Digital Dealer - July 2018 - 29

NUMBER ONE, TAKE CARE OF YOUR PEOPLE.
NUMBER TWO IS TO LEAD BY EXAMPLE. NUMBER
THREE, BE DECISIVE."
research. Today, they're conducting
research and they are completing
part of the car-buying process online.
Hence, the advent of so many online
marketing retail solutions. I could
go on and on, but those are the two
biggest changes we have to address.
QUESTION: This makes a good
transition to my next question. How
does Jeff Wyler utilize social media,
and do you outsource your social
media?
ANSWER: We were one of the
earliest players with social media,
all the way back to MySpace. We
manage most of our social media
efforts internally with our eCommerce
department. One of the things we
believe is very important is to have
outside assistance. We use Kate Frost,
Inc. The reason why we believe this is
important is that she is not automotiveexclusive. We think that's key to
being successful with social media
efforts. With most of the automotiveexclusive social media efforts, there is
no differentiation with what they are
doing with each other. We prefer to
employ someone who has a mix. She's
really big in fashion and style and
has been tremendously successful in
managing social media there.
QUESTION: If I understand what
you're saying, you like other industries
involved so you don't lose sight of what
the consumer wants to see. Is that
correct?
ANSWER: Yes. It ties into what your
goals are with social media. I know this
is something that makes us different
from a lot of other dealers and we're
not exclusive on this. But with our
social media efforts, it is not about
making direct sales; it's about building
relationships with our community. It
is a "social" channel. That is where you

will find your success.
QUESTION: What are some of the
ways you've been most successful in
building that community?
ANSWER: I can give you some great
examples. You can have an animal
adoption event at a local dealership and
share that information with a picture.
You can make donations to an animal
shelter for every car sold. We just
worked with a local hospital on a match
drive for bone marrow transplants.
We're doing the lemon challenge for
The Leukemia & Lymphoma Society
to help support them. This is all about
giving back to your community, to the
people who make you successful.
QUESTION: Then you highlight
all of these things through your social
media channel?
ANSWER: Absolutely.
QUESTION: What are you doing
to bring in more millennials, as either
consumers or employees?
ANSWER: We look at it several
different ways. We look to be wherever
they're at. We have a big focus on
the use of video, mobile and a strong
presence with social media.
The other key way we look to bring
in more millennials is to meet their
higher expectations with the customer
experience. This leads into two areas
where we are very progressive.
Number one, I believe we are the
first dealer in the country to bring
augmented reality solutions in-house,
which we are testing at our dealerships.
What we're doing there is looking to
enhance the showroom experience
by building value with an augmented
reality solution that most millennials
are familiar with. That means using the
same tools they grew up with: iPads,
smartphones, etc.
The other key thing we've been

testing - and I believe we're the first in
our market to do this - is virtual reality
on our website. We primarily feature
this as part of the mobile experience,
and you do not need virtual reality
headsets for it to work.
QUESTION: That's awesome. So,
how does this work online without
using a headset?
ANSWER: You can do it from a PC
and just move your mouse around. But
if you do it from your smartphone, you
literally start driving the car. You can
move your phone, physically, and look
at the front of the car, the back, up,
down or you can take your finger and
slide it to the left or right, up or down.
We're actually enabling someone to test
drive from the comfort of their couch.
We have partnered with FlowFound,
and they are based out of Atlanta.
QUESTION: You've noted elsewhere
how traditional automotive retail is
under attack. Could you talk about
these attacks and, more specifically,
what recommendations you would
offer to other dealerships for fending
off these attacks?
ANSWER: The number one
complaint we hear from the modernday car shopper is how long it takes
to buy a car. Most of the outside
disruptors are looking to provide
a better consumer-facing solution
that saves the consumers time and
aggravation. Meanwhile, dealerships
have used the same road to the sale for
thirty-plus years. Even with the advent
of digital retailing, where shoppers can
complete some or most of the carbuying process online, we are finding
that when these shoppers arrive at a
dealership, they most often are taken
back to step one of the road to the sale
and they still endure a three-to-four-

D I G I TA L D E A L E R . C O M

Continued on pg. 30

J U LY 2 0 1 8

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http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - July 2018

Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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