Digital Dealer - March 2020 - 20

E XC LU S I V E I N T E RV I E W

DEALER MAGAZINE: To start, can you tell
us a little about your background and how
you got started in the political marketing
space?
PHILLIP: Growing up in Alabama, I was only
interested in two things - college football and politics. I even met Coach Paul "Bear" Bryant and Governor George Wallace when I was little. My 5-foot 9
frame was not built for playing college football, so
I decided to work as a political marketer - my first
campaign was Bob Dole for President in 1996. 24
years later, after three presidential wins and 1,273
overall candidate wins, I'm utilizing the exact same
marketing principles that elect presidents, to help
businesses grow.

ined and turn those insights into transactions that
grow the bottom line. Their businesses will grow
faster, with minimal failures.
I always explain it this way, if you are making
a loaf of bread, and you want it to rise, you must
use yeast. If you have all the ingredients to make
bread, but you lack the yeast - it will collapse on
itself. Utilizing marketing intelligence (data) is
your yeast - but if you don't have that necessary
ingredient, all the things you are doing won't work.
The scary thing is that 99% of business marketing agencies don't use this approach. In my
keynote at Digital Dealer, I will share how dealerships can use it in their business to dominate your
competition.

DEALER MAGAZINE: You've had your hands
in multiple campaigns, and you've even
been lauded as a "marketing genius," what
has your journey been like over the years?

DEALER MAGAZINE: Digital Dealer's
conference theme for 2020 is "Defy Gravity,"
which focuses on harnessing the ability to
rise, adapt, and overcome. Can you share

" It's a win or die world. I must

win more than I lose, or I'm out of
business. "
How has the marketing space evolved, and
where do you think it's headed?
PHILLIP: First off, my wife would roll her eyes
on the "marketing genius" reference (she has a
valid point), but I do feel I've been at the forefront
of the most innovative marketing industry in the
world. How? Well, the political industry (and our
approach to marketing candidates) is disrupted
every two years because of Election Day. It's a winor-die world. I must win more than I lose, or I'm
out of business.
Look, every industry in this world will be disrupted in the next 5-10 years, and the auto industry is no different. I often ask my corporate clients
a simple question: "If your business could have one
superpower, what would it be?"
What superpower would I like for our corporate
clients (so they can convert more customers)?
The answer is simple - "marketing intelligence."
Put another way, using customer data (like we use
voter data in politics) to tailor marketing efforts
based on the customer's wants, desires, and needs.
Marketing intelligence is the superpower that lets
us discover customer insights no one ever imag-

20

[ d i g i t a l d e a l e r. c o m ]

your own experience(s) with overcoming
challenges to achieve the "impossible" and
any advice for automotive dealerships on
how to overcome hurdles?
PHILLIP: I was diagnosed in 2012 with an incurable disease. The first four years after diagnosis,
I was so paralyzed with fear that I didn't even
Google the disease. Frankly, I stuck my head in the
sand and outsourced my treatment to the doctors
at The Mayo Clinic. But there was a moment that
changed everything, where I took control of the
disease and my health.
The automotive industry is facing a major
disruption (just like every other industry in our
world). Many business owners and marketers are
paralyzed with fear and running their businesses
the same way they ran them 15-20 years ago. I understand how it feels - I did with my own health!
Nobody should have to experience that pain and
fear.
Times have changed and you must adapt. In
5-10 years, you will see all industries in the world
disrupted. So, the key questions here are: Are you
still sticking your head in the sand? Are you pre-

March 2020


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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