This week's KPI Cafe brings a topic novel to the podcast: advertising liability. Dealers manage a myriad of tasks and responsibilities among all operations, and many of those are a result of regulations and mandates from OEMs, state legislatures, and the federal government. Since dealers are continually investing in their advertising, Tom Kline joins host Dane Saville to dive into the causes of and mitigation solutions to violations that you may have — or might eventually — commit.
You'll hear an anecdote that drives the episode forward with valuable insights that can help you avoid litigation and other consequences from the many nuances of what constitutes an advertising violation, including where to find resources on what you need to know — beyond this episode, of course!
Here's what to expect:
2:55 Tom Kline's Automotive Origin Story
3:55 Context for the Episode
4:30 Lollipop 1 Story and Lessons Learned
False Lease Promotion
Blame Game
Does "Starting At" Disclaimer CYA?
How Prevalent are These Promotional Violations?
Examples Consequences
13:30 Most Glaring Disclaimer Violations
Readability
Comprehension / Clarity
Solutions to This Issue
OEM is Not a Safeguard
17:00 How Common Is Litigation Against Dealers?
Traditional and Non-Traditional
Compounding Issues
CFPB
20:45 Mitigation Steps with FTC
Solve the Problem
Where to Start
23:45 Best Approach to De-Escalate Negative Reviews
36 Websites
A Little Sleuthing
Genuine Helpfulness
Appropriate Requests
27:00 Resources for Compliance Regulations
29:05 Other Significant Regulations for Dealers
Customers, Employees, Advertising
First Loss is Your Best Loss
32:20 General Resolution Options for Dealers
Documentation
Standard Process
35:35 Circling Back to Lollipop 1
It's Not Complicated
37:55 Information on Better Vantage Point
Dispute Resolution
Compliance
Risk Mitigation
43:40 Let's Play Pittsburghese!