Stop Chasing Shiny Objects – and Start Selling Cars!
At Digital Dealer 13 (held in October 2012 in Las Vegas), I delivered a presentation titled Stop Chasing Shiny Objects (and Start Selling Cars)! It was well-received, and it helped the 100 or so in attendance understand that the loudest voices in automotive digital – those screaming for dealers to dump thousands of dollars and multiple manhours every month into Pinterest, Foursquare and Twitter – had no idea that these activities/sources did relatively little to drive sold units.
Moreover, those overzealous marketers told dealers that if they didn’t focus on these shiny objects, well then, they were just dinosaurs who were about to go extinct. (Some in automotive digital at the time were even screaming for dealers to pay attention to oddities like Klout, Tagged, Tactilize and LoveIt!) Of course, the dealers who did listen wasted a lot of money and a lot of time, only to eventually discover that these channels were relatively worthless.
They would’ve been better served spending that money on bus bench advertising and their time on virtually anything else.
That Was Then, This Is Now
While most every dealer has moved beyond the allure of the next big internet sensation, many are still chasing shiny objects. They’re looking for that magic bean that’s going to grow their sales, their grosses and their CSI with no work on their part. They’re falling for marketers promising to share their “secrets” to dominating the marketplace… for a few thousand (or more) a month, of course.
The claims I’ve seen lately by some of the uber-prolific marketers in automotive are disturbing. Not in their hubris, but because so many dealers are actually falling for these magic bean pitches. [Read more…]