Hacking The Game of Dealership “Attention” and Going Viral | Nathanael Greklek

00:53:32
https://www.youtube.com/watch?v=nK6bNEsuX7o

Ringkasan

TLDRIn this engaging podcast episode, Nathaniel Greckle, Corporate Brand Director at Mohawk Auto Group, discusses his innovative approach to dealership marketing, focusing on the power of content creation. He emphasizes the shift from traditional sales funnels to life cycles, urging dealerships to create content that resonates with their community and builds lasting customer relationships. Nathaniel shares his journey into the automotive industry, explaining how his passion for video-making led him to propose a dedicated content creation role at his dealership. Known for the viral TikTok series 'The Dealership', which humorously portrays life within a car dealership, Nathaniel highlights the importance of consistency and creativity in content to maintain brand visibility. He values community engagement and collaborative relationships as essential tools for content success, outlining how dealerships can measure the impact through engagement and reach rather than direct sales alone. Nathaniel's insights underline the evolving landscape of dealership marketing in the digital age, showcasing the importance of relatable and engaging content in building brand trust and reputation over time.

Takeaways

  • 🚗 The traditional sales funnel is outdated; embrace a life cycle approach to customer engagement.
  • 📈 Consistency in content creation builds brand recognition and trust over time.
  • 🎥 Engaging content that resonates with the community can drive sales and visibility.
  • 👥 Building relationships with big brands like GM can elevate dealership status.
  • 🌟 Going viral is more about brand exposure than direct sales conversion.
  • 🔄 Utilizing various social and digital platforms enhances content reach and engagement.
  • 👪 Understanding the audience and targeting content to their interests is crucial.
  • 🛠 Align content with dealership's business objectives for optimal results.
  • 🧩 Collaborate with local communities to amplify dealership presence and brand.
  • 📊 Measure success through engagement metrics, not just immediate sales outcomes.

Garis waktu

  • 00:00:00 - 00:05:00

    The conversation begins with a discussion on creating engaging content that attracts strangers, highlighting the importance of consistency in maintaining audience interest. The guest, Nathaniel Greckle, Corporate Brand Director at Mohawk Autogroup, shares insights into creating viral automotive content.

  • 00:05:00 - 00:10:00

    Nathaniel explains the importance of understanding the origins of successful people to inspire confidence and innovation. The conversation touches on human vulnerability, even among top executives, showing that confidence stems from repeated action and resilience.

  • 00:10:00 - 00:15:00

    The discussion highlights how consistent content publishing can compound into long-term success in the media business, emphasizing the importance of building an iconic brand through regular iterations rather than seeking instant results.

  • 00:15:00 - 00:20:00

    Nathaniel shares his journey into the automotive industry, initially joining as a delivery specialist while creating content for social media at Mohawk Honda. His career evolved as he demonstrated the value of strategic content creation for dealership marketing.

  • 00:20:00 - 00:25:00

    The conversation elaborates on the growth of Nathaniel's role, including expanding the content creation team across multiple locations and platforms. This expanded scope underscores the increasing importance of consistent and strategic content marketing in the automotive retail space.

  • 00:25:00 - 00:30:00

    The guest discusses the value of content beyond direct sales, such as enhancing brand recognition and supporting other marketing channels, highlighting the long-term benefits of building brand awareness through consistent and diverse content strategies.

  • 00:30:00 - 00:35:00

    Nathaniel talks about the dealership's focus on quality content and how content performance metrics guide further investment in successful pieces, optimizing reach by repurposing content across various media channels.

  • 00:35:00 - 00:40:00

    The conversation transitions into effective content strategies, emphasizing targeted, multifaceted content that aligns with both the dealership's and its audience's needs, challenging the misconception that virality directly converts to sales.

  • 00:40:00 - 00:45:00

    The guest reflects on the dealership's viral Tik Tok series, "The Dealership," exploring its impact and the internal and external interest it generated. The series' success is rooted in authenticity and relatability, leveraging employee participation.

  • 00:45:00 - 00:53:32

    The discussion wraps up by exploring future creative content avenues, focusing on innovative ways to engage with audiences, like live shopping experiences, while also fostering a collective space for automotive content creators to exchange ideas.

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Peta Pikiran

Video Tanya Jawab

  • Who is Nathaniel Greckle?

    Nathaniel Greckle is the Corporate Brand Director at Mohawk Auto Group.

  • What does Nathaniel believe about sales cycles?

    Nathaniel believes in a life cycle approach rather than a traditional sales funnel.

  • How did Nathaniel start in the automotive industry?

    He started making videos as a hobby and proposed a content creator position at his dealership.

  • What is 'The Dealership' series about?

    It's a TikTok series mimicking 'The Office,' showing humorous and relatable situations in a car dealership.

  • Why is consistency important in content creation?

    Consistency helps build a brand over time, making the company recognizable and trusted by consumers.

  • What kind of content does Nathaniel suggest?

    Content should be engaging and relatable, focusing on community interaction and customer education.

  • Why does Nathaniel meet with General Motors?

    To collaborate on content and show the dealership's work, supported by their viral TikTok series.

  • How can dealers measure content success?

    Success is measured by engagement metrics like views, shares, comments, and specific audience targeting.

  • What does Nathaniel think about going viral?

    He believes virality is important for brand exposure but not the sole factor in driving sales.

  • What is one major challenge dealers face with content?

    Dealers often struggle with knowing what content to create and understanding its long-term impact.

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Teks
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Gulir Otomatis:
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    the funnel is dead I believe in a life
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    cycle and when I heard this I was like
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    this makes a lot of sense everyone
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    starts off as a stranger so like you
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    have to make content that would make a
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    stranger want to watch that content so
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    you have to keep them consistently
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    integrated in that in you today I'm
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    excited to speak with Nathaniel greckle
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    corporate brand director at Mohawk autog
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    group one of the key brains behind some
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    of automotives most viral videos
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    including the dealership the Tik Tok
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    series you've probably heard of we dive
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    into how he's hacking the game of
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    dealership attention driving sales and
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    even getting noticed by some of the
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    biggest brands in the industry a big
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    thank you to our sponsors for making
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    today's episode possible Edmonds dealer
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    pay and car dealership guide news and
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    now let's get into the show Nathaniel
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    greck on the CDG podcast anel welcome
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    thank you so much for having me it's
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    it's a pleasure to meet a
  • 00:00:50
    legend a Legend You're The Legend I the
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    the the best part over the last 10
  • 00:00:56
    minutes or so is me asking you you told
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    me you listen to some episodes prior to
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    coming on so I asked you which episodes
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    you listen to and I think like you know
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    we've done like 140 episodes or so you
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    told me episode three I'm like come on
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    you're going back that far on me you
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    have to go back to the beginning like
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    everyone has the starting and I think
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    that people and this is just my
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    perspective is like people put people so
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    much like on a pedestal right and they
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    think oh my God I can never be there I
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    can never do this but if you go back to
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    the originals of like how someone
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    started right and see where they started
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    and what it looked like you're like we
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    could do this like we you know kind of
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    brings like hope to like bringing
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    something new to the industry or
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    wherever you are wherever you're at and
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    that's kind of like how I think think
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    see things so it's like saw the the clip
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    of you with the I I don't even I forget
  • 00:01:48
    her name I'm sorry but the new x
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    c Angela zapa
  • 00:01:54
    angelaa and uh and then going back where
  • 00:01:57
    where it started
  • 00:01:58
    from yeah yeah it's funny how things
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    change man and also it's funny how some
  • 00:02:04
    of the people that have been on the the
  • 00:02:07
    show are you know these massive you know
  • 00:02:11
    big businesses like stare some of the
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    you're going to laugh now some of the
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    least confident people and like vice
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    versa like you think that 100% believe
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    that to be honest yeah like and and I'm
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    telling you like some people that you
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    would never expect text me like after
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    and stuff like oh my God like do people
  • 00:02:30
    like it and like really like nervous and
  • 00:02:32
    it's it's it's cool like it's uh it's
  • 00:02:34
    human you know it's you see like wow
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    like this person is like I thought they
  • 00:02:37
    were like Untouchable no like everyone's
  • 00:02:40
    human we all get those feelings and so
  • 00:02:43
    uh it's cool when you see that side of
  • 00:02:45
    people that vulnerable side and you're
  • 00:02:46
    like wow I did not expect this person to
  • 00:02:49
    react like this so it's kind of funny
  • 00:02:51
    dude it's you know we had a chance to
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    meet Mary bar right from from General
  • 00:02:56
    Motors talk about yeah yeah and like
  • 00:02:59
    same concept like just down to earth
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    like this woman pretty much
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    runs the the whole General
  • 00:03:07
    Motors like gamut right and for her to
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    like just be able to talk normal and
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    kind of meet up with her and like seeing
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    where she sits and what her what she
  • 00:03:18
    thinks about is like it's just awesome
  • 00:03:20
    to all these other people that I met
  • 00:03:23
    that you just you're like dude these
  • 00:03:25
    people are so awesome and then you meet
  • 00:03:27
    them and they're like you just Time
  • 00:03:29
    After Time
  • 00:03:30
    the the celebrities you meet and the
  • 00:03:32
    people that are of influence they're
  • 00:03:34
    just down to earth like they just have a
  • 00:03:37
    vision and they're they're chasing after
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    that and to go back to like the
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    beginning part right like just keep
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    going and the confidence right people
  • 00:03:47
    that have that confidence it is just the
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    expectation of
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    execution and over and over seeing okay
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    they make that failure and then they
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    just keep working with it right it's
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    it's awesome I think the the way I would
  • 00:04:02
    describe what you're saying right now is
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    people underestimate compounding myself
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    included putting that $1 in that index
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    fund and like letting it compound like
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    it's so it's so hard like oh I need to
  • 00:04:13
    wait 20 years and but it's the same
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    thing in business right and and and
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    especially in the media business like
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    you know repetitions are so freaking
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    important you got to keep consistency
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    right not every week will be your best
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    week not every week will be your your
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    worst week but the consistency is what I
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    believe really creates you know an
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    iconic brand U because you're able to
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    constantly put out that content you
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    mentioned by the way you mentioned Mary
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    Mary bar and go to her uh did you ask
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    her to to throw in some extra hold back
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    on on some some vehicles or we didn't
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    get that deep we didn't get that deep
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    things by the way I the reason I I I
  • 00:04:52
    said that jokingly but I forget who I
  • 00:04:53
    spoke with whether they were on the pot
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    or not or maybe I saw a podcast I don't
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    even remember where I saw this but
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    someone was talking about
  • 00:05:00
    um the early days of I think it was like
  • 00:05:03
    Facebook and like Flav of flave walked
  • 00:05:06
    into like zuck's office I think this was
  • 00:05:07
    from a podcast I saw so anyways Flav of
  • 00:05:09
    flave walks into like Mark Zuckerberg's
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    office he like goes to visit the thing
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    or or at least he asks to see Mark
  • 00:05:15
    Zuckerberg or he sits with like the CMO
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    or someone and he's like hey he's like
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    visiting our office he's like can you
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    can you give me some more juice on on
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    the IG account give me some give me some
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    more reach put your thumb on the scale
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    and so it's funny like that when you
  • 00:05:27
    said and met with Mary bar in their
  • 00:05:28
    headquarters I'm like so did you get a
  • 00:05:30
    little extra hold back but I'm sure it
  • 00:05:32
    was just a a good a good fun meeting and
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    you know they got a chance to see some
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    of the work you're doing behind the
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    scenes every day it's that literally
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    that consistency factor and that like
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    we've been doing this we've been making
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    content for seven years um like
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    religiously like before I started they
  • 00:05:50
    were kind of just doing delivery photos
  • 00:05:52
    and every now and then they would post
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    events of like where they were at and
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    then I had an idea and was like Hey this
  • 00:05:58
    could like be a actual job position to
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    make content for social media because
  • 00:06:02
    I'm a huge I'm a huge Gary ve fan uh if
  • 00:06:04
    anyone knows me um and you know he talks
  • 00:06:07
    about putting 12 pieces of content out a
  • 00:06:09
    day per platform right well that's what
  • 00:06:12
    he used to say and uh I was always that
  • 00:06:16
    like how can we get more content out to
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    let people know about our dealership and
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    just been that consistent build and to
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    where when
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    we are out in the community everyone's
  • 00:06:28
    like oh my God you're social Med is so
  • 00:06:30
    great it's it that consistency is
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    definitely key I want to dig into that I
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    think lots of dealers are in just like
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    pickle nowadays trying to understand
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    like what the hell do I do at this
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    content game how does this make me money
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    is this a waste of time right like
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    there's so many questions and I get them
  • 00:06:45
    they're practical questions you're today
  • 00:06:47
    the corporate brand director at Mohawk
  • 00:06:50
    autog group and several of the
  • 00:06:51
    subsidiaries but explain to us like how
  • 00:06:53
    did you start at a dealership again you
  • 00:06:55
    started doing content way before it was
  • 00:06:57
    a cool or profitable I would even say
  • 00:07:00
    um so can you explain how how all this
  • 00:07:02
    happened with your background yeah so I
  • 00:07:05
    mean like everybody pretty much in the
  • 00:07:07
    automotive industry I kind of just fell
  • 00:07:09
    into it I was working for a for-profit
  • 00:07:11
    giving company that Mohawk Honda
  • 00:07:15
    sponsored as a like vehicle of warmth so
  • 00:07:18
    like every time a product would be
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    bought from this company they would give
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    it back to the community and so Mohawk
  • 00:07:25
    Honda donated this vehicle and we went
  • 00:07:29
    with them to different locations to drop
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    off hats and and stuff like that and
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    because was a startup I'm and I'm I'm
  • 00:07:37
    married and I have two kids now but I
  • 00:07:38
    was married and my wife's like like we
  • 00:07:40
    need to make some money like can can you
  • 00:07:43
    get a job and so the the Ambassador
  • 00:07:47
    who's now actually a service visor here
  • 00:07:49
    at Mohawk Honda was like Hey we're
  • 00:07:51
    hiring as a a delivery specialist it
  • 00:07:53
    seems like you're a techie guy we had
  • 00:07:55
    already made two videos from moonda I
  • 00:07:57
    don't know if you ever remember the
  • 00:07:58
    mannequin challenge that came out that
  • 00:08:01
    was a trend so like essentially you
  • 00:08:03
    would shoot the video and everyone would
  • 00:08:04
    be frozen wherever they were shooting
  • 00:08:08
    move around so we made that video for
  • 00:08:10
    Mohawk Honda originally and then we also
  • 00:08:12
    made them a like sponsor warmth video
  • 00:08:16
    and using my GoPros at the time it was
  • 00:08:19
    like GoPro 3 plus uh that I got for
  • 00:08:22
    Christmas and so I like yeah let me I
  • 00:08:26
    would love to like apply and see what
  • 00:08:28
    happens and I was also doing valet you
  • 00:08:31
    know to kind of make up some of the cash
  • 00:08:32
    I was like I'd rather not run 16 miles a
  • 00:08:35
    day and let's try out this technology
  • 00:08:37
    thing so I'm doing the delivery
  • 00:08:39
    specialist I'm teaching the people how
  • 00:08:41
    to use their vehicle and while I'm there
  • 00:08:43
    I kind of see like an opportunity and
  • 00:08:45
    I've always made videos in the past like
  • 00:08:47
    my friends and I would make videos I had
  • 00:08:49
    a it started with a flip video camera
  • 00:08:51
    like I just been used to making videos
  • 00:08:54
    and just love the content fun and so I
  • 00:08:58
    started making a few
  • 00:09:00
    things like a a spinning logo that will
  • 00:09:03
    put through all of the the the the TVs
  • 00:09:06
    and trying to figure out how I could get
  • 00:09:07
    that before ABN was a thing
  • 00:09:10
    and I'm like man social media is like
  • 00:09:12
    really blowing up and Facebook I was
  • 00:09:16
    scrolling through I was like there's
  • 00:09:17
    like a lot more that we can do just like
  • 00:09:20
    listening to managers and things like
  • 00:09:22
    that and kind of like getting in the
  • 00:09:24
    room with them and kind of being a part
  • 00:09:25
    of meetings and stuff like that and I'm
  • 00:09:28
    I was talking to gure who was the
  • 00:09:30
    variable man operations manager who now
  • 00:09:33
    owns Mohawk Chevrolet and I'm talking
  • 00:09:36
    with him and I'm like hey I really think
  • 00:09:38
    think this would this could be like a
  • 00:09:40
    job position like what do you think I
  • 00:09:42
    should do and he goes type up the job
  • 00:09:44
    position and Pitch it I was like you can
  • 00:09:47
    do that so I walk into the general
  • 00:09:50
    manager's office with my sheet and I
  • 00:09:52
    still have still have that digital copy
  • 00:09:54
    and I walk in I hand like I think this
  • 00:09:56
    would be a really good idea I think we
  • 00:09:57
    should start making content and stuff
  • 00:09:58
    like that so
  • 00:10:00
    he's like yeah let's do it so that's
  • 00:10:02
    kind of like the star of the chief
  • 00:10:05
    digital branding leader that I made up
  • 00:10:06
    like I made that title up just because I
  • 00:10:08
    never wanted to be a manager right but I
  • 00:10:10
    always wanted to lead by example so I
  • 00:10:13
    just started getting into it like what
  • 00:10:15
    could I do to push the business
  • 00:10:18
    objectives forward what are you guys
  • 00:10:19
    looking at well at the time it was Ed
  • 00:10:22
    car vehicles and I mean that's still a
  • 00:10:24
    thing but we were doing used car
  • 00:10:26
    walkarounds all the time and I was
  • 00:10:28
    getting sales people people to get in on
  • 00:10:30
    them and I was doing lives and we were
  • 00:10:32
    working with local talents in the radio
  • 00:10:36
    and kind of putting them into all this
  • 00:10:38
    content and that's it kind of just
  • 00:10:40
    started to evolve and then I got one
  • 00:10:42
    person and then I got a full-time editor
  • 00:10:44
    and then we opened up Chevrolet and we
  • 00:10:47
    got another person and now we have the
  • 00:10:50
    rap shop so rap Kings and now we're
  • 00:10:52
    we're kind of navigating this content
  • 00:10:55
    space across all of these plat seven
  • 00:10:58
    platforms and four entities and really
  • 00:11:01
    diving into it on a deeper deeper level
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    CDG again visit EDM ns.com CDG or click
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    the link in the show notes below let me
  • 00:12:08
    ask you this question right how do you
  • 00:12:09
    measure the success and we'll dive into
  • 00:12:11
    some of the specifics right you've come
  • 00:12:13
    up with this you know the dealership
  • 00:12:14
    which is like a Tik Tok series of which
  • 00:12:17
    has you know really gone viral but just
  • 00:12:19
    how are you measuring the success of all
  • 00:12:20
    the different Endeavors when it comes to
  • 00:12:22
    creating
  • 00:12:23
    content yeah I think that that's a huge
  • 00:12:27
    question that general manager ERS get
  • 00:12:29
    dealership principles ask all the time
  • 00:12:32
    is like what's the ROI what am I
  • 00:12:33
    actually getting out of this and I ALS I
  • 00:12:37
    it's not just making the content our
  • 00:12:41
    team is also making content for their
  • 00:12:43
    commercials for their graphics for the
  • 00:12:45
    website so you're it's not only the ROI
  • 00:12:49
    of like a onetoone someone sell the
  • 00:12:51
    content comes in buys the vehicle it's
  • 00:12:54
    the I guess like the negative of like
  • 00:12:57
    not having to pay a company to come in
  • 00:12:59
    and make your commercials all every
  • 00:13:00
    single month or the OTS like we make all
  • 00:13:03
    that in house right it's it's the
  • 00:13:06
    ancillary stuff that helps build that in
  • 00:13:08
    but the brand like brand is huge if
  • 00:13:11
    people don't know who you are they're
  • 00:13:12
    not going to come buy from you right and
  • 00:13:14
    that's why we spend all this money on
  • 00:13:16
    marketing dollars but what if you could
  • 00:13:18
    make it to where someone's always
  • 00:13:20
    looking at you on social media and has
  • 00:13:23
    that mentality of like seeing Mohawk
  • 00:13:26
    autog group and Mohawk Honda and Mohawk
  • 00:13:28
    Chevrolet in the community at your kids
  • 00:13:32
    baseball game and and sponsoring all
  • 00:13:34
    these events that you go to and taking
  • 00:13:37
    those Partnerships that you would
  • 00:13:39
    normally do and just get like a banner
  • 00:13:41
    right know everyone has sponsored a
  • 00:13:43
    little league or anything like that but
  • 00:13:46
    taking that going to the place being a
  • 00:13:48
    part of the event taking photo and video
  • 00:13:51
    and kind of
  • 00:13:52
    emphasizing who you are as a dealership
  • 00:13:54
    and what you stand for and using the
  • 00:13:57
    actual people and and
  • 00:13:59
    and we tell our salespeople all the time
  • 00:14:02
    like you make your business right so as
  • 00:14:06
    if you're a dealership and you want to
  • 00:14:08
    emphasize your salespeople getting you
  • 00:14:10
    more business being able to put them in
  • 00:14:12
    more content showing your customers and
  • 00:14:14
    them really like loving your
  • 00:14:17
    people
  • 00:14:19
    because loving your people one your ad
  • 00:14:23
    spend is more effective
  • 00:14:25
    than if you had no branding your SEO
  • 00:14:29
    game goes up and it's not and I think
  • 00:14:32
    the one problem that most dealerships
  • 00:14:35
    have is that it's not a 30-day cycle
  • 00:14:38
    like if you hire a content creator in 30
  • 00:14:42
    days the chances of them astronomically
  • 00:14:44
    blowing you up and your brand in 30 days
  • 00:14:47
    is is
  • 00:14:49
    non-realistic unless you go viral and
  • 00:14:52
    even that which we can talk about in a
  • 00:14:55
    moment is like you're doing a lot more
  • 00:14:57
    for the brand the actual brand versus
  • 00:15:00
    the dealership because people see that
  • 00:15:04
    main focus they see the people in there
  • 00:15:07
    right and they see that but it's it's a
  • 00:15:10
    long-term play and that's what I think
  • 00:15:12
    most general managers have a difficulty
  • 00:15:14
    yeah but so so what would you say like
  • 00:15:16
    if if if you were a general manager that
  • 00:15:19
    is like okay I'm bought in that it's a
  • 00:15:20
    long-term play but like now what right
  • 00:15:23
    how do I know if I'm hiring the right
  • 00:15:24
    person for this type of role well you
  • 00:15:26
    got to check the stats of social media
  • 00:15:30
    what does social media care about to
  • 00:15:32
    push your content out and right now it's
  • 00:15:34
    video views it's comments it's shares it
  • 00:15:37
    saves and that's really where the ROI
  • 00:15:41
    comes from right that's where if because
  • 00:15:45
    we care about attention we want people
  • 00:15:47
    to see us and impressions are no longer
  • 00:15:50
    a thing in my opinion like they're there
  • 00:15:52
    and they kind of give you a nice little
  • 00:15:54
    gauge of certain things but the
  • 00:15:56
    engagements of what we see and who's
  • 00:15:58
    viewing your stuff and who's actually
  • 00:16:00
    liking your stuff that's that's the
  • 00:16:02
    longer that's the longer like oh they
  • 00:16:04
    actually have my attention like we
  • 00:16:06
    actually have their attention they're
  • 00:16:07
    sharing it I would and I would take it a
  • 00:16:09
    step further like I would say it's in
  • 00:16:12
    this game it's like having the right
  • 00:16:13
    attention right so if you're creating
  • 00:16:15
    content and you're a dealership or
  • 00:16:17
    anyone or not a dealership even but you
  • 00:16:19
    you need to be getting in front of the
  • 00:16:21
    the right people right so whatever
  • 00:16:23
    content you're creating right who are
  • 00:16:25
    you getting in front out of is it
  • 00:16:27
    someone that is within your like deal
  • 00:16:29
    customer profile or are you creating
  • 00:16:30
    content that you know doesn't make sense
  • 00:16:33
    uh for your target audience do you put
  • 00:16:35
    any PID spend beyond your content or do
  • 00:16:38
    you only do organic and like Tik Tok try
  • 00:16:40
    to kind of work the algorithms to go
  • 00:16:42
    viral what do you do yeah so we focus on
  • 00:16:46
    the the content um if one is doing
  • 00:16:49
    really well then we're going to boost
  • 00:16:50
    that content to see if we can get to
  • 00:16:53
    grow that a little bit more because
  • 00:16:54
    people have already told us that they
  • 00:16:56
    really enjoy this video um but a lot of
  • 00:16:59
    it is actually creating that Omni
  • 00:17:02
    Channel content so it's like okay if
  • 00:17:05
    it's doing good on social can we put
  • 00:17:07
    this through Ott can we put this on
  • 00:17:08
    YouTube pre-roll can we put this out in
  • 00:17:11
    our traditional media ad spend um and
  • 00:17:15
    taking that and multiplying it but yeah
  • 00:17:17
    we we definitely take a look at those
  • 00:17:19
    factors for sure and I so I think you
  • 00:17:23
    mentioned a really great point which I
  • 00:17:24
    think is that's just uh transcends any
  • 00:17:26
    business and we we do it here as well
  • 00:17:28
    which is if you have a good piece of
  • 00:17:30
    content right you want to repurpose that
  • 00:17:32
    in like as many ways as possible right
  • 00:17:35
    it's no different than I guess it's so
  • 00:17:37
    different if you're finding you know a
  • 00:17:38
    good deal in the market you want to ride
  • 00:17:40
    that wave or like a great lender who's
  • 00:17:41
    really changed their program you want to
  • 00:17:43
    ride that wave until they don't um you
  • 00:17:46
    know for us it's the same as you know
  • 00:17:47
    like our newsletter now we have an audio
  • 00:17:49
    edition of it uh because it's people
  • 00:17:51
    love it and some people don't want to
  • 00:17:53
    read so we're like yeah well let's do an
  • 00:17:54
    audio Edition boom we tried it out last
  • 00:17:56
    week it worked really well we're going
  • 00:17:57
    to continue it can you you take one step
  • 00:17:59
    back you mentioned these words like Ott
  • 00:18:01
    YouTube pre-roll for like people for
  • 00:18:03
    people that are not exp like how do you
  • 00:18:05
    actually execute this do you physically
  • 00:18:07
    sit there yourself do you have people on
  • 00:18:08
    your team do you Outsource it how do you
  • 00:18:10
    do all these things these fancy words
  • 00:18:12
    how do you how do you handle that yeah
  • 00:18:14
    so over the top Ott is just extended
  • 00:18:17
    which is it kind of hits the full gamut
  • 00:18:21
    of you know if you're watching Hulu and
  • 00:18:23
    a commercial comes on from a local
  • 00:18:25
    dealership like that's considered Ott or
  • 00:18:28
    over the top
  • 00:18:29
    because we are so focused on the past
  • 00:18:32
    that traditional ad spend is your linear
  • 00:18:35
    or your your TV which like is the cable
  • 00:18:39
    box which you physically have like the
  • 00:18:41
    coax cable that plugs in like that's
  • 00:18:43
    what you consider then you have your CTV
  • 00:18:46
    which is your connected TV which you get
  • 00:18:47
    a lot more stats from you can actually
  • 00:18:50
    directly
  • 00:18:51
    Target um specific people that are in
  • 00:18:53
    the market whether it's Amazon or for us
  • 00:18:57
    cbs6 or and then
  • 00:19:01
    um others that are that are part of that
  • 00:19:05
    but we do have a vent we have vendors
  • 00:19:07
    that help us out for that specific
  • 00:19:09
    targeting because again there's only
  • 00:19:11
    three of us in in the content creation
  • 00:19:14
    marketing
  • 00:19:15
    department um when it comes to that so
  • 00:19:18
    we use consultants and we use outside
  • 00:19:22
    vendors to help us put the placements
  • 00:19:24
    with all the data that they have to kind
  • 00:19:26
    of again amplif what we're trying to do
  • 00:19:30
    okay so you are using third parties to
  • 00:19:32
    actually execute this stuff so if you
  • 00:19:33
    want to add on Hulu and you want to you
  • 00:19:36
    know put some YouTube and this and
  • 00:19:39
    whatever you are using third parties
  • 00:19:41
    until I have a full like until you have
  • 00:19:43
    a full team that can actually dive in
  • 00:19:46
    deep to really get all of your stuff
  • 00:19:48
    there I think vendors do a great play
  • 00:19:50
    and that's kind of what I tell everybody
  • 00:19:52
    is
  • 00:19:53
    that my init when I first started like
  • 00:19:55
    I'm bringing everything to the
  • 00:19:57
    dealership we're g to have everything
  • 00:19:58
    everything's gonna be in house and for
  • 00:20:00
    the smaller dealerships unless you have
  • 00:20:03
    I I don't even know what what would make
  • 00:20:05
    sense because I'm not there yet um but
  • 00:20:08
    until you have enough stores to where
  • 00:20:10
    you you can bring more people in to kind
  • 00:20:12
    of take all that and do everything in
  • 00:20:15
    house I think vendors are a very good
  • 00:20:17
    way to go especially ones that care
  • 00:20:19
    about you and you have to vet them
  • 00:20:21
    properly obviously to make sure that
  • 00:20:23
    they're aligned with your goals aligned
  • 00:20:24
    with what you're trying to do um yeah
  • 00:20:27
    for sure
  • 00:20:29
    so how are you measuring success
  • 00:20:31
    yourself now for you know short-term
  • 00:20:33
    campaigns long-term
  • 00:20:35
    campaigns what are your you know just
  • 00:20:37
    what what measurements you use for that
  • 00:20:39
    if
  • 00:20:40
    any yeah um in terms of short-term
  • 00:20:44
    campaigns long-term
  • 00:20:46
    campaigns in terms of content I'm really
  • 00:20:48
    looking at who's engaging with it um do
  • 00:20:51
    I know any of the the local players
  • 00:20:53
    because obviously we're we're a local
  • 00:20:55
    dealership so we need to know who's
  • 00:20:57
    looking at our content content
  • 00:20:59
    so um I'm looking at those I'm looking
  • 00:21:03
    at video views I'm looking at comments
  • 00:21:05
    shares saves so you're trying to really
  • 00:21:08
    see who are the individuals that are
  • 00:21:11
    engaging with the content right and then
  • 00:21:13
    obviously you have the different uh
  • 00:21:16
    social platforms that tell you the
  • 00:21:18
    audiences and is that the audience that
  • 00:21:22
    is per pertaining to your Source like
  • 00:21:26
    Honda is draws a different crowd than
  • 00:21:29
    Chevrolet does and are we actually
  • 00:21:31
    hitting those right demographics with
  • 00:21:33
    the content that we're doing are you an
  • 00:21:35
    equity partner at Mohawk or if you want
  • 00:21:37
    to answer that or rkings no I'm not I'm
  • 00:21:40
    not but I'm assuming you have some good
  • 00:21:43
    long-term incentives in play or
  • 00:21:46
    something uh I don't know what you mean
  • 00:21:48
    by that like I don't I don't don't I
  • 00:21:51
    don't have uh I'm just passionate to be
  • 00:21:54
    honest if if that's that's coming from
  • 00:21:57
    like it's pretty it's pretty
  • 00:21:59
    incredible so I I'll give you a little
  • 00:22:01
    context like Andy geler has been a huge
  • 00:22:03
    mentor of mine since I started working
  • 00:22:05
    at Mohawk and him and I have gone back
  • 00:22:09
    and forth on ideas and putting them into
  • 00:22:12
    play and he's been a huge part of my
  • 00:22:14
    life along with so Andy dealer principal
  • 00:22:17
    Andy G was the dealer principal of
  • 00:22:19
    Mohawk Chevrolet and the herodan family
  • 00:22:22
    I I talk to them I like they
  • 00:22:26
    are like the best way that I can Des
  • 00:22:28
    describe this is that they're in the
  • 00:22:31
    dealership like they're there almost
  • 00:22:34
    every day they're they're walking around
  • 00:22:36
    they're talking to you they like
  • 00:22:37
    actually want to be a part so when I
  • 00:22:39
    first started I was talking with Jeff
  • 00:22:42
    and Andy
  • 00:22:43
    like almost every day like sitting down
  • 00:22:46
    talking with them like trying to
  • 00:22:48
    understand who they are and when I
  • 00:22:50
    learned who they are and what they stand
  • 00:22:52
    for it gave me a passion to be able to
  • 00:22:56
    amplify and really chase out after what
  • 00:22:58
    they're trying to accomplish and really
  • 00:23:01
    understanding
  • 00:23:03
    that who they are will affect the
  • 00:23:06
    community way more and that is what
  • 00:23:08
    brand is if people understand who Mo
  • 00:23:11
    Mohawk is yeah we have probably I think
  • 00:23:15
    we have five let's see ker Dela Saratoga
  • 00:23:20
    frenier that's the other one we have
  • 00:23:21
    five haunted dealerships probably within
  • 00:23:23
    a 20 mile radius is that the entire
  • 00:23:25
    group five Honda dealerships or well
  • 00:23:27
    obviously they're Chevy but we have no
  • 00:23:29
    we have a Honda
  • 00:23:31
    Chevrolet Collision Center and rap Kings
  • 00:23:34
    so we have four four things at the
  • 00:23:36
    moment but what I'm saying is that brand
  • 00:23:39
    is the only factor that not only but it
  • 00:23:42
    is a huge Factor when someone's going to
  • 00:23:44
    look at something right we we hear all
  • 00:23:46
    the time when value exceeds price
  • 00:23:48
    transaction takes place and people only
  • 00:23:50
    buy things from buy from people they
  • 00:23:52
    know like and Trust well how do you do
  • 00:23:56
    that they have to know your brand they
  • 00:23:58
    have to know who you are who you stand
  • 00:24:00
    for and when I understood who Mohawk was
  • 00:24:04
    like I was all in and I honestly I love
  • 00:24:07
    them like they're they've been so
  • 00:24:10
    gracious and and good to the community
  • 00:24:12
    and good to me and really like built me
  • 00:24:16
    up to where we are today in building
  • 00:24:18
    content every single day it
  • 00:24:20
    just fired up for them let me ask you
  • 00:24:23
    this question yeah if you were running a
  • 00:24:25
    smaller dealer group or dealership like
  • 00:24:27
    at what point do you think it makes
  • 00:24:29
    sense to bring in someone like yourself
  • 00:24:31
    because I can't imagine you're you know
  • 00:24:32
    a low compensated individual so like
  • 00:24:36
    when do you think that that inflection
  • 00:24:38
    point starts where like okay or is it
  • 00:24:40
    like hey if you're under x amount of
  • 00:24:42
    stores maybe I have a you know a
  • 00:24:44
    salesperson or salespeople creating
  • 00:24:46
    content in the meantime like what's the
  • 00:24:47
    what's your framework for that how do
  • 00:24:48
    you think about that so for someone it
  • 00:24:52
    has to make sense for them to see what
  • 00:24:54
    they're doing in traditional ad spend
  • 00:24:56
    right if you're doing Billboards that
  • 00:24:58
    cost you $1,000 a month to do stop that
  • 00:25:03
    hire somebody to make content every
  • 00:25:04
    single day and invest into them right
  • 00:25:07
    Mohawk invested into me
  • 00:25:09
    like not many dealerships have these
  • 00:25:12
    microphones right or a camera or the
  • 00:25:15
    gear that we have but you can start with
  • 00:25:18
    an iPhone and that's what I did I
  • 00:25:19
    started off with an
  • 00:25:20
    iPhone but to make sense for them
  • 00:25:23
    wherever you're at if if you have a
  • 00:25:26
    marketing budget I would definitely stay
  • 00:25:28
    start start with social it's the highest
  • 00:25:31
    risk reward I mean you know it's very
  • 00:25:34
    low you know low production value low
  • 00:25:35
    effort to start and you could go viral
  • 00:25:38
    or you can you know well let's talk
  • 00:25:40
    about going viral right because I think
  • 00:25:41
    going viral is also like a fallacy in
  • 00:25:43
    itself right what do you what do you
  • 00:25:46
    strive for do you strive for like what
  • 00:25:48
    type of content do you try to put out to
  • 00:25:50
    create what
  • 00:25:52
    result the content that I put out
  • 00:25:55
    is I I was talking to your team before
  • 00:25:57
    but I believe in a f not the funnel
  • 00:26:00
    anymore the funnel is dead I believe in
  • 00:26:02
    a life cycle and when I heard this I was
  • 00:26:05
    like this makes a lot of
  • 00:26:06
    sense everyone starts off as a
  • 00:26:09
    stranger so like you have to make
  • 00:26:11
    content that would make a stranger want
  • 00:26:14
    to watch that content so what kind of
  • 00:26:16
    content is that that's fun Q&A questions
  • 00:26:19
    that like that um talk about family and
  • 00:26:23
    talk about things that they like right
  • 00:26:26
    then you're moving it into
  • 00:26:29
    someone who's actually investigating and
  • 00:26:31
    and might be in the market for a vehicle
  • 00:26:33
    or they know someone right then you have
  • 00:26:35
    a about a vehicle and how can you make
  • 00:26:37
    that fun and actually do a walk around
  • 00:26:38
    to show the features we have intro
  • 00:26:40
    videos and and education on how to look
  • 00:26:43
    for a vehicle what to look for then you
  • 00:26:45
    move into their okay so you do that you
  • 00:26:48
    yeah you do that too yeah so now then
  • 00:26:50
    you go into okay let's actually do a
  • 00:26:53
    walk around on an actual video on a
  • 00:26:54
    vehicle that someone might be interested
  • 00:26:56
    in maybe it's a pilot passport you name
  • 00:26:58
    it
  • 00:27:00
    um and then you you kind of you're kind
  • 00:27:02
    of just cycling through all of this but
  • 00:27:03
    at the same time you're also meeting
  • 00:27:06
    with your managers you're meeting with
  • 00:27:07
    the general manager and the general
  • 00:27:09
    sales manager and the service manager
  • 00:27:10
    see what are their priorities right what
  • 00:27:13
    are they seeing because I think and
  • 00:27:16
    myself included when I first started I
  • 00:27:19
    was like we we're not going to talk
  • 00:27:21
    anything about price we're not to talk
  • 00:27:22
    anything about like leases like nobody
  • 00:27:25
    wants to see that just create value just
  • 00:27:27
    create value
  • 00:27:29
    and that works to an extent we still are
  • 00:27:33
    a business right and people still do
  • 00:27:35
    look for that every so often so use like
  • 00:27:39
    your Ott videos and have them up there
  • 00:27:41
    in case someone's curious and actually
  • 00:27:43
    clicks on your web on your profile and
  • 00:27:46
    Scrolls through your content to have
  • 00:27:48
    those but you have to create that value
  • 00:27:50
    for someone to come in because people we
  • 00:27:53
    know the average customer if they're
  • 00:27:56
    leasing will be every 3 years
  • 00:27:59
    but if they're buying typically it's
  • 00:28:00
    seven years and I know a lot of people
  • 00:28:02
    that like that's how long it takes right
  • 00:28:05
    and you have to keep them
  • 00:28:08
    consistently integrated in that in you
  • 00:28:13
    and you're a dealership you're in that
  • 00:28:17
    Community which they live and chances
  • 00:28:20
    are you're doing a lot of community work
  • 00:28:22
    you are at their school you are at their
  • 00:28:26
    kids baseball game or you go and work
  • 00:28:29
    with local businesses that they attend
  • 00:28:31
    like all the time like how do you
  • 00:28:32
    collaborate with those businesses to
  • 00:28:34
    keep them informed and things like that
  • 00:28:36
    it's there's so much there I feel like
  • 00:28:40
    that fallacy of VI virality right like
  • 00:28:43
    oh if I just go viral I'm gonna sell a
  • 00:28:44
    million cars wrong that's not it
  • 00:28:48
    virality is not the key and we talked
  • 00:28:51
    about it already it's consistently being
  • 00:28:54
    there for your community right every day
  • 00:28:58
    and every moment and being that dealer
  • 00:29:01
    that when someone's like hey I'm really
  • 00:29:03
    thinking about a
  • 00:29:04
    vehicle I've seen a bunch of content
  • 00:29:07
    about what their favorite thing was for
  • 00:29:09
    Thanksgiving yeah maybe I'll take a look
  • 00:29:11
    oh okay they have this special on the
  • 00:29:14
    prologue that's 289 a month I don't have
  • 00:29:15
    to pay anything down okay I don't think
  • 00:29:18
    I really want EV oh they have an
  • 00:29:20
    informational video on EV okay that's
  • 00:29:22
    kind of cool or the CRV oh all right I
  • 00:29:26
    like that and then it I feel I feel like
  • 00:29:30
    that's the mentality that has to be made
  • 00:29:32
    when it comes to making content it's
  • 00:29:34
    that full cycle of the business needs
  • 00:29:38
    along with their customer needs as well
  • 00:29:40
    this episode is brought to you by dealer
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    pay are you tired of payment nightmares
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    difference visit dealer.com to schedule
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    demo again that's dealer.com or click
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    the link in the show notes below has
  • 00:30:11
    there been a specific campaign that
  • 00:30:13
    you've ran that has been like
  • 00:30:15
    disproportionately successful in terms
  • 00:30:17
    of generating direct return on
  • 00:30:19
    investment is it the dealership I mean
  • 00:30:22
    is it something else or no it's it's not
  • 00:30:25
    actually I don't to be honest think
  • 00:30:28
    we've ever had
  • 00:30:31
    a to be it's weird because we hear all
  • 00:30:34
    the time that like people see us on TV
  • 00:30:37
    like whether it's CTV or linear that
  • 00:30:40
    might just be the area that we're in
  • 00:30:42
    right
  • 00:30:44
    but it's
  • 00:30:46
    usually every it's it's all of it like I
  • 00:30:48
    never had one campaign where someone's
  • 00:30:51
    like oh yeah this really brought me in
  • 00:30:54
    it was yeah so it really is like
  • 00:30:55
    holistic holistic effort with just
  • 00:30:58
    hitting all different types of content
  • 00:31:00
    consistently yeah it's you it usually
  • 00:31:02
    when I hear someone say it's like you're
  • 00:31:05
    big partner in the
  • 00:31:07
    community like that's that's like the
  • 00:31:09
    verbatim where like oh I always see you
  • 00:31:11
    in the community or like you you helped
  • 00:31:15
    out this nonprofit you helped out this
  • 00:31:17
    nonprofit that I that I love to
  • 00:31:19
    subscribe to um a lot of it's Community
  • 00:31:23
    Based to be
  • 00:31:24
    honest so I want to transition to the
  • 00:31:27
    dealership for anyone that's not
  • 00:31:28
    familiar right you launched this Tik
  • 00:31:31
    Tock series of pretty much like a a play
  • 00:31:35
    on the office the show um from TV so you
  • 00:31:38
    pretty much did the dealership by the
  • 00:31:40
    way I think it's cool how our industry
  • 00:31:42
    has launched these like spin-off of you
  • 00:31:46
    know TV shows so like you have like you
  • 00:31:48
    know the dealership the office or if you
  • 00:31:50
    know you know like George CBA uh he has
  • 00:31:52
    a dealership in New Jersey where he does
  • 00:31:54
    he's also really big on Tik Tok he sort
  • 00:31:56
    of does like Pawn Stars but it's the
  • 00:31:58
    dealership right where you show live
  • 00:32:01
    that I'll have to see that that's
  • 00:32:02
    awesome so I just think in general it's
  • 00:32:04
    cool how you know all these different
  • 00:32:06
    types of content been recreated in the
  • 00:32:08
    automotive industry um I love to see it
  • 00:32:10
    I definitely had the idea for like the
  • 00:32:12
    Pawn Stars in the dealership and never
  • 00:32:13
    executed on it so George good for you
  • 00:32:16
    you killed it let's go George I know no
  • 00:32:18
    he's he's honestly like he's amazing at
  • 00:32:21
    it but I'm curious to know like how the
  • 00:32:23
    dealership actually started and again
  • 00:32:24
    when I say you went viral I mean you
  • 00:32:26
    that that has gone ballistically viral
  • 00:32:29
    Absol Millions upon millions of
  • 00:32:31
    Impressions likes and all that um like
  • 00:32:33
    you said you were invited to GM
  • 00:32:35
    Headquarters you did a video there so
  • 00:32:37
    can you give us like the behind the
  • 00:32:38
    scenes first I want to understand how
  • 00:32:40
    this even came to be about how you
  • 00:32:43
    corraled the people from the dealership
  • 00:32:45
    like take a step by step of how this
  • 00:32:47
    actual you know was executed I see
  • 00:32:49
    you're already getting excited yeah so
  • 00:32:51
    it it's great because you know Grace and
  • 00:32:53
    Ben really have taken so who are who are
  • 00:32:56
    Grace and Ben who are Grace and Ben and
  • 00:32:58
    Ben are the main characters straight up
  • 00:33:00
    like the doership Grayson Ben if you
  • 00:33:02
    don't know Grayson Ben um Ben is our
  • 00:33:04
    full-time editor like he typically
  • 00:33:08
    doesn't get out of his shell like that
  • 00:33:10
    right but he just has that humor that
  • 00:33:12
    like everybody loves and he's a huge
  • 00:33:14
    office fan and we've been trying to do
  • 00:33:16
    we've been trying to make the office
  • 00:33:19
    style for like we've had it in our mind
  • 00:33:21
    of like when could we do so you had this
  • 00:33:22
    Vision yeah yeah we were like trying to
  • 00:33:24
    figure out because we've done things
  • 00:33:26
    like um we've done things before where
  • 00:33:28
    we done the the intro video of like Full
  • 00:33:30
    House and things like that for our Honda
  • 00:33:32
    store and we did something similar for
  • 00:33:34
    Chevrolet but I was actually at the
  • 00:33:37
    Honda store and I came up to the Chevy
  • 00:33:41
    store because I go back and forth and
  • 00:33:44
    Grace telling me this employee gave her
  • 00:33:47
    these ducks that she wants her to hide
  • 00:33:48
    around the dealership I'm like this is
  • 00:33:51
    sweet all right and what was her
  • 00:33:53
    position at the dealership or what is
  • 00:33:54
    her position so Grace is the team lead
  • 00:33:56
    at Mohawk Chevrolet the the content
  • 00:33:58
    creator there oh so she's she was hired
  • 00:34:01
    as a content creator yeah so her
  • 00:34:04
    official title is digital branding
  • 00:34:06
    Creator so yeah she's there to
  • 00:34:08
    specifically just make content for the
  • 00:34:10
    dealership um not to be confused with
  • 00:34:12
    the show the actual Mohawk Chevrolet uh
  • 00:34:16
    so I get up there and we're we're Ben
  • 00:34:20
    her and I are talking and they're like
  • 00:34:22
    we should turn this into like a
  • 00:34:24
    dealership episode we've been trying to
  • 00:34:25
    do this so Grace and Ben and they like
  • 00:34:29
    we're like all right let's start
  • 00:34:30
    interviewing people so we interviewed
  • 00:34:32
    the the the first episode we included
  • 00:34:35
    Jeff heran who I talked about earlier
  • 00:34:37
    and he was in there like hey do you want
  • 00:34:38
    to like do an interview and he's like is
  • 00:34:40
    this what we do in the the automotive
  • 00:34:42
    industry we just we just H we just hide
  • 00:34:45
    Ducks around the
  • 00:34:46
    dealership um and we just got a whole
  • 00:34:48
    bunch of people we like this was like
  • 00:34:49
    really fun let's make another one and so
  • 00:34:52
    graceon Ben really took that and ran
  • 00:34:55
    with it so they started making them we
  • 00:34:57
    we made them like every once a month um
  • 00:35:01
    and then the fifth one came about we're
  • 00:35:04
    talking about consistency right we just
  • 00:35:05
    kept making them because we loved making
  • 00:35:07
    them and did you release them at like at
  • 00:35:10
    the same time or were you kind of
  • 00:35:11
    banking them no no we the first you'll
  • 00:35:15
    see like the first one we made was in
  • 00:35:17
    January of this year and then it hit in
  • 00:35:21
    June so it's like we were just putting
  • 00:35:23
    them out because we we had fun and they
  • 00:35:25
    were getting more than usual views so I
  • 00:35:28
    would say they were you know our
  • 00:35:30
    typicals you'll see probably around 3 to
  • 00:35:32
    400 and then these ones were were
  • 00:35:34
    hitting a thousand so we knew that
  • 00:35:36
    people were liking them they like the
  • 00:35:37
    skits so we played them around again you
  • 00:35:42
    know we have one about the EV about the
  • 00:35:44
    Blazer and how we're trying to get
  • 00:35:46
    people to make content for the for for
  • 00:35:49
    us
  • 00:35:50
    on an EV Blazer that we had going on um
  • 00:35:55
    and then the one that we made that
  • 00:35:56
    really hit was
  • 00:35:58
    that kind of set off was we made the one
  • 00:36:01
    about the
  • 00:36:02
    Silverado and uh you know playing off of
  • 00:36:07
    stereotypes of how you know women
  • 00:36:09
    typically if they're driving a huge
  • 00:36:11
    truck will be like or yeah typically
  • 00:36:14
    it's like oh I think I'm gonna hit this
  • 00:36:16
    truck but you know you have like so much
  • 00:36:19
    space behind it right that everyone can
  • 00:36:21
    relate to right you you you've
  • 00:36:23
    definitely been in the car with somebody
  • 00:36:25
    doesn't have to be a woman but like
  • 00:36:26
    somebody's been like I don't think I'm
  • 00:36:28
    gonna hit this you're like dude you have
  • 00:36:29
    like seven feet like just keep going and
  • 00:36:33
    then you know trucks are raised off the
  • 00:36:35
    ground and you know short people have a
  • 00:36:37
    tough time getting into the truck so we
  • 00:36:39
    kind of dramaticized that um because you
  • 00:36:42
    know Grace is shorter and her getting in
  • 00:36:44
    the truck actually like a lot of it was
  • 00:36:46
    based off of Life events and uh Ben
  • 00:36:50
    getting sick like we were we were
  • 00:36:51
    shooting rolling shots and Ben had
  • 00:36:54
    gotten sick and we're like dude we
  • 00:36:55
    should play into this and so
  • 00:36:58
    we kind of play into those those factors
  • 00:37:00
    like in later episodes as well okay so
  • 00:37:03
    now so you basically you have this idea
  • 00:37:06
    Grace is the content creator Ben is the
  • 00:37:08
    video editor and what do you do just say
  • 00:37:10
    okay go Corral the team and just start
  • 00:37:12
    making a video or like what happens yeah
  • 00:37:14
    we try to see
  • 00:37:16
    so another question I typically get
  • 00:37:18
    asked is how do you get people into your
  • 00:37:21
    videos how do you get I I've tried to
  • 00:37:23
    get sales people in they won't do it
  • 00:37:25
    I've tried to get all these other
  • 00:37:26
    individuals won't do it you do have to
  • 00:37:29
    find the individuals that want to be a
  • 00:37:31
    part of it and I will say now that it's
  • 00:37:33
    a lot easier since it we went viral it's
  • 00:37:36
    a lot easier to get salespeople and and
  • 00:37:38
    uh employees into videos like are we
  • 00:37:40
    gonna be in a dealership episode um but
  • 00:37:44
    it's that consistency over the past
  • 00:37:46
    seven years of can making content all
  • 00:37:48
    the time and getting them into the
  • 00:37:50
    videos and really lean weaning them into
  • 00:37:54
    making content right like when I first
  • 00:37:56
    started I don't think I I I rarely got
  • 00:38:00
    people to make content with me but I
  • 00:38:04
    knew that people needed to see them so I
  • 00:38:08
    would put them together in videos you we
  • 00:38:10
    have to get delivery photos with them in
  • 00:38:12
    the photo so they they're becoming more
  • 00:38:16
    keen on being in the content whether
  • 00:38:18
    it's a photo or video now lives are a
  • 00:38:20
    different story right when lives would
  • 00:38:23
    happen I typically have to get in the
  • 00:38:25
    Forefront give them some softball p is
  • 00:38:27
    and be like okay I started doing uh lot
  • 00:38:30
    walks with them when I initially started
  • 00:38:32
    I was doing lot walks every Wednesday
  • 00:38:35
    and I'm like all right everybody we're
  • 00:38:36
    gonna go do a lot walk and show people
  • 00:38:37
    what's on our lot and they're like I
  • 00:38:39
    don't know I don't like lives I can't do
  • 00:38:41
    this um and so what I would do is I I
  • 00:38:44
    would start it and I would ask them
  • 00:38:45
    questions that they would
  • 00:38:47
    know so now it's easy um but we found
  • 00:38:51
    the people we found the individuals that
  • 00:38:52
    would be good for what we're looking for
  • 00:38:54
    that have that humor that people are
  • 00:38:57
    looking for for and that really
  • 00:39:00
    everybody knows like in dealerships like
  • 00:39:02
    there's just that mentality of like
  • 00:39:04
    ragging on people all the time and being
  • 00:39:06
    that dry humor like oh yeah okay
  • 00:39:08
    whatever you know and so we kind of just
  • 00:39:11
    played into that even more and finding
  • 00:39:14
    those individuals that are really good
  • 00:39:15
    at it or just have that personality that
  • 00:39:18
    like
  • 00:39:19
    Jerry if anyone knows like Jerry is uh
  • 00:39:22
    the old bald man that's that's in the
  • 00:39:24
    videos and like he is just he's an
  • 00:39:26
    Italian and he talks and he just talks
  • 00:39:28
    and he talks and you're like all right
  • 00:39:29
    Jerry all right now is this only on Tik
  • 00:39:34
    Tok or have you guys distributed on any
  • 00:39:35
    other platforms yeah we have them on
  • 00:39:37
    YouTube as well we did we have them on
  • 00:39:39
    Instagram and Facebook um they did
  • 00:39:42
    better on Tik Tok obviously but when we
  • 00:39:46
    put them to other platforms it actually
  • 00:39:47
    increased the rest of our our
  • 00:39:49
    followership and and engagement for sure
  • 00:39:52
    and are you still creating them
  • 00:39:53
    consistently is it every two weeks every
  • 00:39:55
    week um it's less consistent now
  • 00:39:59
    definitely with everything going on
  • 00:40:02
    especially with we we are trying to work
  • 00:40:04
    on something we we're trying to figure
  • 00:40:06
    it out they will be at NADA so they're
  • 00:40:08
    working on some NADA
  • 00:40:10
    content um but it's it's less consistent
  • 00:40:14
    now because we're just trying to
  • 00:40:16
    maintain everything yeah any did any
  • 00:40:19
    cool opportunities arise from this I
  • 00:40:22
    don't know you didn't even know what did
  • 00:40:23
    any you know big agencies reach out or
  • 00:40:26
    any interesting people individuals kind
  • 00:40:29
    of you know take notice a lot of people
  • 00:40:31
    have reached out we have people looking
  • 00:40:33
    into it um that's all I can
  • 00:40:36
    say maybe we'll see a mohawk mohawk
  • 00:40:40
    Media Company yeah I mean we pretty much
  • 00:40:43
    already have it
  • 00:40:44
    but y we uh there no no comment on that
  • 00:40:48
    but uh people are looking into the
  • 00:40:50
    dealership for sure a lot of interested
  • 00:40:53
    a lot of people are interested I mean we
  • 00:40:55
    saw with GM GM was interested and uh I I
  • 00:41:00
    have to give a lot of kudos to General
  • 00:41:02
    Motors like to see to see this content
  • 00:41:07
    going big and wanting to be a part of it
  • 00:41:11
    I don't know of many oems that I don't
  • 00:41:14
    know of any other oems that have done
  • 00:41:16
    that to that scale of
  • 00:41:19
    like a dealership a tier three marketing
  • 00:41:24
    dealership meeting the CEO like bringing
  • 00:41:28
    them out to headquarters to make content
  • 00:41:30
    with them um so kudos to General Motors
  • 00:41:33
    because I feel like that they are
  • 00:41:35
    they're really thinking about this
  • 00:41:37
    content strategy and this content play
  • 00:41:39
    and how it's going to affect them as a
  • 00:41:42
    tier one marketing
  • 00:41:44
    strategy yeah I mean look I'll tell you
  • 00:41:48
    you're doing something very
  • 00:41:50
    unique and the reality is there's not
  • 00:41:54
    many of you guys of what you're doing
  • 00:41:56
    right and so
  • 00:41:57
    I think it's I think it's smart on their
  • 00:41:59
    end right they're saying hey like we
  • 00:42:00
    have all this amazing earned media that
  • 00:42:03
    is free it's making us cool right it's
  • 00:42:06
    like young energy so uh I still I agree
  • 00:42:09
    with you still like commend them on
  • 00:42:11
    taking the initiative to invite you guys
  • 00:42:13
    and even do a video there uh but it's
  • 00:42:15
    obviously very smart for them as well
  • 00:42:17
    right you're you're you're bringing a
  • 00:42:19
    lot to the table you know but like think
  • 00:42:21
    about we'll go to like rman Toyota that
  • 00:42:24
    I just saw went viral right on Tik Tok
  • 00:42:27
    for their Black Friday
  • 00:42:29
    special I wonder if they got a call from
  • 00:42:31
    Toyota it's like hey looks like you're
  • 00:42:33
    doing really great stuff on Tik Tok why
  • 00:42:36
    don't we figure something out right like
  • 00:42:40
    who else is who else is doing that type
  • 00:42:42
    of stuff I think that I get your point I
  • 00:42:46
    do think it's a little different where
  • 00:42:48
    like that's a specific special or
  • 00:42:51
    specific deal that's kind of dealership
  • 00:42:54
    specific you're sort of evangelized the
  • 00:42:57
    brand Chevy anyways I get your point I'm
  • 00:43:01
    just like I'm trying to be trying to
  • 00:43:02
    really think through it again I I I
  • 00:43:05
    still I I I definitely commend them for
  • 00:43:07
    I definitely commend them for you know
  • 00:43:09
    being supportive and not just like
  • 00:43:11
    ignoring it or you know like they they
  • 00:43:13
    get it this is we are in the age where
  • 00:43:15
    content drives purchasing content drives
  • 00:43:18
    you know what consumers think about
  • 00:43:20
    businesses and so it's it's obviously
  • 00:43:23
    very very smart oh yeah 100% and and
  • 00:43:27
    exactly to your point like the
  • 00:43:29
    dealership is definitely more brand
  • 00:43:31
    oriented but how do you find how do you
  • 00:43:35
    I guess from the OEM standpoint is how
  • 00:43:37
    do you start to create that and talking
  • 00:43:39
    about virality F fallacy I think
  • 00:43:41
    virality is the best
  • 00:43:44
    for the brand the major brand of
  • 00:43:47
    whatever it is whether it's you know
  • 00:43:49
    Nike or one of those major corporations
  • 00:43:52
    like virality for them works great for
  • 00:43:56
    someone local yes because we're not
  • 00:44:00
    really we
  • 00:44:02
    are we were try of talk about this
  • 00:44:04
    earlier is that it's not like a t-shirt
  • 00:44:06
    right like if I go viral with a t-shirt
  • 00:44:09
    they're not people are gonna buy it
  • 00:44:11
    you're you're a local business it's
  • 00:44:14
    geographically constrained I mean it's
  • 00:44:16
    very similar to me right where if I do a
  • 00:44:18
    post about Mazda and it gets 10 million
  • 00:44:20
    impressions and views right Mazda sales
  • 00:44:23
    are popping everywhere that doesn't
  • 00:44:25
    really help my Brando other than getting
  • 00:44:27
    my name out there more sure but I am a
  • 00:44:29
    B2B media platform right I'm I create
  • 00:44:32
    content for industry Professionals for
  • 00:44:34
    for dealers mainly and so that's not
  • 00:44:37
    like it doesn't get me necessarily more
  • 00:44:39
    listeners to the podcast that I want it
  • 00:44:42
    might get me consumers or just people
  • 00:44:44
    that I'm not you know I'm not creating
  • 00:44:45
    content for but it's the same exact
  • 00:44:47
    thing I agree with you like virality is
  • 00:44:49
    a tricky thing it's nice to have it and
  • 00:44:52
    it's nice to have some virality in your
  • 00:44:54
    overall ecosystem uh because they just
  • 00:44:56
    give some credibility you know gets your
  • 00:44:58
    name out there people are like oh you
  • 00:44:59
    went viral but at the end of the day it
  • 00:45:01
    doesn't necessarily drive that next sale
  • 00:45:05
    or something so I understand kind of
  • 00:45:06
    your perspective this episode is brought
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    cd. news now or click the link in the
  • 00:45:44
    show notes below what do you think are
  • 00:45:46
    the biggest mistakes dealers are making
  • 00:45:48
    when it comes to the to this to this
  • 00:45:49
    content game and we we spoke about
  • 00:45:51
    consistency and all that but like more
  • 00:45:52
    specifically do you just see out there
  • 00:45:55
    things like Hey cuz more and more
  • 00:45:57
    dealers are doing this kind of stuff
  • 00:45:58
    they realize the power of local brand
  • 00:45:59
    building plus it's just differentiation
  • 00:46:02
    in the market where there's
  • 00:46:03
    consolidation is rising more dealerships
  • 00:46:05
    are getting bought out um I tweeted out
  • 00:46:07
    the other day you know the reality is if
  • 00:46:10
    it wasn't for local franchises a lot of
  • 00:46:12
    these automakers would be gone and I say
  • 00:46:14
    that because you know many automakers
  • 00:46:17
    and oems you know they can make lots of
  • 00:46:19
    mistakes because at the end of the day
  • 00:46:20
    they still have the distribution Network
  • 00:46:21
    they still have the franchisees like
  • 00:46:23
    that's your shock absorber um you make
  • 00:46:25
    the mistake but you're still there
  • 00:46:26
    you're you're still stuck in that the
  • 00:46:28
    middle of that town and and whatnot and
  • 00:46:31
    so with more and more dealers investing
  • 00:46:32
    in space like do you see any mistakes
  • 00:46:34
    that dealers are making that really kind
  • 00:46:36
    of stuck out of you yes I think
  • 00:46:40
    that they don't invest enough I think
  • 00:46:44
    that they just think that it's a it's
  • 00:46:46
    just it's just social media I think
  • 00:46:49
    that's like a Common Thread that I hear
  • 00:46:53
    is that there's one there's there's no
  • 00:46:56
    Direction
  • 00:46:57
    as well they just hire someone say hey
  • 00:46:59
    make content uh but they don't know how
  • 00:47:02
    to direct them they don't know how to
  • 00:47:05
    get them like we want you to shoot this
  • 00:47:08
    vehicle right we have this vehicle
  • 00:47:11
    special we have this we have that um but
  • 00:47:15
    I think that's the biggest thing is
  • 00:47:17
    there's there's not a lot of Direction
  • 00:47:19
    in terms of that so not being Hands-On
  • 00:47:22
    enough and providing some
  • 00:47:25
    Vision because you know like like I I
  • 00:47:28
    call this um I call this the difference
  • 00:47:30
    of like knowledge Gap and like technical
  • 00:47:32
    Gap right if you're if you're the dealer
  • 00:47:35
    right you're going to have the most
  • 00:47:36
    knowledge you're going to know that this
  • 00:47:38
    specific model of vehicle is great for
  • 00:47:42
    families that need a third row seat and
  • 00:47:44
    are on a budget like you're going to
  • 00:47:46
    know these things that the video editor
  • 00:47:48
    that you hire or contct Creator they're
  • 00:47:50
    just not going to know that so if you
  • 00:47:51
    can arm them with that knowledge then
  • 00:47:53
    they can take that and they can execute
  • 00:47:54
    on it when using their technical skills
  • 00:47:57
    yeah I mean that's that's a a great
  • 00:47:59
    point and that's thanks for saying that
  • 00:48:01
    because that kind of puts like a what
  • 00:48:05
    I've been trying to explain for while a
  • 00:48:07
    while is that there there's that
  • 00:48:09
    technical Gap and then the knowledge Gap
  • 00:48:11
    and that's where your content creator
  • 00:48:13
    has the I mean has that technical
  • 00:48:16
    knowledge of making content that will
  • 00:48:19
    hit the customer right but the knowledge
  • 00:48:21
    comes from your salespeople your service
  • 00:48:25
    advisors your technicians
  • 00:48:27
    and then on top of that you have your
  • 00:48:31
    general manager and your general sales
  • 00:48:33
    manager that can give you the I guess
  • 00:48:38
    it's almost like it's a top down like
  • 00:48:40
    not to use a funnel but like you have
  • 00:48:43
    the knowledge of making the content but
  • 00:48:45
    in order to make that content to get it
  • 00:48:47
    to the bottom of this funnel you need to
  • 00:48:49
    be able to talk to the general manager
  • 00:48:51
    to tell you what their what they're
  • 00:48:54
    seeing in their Market what they see in
  • 00:48:55
    an overall number
  • 00:48:57
    and where we should be focusing okay if
  • 00:49:00
    we're focusing on service all right
  • 00:49:02
    perfect so let me go to a service
  • 00:49:04
    advisor that's talking about the main
  • 00:49:07
    questions that people have about maybe
  • 00:49:08
    scheduling or whatnot and then from
  • 00:49:11
    there like now we have recalls and
  • 00:49:15
    things like that now I go to the
  • 00:49:16
    technician to talk to them about what is
  • 00:49:19
    their knowledge about that and turn that
  • 00:49:21
    into something that's valuable for the
  • 00:49:25
    customer exactly man you're an
  • 00:49:28
    interesting dude this is awesome um
  • 00:49:31
    before we wrap up I'm curious to know
  • 00:49:33
    what's exciting to you nowadays like
  • 00:49:35
    what's next right what's in your mind
  • 00:49:37
    you I can tell you're you're like me in
  • 00:49:39
    a sense that you're always thinking
  • 00:49:40
    creatively about the next next thing and
  • 00:49:43
    you know what is it for you what's in
  • 00:49:45
    your mind nowadays so it's gonna sound
  • 00:49:48
    weird um again I follow a lot of what
  • 00:49:51
    Gary vaynerchuck does um if you don't
  • 00:49:53
    know who he is check him out yeah g Gary
  • 00:49:55
    V's good um he's talking a lot about
  • 00:49:58
    shopping live
  • 00:50:00
    shopping and I'm trying to figure out
  • 00:50:03
    how I could do live shopping social
  • 00:50:06
    shopping with maybe parts or Vehicles
  • 00:50:10
    like I don't know how how that's going
  • 00:50:12
    to happen but I think that if I can get
  • 00:50:15
    on Al live and start going through and
  • 00:50:17
    like almost QVC
  • 00:50:20
    styling accessories like maybe I throw
  • 00:50:23
    water on or rain or like you know kind
  • 00:50:26
    of like trying to figure out how can I
  • 00:50:28
    do how can I take these accessories and
  • 00:50:30
    like take it next level to where someone
  • 00:50:33
    sees it in action and is like cool like
  • 00:50:36
    I want to do that I want to or they
  • 00:50:38
    don't even know because I feel like
  • 00:50:39
    there's not a lot of people that
  • 00:50:40
    understand like oh we can get these new
  • 00:50:43
    rims right like everyone wants black
  • 00:50:45
    rims or like but they they just take
  • 00:50:49
    what they get on delivery and yeah they
  • 00:50:52
    you know the sales person talked about
  • 00:50:54
    like all these accessories that you know
  • 00:50:56
    give you the pro pack or whatever it is
  • 00:50:58
    but like how do you get them afterwards
  • 00:51:02
    especially in a time like this where
  • 00:51:03
    people are looking and like okay let's
  • 00:51:08
    let's take a look at all the different
  • 00:51:09
    type of rims you can get and have them
  • 00:51:11
    in parts and like tires I don't know I'm
  • 00:51:16
    I think like how do we I think that's
  • 00:51:18
    awesome like if you take the most the
  • 00:51:21
    items that you know appeal to most
  • 00:51:23
    people right that whatever it is like
  • 00:51:25
    I'm just making something like rainx
  • 00:51:27
    windshield wipers I don't know anyone
  • 00:51:29
    can buy those right and you do something
  • 00:51:31
    you maybe even brand it like with your
  • 00:51:33
    dealership and you know just do a video
  • 00:51:34
    on like Tik Tok shop or whatever right
  • 00:51:37
    like you said like live shopping like
  • 00:51:38
    hey this you know fits 99% of vehicles I
  • 00:51:41
    think that's interesting because you
  • 00:51:42
    have the brand like you do have the
  • 00:51:44
    brand already you've done the hard part
  • 00:51:45
    or you're doing the hard part the brand
  • 00:51:47
    is the hardest part um so now right now
  • 00:51:50
    like what can you offer the market to
  • 00:51:53
    add value and make some money I think
  • 00:51:55
    super super
  • 00:51:57
    idea yeah I mean I'm also I mean the
  • 00:52:00
    future thing too is I'm working on um
  • 00:52:02
    creating a space like you mentioned that
  • 00:52:05
    there's not a lot of us right so
  • 00:52:07
    creating a space called the automotive
  • 00:52:09
    creative Collective where content
  • 00:52:12
    creators in dealerships can go to ask
  • 00:52:14
    questions and see what's going on yeah
  • 00:52:16
    so creating that space to kind of ask
  • 00:52:19
    questions and share what we're doing
  • 00:52:21
    because I don't assume that everybody's
  • 00:52:23
    watching me because people have their
  • 00:52:25
    own lives to live but if I share the
  • 00:52:27
    content that's like doing really well in
  • 00:52:29
    this community and encourage other
  • 00:52:31
    people to share it um then we're all
  • 00:52:34
    gonna win we're all gonna raise the
  • 00:52:35
    boats together whereas the ties 100
  • 00:52:39
    per. you're doing amazing work man I'm
  • 00:52:41
    excited to see follow your journey
  • 00:52:43
    thanks for coming on and this has been
  • 00:52:45
    uh really really fun so really really
  • 00:52:47
    pumped for what you're doing and uh who
  • 00:52:49
    knows man maybe we'll see you on TV or
  • 00:52:51
    some streaming service on Netflix in the
  • 00:52:53
    next couple of years cuz you got
  • 00:52:54
    something cooking back there so we'll
  • 00:52:57
    see yeah that'll be I I would I would be
  • 00:53:00
    so happy if Ben and Grace get a get a TV
  • 00:53:03
    show that shot at Mohawk Chevrolet I
  • 00:53:07
    would it would be ecstatic I know keep
  • 00:53:10
    us posted I will I'll definitely keep it
  • 00:53:13
    posted for sure all right hope you
  • 00:53:15
    enjoyed that episode please give the
  • 00:53:17
    podcast a rating consider subscribing to
  • 00:53:19
    the show and check the show notes for
  • 00:53:20
    links to what we talked about thanks for
  • 00:53:22
    tuning in I'll see you guys next time
Tags
  • Content Creation
  • Dealership Marketing
  • Community Engagement
  • Sales Strategy
  • Brand Building
  • Virality
  • Customer Relationships
  • Video Content
  • Social Media Strategy
  • Automotive Industry