a Stock Photo: Filler

40. How do you visualize your brand?
Not a Stock Photo: Stories
Brand
#WomeninAuto16

41. Not a Stock Photo: Stories
Your people are your brand.

42. Not a Stock Photo: Stories
Celebrate your people.

43. Not a Stock Photo: Stories
Constantly share who you are.

44. Sharing results.
Not a Stock Photo: Stories
Success
Stories
#WomeninAuto16

45. Not a Stock Photo: Personal Videos
Getting to know you.

46. Not a Stock Photo: Messaging
Getting to know you.

47. Not a Stock Photo: Messaging

48. Not a Stock Photo: Messaging
Why buy from me?

49. Doin’ it wrong.
Not a Stock Photo: Stories
Suckfest
#WomeninAuto16

50. Processing the crime scene.
CSI dealership: Website
wow, shocking

52. Let’s get it right.
Not a Stock Photo: Stories
If Stock Photos of
Buying a Car
Were Real
#WomeninAuto16

53. Not a Stock Photo: Fin
Kate and Joe.

54. Not a Stock Photo: Fin
Kate and Joe.

55. Not a Stock Photo: Fin
Kate and Joe.

56. Not a Stock Photo: Fin
Kate and Joe.

57. Not a Stock Photo: Fin
Kate and Joe.

58. Not a Stock Photo: Fin
Kate and Joe.

59. Not a Stock Photo: Fin
Kate and Joe.

60. Not a Stock Photo: Fin
Kate and Joe.

61. Not a Stock Photo: Fin
Kate and Joe.

62. Not a Stock Photo: Fin
Kate and Joe.

63. Not a Stock Photo: Fin
Kate and Joe.

64. Not a Stock Photo: Fin
Kate and Joe.

65. Not a Stock Photo: Fin
Kate and Joe.

66. Not a Stock Photo: Fin
Kate and Joe.

67. Not a Stock Photo: Fin
Kate and Joe.

68. Not a Stock Photo: Fin
Kate and Joe.

69. Not a Stock Photo: Fin
Kate and Joe.

70. Not a Stock Photo: Fin
Kate and Joe.

71. Not a Stock Photo: Fin
Kate and Joe.

72. Not a Stock Photo: Fin
Kate and Joe.

73. Not a Stock Photo: Fin
Kate and Joe.

74. Not a Stock Photo: Fin
Kate and Joe.

75. Not a Stock Photo: Fin
Kate and Joe.

76. Not a Stock Photo: Fin
Kate and Joe.

77. Not a Stock Photo: Fin
Kate and Joe.

78. Not a Stock Photo: Fin
Kate and Joe.

79. Thanks.
Kate Frost
President
407-760-8072
kate@katefrostinc.com
facebook: /kate.r.frost
twitter: @katefrost_inc
Kate Frost Inc
Joe Webb
President
847-456-5130
joe@dealerknows.com
facebook: /dealerknows
twitter: @zonewebb
DealerKnows Consulting
Not a Stock Photo: Fin