Is digital marketing like dating? You better believe it!
We know that there are many other vendors out there, and we know that each one, including FlexDealer, does things their own way. Know that we aren’t the new kids at the rodeo; meaning, we're really good at winking and dancing. With so many fish in the sea, we witness dealership owners, sales managers, internet managers, and everyone in-between compete in the Hunger Games of digital marketing dating.
Competitively-speaking, we’re the monogamy vendor—we aim to be just like an old friend, yet still a breath of fresh air. People don't expect these things to go together, but I'll build a case otherwise.
Attraction and Romance
Just like in the game of love (or perhaps, lust), the first thing that brings dealers to vendors, is attraction.
There’s something shiny in the distance that is pulling you in, and you just have to have it. This could stem from meeting someone at a conference, hearing about them from the grape vine, or finding them online. They have better eyebrows or a different user interface than the relationship you’re presently in, and you like it. That’s cool.
We have clients that we’ve met at conferences, that have great eyebrows, who have found us online, and everything else under the sun. One of our client partners, Crosby Auto Group, was the result of a chance encounter in the conference hall bathrooms. Seriously—you can ask our Marketing Director about her sink-side elevator pitch.
However you initially connect, you might get together and go to The Keg—or maybe form a nice working relationship.
You’ve been together for a while and it’s nice! You’re both happy with each other and things are going well. In a relationship, two people are working towards the same end goal: of staying together forever, kissing a little, having some grandkids and retiring in the Bahamas. In the dealer world, that means having a vendor partnership that benefits both parties, provides growth and brand opportunities for your dealership, helps you to sell cars, and lets you collaborate around great campaigns.
...that means having a vendor partnership that benefits both parties, provides growth and brand opportunities for your dealership, helps you to sell cars, and lets you collaborate around great campaigns.
In the stability stage, there are clear skies, cool breezes, and high fives.
Boredom (and How to Avoid it)
Most of us have been in a relationship, whether with a vendor or a partner, that has gone stale. Did you want it to go stale when you met and gazed deeply into the other person’s eyes? Probably not.
This is when new attraction can set in with claws, and take you into the arms of another lover. We really (seriously/madly/deeply) love our clients, and we want to maintain marriages like those you read about in Nicholas Sparks books.
You can have your cake and eat it too. You can work with a vendor that you’ve come to trust over time, while keeping your online presence shiny and exciting. Here’s how:
- Communication: Talk about it! Do you think that it’s time for a spiffy new brand image, a shiny new homepage, or to incorporate that new marketing strategy you read about online? That’s awesome—we love it when our clients have a vision and want to evolve. If there’s something new that you’ve been thinking about, chances are that we have been too! Don’t always assume that your vendor partners only have the kinds of ideas that cost you money - we like trying new things too!
- Mixing It Up: Do you feel bored but you aren’t sure why? I can guarantee that there’s a campaign out there that you haven’t ran, and strategies that you haven’t tried. The funny thing? You don’t have to ruin your ranking in search engines switching to a new site and spend three months on-boarding from square one. You can build on your existing framework and find success!
- Relive the Romance: Why did you fall in love in the first place? Maybe they’re the cool humans that you met at the pool, or you thought that they had great ideas. Is that still there? Do you really, really like them but want some email marketing on the side? Bring that email marketing into your love life! You should be dating the kind of vendor partners that suggest new tactics based on their insights into your business, not just the bills behind them.
This meant thousands of dollars in tech revenue that we were willing to give up, just to ensure that our client succeeded.
Sometimes Breakups are Okay
Many of us are self-aware, and that’s a positive thing. Here at FlexDealer, we aim to get married. We’re the do-or-die kind of people. We want our clients to succeed so badly that it would truly surprise you.
Last August, we had a client who had both a mandated OEM site and a FlexDealer site. This client was spending all of his co-op dollars pointing paid ads at the mandated site, and all of his content strategy dollars making his FlexDealer site amazing. This is like tying two dogs together and throwing the bones in opposite directions—they won’t get far. We elected to meet with this client to suggest that if he didn’t want to give up co-op to encourage success on his FlexDealer site (where his content lived), that he give up his FlexDealer site altogether and have us create content on his mandated site instead. This meant thousands of dollars in tech revenue that we were willing to give up, just to ensure that our client succeeded.
He’s now slaying the competition and was named best in the region for overall sales last quarter.
The true hallmark of a great relationship is caring more about someone else than you do about yourself. If you’re working with a vendor that cares more about their pockets than your success, give us a call.
We’ll hold your hand now, and your cane later.