This week – Sep 21

It is a funky week ahead. A few long tasks to complete or at least get the prep work done.
Chevy is getting a new website, ( good bye CD forkin K ) along with a confrontational budget meeting coming up.
Ford and Honda both need a re-tooling of their internet process. That will take some time. Working with sales people, managers and a GM along with systems is tough. The prep-work is key and allows me to be ready when the time comes and there is no lag in waiting on me. That means setting a new workflow and corresponding templates, shared info docs set up, and quick links spread sheet. Don’t want to go thru all that work and then lose momentum. Ford and Honda need their GMB’s updated, which means I will be shooting two hours of pics and videos and working on them in post. Long day in Milledgeville this week.
Audi needs all kinds of things done. Hard to say which ones will get done this week. I plan on working on process this week.
Getting my arms around common Digital Retailing metrics. We have different DR solutions and looking at a common set of metrics is key.

All in all another busy week ahead.

Whats in your work folder ?

Short answer:

My work folder is just an extension of my desktop. And in my line of work,
that changes and varies a great deal. Since I am in and out of different dealerships and basically work 24/7, there is a need for a constant. A place where I can have access to needed assets.

Why not just keep everything on the laptop you carry?
There is not enough hard drive space. Although I try and
keep it charged and carry an extra power cord, I have had
a dead battery. I also “hot seat” alot. Meaning I sit at other peoples computers to work.

Why not keep it all on a thumb-drive?
Not a good idea to insert your thumb-drive in someone else’s computer.
It’s just not safe. Even if it is consensual. I have lost, ran through the washing machine and dryer a few thumb-drives in my day. I do however back up my work folder to a thumb-drive every 3 months and keep it at my home office.

Work Folder

Lead and they will follow.

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.

A dealership in need of some help

Move a Dealership Checklist Dev

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.

Threw together a quick chart to get a basic organization flowing. Will need to flesh each item out and lay out a timeline.

Basic starting point

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.

Early warning

Where to upload those first piece of content ?
Google of course first and fast, but well meta’d.

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.

First upload of pointers

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.

Butler Chrysler Dodge Jeep RAM
(like what I did there ?)

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.

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.

Yes ! Buy All The YouTube

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.

Advertising on YouTube

DIL 111319


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.

This is just a video from SnapChat.