Take a look into the fast-paced auto world. See how working with clients in the auto industry has motivated our digital marketing teams and continued to bring out our competitive side.
Whether it's through email, on the phone, or in person, at Adpearance we are communicating and strategizing with our clients daily to help them excel in the automotive market. When I first joined the Auto Account Direction Team, I didn't know what to expect in becoming a partner to clients working in the auto industry, but I soon found out that I had nothing to worry about.
The Auto Dealer Stereotype
It’s no secret, there is an ever-lasting stigma pertaining to car dealers in the minds of the buyers. As described in a blog post from DriveTime.com, car salesmen are often described as pushy and manipulative, or pictured having, “slicked back hair, an ugly plaid shirt your grandfather wouldn’t even wear, pants with stains on them that look like they have been ironed over and the overbearing smell of cheap cologne picked up from the corner store.”
Honestly, it's a stereotype that's outdated and needs to be put to rest. I truly feel lucky to be exposed to this group of people daily, who have proven to be quite contrary to this sterotypical image.
Why Do I Love Having Clients in the Auto Industry
There are three characteristics auto dealers share that make me proud to call them our partners:
There is no beating around the bush with auto dealers. Within the first couple of minutes of a conversation, you're sure to know exactly what they want, and when they want it. Our auto clients are always honest with us and are never afraid to voice an issue or concern, even if it may be brutal. The transparency that comes along with a car dealer’s personality aligns beautifully with the transparency Adpearance provides as a partner for our clients. Communication paired with honesty and dedication has resulted in some of our most successful client relationships.
Undying Work Ethic
Car dealers are some of the hardest working people I have ever come into contact with. Each month, dealerships have to hit specific sales numbers—often impacting their incomes for that month. According to the National Automotive Dealers Association, there has been a continuous upward trend in new vehicle sales numbers since 2009, as shown in the graph below:
An increase in average sales numbers likely results in higher average sales objective numbers for each dealership. For auto dealers, the pressure to sell increases month by month along with the growing sales objectives.
In a “This American Life” podcast titled 129 Cars, the owner of a dealership describes trying to hit October 2013 sales goals, stating, “We gotta be at the big number by the 31st at midnight, no if, ands, or buts.” The pressure is palpable; one of my clients recently voiced to me that he needed to hit his sales goals, not because he was worried about himself, but because he was worried about his sales team, and ultimately, their families. It's inspiring to see the unswerving determination that each of my clients project.
Desire to See Hard Proof (a.k.a. #beautyindata)
Auto dealers want to see proven success through clear, concise, and organized data. At Adpearance, we happen to be a team of data-driven specialists who provide our clients with just that!
My Auto Account Direction team and I meet with each of our clients at least once a month to review the prior month’s digital advertising campaign performance, and in some cases, their search engine performance as well. The report format that our #Nerdherd has developed over time is rich with data-driven visuals, monthly stats, trends, and ongoing performance metrics.
Monthly reporting and regular check-ins with our clients allow us to pivot quickly to ensure our marketing and advertising efforts are helping dealerships acheive their sales goals. When changes are made in paid search advertising, we often see results of the change as soon as the very next day. This places the power in the hands of our clients to move the needle one way or the other, and quickly see the results of their variations.
As a company, we are always learning, growing, and perfecting the strategies and tactics that help us to bring success to our clients in the competitive digital world. Auto dealers keep us on our toes with their motivating audacity to be the best in the business, which is why my clients have continued to make light of how much I love and appreciate the industry in which I specialize.