Franklin, TN that is. Read an article this morning on SeekingAlpha that really lays out how important a Service dept is in a Nissan dealership. It’s the front line of customer interactions with a dealership. And how well or how poorly those interations are handled determines the long term health of a dealership.
Here is an excerpt:
At the root of the problem is a classic example of a technical issue faced by a company, being made worse by poor handling of the problem. I am talking about Nissan’s CVT transmission problems, which is steadily eroding its customer base, as well as pushing away new potential Nissan customers. Nissan’s lack of ability to deal with the fallout and fix the problem is currently causing it significant financial damage, not to mention long-term damage to the brand. Lack of progress on this issue, combined with the need to invest billions of dollars, or perhaps even tens of billions of dollars into establishing a stronger EV presence may prove to be too much for Nissan in the next decade.
Sometimes you have to show the way. Figure out the problems. Confront the obstacles. Suffer the brain damage for a dealership.
I stumbled across a need a dealership has this morning. Yesterday, I posted photos of a dealerships thanksgiving lunch. (not the best photos either, it was a rowdy crowd) Turns out that post was the most engaged post of the whole week for the store. Eeeeek ! That cant be good.
What that means to me now is I have to give it a little focus. Fold into my activities ways to gather, edit and post organic content for the store. And to take it further I going to have to include all the dealerships that I can. Because if this store is having problems…. others are as well.
This will be an ongoing post over the next 2 weeks as we move our CDJR Dealership to a new location. Using the opportunity to develop a Move Checklist. **updates may get a little confusing,** I will try to smooth it out over time.
STARTING POINT Threw together a quick chart to get a basic organization flowing. Will need to flesh each item out and lay out a timeline.
UPDATE: AM Nov 26 two weeks till move Added Yelp to the NAP update list. Began press release. Working on website updates, social teasers and point of sale for the showroom and service drive. Gathering assets. Notifying vendors of upcoming move with dates and address. As well as a post on the dealerships blog.
Where to upload those first piece of content ? Google of course first and fast, but well meta’d.
UPDATE: PM 11/26 TUE Here is where I started working on the metadata of each piece of content going forward. Had to make sure there were signals out there for Uncle Google to hear. including the new address in everything.
And creating a FB scheduled post to count down the day till the move. Working with pretty poor imagery to start with but it will improve quickly. Plus I am going to travel next week to work on location and keep the info flowing. And gather may own pics and video.
UPDATE: AM 11/26 WED It’s full on crazy trying to over come Black Friday. Our message is drowned out heavenly. It will be Monday (cybermonday) when will have to dig in full force. Plus thanksgiving is going to slow everything down. Which is the time to build content. Prepare and lay up stores for next week push. I am also going to have to clear my plate as I am going to be in Beaufort early next week. Need to get a few tasks taken care of so they are not obstacles to getting it done in Beaufort.
MISTAKE Do not assume that there is not someone at the dealership tying to manage some of the same web properties that you are trying to update. Be humble, respect others efforts.
UPDATE: The day after Thanksgiving. Looking internally now at the store and what impacts the address change will have. The CRM is a little bit of a hole that will need some work ahead of time. Starting with identifying any of those little places, the nooks and crannies of the system. Of course the emails and email templates will need to have the <insert address> data updated so that it drops in the correct address. And I am going to scrub the current templates to see it there are any hard coded with old address and rebuild those. The forms that the CRM spits out will need updating. Quotes sheets, We Owe’s ect.. will have to updated and tested.
Our sovereignty as a dealership has been compromised ! Trespassers, Interlopers be gone ! Itt is no different than our brick and motor building.( along with aluminum and glass). Would someone be allowed to walk in and put up a banner in our showroom. Would someone be allowed to re-route the road that leads to our dealership ? Who thinks that is ok to do? Same applies to our website. NO ONE should add any service, any function to our dealerships website without consent, consultation or permission.
I am all in for making our website acceseable for those with disablites. I do have concerns about the data collected and how it is used. Visitors to our website are like honored guests in our home. Should we expose them to compainies that are going to email them, contact them, keep them on a list just because a visitor uses our site?
Use of Information
With respect to marketing activities, certain information that you provide to us, such as your first name, last name, company name, e-mail address, physical address, and phone number may be aggregated with other such data in one or more contact lists. We may then use these contact lists to send you information regarding our services via an automated mailing system and/or to send you surveys via an automated survey generation system. These contact lists may be integrated into our client relation management (CRM) system and/or our internal e-mail contact lists).
I push for more, always more spend on YouTube. I always get this push back. “We cant track YouTube.” “We can only do Auto in-tenders. (gag, puke) “Your ads are going in front of mostly kids who are watching on their parents phone in a insert wherever parents need a break.”
I basically do not listen or pay attention to the first two. Weak excuses. The third is hard to argue with when you are talking about spend. Putting any kind of money, time and effort into something; it has to have value, meaning. Results. And most of us can relate. We have done it. That is the power of the argument. Yes, I have handed a kid a tablet or a phone and let it harness their attention. Keeping them still and quiet for a time. Who would want to pay for an auto ad to run at that time? Not me. Unless you really wanted to start branding early. Brand early and often ! (OK, no)
What makes me want to push back on the push back about YouTube Advertising is my own experience in uploading content to YouTube. YouTube is forcing, requiring all content creators to disclose if their content is for kids. And further, if their channel is for kids. So to me, there HAS to be a way for us to NOT appear in front of those lil consuming monsters eating up all the bandwidth.
A typical day during involving Adverstising meetings. Up working before work. Taking my daughter to school. First three hour Ad meeting. Jumping in the car for an hour to the next meeting. Rinse, repeat Advertising meeting. The end. LOL.