What Leading Marketers Do to Guide Their Dealerships to Success
This webinar, originally presented by C-4 Analytics on the Digital Dealer platform, explores a topic of critical importance: the skills that separate the best marketing directors from the rest. As the automotive industry moves past the supply crisis and into a new era, the marketers leading successful dealerships are making smart bets now to prepare for what's to come.
Join C-4 Analytics' Rob Stoesser as he shares five key skills that top marketing directors have in common, and more importantly, why these skills are crucial for navigating a rapidly changing environment.
Skill #1: Separate the Wheat from the Chaff
Highly effective marketing directors know that issues like the "chip crisis" and "inventory shortages" are not the root cause of the industry's shift—they are symptoms. They recognize that the fundamental business model is changing. With OEMs making more money than ever due to reduced incentives and a more efficient supply chain, dealers are realizing that the old model of overflowing lots is unlikely to return. Instead of waiting for things to go back to the way they were, they are rethinking their marketing strategies to adapt to the new reality.
Skill #2: "We've Always Done It That Way" is Not a Plan
Successful marketing directors scrutinize every marketing decision. They question long-standing habits and ask if a particular strategy would still be in place if co-op money wasn't on the table. For them, every dollar spent must have a purpose. This requires a constant evaluation of your media mix to ensure that every campaign is delivering on its goals. They view co-op as a commodity, the "donut hole," and focus their energy and budget on the "donut"—the customized strategies that truly drive market share.
Skill #3: Look Further Ahead
While they are deeply involved in the day-to-day, leading marketers maintain a crucial view of the horizon. They are making plans now for the challenges of the future, such as the cookie-less world and the transition to Google Analytics 4 (GA4). These professionals are not waiting for these changes to take hold; they are pressure testing their current partners and making a plan to ensure their dealership has a seamless transition. They understand that a lack of preparation now will lead to a loss of data and a strategic disadvantage later.
Skill #4: Protect What Matters
In a low-inventory environment, the most valuable asset a dealership has is its market share. Successful marketing directors know that every point of share lost now will be incredibly hard to win back later. They learn from the past, recognizing that the dealers who pulled their advertising during the first round of COVID came out of it far behind those who stayed in the game. They view marketing not as a cost to be cut, but as an investment to protect their share and build a base of loyal customers for years to come.
Skill #5: Effectively Communicate and Sell Internally
Perhaps the most difficult skill of all is the ability to sell ideas to different audiences within the dealership. Successful marketing directors have mastered the art of communication, recasting their plans to speak the language of each stakeholder:
- To the Dealer Principal: They speak in terms of sales, share, and "money in the bank."
- To the General Manager: They explain how a strategy will directly impact the store's bottom line and help them achieve their profit goals.
- To the Finance Department: They frame their decisions around cost offsets and ROI. By proving their value and speaking the language of their audience, they transition from being seen as an expense to being seen as a crucial producer for the store.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, VP of OEM, watch the full webinar below.