ReThink at Google
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The document discusses how dealerships need to rethink their marketing and loyalty models. It recommends that dealerships stop using individual teams and social media noise and instead focus on becoming media companies that market directly to today's car buyers. It outlines creating a "Distribution Engine" to organize, create and distribute content across organic, paid, CRM, local, evergreen, social, and PPC channels. The document stresses measuring the engine's performance metrics and keeping teams learning about best practices and tools.
ReThink at Google
- 2. Eric Miltsch - @emiltsch e@ericmiltsch.com
- 5. No more individual teams No more firehose delivery No more social media noise
- 6. We’ve evolved from singular tactics
- 7. Marketing = Focus on selling stuff This is one sided & it’s dead
- 8. Loyalty = A focus on content so specific it defines the brand & customer
- 9. Dealerships need to become media companies
- 10. Start marketing to today’s car buyer
- 12. Dealers need to RETHINK their loyalty model
- 13. Create a Distribution Engine.
- 15. Distribution Engine Organic Paid CRM Local Evergreen Social PPC BDC Sales
- 16. Define your success Don’t confuse
- 17. Measure your engine’s performance ● Emails sent ● Open rate ● Click through rate ● C/R on set appt’s ● Total gross ● Pages created ● Conversions ● Bounce rate ● Custom segments ● Cohort analysis
- 18. You need to keep learning! Top 10 Website Rec’s Top 10 Marketing Tools
- 19. Everyone has a story
- 20. Many people know me as...
- 26. Perception is reality online True reality is worth 10x
- 28. Make people feel amazing Make them feel special
- 29. Eric Miltsch - @emiltsch e@ericmiltsch.com Thank you
Editor's Notes
- #2: Today’s goal: Inspire you to rethink your current marketing structure, change your approaches and help you become the best version of yourself possible.
- #3: My intro: ADUSA, DS, CMDZ - key industry focus.
- #4: Today’s dealership structure is broken. We’re experiencing a serious communications breakdown as we struggle with tomorrow’s changes and we’re left with things being lost in translation.
- #5: Before we begin - we need to address some items that simply need to stop.
- #6: I could do an entire presentation about things NOT to do - so I’ll just share three of my biggest pet peeves right now.
- #7: For so long, our efforts have been focused on doing a bunch of individual tactics - tricks, secrets & hacks. Knock it off.
- #8: I know, we’re in the business of “selling cars” - however that simply creates a horrible decline in the customer experience because we’re so focused on the wrong thing. If this continues, without a true understanding of how today’s buyer expects the interaction to happen, you’ll experience death by 1000 cuts. (This image also represents what really killed Darth Vader)
- #9: Today’s efforts need to focus simply driving “traffic” and move towards affecting shopper behavior. Specific content that appeals to the buyer’s needs and interests. Much like this presentation - while the messages may be specific to your current situations, my images may only appeal to a fraction of the audience - those are the people I’m looking to connect with you.
- #10: Dealership structure is broken - time to change and RETHINK your approach. Think like a media company - adapt to how people find stuff they’re interested in, how they stay connected with the stuff they’re interested in and the behaviors they use when using these devices as well.
- #11: Shoppers are asking more specific questions to Google - and they’re expecting the right answers faster and faster. As Google’s machine gets smarter and continues to learn, it understands our intent and can give better results - as long as we feed it the machine. (For sale vs. Reviews/compare example)
- #12: If you’re still having a hard time wrapping your head around the concept of creating the perception of time for your clients, maybe this ad from Radio Shack will help: Every single product in this ad is on your phone - FOR FREE!
- #13: I’ll make this as simple as possible - those who own the best content and master delivering it properly will win the loyalty game. This is the experience shoppers want. Tell Cooper’s story about shopping for a his 1st car.
- #14: Your challenge is to create a distribution engine for anything & everything that could entertain, educate & inform your customers - and deliver it to them when they need it the, in the format they expect.
- #18: example of metrics each channel of your engine - define your successes.
- #19: additional resources included for you.
- #20: You need to find your story - and how to connect with your customer’s stories. What’s the emotional hot button?
- #21: Here’s who I’m perceived to be online...
- #27: But what’s the reality?
- #28: Who are we really and what makes us tick? Why do we do what we do? Find your real story and be true to it...