Bloggers, Automakers, and Eco-sustainability
There is a revealing report out by JD Power about what bloggers think about automakers. You can read an article about it here.
You will see from the report there is a hefty emphasis throughout the blogosphere on eco-sustainability, i.e. the environment and economy. This comes as no surprise considering the economic situation in the U.S. and throughout the globe and the exponentially increasing awareness to and passion for more environmentally sound choices in all industries not just in automotive.
Blogging is no doubt powerful. You could suffice to say that it has become a vital part of most cultures, especially in the U.S and Australia in my own observations. This demonstrates the increasing importance for car dealers to not just embrace blogging but to get good at it and to partake in these ether discussions in a creative and productive manner.
Blogging is simply a means to an end. There is no better way to get good at something than to go out and do it. The risk in blogging is that you will spend too much time doing it and not see the results you might expect, but the benefit is that you spend the right amount of time doing it and see the results. There is nothing new about the essence of blogging for it is merely people communicating in certain ways, which dealers must learn to do.
Dealers should be encouraged to know that consumers are interested in what dealers might have to say. Just be sure to take the time and understand what your customers want to hear from you. There is no yellow brick road here. Just some fundamentals, some imagination, and dedication to success.
Richard Wright and the Pink Floyd Brand
Pink Floyd pianist/keyboardist Richard Wright passed away today. Apparently he had a short bout with cancer.
Richard Wright was one of the original founding four members of the Pink Floyd in 1965 and aside from a brief period as only a “session” musician when Roger Waters essentially ousted him, Wright has been with Pink Floyd through its entirety from Piper at the Gates of Dawn to the Division Bell.
The Pink Floyd brand is an awesome example of residual equity where the investments you made long ago continue to pay off. Not just monetarily but in all fashions. People know Richard Wright. Maybe not by first name but certainly by association with one of the world’s more popular rock bands of all time. Wright exemplifies the power of a lasting brand and the character necessary to succeed.
When Floyd originally set out to play music, they were categorized as a blues band but with some psychedelic flavor. But it was Floyd’s breakaway from the Blues resemblance that ultimately helped push the envelope of Pop Rock at the time and set themselves apart from the British Invasion of which several other bands of longevity such as the Beatles and the Rolling Stones were formed.
So shouts out to Richard Wright, his family, and remaining members of the Pink Floyd. Your influence on Art, Pop Music, Rock-n-Roll, and society all together is one of extraordinary force. Wright’s passing should be one of celebration and acknowledgment for a true contribution.
Peace be with you, Richard. You were Pink Floyd as much as Pink Floyd was you.
Promise in Automotive Blog Marketing
Just returned from a workshop we held today with the Automobile Dealers Association of Greater Philadelphia (Shouts out to Greta, thank you). The workshop concentrated on providing attendees with an applicable technique they could deploy at the dealership using their Blog, Email, SEO, Social Media Networking sites, and Video.
Interestingly, none of the near 30 attendees representing more than a dozen dealerships reported their dealership having a blog. While I am not surprised by this, I do think it hints at the blue ocean still remaining before us in the auto industry of incorporating blog strategies into a car dealer’s Internet Marketing Strategy.
The purpose of our workshop today was to show dealers a real-life way to utilize their blog in their Business Marketing and Advertising plans, the importance of permission-based email marketing, and how SEO must be considered a core part of any online marketing campaign. It was presumed that attendees had already crossed the Internet bridge and the SEO bridge, and we anticipated that many people present would be hoping to learn how to get a blog or start blogging. I confess not clarifying well enough in the beginning that our emphasis was on how to utilize your blog versus how to get one but I am confident people still were able to take something home that was useful.
The message we shared today is one that I have seen evolving in recent years and fortunately being embraced by most dealerships today. It’s the idea of selling a relationship and not a car which really is just Sales 101. But more important than the message is the “How?” and “Why?”. While the idea of selling a relationship and not a commodity sounds good and all, pulling it off is a challenge, especially for car dealers. And that is what we really covered today. Why use a blog and how it can be utilized?
So while the dealer industry is still in its infancy for incorporating Blog Marketing Strategies into their Business Marketing and Advertising plans, it was evident today seeing how much more welcome the idea of using blogs has become for dealers. A year ago I would have been chased out the room for saying the “B” word. Today it seemed we couldn’t talk about it enough.
Keeping it simple – Your Business Marketing and Advertising Message
We are in the process of rolling out 3 new websites. One to represent our product, one for training, and one for our online business community. It’s a lot to chew on for a start-up like ours with minimal capital and human resources, but it has become necessary.
While most people would balk at the idea of a 3-site presence, today’s market welcomes it. The Web is kind to those with a simple concise message, and a simple concise message we have not. Sure you could simply say that we help promote Car Dealer Websites, but people want to know how and that’s where it gets complicated.
Our “sophisticated message” is due in part to my own personality as I am prone to focus on the tactical or mechanical aspects of a Business Marketing and Advertising plan, but what we do is also new to the Automotive Industry so when we pitch our product to people they do become interested, but many struggle to get their heads fully wrapped around what we do which of course makes it more difficult to sell.
Our Business Marketing and Advertising message has 3 audiences and our ultimate goal is to be a bridge between consumers and industry. My hope is that by carving our message into 3 distinct and functional websites it will help to simplify things by giving people simpler and more tangible pieces of our message along with the ability to do something with each piece.
