Do You Like Your Vendor’s Personal Touch? You’d Better… You’re Paying for It!
People often marvel at the sheer majesty and splendor of a Las Vegas casino. The Chihuly glass in the lobby of Bellagio is a great example. At any given time, there will be dozens of people snapping photos of this expensive masterpiece.
And, why shouldn’t they take pictures? They paid for it.
We often hear that Las Vegas wasn’t built by winners; and it’s true. If the Bellagio wasn’t raking it in on the casino floor, there’d be no lobby artwork to marvel at. Heck, there’d be no lobby.
Vendors with a “Personal Touch”
A dealer’s marketing vendors are no different. From slick advertising pieces to hip offices to palatial NADA booths and even something as innocuous as a personal touch, some digital marketing vendors will spend lavishly in efforts to impress their dealer-clients.
And, unfortunately for the dealers, this seems to be working. Lately, I’ve noticed more snake oil sellers employing the personal touch to attain and retain dealer-clients. For some reason, dealers think having a vendor rep chewing up the internet manager’s day a couple of times month is driving additional profit for the dealership.
It’s not, of course. The personal touch offered by digital marketing vendors in 2018 serves just two purposes:
- Keep dealers focused on relationships instead of results; and
- Sell dealers even more digital marketing goodness.
In my opinion, neither of these expressly serves the dealers’ interests. In fact, it seems the more time a digital marketing rep spends with your manager, the less effective their solution.
If your internet manager is getting the personal touch from one of your digital marketing vendors, you’d better like it… because, you’re paying for it. [Read more…]