If it looks like a scene from a horror movie……. RUN !
Dealing with vendors in the digital space is difficult . Finding a partner that understands your goals, the market, your stores environment and the limitations of your budget is scary. Scary because most seem to put their goals first. Although, you cannot see or hear that while they are smiling in front of you.
If you do find a good vendor, it’s not long before they are gobbled up by a bigger company. One that crushes the relationship you had. And the performance.
More than anything it is the ways in which digital advertising is misunderstood and misrepresented.
The real suffering begins when you discover that you have a vendor that is not what they make themselves out to be. Either in performance, or billing or involvement. It can take time to get to that realization too. But when it comes and you get that sinking feeling in your stomach, there is not much worse ways to feel. Why? Because you have wasted money and car deals. Simple as that.
We should always start off with looking at a potential vendor and thinking, “am I going to regret this in six months?” We have to do our own due diligence and put forth the effort to investigate. Ask the right questions. Call references. Inquire of our peers. Ignore the fancy PowerPoint and attractive good smelling reps and dig in. Dig into what KPI’s are important to you and make sure they understand. That you will not accept nor tolerate some report that starts with impressions and skips over conversions. Will you own and have access to your Adwords account? If not, thank them for the coffee mug they brought you and send them on their way. Have a wing man, (errrr person ) someone to listen, look and feel if this vendor is right for you.
In the end, it’s just one piece of the intricate clock work that is today’s dealership and it’s operations. Getting the right piece is the challenge.