“He came in, asked for Mike Columbus, and someone pointed out where I was… and he says ‘I know where he is, I know what he looks like…I’ve seen him all over the internet.'” – Mike Columbus
That… is the POWER of personal branding.
IF you’re signed up with DealerRater’s “Connections” feature, your Cars.com VDP is in for a possible HUGE change!!
Take a look…
DealerRater Connections on Cars.com
DealerRater Connections on Cars.com
This is what I call… a “Ballsy” move.
And DAMN I LIKE IT!! Being a proponent of online reviews, reputation and word of mouth, this really takes it to another level. This is either a real game changer or a complete mess.
Knowing Alex Vetter, and speaking with him after the Cars.com acquisition of DealerRater – I have a really good understanding of his vision and I completely understand the visionary behind this. Therefore this possible huge change in the Cars.com VDP doesn’t surprise me.
Are you/we ready for this?
Millennials now make up the majority of the U.S. workforce, and they bring different expectations to the job than the generations before them. In order for companies to attract top talent today, they must highlight the ways in which they can meet these new employee needs.
For many companies, the job descriptions they have used for decades must be revamped with appropriate wording and highlights to appeal to a new target audience. Job descriptions featuring keywords will yield organizations more qualified candidates for consideration, by positioning them as an employer of choice to top talent.
The most successful job descriptions should be a combination of marketing, a description of the role and career path, and the company culture and vision.
Read on for the top five keywords every job description should include to help attract the best candidates for your dealership. [Read more…]
Today’s buyers want to purchase cars like they purchase everything else — simple, fast, and in a transparent manner.
With broad access to the internet, the days of distrust for the car-buying process are long gone, and in its place is a system that works in the buyer’s favor. Once a buyer visits one or two dealer websites, he or she can walk into a store armed with all the information they need to close the deal on their terms.
According to a study conducted by IHS Automotive in conjunction with Autotrader, the average car shopper spends more than 16 hours online researching before making a purchasing decision. Possessing valuable information, such as the car’s invoice price, dealer inventory listings, competing dealer bids and manufacturer discounts, puts the buyer in the proverbial driver’s seat.
Customer reviews have become a first stop for today’s savvy shoppers. Online reviews exist for everything from the quality of electronics and computer accessories to which linens are best for a guest room. While the glut of customer reviews can be overwhelming, they illustrate how much stock people put into reviews and how important they can be for any company.
Reviews may be commonplace now, but before the Internet they were harder to come by. Consumer advocacy phone lines, magazines like ‘Consumer Reports’ and old-fashioned word of mouth supplied much – if not all – of the reviews people relied on before making a big purchase. Since there was no way for consumers to effectively communicate directly, businesses did what they could to spin articles and published reviews to their advantage and marketing was focused primarily on appearances.
Today, of course, that has all changed since people can now post reviews on social media, video sharing sites and, of course, directly to many review-based websites like Angie’s List or Yelp. As a result, companies today not only understand the power of customer reviews – they do everything they can to encourage feedback from customers and to use those reviews to improve their services.
For an industry like auto sales, reviews go beyond fielding customer complaints and promoting positive reviews of dealers. Dealerships too are customers for dozens of automotive vendors at any given time, who can use their own voice not only to help out other dealers considering certain vendors, but also to hold vendors accountable. This kind of collaborative, community-based approach does more than simply connect dealerships, it can improve the auto industry as a whole.
So where can dealers go to to rate and write reviews on vendors in an authentic way?
With all of the recent epiphanies that thought leaders in ours and other industries that businesses should be spending time and effort cultivating relationships, spending money and basically treating customers right, I thought it time to re-visit this whole “customer loyalty” phenomenon.
Customers don’t really care about car dealers, do they?
Please enjoy this little ditty I wrote (to the tune of “Meomory” from the musical Cats) and performed as part of Gridiron at Wichita’s Orpheum Theatre in April. Gridiron is a longstanding tradition in which journalists get together to make fun of the news of the last year, and it’s been a lot of fun to perform with the cast for three years now.
You’ve identified your Dealership’s Employment Brand, but now what?
In my previous article we defined, in the simplest of terms, what a Dealership Employment Brand is. But each “dealer” must take hard look at their business structure, operations, standards and practices in order to identify and define their own True Employment Brand. The value of your employment brand will speak volumes when seeking and attracting top talent for employment.
One successful key strategy when building your dealership’s employee brand is incorporating a Career Website. Let’s consider… [Read more…]
When you consider the amount of money and effort dealerships devote to advertising, it’s clear they recognize the importance of a strong consumer brand is critical for success.
According to an eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” digital ad spend is expected to grow from $7.3 billion in 2015 to more than $12 billion in 2019. Netsertive research found 90 percent of auto dealers are utilizing digital strategies – including paid search, display ads and retargeting ads. In this regard, dealers are far outpacing manufacturers and other auto industry businesses.
With this type of investment in building brand awareness, it’s obvious that car dealers believe that the investment in developing a strong consumer brand will deliver a positive return on investment. Your dealer’s brand is a driving force to establish the credibility that buyers seek out when purchasing a new vehicle.
While building a strong consumer brand is an acknowledged best practice, many dealerships place little effort or have overlooked the importance of creating their Employment Brand. [Read more…]
Show Me The Money – such a 20th century way of thinking.
Millennials don’t think that way. True, price is important with every customer but for young car shoppers, apparently two things are more important: [Read more…]