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 Harris
8:15 COVID and Canada
10:07 Balancing Act Coming Out of COVID
14:01 Operation Marketing: Variable vs. Fixed
16:45 People Will Pay for Comfort and Experience
18:37 Lessons Learned from COVID to Maintain Profitability
23:18 BDC: Volume vs. Customer Experience
28:25 Process? Process. Process!
35:43 The Promotion Problem
39:30 Recommendations on OEM Dollars
43:00 Building a Tribe
48:29 Most Important Moves for 2021
50:24 Where Does Brand Building Begin?
52:50 Concluding Thoughts