Day 2 of the Digital Dealer Conference is always the fullest day for attendees in regards to the full schedule of seminars, roundtables, workshops and demo time with vendors. Although “Team Canada” (as I have nicknamed our group of Canadian dealers) was traversing Day 1 of the conference as more of a larger unit, we all have seemed to have our own agendas set for the day. I have spent the morning alone, selecting the sessions I want to attend and downing a mixture of fruit smoothies and 5 Hour Energy drinks. It makes me feel like a Tour de France racer without all the illegal drugs in my system.

Hitting the opening session I try to concentrate the content but am hung up on the poor use of presentation graphics for such a large room. I tweet a suggestion that maybe the presenters should attend a session on making their presentation slides engaging. Apparently my sarcastic remark has legs as Kevin Frye singles me out in an afternoon session to check with me on the quality of his slides. He gets a pass, mainly because he used a photo of Tim Curry as Pennywise from the Stephen King Movie “IT”, terrible movie but the most terrifying clown ever. EVER.

Opening session aside I can claim a “dud” free day, Shaun Raines, Kevin Frye, Jerry Thibeau and Heather McKinnon all delivered great content. Jerry’s live mystery shop of the audience’s stores was really entertaining. Team Canada regrouped by the end of the day and hit the Vendor Expo one last time to get in some demos before the teardowns begin tomorrow in earnest.

We lost half of our group throughout the day as folks started to catch flights back home, meetings to attend, cars to sell. The remaining group stay on the resort and had another amazing dinner filled with a combination of shop talk, name calling and lots of laughs. All this warm weather and good food can’t be good for anyone. My feel good moment of the day was when one of our clients Glen committed another store from his group to our Glovebox V2 web system. He stated that the content from his morning session proved that he needs to innovate sooner rather than later. His confidence in our product and approach really made my day.

Ahead tomorrow is a very quick half day of session before the resort becomes a bit of a ghost town; the car dealer population thins radically. I however will decompress by the pool in the afternoon with the gang who aren’t flying out until Friday. Seeing that tomorrow is my birthday I think it’s well deserved! I wonder if room service has ice cream cake???

Today’s Highlight: Heather McKinnon’s and Kevin Frye’s takes on reputation management and customer reviews.

Today’s Lowlight: My Blackberry Torch and AT& T’s roaming service, I hate you both. I shouldn’t be so harsh...no it’s ok, I really do hate you.

 

OK not quite Disney but Glovebox is in Orlando attending the Digital Dealer Conference and Exposition.

I'm writing this as Day 1 is wrapping up. It's an interesting trip as Glovebox and the Toronto Automotive Dealers Association worked very hard to organize a healthy group of Canadian Attendees form the GTA to join us for the conference. We had an impromptu meeting of the group midday before tackling the panels and seminars that filled the afternoon track. It's nice to see more Canadians here, mingling with their US counterparts and benefiting from insights that Glovebox uses for own efforts when working with our clients.

The resort/conference centre is a massive complex but it's packed. Apparently there is an international plastics convention here that has drawn 60,000 people?! I'm not sure if that number is myth but a lot of returning attendees to our conference had to find rooms elsewhere in the area as the resort is booked solid. I also now know that there are over 2000 kinds of plastic, landfills be damned!

This afternoons sessions are well attended, the smaller rooms file quickly so you hustle from room to room. I have had the good fortune of only sitting through one "dud" so far. I was polite and stayed until the end. A recommendation to that presenter, if you are going to present a seminar that walks people through "50 Best Practises of Anything" please make it engaging. At the 14th point I wanted to hang myself, but find that most conference centres lack open beams and a supply of rope to facilitate this.

I decide to pass on Google's ZMOT (Zero Moment of Truth) keynote presentation which is ending the day. ZMOT is getting a lot of buzz in the automotive digital arena and many experts are tying into everything they're talking about. However I feel it's a little overplayed, OK I think it's getting beaten to death. I get that there's great data and studies to back it up but it feels like some folks are trying to run it down everyone's throats. I have probably angered the ZMOT gods by my comments and should watch my back.

I can't imagine a conference without social media, I have had the privilege of getting to know so many auto folks through social media and been able to access incredible content through them. Folks tweet heavily during these shows and the tags trend right away, it's also a great way of pulling info from speakers you may have missed during the course of the day. Check out #dd12 to see what I mean. I have noticed the vendors have been a bit spammy prior to the show starting. The seminar chatter should drown it out. My phone died in the afternoon  keeping my own chatter at a minimum, damn roaming.

I'm running into a lot of familiar faces and look forward to catching up with them as well as experiencing the next 2 days with our group.

Today's highlight: Joe Webb's panel on The Makings of A Great Internet Director.
Today's low light: No WI-FI in the conference area?! WTF!? Kinda weak considering it's a "digital" conference.

What's for dinner?: Tonight we're all heading to the Big Fin. If things get out of hand I will post those pics in tomorrow's post. What happens in Vegas stays in Vegas. What happens in Orlando fills my Twitter account....

I'm sure by the time I'm finished writing this blog post it will feel more like a rant than my usual posts. 

Yesterday I found myself explaining to 2 different vendors and the dealership they are doing business with how their products work. This isn't the first time this has happened, I get calls from dealers in a regular basis looking for help or insight on how the technology they're paying for actually works. Yesterday's discussion came out of a request that came across my desk back in March. A vendor, we'll call them "Brochure Pros", reached out to us to help them get links placed throughout our clients used car inventory that resides on one of our website products.

We audited the request and informed them that they would have to contact our client's used vehicle inventory vendor; we'll call them "Super Huge Autofeeds". You see we built the site, but we don't offer used vehicle inventory syndication or services. We worked with Super Huge Autofeeds and acquired a feed that we pull into our framework, pretty straight forward. Because the feed originates from Super Huge Autofeeds and their servers my dev teams have no control over how the feed displays, acts or the content within it. We can only control where we place inside our website. Therefore Brochure Pros needed to engage Super Huge Autofeeds to get their links into the feed that resides on our site, again pretty straight forward. This is what we communicated to them in March.

Jump to December 1, I open an email from Brochure Pros asking us if we've made any progress on their ask from March. Tactfully I recommunicate what we told them exactly what was communicated in March. Awesome though that a company is comfortable with their staff taking 8 to 9 months to follow up on things if they are unsure of next steps or outcome. The "rep" from Brochure Pros emails me back (and cc's my client) to let me know that because I'm able to place the feed on my site I'm able to implement her request of a adding their hyperlinks to each listing in the feed. Seconds later a second email comes through with a correction that yes in fact they see that the feed is not generated by my company and therefore we can't manipulate or add content to it. Thank-you Brochure Pros for reading our original email in March, and helping us all avoid this very conversation...

This is where it gets good. Brochure Pros asks me for help, do you have a name at Super Huge Autofeeds that can help them with this issue. My client at the dealership gives Brochure Pros his sales rep's name at Super Huge Autofeeds. Fortunately the rep from Super Huge Autofeeds brings one of her techs into our conversation. I think to myself, "good they sort this out on their own", not so fast Brent you're not free of this yet. Some 30 minutes later the Brochure Pros rep emails me (and everyone else now in the conversation) that after speaking to the rep at Super Huge Autofeeds that it is still in fact my problem to fix. Wow...

I take a deep breath, move away from my desk, walk a bit and have a glass of water. I may or may not of, during this time, cursed a blue streak to myself up and down the hall. So I put my handy screen shot tool to work to capture the feed in action on our site and also grab a quick shot of our code to once again state that the fed is simply a link provided to us by Super Huge Autofeeds. I ask both parties if their developers are using some new fangled "ninja code" to manipulate structure and layout of data through a simple hyperlink when they themselves don't have access to the source code or the server. If they are pass it our way! We're all about learning new things. Silence from both parties.

One of 2 things happened here, the first was that common sense finally made it to the party and Brochure Pros can work independently with Super Huge Autofeed on a solution to the original ask. I'm guessing they both went for the second option of finding someone else to blame for why this has taken months to sort out. Just a guess...

Vendors don't send reps out into the dealerships if they don't have the fundamental knowledge of your products, how they benefit your customers and technically how they operate. Too many times sales reps are selling things into dealers that they don't understand only to have issues arise that they cannot amend without pointing fingers and dragging other parties into the conversation. It's embarrassing really; I personally wouldn't send someone to one of our clients who didn't completely understand our products. We owe it to our dealers to ensure that this exists through our entire operation.

I know this won't be the last time that I'll be involved in a multi-vendor conversation like yesterday but I'd like to suggest this for when that does occur:

- Please read each other emails and requests from start to finish

- Go to each other's corporate sites to understand what we each do and find live examples of our products in action

- Bring the issue/request up internal with your technical teams, get their POV, their the experts!

- If we have any questions ask them right away with the parties in the conversation

- Step back from the issue at this point and assess the best vendor to address moving forward

- Don't cc your clients into your internal threads amongst the vendors - it's petty and you could end up looking silly at the end of the day

 Personally I think this will save everyone time and energy.

 I'm still trying to figure out how to get back the 90 minutes of my time I lost to this yesterday.

 

Last month I had the good fortune to attend 2 major digital automotive events, Digital Dealer 11 and PCG Pitstop. I guess I can consider myself somewhat a veteran of the show circuit seeing that I have attended half a dozen events in the past year alone so I thought I’d drop a few observations on both shows now that the dust has settled.

Digital Dealer 11 – Las Vegas – Oct 5^th to 7^th, 2011

I always look forward to this conference as I have made some good connections, seen some great products and listened to some incredible speakers. Hitting Vegas with us this year was a larger contingent of Canadian dealers and their staff, it’s nice to see they’re starting to take our word when we tell them how important these conferences can be for their business. Registration was a bit of a nightmare, after revising the registration process online to several more steps many attendees who pre-registered got to the kiosks to learn their credentials weren’t ready (me included) and they’d have to get in a rather large line to get their registration processed. The hour long wait to get my pass fortunately was spent catching up with friends like Stan Sher (Dealer eTraining) and Carly Tam (Erin Park Toyota Lexus). The event staff who handled this wrinkle did a great job to keep a smile on their faces and to ensure everyone got taken care of.

Our group did our usual divide and conquer of the session content and marked up our convention schedules quickly. I did notice a bit of content overlap that was available from DD10 in the schedule, fortunately some of the newbies in our group were able to capitalize on some of those sessions that I thought were outstanding in the spring. My session selections provided me with a wide range of hits and misses. Most of my misses had little to do with the presenter or the content, it was more of a “been there, done that” sort of thing.

What I got most out of this conference was networking with a ton of people I have had the pleasure of getting to know via social media. Throughout the conference I used Twitter to set up meetings with friends and businesses alike. PR queen Laurie Halter and I organized an impromptu cocktail party in the expo that was well attended by the likes of Glen Garvin, Kathi Kruse, Bill Simmons, Greg Gifford and Dara Moore. Through all the R/L connections made we (Glovebox) walked away with a significant RFP that had to be turned around over a few days upon our return to Toronto. That opportunity revealed itself in the hallway while I was on the way to a session! Now THAT’s networking!

Attending Digital Dealer’s fall track twice now though I think I’ll focus on just the spring conference and use that window to explore other shows happening around the same time like Driving Sales Executive Summary, which I heard post event was exceptional.

PCG PitStop – Toronto – Oct.20^th, 2011

I knew this touring conference was making its way to Toronto and was looking forward to checking out Brian Pasch and company. The locale for the event was 1 block from the agency, which was fantastic for me but I know from experience that if a dealer isn’t located right in Toronto’s downtown core he or she isn’t very eager to battle Toronto’s hideous rush hour traffic and pay hefty parking fees to attend an event where registration starts at 7:30AM. If they come back I would recommend that they focus on the north part of the GTA where some of our major freeways intersect.

The attendees count was night and day from DD11, and I know the PCG Pitstop isn’t designed for hoards of people but I was surprised by the low dealer turnout that was in attendance at the day’s start. I’m not sure if the event was marketed as heavily as it could be in Canada or that the dealers north of the border just didn’t know any of the players hosting this event to have it on their radar. I think the attending vendors and PCG team outnumbered the dealers signifigantly.

I was really pumped to get into the sessions as many of the presenters I had yet to see in a live setting. Paul Potratz and Gary May did fantastic jobs of their presentations as well as the cDemo team and Ryan Thompson from Kijiji. The workshops were definitely tailored to dealerships taking a more progressive stance on their digital marketing initiatives but they also allowed for vendors to present and demonstrate new technologies or evolutions in their current product offerings. I found this refreshing as I could sit through a product demonstration in a conference room instead of having a vendor staff member trying to “sell” me at a booth.

In the afternoon while taking a break from the sessions I had the pleasure to sit with Paul Potratz and just talk shop. Being in similar business models it was really gracious of Paul to share his experiences, how his agency is structured and the culture he strives to uphold. Having one on one time like this was fantastic and the take away was probably worth the price of admission. As stated earlier although the numbers were small I think that allowed for more of this type of interaction amongst the presenters and attendees. I’d definitely consider attending this event again if they decide to roll back through T.O.

Thanks to everyone who worked on both events, I know how much work is involved in running these and it's appreciated. Your efforts are not overlooked. I look forward to seeing what both conferences bring to the table in 2012.

I made a promise to myself that following my next conference I would make time to properly capture my thoughts and musings and get them into my blog. That being said I had the priviliedge of attending another Digital Dealer conference and came away like I always do, filled with new insights, facts, figures and of course the opportunity to connect with some really awesome people.

Four of us headed down together, Barry Hillier, Ralph Reefke and myself, all from Dashboard/Glovebox and Susan Gubasta, owner of Mississauga Toyota. It was nice to add a couple more Canadians to the group, more importantly to bring a dealer like Susan whose dealership is embracing broader digital strategies for her dealership. We grabbed our schedules and diligently assigned ourselves to as many seminars as we could (Barry and I have travelled together in the past and adopted the same system of "divide and conquer" across the schedule). Having four of us taking in seminars throughout the conference really allowed the team to digest a lot of content and we used our free time in the evenings to share what we learned that day.

By the second day it became clear to me that my notebook got more of a workout whenever I attended a workshop where a detailed case study was presented. What was it about those seminars that really engaged me more than the others? Personally I feel that if you can put your money where your mouth is - you've got a good case study backing you up. You can talk to me all day about how social, mobile and video marketing are going to propel your dealership's business into the stratosphere but if you're just delivering industry stats and trending reports you don't have me locked in. I need you to prove it. Now I know some of that falls to the fact I am a digital marketer and I live and breathe that information every day. One of the most powerful tools we have as digital marketers is the ability to measure finite ROI against our efforts. I try to educate my clients whenever I can on this ever evolving digital/social arena, if I have a case study where I can show them a real dealer, who experiences the same challenges as they do...it resonates louder than just pummelling them with industry stats.

Case Study Highlights: 

David Boice, Tier 10 Marketing gave us "Case Study – Hendrick Lexus LeapFrogs 14 Spots in Just Three Months" and it was an excellent seminar. Hendrick Lexus was experiencing a severe slump in its sales and service and engaged Tier 10 to assist them in a strategy to reignite the dealership as a whole. David set up the background, goals and strategy of the Hendrick Lexus project and brought the audience through every phase of a remarkable integrated campaign. For every goal laid out in the strategy, David was able to tie all the efforts back to real ROI for his clients (and the audience as well).  

Kevin Frye (Jeff Wyler Automotive Family) and Sean Stapleton (VinSolutions) presented "The Future of One" a case study in how Kevin's automotive group integrated their online strategies with one full service provider. Kevin connected with his fellow dealers right away, many whom have struggled or are struggling to corral all of their vendors and technologies on a daily basis at their stores. The seminar was successful because you had someone from the trenches in front of a room full of dealers telling them what their own challenges were, what was the tipping point for change and what were the immediate results based on what they committed to. I'll turn a blind eye to the fact it was heavy on pitching a product (a conference no-no) because they were transparent with their data and their results. 

When Digital Dealer 11 hits Vegas make sure you dig through your Agenda and find those seminars that deliver strong case studies, the insight provided could have a profound effect on the success of your digital/social strategies.

 

I want to give a couple of shout outs to the presenters, everyone did a fantatsic job and it takes a lot of time and preparation to do what you do, so thanks!

Presenter Highlights:

Duncan Scarry, Moore & Scarry - Digital Marketing Hacks: 10 Digital Marketing Secrets that will Save you $100,000 Next Year Learn digital marketing secrets the industry doesn't want you to know about - Vendors all over the conference probably didn't want anyone near Duncan's presentation! Duncan walked the room through industry "buzz verticals" and showed the room how to utilize them on a shoestring budget. Simple, insightful and empowering for dealers with experience in digital and social media strategies.

Dan Moore, Smart Web Concepts - The Future of Communicating on the Customer's Level - Dan had his work cut out for him kicking Thursday morning off after Wednesday night's parties. Dan walked the room through ways of using other verticals (other than phone and email) to enahnce their customer communications. Dan covered a ton of ground and engaged the participants in lots of good Q&A. The sign of a good seminar is when Q&A is going long and the next group is already starting to take over the room. 

Mathew Belk, Better Car People - Google Places is More Important than your Web Site - I have attended Mathew's seminar at the last conference and was really looking forward to this one. Mathew walked the audience through how to take ownership of their Google Places page, set up alerts, get reviews to your places page and use Places analytics. Mathew's presentation style makes it very easy for inexperienced dealers to pick up the content while always peppering the presentation with nuggets of wisdom for the seasoned attendees

 

And finally I want to ask, was I the only one who put my twitter handle (@brentwees) on my nametag? C'mon folks, social media was the major focus of the conference again and I'm the only guy to think of doing this? (I think if @DealerNerd was at the conference he'd have my back!) Here's hoping everyone's handles are more visible in Vegas! 

Looking forward to seeing everyone in October!

 

 

Video SEO is a very hot topic for dealerships as their digital and social strategies evolve, and if done right can become one of the pillars for a dealership's content and dramatically help with reputation management. With any good video strategy it's important to remember to involve all departments of your business. There is great content throughout the building  just waiting to be captured, uploaded and ready to work hard for your dealership's overall brand.

For this post I want to present 3 excellent examples of video content focused on a dealership's Fixed Operations. Any Fixed Operations manager will tell you that he or she faces increased and aggressive marketing from aftermarket "express" stores and local mechanics. Continuing to pepper your customers with a direct mail piece week after week, month after month may not be the best "long-tail" strategy to keep them in the bays. Adding more new media to your efforts will engage an audience that is constantly online, not standing at their mailbox waiting for flyers to fill their recycling bins.                             

Staff Tips:

This is a great video, Bob Holloway the Guest Relations Manager walks the viewer through some simple "self-help" tread check tips in under 2 minutes. The audio is clear, the camera person does a nice job of keeping a simple shot in line and works close ups when necessary (always best to try to story board your video out prior for best results). The video description and tags are well thought out, lending to excellent indexing on YouTube. A video like this is always a great way to show transparency to your customers/viewers and potentially gain new customers in the bays, in the case of Bob's dealership they offer free gauges to anyone who wants one in the video.

Empowering them with simple DIY tips will show that:

• your staff is helpful/knowledgable
• you want to ensure your customers are armed with everyday tools that will make their ownership experience pleasurable and trouble free
• your dealership can be trusted as the destination for the viewers service needs

Testimonials:

An interview with a customer like Connie is so valuable for your dealership. In less than a minute and a half she reveals how long she's been a customer, the number of vehicles she has purchased from Sonora Nissan and thoroughly explains the reasons for her loyalty. What I liked most about this video was that Connie talks about her lack of mechanical knowledge and how much she trusts the technicians at the dealership, listing several advisors/technicians by first name, including a member of the Finance department. This type of video is great for reputation management, showing viewers there is a caring staff and services in place to ensure the ownership experience for the customer is the best it can be.

Service Department Tours/Meet the Staff:

 

A solid video from start to finish. Dan, our video's host, interviews Capital Ford's Ivan Leibel and walks the viewer through a high-level tour of Capital Ford's Fixed Operations. They cover a lot of ground in the 3 minute video but highlight items of interest like the state of the art facility, the flexibilty to service any size of vehicle from a sub-compact to an RV/heavy truck and the fact they have 5 journeyman master techs on their staff (more than any other dealership in Canada). The production company who shot the video did a great job. Smooth transitions, great picture quality and Dan the host keeps things humourous without being over the top.

GET SHOOTING!

Naturally, keeping these videos in front of your loyal customers may make them more inclined to speak to your Service Advisors after their vehicles come off warranty and continue to demonstrate a loyalty to your store and staff. If store is diligent about creating regular content you may see the videos working to draw new customers to your bays as well, and in time, to your showroom. 

To say advertising is a transient occupation is an understatement. A lot of my peers move around from shop to shop, either lured by more money or the challenge of new client work to collaborate on. I have spent the majority of my professional career at Dashboard in Toronto, working with them as a freelancer then eventually becoming the first salaried employee in the company's history. I too left for a short period to experience life in other shops and gained some great insights, created some lasting friendships and expanded my skill sets. I returned to Dashboard in the later part of 2008 and although I had numerous offers on the table I knew that returning to a bigger, ever evolving Dashboard was the right course to take. Maybe it was familiarlity, or perhaps I knew that joining forces again with my old boss and friend Barry Hillier would prove to be much more rewarding than the other offers.

Looking back on the past decade of life at Dashboard I can honestly say I've experienced just about every high and low one could encounter in agency life. I've made some incredible friends, worked with some amazing clients and teams that produced amazing work. There is an energy at this shop that can't be duplicated anywhere else and as Dashboard is now 10 years old it's only fitting that this energy get harnessed to recreate what we are, what we stand for and how we do things. We launched our new website today, a complete rebrand lovingly thought out and produced by an exceptional team here at the agency. Change can be difficult but it can also be exciting, I believe the core team behind our rebrand working through every emotion this project had to offer and in the end created something we could all be proud of.

In typical Dashboard fashion we popped the bubbly this morning to celebrate, an interesting take on the normal Monday morning announcements and business.

Congrats to everyone whoever graced the offices of Dashboard. At one point or another in the last decade you helped make this little shop into an incredible place and helped Dashboard establish itself as a leader in the Canadian digital marketing landscape. I look forward to the next 10 years, I'm sure we'll continue to raise the bar and kick some serious ass. 

http://www.dashboard.ca

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As dealer's define their social media strategies there is always a need for engaging content. We hold contests, write blogs, shoot video and post customer pictures/testimonials. I'm sure throughout each month your internet manager has moments where they are scouring the dealership and the web for that content for their channels. Sometimes great content can be found right under our noses. I was at a client's dealership and I passed this sign propped up against a wall, either waiting to be hung or recently taken down.

As I passed I immediately whipped out my smartphone to capture the contents because I thought what a great piece of information for consumers (especially first time buyers) to be armed with during their purchase cycle. In 5 concise and well written points it communicates some major pitfalls of financing a purchase on your Line of Credit (now for my neighbours to the south the rules may be different, this sign was in a Canadian dealership). Dropping content like this into your dealership blog, Facebook Fan Page and Twitter feed is sure to drum up conversations with your followers/fans and at the end of the day that's exactly what we want out of this content. A dealership could even go so far as to shoot a video with their F&I staff to really dive into the topic further. Your social media strategy should encompass all departments of your dealership and the best practices they take into all of their interactions with their customers. 

Audit your in-dealership signage, I'm sure there are tons of nuggets you and your staff can expand on anytime your tapped for channel content. 

While talking to numerous dealers here in the Ontario market I have seen a trend towards leads that are being generated from the dealership website. Many dealers lament that they feel most online consumers are simply feeding their forms only to quickly access the lowest quotes possible from multiple dealerships. They view these ups as time-wasters, feeling that these consumers rarely show any true intention of doing business with the dealership and therefore aren’t worth a response from their sales teams.

Part of this thinking is accurate, many dealers are not responding to website generated leads. On numerous occasions I have mystery shopped dealers around the greater Toronto area and Ontario to find an empty inbox and zero engagement. The dealers I have spoken to are right, they’re not spending time with these leads. I'm not going to let the shoppers off the hook, there are also online consumers out there leveraging the information they get online from dealerships to try to lower deals their working on with other stores.

The point is everyone at the dealership needs to wrap their heads around the fact that the digital showroom is ripe with qualified leads, consumers who have arrived there due to the fact that THEY ARE LOOKING TO PURCHASE A CAR! And they've spent a fair amount of time researching their options by the time they arrive at your site. If they've gone so far to fill out a request form on your site you should deal with it as quickly as you'd walk across the dealership floor to greet them at the front door.

So perhaps it’s time to take a new approach with these leads?

Establish a test period to follow up on all internet based leads. Just as you would measure in store ups against your sales, do the same with the all website leads. Make sure your lead pool also includes all third party sites you’re engaged on (AutoTrader, Kijiji, etc.).

Most importantly look at the online playing field this way:

If your direct competitors handle their internet leads as you normally do (without follow up or replies) you may be in fact be the only dealer that engages these customers in the final stages of their purchase cycle.

Audit your website, make sure every page contains multiple calls to action; all forms are firing properly and arriving to the correct email addresses at the dealership. Everyday there is an opportunity to build a new customer relationship at your dealership, treat your digital ups as equally as you would you’re in store ones. Let me know how your tests play out!