SAT # 47 -📈💛📉 Data And Instinct

Over and over and over, we ask, and people answer: Investing in people is number one.

Sure, sometimes those investments look different: Money, time, education, trust, but everybody knows when it’s real.

Enjoy this glorious Saturday, friends.

Keep it real, show people you care, and of course…

Keep Pushing Back
-Paul, Kyle, Chris & Kristi

INDUSTRY HIGHLIGHT

Erika Maley

Chris recently spoke with the Director of Marketing at the Don Hattan Dealerships, Erika Maley, about her time in the industry and how marketing is about much more than cars. 

Howdy Erika! Thanks for taking the time to talk with me. How did you get into the automotive industry?

It's an interesting story. I grew up in the automotive world, but not in the typical sense. My mom worked as a controller for a dealership. I loved being around the dealership environment, the energy, and the personalities. Initially, I wanted to be a financial advisor, but economics classes changed my mind. I switched to communications with a focus on integrated marketing. My journey in marketing began at Channel 12, where I learned about emotional marketing and its power. Eventually, I moved into the digital sales department, which was a turning point in my career.

What about your current role? How did you land it?

I was working with various automotive clients at Channel 12, and one of them, Don Hattan dealerships, needed a marketing director for their expanding operations. I was hesitant at first, but after some convincing, I took the opportunity and haven't looked back since.

Can you shed some light on the unique aspects of automotive marketing?

Sure. In automotive, you need to be innovative and quick. It's about being the first to try new things, even if they fail. You have to be adaptable and responsive to market trends. Also, automotive marketing requires a deep understanding of your audience and being able to create campaigns that resonate with them emotionally.

Have you ever faced a situation where your gut instinct overruled data in decision-making?

Yes, it's about balancing data with instinct. For example, we once tried a new program to improve our internet closing ratio. The data initially seemed promising, but our instincts told us something was off. We ended up canceling the program early. It's crucial to be attuned to these instincts, especially in a dynamic field like automotive sales.

What's the philosophy behind your marketing strategy?

Our philosophy is simple yet powerful – focus on people more than cars. People connect with people, not just products. Our approach in marketing is to highlight this human element, making our brand relatable and trustworthy.

How do you incorporate this philosophy into your work culture?

We invest heavily in our people. For instance, we have career paths for employees, promoting from within wherever possible. Over 60% of our managers were promoted internally. This focus on internal growth and development exemplifies our commitment to valuing people over mere transactions.

That's a great approach. To wrap up, do you have any final thoughts or advice for someone aspiring to work in automotive marketing?

Embrace change and be ready to innovate. Keep learning and stay ahead of trends. Most importantly, remember that in this industry, understanding and connecting with people is key.

Thanks for sharing your insights and experiences. It's been enlightening to hear about your journey and the impact of a people-centric approach in automotive marketing.

CONTENT RECAP

4000 Signatures?

Articles

• The Economy is pinching consumer funds all around. 💸

• MINI’s mascot gets on the Vegas Sphere 🎰

• Turns out the internet isn’t making us depressed… must be the rest of this stuff. 🤷‍♀️

• Carter Myers Automotive’s Valley dealerships in Staunton donate more than 200 bicycles for kids this holiday season! 🚴‍♂️

• Jeff Wyler Auto Group shows up for pets. 🐾

Podcast

Ever pass around a birthday card until there just isn’t space left to sign?

Our guest on Friday’s Automotive Troublemaker, Mickey Anderson, led an initiative to collect dealer signatures on a letter to Washington, DC.

Entitled “Voice of the Customer,” the 4,000 dealer signature letter expresses concerns about the increasing regulator pressure on automakers to go electric, out-pacing consumer adoption of the new technology.

Listen to the whole conversation with Paul and Kyle, and let us know your thoughts in the comments.

CAPTION CONTEST

Cybertruck: Release and Reactions

At long last, Tesla's Cybertruck, a striking symbol of automotive futurism, has hit the roads. With deliveries starting November 2023, this stainless steel beast rolls out with a price tag ranging from $60,990 to a hefty $99,990 for the Cyberbeast model. A far cry from its initial $39,900 promise, the Cybertruck is eyeing the wallets of the more affluent, tech-savvy crowd.

This isn't your grandad's pickup. Its design, inspired by a James Bond movie no less, has stirred a pot of mixed feelings. Some can't get enough of its edgy, unconventional look, but others in the truck-loving crowd might just give it a skeptical once-over, missing the familiar ruggedness of traditional trucks.

Tesla's tackling a mountain of over 2 million reservations, but with a complex production recipe involving novel materials, meeting this demand is anyone's guess. The industry's buzzing: will Tesla keep up?

For the traditional auto dealer, this is a spectacle. The Cybertruck's launch isn't just about a new truck hitting the market; it's a glimpse into the future of automaking. As it vies for a spot against the likes of Ford's F150 Lightning and Rivian's R1T, it's clear – the electric pickup race is heating up, and Tesla's not pulling any punches. The real show, however, will be in seeing if this electric titan can balance its high-tech allure with the practical needs of everyday truckers.

Quick Hits

• The first trailer for Furiosa: A Mad Max Saga is out and wild. ⛽️

• Tiny robots made from human cells are helping rebuild… human cells.🤖

• The Israel-Hamas truce breaks plunging Gaza back into violence. 🌍

• 100 more cities across the world join the fossil-fuel non-proliferation treaty. ✍️

• Pfizer abandoned a twice-a-day obesity pill due to side effects. 🚫

• An asteroid named “Dinky” has a double moon, and now the Moon has a name, “Selam.” 🌙