Glenn Pasch: How to Unify Your Dealership Marketing

Glenn is the CEO of PCG Digital Marketing a full-service digital marketing agency and also a partner at PCG Consulting. Both companies are dedicated to going the extra mile helping auto dealerships stay ahead of the curve when it comes to their dealership's digital strategies and processes.

In this session, Glenn dives into the disconnect often found between auto dealers and their 3rd party providers and the problems that go along with that.

Here is a quick preview of what you will learn more about in our conversation with Glenn Pasch.

What does it mean to unify your marketing efforts in your auto dealership?

Whether it is your online marketing or traditional offline marketing it is crucial that all of your channels are pushing the same message.

When a customer is on your dealership's website is the message and marketing you have there consistent with what they will see when they physically come into your store? Or are you confusing them and making them think they are in the wrong place.

Are you making it easy for your customer or are you scaring them away by having inconsistencies or even visibility issues when it comes to the message you are trying to convey to your dealership?

It is time to start thinking like an eCommerce business.

Replicating your offline traditional marketing with your online marketing. 

When it comes to really knock it out of the park with your marketing efforts it is important that your online and offline marketing efforts resonate with each other.

Your online strategy should be exactly like your offline/traditional strategy only difference is the channels you are using to distribute them.

Is your radio or TV commercials message visible and the same as on your website?

Is the message on your website the same one the consumer will see when and if they decide to stop into your dealership?

By not making sure your messages replicate across the board on all channels you are not being transparent and most likely you are hurting your credibility.

What are the first steps to unifying your marketing message and efforts? 

With most automotive dealerships partnering with several different vendors for their marketing efforts (for example - SEO, Adwords, direct mail, radio/TV, website provider, etc.) the first thing you need to do is get them all together and all on the same page. Your page.

Review with them on a regular basis what your message is for that month, quarter, or whatever time period you wish to run it for, and make sure they open the lines of communication between each other to ensure your message is consistently the same. No matter what the channel.