Show notes
The original title for this episode was "Onward and Upward: Digital Marketing in 2021." This conversation, however, turned out to be much more than just digital marketing. Jason Harris and Dane Saville dive into myriad topics surrounding dealerships with lessons learned from navigating COVID-19 for nearly an entire year. From marketing mixture to BDC expectations to internal promotions and more, there is a lot to be learned, analyzed, and said about where the industry is now at the beginning of 2021 and how it can be elevated by challenging current conditions.Here's what you can expect:5:25 Catching up with Jason Harris8:15 COVID and CanadaSimilarities and differences with the United States10:07 Balancing Act Coming Out of COVIDManaging our changing environment14:01 Operation Marketing: Variable vs. FixedNew appreciation for all operations in a dealershipHow to balance a marketing budget for them16:45 People Will Pay for Comfort and ExperienceIt's not just about lowest priceDealer differentiators18:37 Lessons Learned from COVID to Maintain ProfitabilityBetter marginsSupply chain / auction effects23:18 BDC: Volume vs. Customer Experience28:25 Process? Process. Process!Playbook35:43 The Promotion ProblemWho's the best to LEAD your dealership?39:30 Recommendations on OEM Dollars43:00 Building a TribeDealer qualities to build their own48:29 Most Important Moves for 202150:24 Where Does Brand Building Begin?52:50 Concluding Thoughts
