{"version":"1.0.0","segments":[{"speaker":"Paul J Daly","startTime":0.329,"endTime":3.299,"body":"Michael, can you"},{"speaker":"Paul J Daly","startTime":0.329,"endTime":3.299,"body":"give us the official weather"},{"speaker":"Paul J Daly","startTime":3.299,"endTime":6.269,"body":"report for the center of Canada"},{"speaker":"Paul J Daly","startTime":3.299,"endTime":6.269,"body":"this time of year?"},{"speaker":"Unknown","startTime":12.12,"endTime":14.16,"body":"This is Auto Collabs"},{"speaker":"Michael Cirillo","startTime":14.46,"endTime":16.74,"body":"Yes, I can as a"},{"speaker":"Michael Cirillo","startTime":14.46,"endTime":16.74,"body":"matter of fact, I was talking to"},{"speaker":"Michael Cirillo","startTime":16.74,"endTime":22.65,"body":"my old pappy he told me they"},{"speaker":"Michael Cirillo","startTime":16.74,"endTime":22.65,"body":"broke a record now they're not"},{"speaker":"Michael Cirillo","startTime":22.65,"endTime":25.44,"body":"quite where our guest today is"},{"speaker":"Michael Cirillo","startTime":22.65,"endTime":25.44,"body":"located. They're one province to"},{"speaker":"Michael Cirillo","startTime":25.44,"endTime":30.09,"body":"the west still in the prairies,"},{"speaker":"Michael Cirillo","startTime":25.44,"endTime":30.09,"body":"still very cold broke a record"},{"speaker":"Michael Cirillo","startTime":30.54,"endTime":36.72,"body":"for the coldest place on earth"},{"speaker":"Michael Cirillo","startTime":30.54,"endTime":36.72,"body":"sitting at minus 57. No, stop."},{"speaker":"Michael Cirillo","startTime":36.99,"endTime":40.68,"body":"Minus 57 degrees. Like a"},{"speaker":"Michael Cirillo","startTime":36.99,"endTime":40.68,"body":"combustion"},{"speaker":"Paul J Daly","startTime":40.68,"endTime":42.54,"body":"engine doesn't even"},{"speaker":"Paul J Daly","startTime":40.68,"endTime":42.54,"body":"start in that temperature."},{"speaker":"Paul J Daly","startTime":43.02,"endTime":43.95,"body":"Pretty batteries."},{"speaker":"Michael Cirillo","startTime":43.98,"endTime":45.18,"body":"You want to"},{"speaker":"Michael Cirillo","startTime":43.98,"endTime":45.18,"body":"know what's crazy about this."},{"speaker":"Michael Cirillo","startTime":45.18,"endTime":48.72,"body":"People still ask me So what made"},{"speaker":"Michael Cirillo","startTime":45.18,"endTime":48.72,"body":"you want to move to Texas?"},{"speaker":"Paul J Daly","startTime":53.64,"endTime":56.97,"body":"You just sent him a"},{"speaker":"Paul J Daly","startTime":53.64,"endTime":56.97,"body":"screenshot of the the weather."},{"speaker":"Paul J Daly","startTime":57.0,"endTime":61.98,"body":"So whether it's 57 Oh my gosh."},{"speaker":"Paul J Daly","startTime":57.0,"endTime":61.98,"body":"Today's guest is Aaron Richmond,"},{"speaker":"Paul J Daly","startTime":61.98,"endTime":64.8,"body":"and she's from Saskatchewan. Did"},{"speaker":"Paul J Daly","startTime":61.98,"endTime":64.8,"body":"I say that? Right?"},{"speaker":"Kyle Mountsier","startTime":64.95,"endTime":65.34,"body":"Yeah."},{"speaker":"Paul J Daly","startTime":65.49,"endTime":67.26,"body":"And that's right in"},{"speaker":"Paul J Daly","startTime":65.49,"endTime":67.26,"body":"the middle. Correct."},{"speaker":"Michael Cirillo","startTime":67.98,"endTime":70.17,"body":"It's kind of in"},{"speaker":"Michael Cirillo","startTime":67.98,"endTime":70.17,"body":"the middle, right. It's central"},{"speaker":"Michael Cirillo","startTime":70.2,"endTime":70.92,"body":"central."},{"speaker":"Paul J Daly","startTime":71.1,"endTime":73.41,"body":"Okay. Okay. And"},{"speaker":"Paul J Daly","startTime":71.1,"endTime":73.41,"body":"it's called there but that"},{"speaker":"Paul J Daly","startTime":73.41,"endTime":75.87,"body":"doesn't matter when you're in"},{"speaker":"Paul J Daly","startTime":73.41,"endTime":75.87,"body":"digital marketing. No, right."},{"speaker":"Paul J Daly","startTime":75.9,"endTime":79.14,"body":"He's with us media. And we're"},{"speaker":"Paul J Daly","startTime":75.9,"endTime":79.14,"body":"hoping to like get her to like"},{"speaker":"Paul J Daly","startTime":79.14,"endTime":81.9,"body":"open the playbook a little bit"},{"speaker":"Paul J Daly","startTime":79.14,"endTime":81.9,"body":"to tell us all the digital"},{"speaker":"Paul J Daly","startTime":81.9,"endTime":85.86,"body":"marketing secrets. And I don't"},{"speaker":"Paul J Daly","startTime":81.9,"endTime":85.86,"body":"know we'll ask her some will tee"},{"speaker":"Paul J Daly","startTime":85.86,"endTime":89.16,"body":"up some tricky questions for I'm"},{"speaker":"Paul J Daly","startTime":85.86,"endTime":89.16,"body":"sure we hope you enjoyed this"},{"speaker":"Paul J Daly","startTime":89.16,"endTime":90.09,"body":"interview with Ehrenreich."},{"speaker":"Kyle Mountsier","startTime":95.04,"endTime":96.87,"body":"All right, we're"},{"speaker":"Kyle Mountsier","startTime":95.04,"endTime":96.87,"body":"hanging out with Aaron Richmond."},{"speaker":"Kyle Mountsier","startTime":96.87,"endTime":99.18,"body":"Aaron. Thanks for joining us on"},{"speaker":"Kyle Mountsier","startTime":96.87,"endTime":99.18,"body":"Auto Collabs today"},{"speaker":"Erin Richmond","startTime":99.21,"endTime":100.02,"body":"thanks for having"},{"speaker":"Erin Richmond","startTime":99.21,"endTime":100.02,"body":"me."},{"speaker":"Kyle Mountsier","startTime":100.74,"endTime":104.04,"body":"Awesome. So"},{"speaker":"Kyle Mountsier","startTime":100.74,"endTime":104.04,"body":"here's the thing I know you from"},{"speaker":"Kyle Mountsier","startTime":104.04,"endTime":107.76,"body":"like a distance and we've been"},{"speaker":"Kyle Mountsier","startTime":104.04,"endTime":107.76,"body":"on some calls together. But I"},{"speaker":"Kyle Mountsier","startTime":107.76,"endTime":110.97,"body":"don't know you but I know that"},{"speaker":"Kyle Mountsier","startTime":107.76,"endTime":110.97,"body":"you started you were in"},{"speaker":"Kyle Mountsier","startTime":111.0,"endTime":113.76,"body":"automotive not just on the"},{"speaker":"Kyle Mountsier","startTime":111.0,"endTime":113.76,"body":"industry partner side to begin"},{"speaker":"Kyle Mountsier","startTime":113.76,"endTime":115.92,"body":"but also on the dealer side. Is"},{"speaker":"Kyle Mountsier","startTime":113.76,"endTime":115.92,"body":"that correct? Yeah,"},{"speaker":"Erin Richmond","startTime":115.92,"endTime":118.89,"body":"I've kind of sat"},{"speaker":"Erin Richmond","startTime":115.92,"endTime":118.89,"body":"on both sides of the table. So"},{"speaker":"Erin Richmond","startTime":118.89,"endTime":119.61,"body":"take us back."},{"speaker":"Kyle Mountsier","startTime":119.61,"endTime":121.95,"body":"Why Where did"},{"speaker":"Kyle Mountsier","startTime":119.61,"endTime":121.95,"body":"automotive come into the picture"},{"speaker":"Kyle Mountsier","startTime":121.95,"endTime":123.63,"body":"for you as a marketer?"},{"speaker":"Erin Richmond","startTime":123.66,"endTime":126.45,"body":"Okay, well, um, I"},{"speaker":"Erin Richmond","startTime":123.66,"endTime":126.45,"body":"started my career at Enterprise"},{"speaker":"Erin Richmond","startTime":126.45,"endTime":130.98,"body":"rent a car. But even before"},{"speaker":"Erin Richmond","startTime":126.45,"endTime":130.98,"body":"that, my dad ran body shop in a"},{"speaker":"Erin Richmond","startTime":130.98,"endTime":135.03,"body":"dealership growing up and so I"},{"speaker":"Erin Richmond","startTime":130.98,"endTime":135.03,"body":"have many memories of small"},{"speaker":"Erin Richmond","startTime":135.03,"endTime":137.73,"body":"child just like running around"},{"speaker":"Erin Richmond","startTime":135.03,"endTime":137.73,"body":"the parts, you"},{"speaker":"Paul J Daly","startTime":137.73,"endTime":140.1,"body":"know? Okay, then"},{"speaker":"Paul J Daly","startTime":137.73,"endTime":140.1,"body":"I'm gonna ask you what is one of"},{"speaker":"Kyle Mountsier","startTime":141.3,"endTime":144.33,"body":"the podcasts now"},{"speaker":"Kyle Mountsier","startTime":141.3,"endTime":144.33,"body":"Paul's body shop per se"},{"speaker":"Paul J Daly","startTime":146.46,"endTime":149.88,"body":"when you walk into"},{"speaker":"Paul J Daly","startTime":146.46,"endTime":149.88,"body":"a body shop or smell Bondo"},{"speaker":"Erin Richmond","startTime":150.09,"endTime":152.67,"body":"that's that's"},{"speaker":"Erin Richmond","startTime":150.09,"endTime":152.67,"body":"nostalgia. Like that is my"},{"speaker":"Erin Richmond","startTime":152.67,"endTime":153.69,"body":"childhood that smell"},{"speaker":"Paul J Daly","startTime":153.69,"endTime":156.15,"body":"the world right"},{"speaker":"Paul J Daly","startTime":153.69,"endTime":156.15,"body":"detailing chemicals and Bondo"},{"speaker":"Paul J Daly","startTime":156.18,"endTime":156.81,"body":"hugging my"},{"speaker":"Erin Richmond","startTime":156.81,"endTime":159.3,"body":"dad when I when"},{"speaker":"Erin Richmond","startTime":156.81,"endTime":159.3,"body":"he came home from work. Oh,"},{"speaker":"Erin Richmond","startTime":159.33,"endTime":159.69,"body":"right."},{"speaker":"Paul J Daly","startTime":159.69,"endTime":162.36,"body":"That's right. Dad"},{"speaker":"Paul J Daly","startTime":159.69,"endTime":162.36,"body":"smelled like fondos amazing."},{"speaker":"Paul J Daly","startTime":162.66,"endTime":164.82,"body":"Yokai always jokes about that"},{"speaker":"Paul J Daly","startTime":162.66,"endTime":164.82,"body":"whenever it's like"},{"speaker":"Paul J Daly","startTime":165.0,"endTime":168.48,"body":"reconditioning thing you know,"},{"speaker":"Paul J Daly","startTime":165.0,"endTime":168.48,"body":"like body shop because I have a"},{"speaker":"Paul J Daly","startTime":168.48,"endTime":171.57,"body":"background in that and those are"},{"speaker":"Paul J Daly","startTime":168.48,"endTime":171.57,"body":"just, you can't escape it the"},{"speaker":"Paul J Daly","startTime":171.57,"endTime":175.53,"body":"second you are anywhere near a"},{"speaker":"Paul J Daly","startTime":171.57,"endTime":175.53,"body":"body shop or detailing chemicals"},{"speaker":"Paul J Daly","startTime":175.53,"endTime":177.63,"body":"you automatically go I just feel"},{"speaker":"Paul J Daly","startTime":175.53,"endTime":177.63,"body":"good."},{"speaker":"Kyle Mountsier","startTime":178.92,"endTime":182.01,"body":"My wife got the"},{"speaker":"Kyle Mountsier","startTime":178.92,"endTime":182.01,"body":"same glass cleaner. That just"},{"speaker":"Kyle Mountsier","startTime":182.01,"endTime":185.79,"body":"like weeks ago, do you already"},{"speaker":"Kyle Mountsier","startTime":182.01,"endTime":185.79,"body":"use you just smelled it you were"},{"speaker":"Kyle Mountsier","startTime":185.79,"endTime":189.24,"body":"like, oh, it's in my nose. Yeah,"},{"speaker":"Kyle Mountsier","startTime":185.79,"endTime":189.24,"body":"the blue shot at the house and"},{"speaker":"Kyle Mountsier","startTime":189.24,"endTime":192.06,"body":"she was like, clean enough the"},{"speaker":"Kyle Mountsier","startTime":189.24,"endTime":192.06,"body":"windows and I was like I don't"},{"speaker":"Kyle Mountsier","startTime":192.06,"endTime":196.62,"body":"think we can do this too much to"},{"speaker":"Kyle Mountsier","startTime":192.06,"endTime":196.62,"body":"basically in the detailed"},{"speaker":"Kyle Mountsier","startTime":196.62,"endTime":202.38,"body":"apartment. Okay, so you have"},{"speaker":"Kyle Mountsier","startTime":196.62,"endTime":202.38,"body":"like rich automotive history."},{"speaker":"Kyle Mountsier","startTime":202.41,"endTime":207.18,"body":"Yeah, in your blood. But so"},{"speaker":"Kyle Mountsier","startTime":202.41,"endTime":207.18,"body":"good. Take us on the track. So"},{"speaker":"Kyle Mountsier","startTime":207.18,"endTime":210.63,"body":"you you started an enterprise"},{"speaker":"Kyle Mountsier","startTime":207.18,"endTime":210.63,"body":"rent a car and how did that kind"},{"speaker":"Kyle Mountsier","startTime":210.63,"endTime":212.07,"body":"of turn into where you are, you"},{"speaker":"Kyle Mountsier","startTime":210.63,"endTime":212.07,"body":"know, that's"},{"speaker":"Erin Richmond","startTime":212.07,"endTime":215.25,"body":"dealership"},{"speaker":"Erin Richmond","startTime":212.07,"endTime":215.25,"body":"adjacent and then went over to"},{"speaker":"Erin Richmond","startTime":215.25,"endTime":218.1,"body":"auto trader from enterprise. It"},{"speaker":"Erin Richmond","startTime":215.25,"endTime":218.1,"body":"was a it was an learning"},{"speaker":"Erin Richmond","startTime":218.1,"endTime":220.68,"body":"experience. It was hugely"},{"speaker":"Erin Richmond","startTime":218.1,"endTime":220.68,"body":"valuable. And it created a lot"},{"speaker":"Erin Richmond","startTime":220.68,"endTime":224.22,"body":"of long lasting relationships"},{"speaker":"Erin Richmond","startTime":220.68,"endTime":224.22,"body":"for me in the industry. So"},{"speaker":"Erin Richmond","startTime":224.22,"endTime":226.65,"body":"started with them when they were"},{"speaker":"Erin Richmond","startTime":224.22,"endTime":226.65,"body":"making their transition from"},{"speaker":"Erin Richmond","startTime":226.65,"endTime":229.47,"body":"print to digital up here in"},{"speaker":"Erin Richmond","startTime":226.65,"endTime":229.47,"body":"Canada. Do you know,"},{"speaker":"Paul J Daly","startTime":229.65,"endTime":231.81,"body":"I'm gonna interrupt"},{"speaker":"Paul J Daly","startTime":229.65,"endTime":231.81,"body":"you right there. Have you ever"},{"speaker":"Paul J Daly","startTime":231.81,"endTime":235.53,"body":"heard of a man named Eddie"},{"speaker":"Paul J Daly","startTime":231.81,"endTime":235.53,"body":"Blumenfeld? I don't think so."},{"speaker":"Paul J Daly","startTime":235.53,"endTime":238.65,"body":"Actually, Does that ring a bell?"},{"speaker":"Paul J Daly","startTime":235.53,"endTime":238.65,"body":"Because he actually went to"},{"speaker":"Paul J Daly","startTime":238.65,"endTime":241.8,"body":"AutoTrader. Ca, he used to work"},{"speaker":"Paul J Daly","startTime":238.65,"endTime":241.8,"body":"for CHIP Perry and autotrader in"},{"speaker":"Paul J Daly","startTime":241.8,"endTime":244.02,"body":"the US. And then he got"},{"speaker":"Paul J Daly","startTime":241.8,"endTime":244.02,"body":"recruited to go work for John"},{"speaker":"Paul J Daly","startTime":244.02,"endTime":248.67,"body":"Francis, who was trader media"},{"speaker":"Paul J Daly","startTime":244.02,"endTime":248.67,"body":"Corp. and transition. Okay, I"},{"speaker":"Paul J Daly","startTime":248.67,"endTime":252.09,"body":"thought this was about to get"},{"speaker":"Paul J Daly","startTime":248.67,"endTime":252.09,"body":"really good. Okay. So transition"},{"speaker":"Paul J Daly","startTime":252.09,"endTime":253.32,"body":"from print to digital. Yeah."},{"speaker":"Erin Richmond","startTime":253.68,"endTime":255.42,"body":"Yeah, I was. I"},{"speaker":"Erin Richmond","startTime":253.68,"endTime":255.42,"body":"mean, I was a pretty young buck"},{"speaker":"Erin Richmond","startTime":255.42,"endTime":258.6,"body":"at that point. So that's what I"},{"speaker":"Erin Richmond","startTime":255.42,"endTime":258.6,"body":"got started in digital"},{"speaker":"Erin Richmond","startTime":258.6,"endTime":261.93,"body":"marketing. And obviously, you"},{"speaker":"Erin Richmond","startTime":258.6,"endTime":261.93,"body":"know, tried to help dealerships"},{"speaker":"Erin Richmond","startTime":261.93,"endTime":265.53,"body":"understand that whole transition"},{"speaker":"Erin Richmond","startTime":261.93,"endTime":265.53,"body":"from from like, Hey, I'm buying"},{"speaker":"Erin Richmond","startTime":265.53,"endTime":269.88,"body":"a full page ad in a magazine to"},{"speaker":"Erin Richmond","startTime":265.53,"endTime":269.88,"body":"Why do you need a website and"},{"speaker":"Erin Richmond","startTime":269.88,"endTime":273.12,"body":"how do you understand what was"},{"speaker":"Erin Richmond","startTime":269.88,"endTime":273.12,"body":"even going on there? And how do"},{"speaker":"Erin Richmond","startTime":273.12,"endTime":276.24,"body":"you measure that? So that really"},{"speaker":"Erin Richmond","startTime":273.12,"endTime":276.24,"body":"kicked it off? When I left"},{"speaker":"Erin Richmond","startTime":276.24,"endTime":278.94,"body":"autotrader I went to a local"},{"speaker":"Erin Richmond","startTime":276.24,"endTime":278.94,"body":"agency and took some of my"},{"speaker":"Erin Richmond","startTime":278.94,"endTime":283.86,"body":"clients with me as as an agency"},{"speaker":"Erin Richmond","startTime":278.94,"endTime":283.86,"body":"and consultant. And then through"},{"speaker":"Erin Richmond","startTime":283.86,"endTime":285.96,"body":"that the one of the dealerships"},{"speaker":"Erin Richmond","startTime":283.86,"endTime":285.96,"body":"that I've been working with"},{"speaker":"Erin Richmond","startTime":285.96,"endTime":288.24,"body":"since you know, the beginning"},{"speaker":"Erin Richmond","startTime":285.96,"endTime":288.24,"body":"asked me if I would come in"},{"speaker":"Erin Richmond","startTime":288.24,"endTime":292.68,"body":"house so I went to help them and"},{"speaker":"Erin Richmond","startTime":288.24,"endTime":292.68,"body":"their sister store, help them"},{"speaker":"Erin Richmond","startTime":292.68,"endTime":296.46,"body":"for a couple years and then"},{"speaker":"Erin Richmond","startTime":292.68,"endTime":296.46,"body":"being in Saskatchewan, which is"},{"speaker":"Erin Richmond","startTime":296.46,"endTime":297.78,"body":"a very small place in the"},{"speaker":"Paul J Daly","startTime":299.819,"endTime":302.099,"body":"UK A little chilly"},{"speaker":"Paul J Daly","startTime":299.819,"endTime":302.099,"body":"this time of year to Well,"},{"speaker":"Paul J Daly","startTime":302.129,"endTime":302.699,"body":"that's yeah,"},{"speaker":"Erin Richmond","startTime":302.729,"endTime":303.839,"body":"for sure. Today"},{"speaker":"Kyle Mountsier","startTime":306.359,"endTime":309.419,"body":"ironic we're"},{"speaker":"Kyle Mountsier","startTime":306.359,"endTime":309.419,"body":"going to NADA this week and it's"},{"speaker":"Kyle Mountsier","startTime":309.419,"endTime":312.599,"body":"like I it's going to be cold"},{"speaker":"Kyle Mountsier","startTime":309.419,"endTime":312.599,"body":"there and I'm mad about it but"},{"speaker":"Kyle Mountsier","startTime":313.079,"endTime":323.429,"body":"in Vegas so fine I've there's a"},{"speaker":"Kyle Mountsier","startTime":313.079,"endTime":323.429,"body":"lot of people in our industry"},{"speaker":"Kyle Mountsier","startTime":323.429,"endTime":327.449,"body":"that move from like starting in"},{"speaker":"Kyle Mountsier","startTime":323.429,"endTime":327.449,"body":"the dealership world becoming"},{"speaker":"Kyle Mountsier","startTime":327.449,"endTime":330.809,"body":"marketing team or marketing"},{"speaker":"Kyle Mountsier","startTime":327.449,"endTime":330.809,"body":"person or marketing director and"},{"speaker":"Kyle Mountsier","startTime":330.809,"endTime":335.189,"body":"move to like the SAS or, you"},{"speaker":"Kyle Mountsier","startTime":330.809,"endTime":335.189,"body":"know, services side of the"},{"speaker":"Kyle Mountsier","startTime":335.189,"endTime":338.489,"body":"business. There's less, although"},{"speaker":"Kyle Mountsier","startTime":335.189,"endTime":338.489,"body":"it's actually happening more"},{"speaker":"Kyle Mountsier","startTime":338.489,"endTime":342.569,"body":"than maybe when it was when you"},{"speaker":"Kyle Mountsier","startTime":338.489,"endTime":342.569,"body":"transition from the like, SAS or"},{"speaker":"Kyle Mountsier","startTime":342.569,"endTime":346.949,"body":"PartnerWorld. to the dealership?"},{"speaker":"Kyle Mountsier","startTime":342.569,"endTime":346.949,"body":"Yeah. What was that transition?"},{"speaker":"Kyle Mountsier","startTime":346.949,"endTime":350.279,"body":"Like? What, like, because that's"},{"speaker":"Kyle Mountsier","startTime":346.949,"endTime":350.279,"body":"a different learning curve than"},{"speaker":"Kyle Mountsier","startTime":350.279,"endTime":352.859,"body":"being in the dealership and"},{"speaker":"Kyle Mountsier","startTime":350.279,"endTime":352.859,"body":"moving to the other side, I'd"},{"speaker":"Kyle Mountsier","startTime":352.859,"endTime":356.099,"body":"love to hear your perspective on"},{"speaker":"Kyle Mountsier","startTime":352.859,"endTime":356.099,"body":"people that are because that's"},{"speaker":"Kyle Mountsier","startTime":356.099,"endTime":358.799,"body":"happening more and more. And I"},{"speaker":"Kyle Mountsier","startTime":356.099,"endTime":358.799,"body":"think more and more people are"},{"speaker":"Kyle Mountsier","startTime":359.219,"endTime":361.979,"body":"seeing that as an opportunity"},{"speaker":"Kyle Mountsier","startTime":359.219,"endTime":361.979,"body":"and an option, because there's"},{"speaker":"Kyle Mountsier","startTime":361.979,"endTime":365.399,"body":"so many more channels for that"},{"speaker":"Kyle Mountsier","startTime":361.979,"endTime":365.399,"body":"type of persona to be in the"},{"speaker":"Kyle Mountsier","startTime":365.399,"endTime":367.439,"body":"dealership. So I'd love to hear"},{"speaker":"Kyle Mountsier","startTime":365.399,"endTime":367.439,"body":"that. Because I think there's"},{"speaker":"Kyle Mountsier","startTime":367.439,"endTime":369.779,"body":"probably some people that are"},{"speaker":"Kyle Mountsier","startTime":367.439,"endTime":369.779,"body":"going, Hey, maybe that's a thing"},{"speaker":"Kyle Mountsier","startTime":369.779,"endTime":371.099,"body":"that I could do. Yeah,"},{"speaker":"Erin Richmond","startTime":371.13,"endTime":373.23,"body":"um, it was, it"},{"speaker":"Erin Richmond","startTime":371.13,"endTime":373.23,"body":"was a huge learning curve,"},{"speaker":"Erin Richmond","startTime":373.23,"endTime":377.04,"body":"obviously, um, dealerships are"},{"speaker":"Erin Richmond","startTime":373.23,"endTime":377.04,"body":"complex. And you know, as much"},{"speaker":"Erin Richmond","startTime":377.04,"endTime":380.55,"body":"as people like to say, you know,"},{"speaker":"Erin Richmond","startTime":377.04,"endTime":380.55,"body":"it's a business, it's very much"},{"speaker":"Erin Richmond","startTime":380.55,"endTime":382.74,"body":"not automotive has its own set"},{"speaker":"Erin Richmond","startTime":380.55,"endTime":382.74,"body":"of rules, its own set of"},{"speaker":"Erin Richmond","startTime":382.74,"endTime":386.91,"body":"requirements, its own way of"},{"speaker":"Erin Richmond","startTime":382.74,"endTime":386.91,"body":"being. So there was definitely a"},{"speaker":"Erin Richmond","startTime":386.91,"endTime":390.69,"body":"learning curve there. Having,"},{"speaker":"Erin Richmond","startTime":386.91,"endTime":390.69,"body":"you know, kind of operated"},{"speaker":"Erin Richmond","startTime":390.69,"endTime":393.69,"body":"adjacent, I had an idea of what"},{"speaker":"Erin Richmond","startTime":390.69,"endTime":393.69,"body":"to expect, but the"},{"speaker":"Erin Richmond","startTime":393.69,"endTime":397.86,"body":"personalities, the way the"},{"speaker":"Erin Richmond","startTime":393.69,"endTime":397.86,"body":"departments work together. It"},{"speaker":"Erin Richmond","startTime":397.86,"endTime":400.32,"body":"was, it was a great opportunity,"},{"speaker":"Erin Richmond","startTime":397.86,"endTime":400.32,"body":"especially because marketing"},{"speaker":"Erin Richmond","startTime":400.32,"endTime":403.26,"body":"kind of, you know, it's not part"},{"speaker":"Erin Richmond","startTime":400.32,"endTime":403.26,"body":"of fixed ops, and it's not part"},{"speaker":"Erin Richmond","startTime":403.26,"endTime":407.25,"body":"of sales, it kind of sits beside"},{"speaker":"Erin Richmond","startTime":403.26,"endTime":407.25,"body":"all of those departments and,"},{"speaker":"Erin Richmond","startTime":407.49,"endTime":410.52,"body":"and it has the opportunity to"},{"speaker":"Erin Richmond","startTime":407.49,"endTime":410.52,"body":"tie it all together, right? Like"},{"speaker":"Erin Richmond","startTime":410.76,"endTime":413.43,"body":"you, as a marketer in the"},{"speaker":"Erin Richmond","startTime":410.76,"endTime":413.43,"body":"dealership, you have the"},{"speaker":"Erin Richmond","startTime":413.43,"endTime":418.08,"body":"opportunity to see to help fixed"},{"speaker":"Erin Richmond","startTime":413.43,"endTime":418.08,"body":"ops and sales, build that funnel"},{"speaker":"Erin Richmond","startTime":418.08,"endTime":421.86,"body":"on that pipeline and work"},{"speaker":"Erin Richmond","startTime":418.08,"endTime":421.86,"body":"together and inform the customer"},{"speaker":"Erin Richmond","startTime":421.86,"endTime":424.02,"body":"experience in the dealership,"},{"speaker":"Erin Richmond","startTime":421.86,"endTime":424.02,"body":"right, where we're talking about"},{"speaker":"Erin Richmond","startTime":424.02,"endTime":425.94,"body":"in the digital space versus what"},{"speaker":"Erin Richmond","startTime":424.02,"endTime":425.94,"body":"we're talking about that's"},{"speaker":"Erin Richmond","startTime":425.94,"endTime":428.76,"body":"happening in the dealership need"},{"speaker":"Erin Richmond","startTime":425.94,"endTime":428.76,"body":"to come together and need to be"},{"speaker":"Erin Richmond","startTime":428.76,"endTime":433.44,"body":"tied together. And so to have"},{"speaker":"Erin Richmond","startTime":428.76,"endTime":433.44,"body":"the opportunity to do that was"},{"speaker":"Erin Richmond","startTime":433.62,"endTime":436.92,"body":"like, right up my alley. I was"},{"speaker":"Erin Richmond","startTime":433.62,"endTime":436.92,"body":"just I'm probably talking faster"},{"speaker":"Erin Richmond","startTime":436.92,"endTime":442.98,"body":"because it I love it that about"},{"speaker":"Erin Richmond","startTime":436.92,"endTime":442.98,"body":"it. Yes, yeah. So it was, I"},{"speaker":"Erin Richmond","startTime":442.98,"endTime":446.4,"body":"loved it. Because having been on"},{"speaker":"Erin Richmond","startTime":442.98,"endTime":446.4,"body":"the vendor side, you know,"},{"speaker":"Erin Richmond","startTime":446.4,"endTime":449.94,"body":"you're held at an arm's length"},{"speaker":"Erin Richmond","startTime":446.4,"endTime":449.94,"body":"sometimes, and you don't get to"},{"speaker":"Erin Richmond","startTime":450.27,"endTime":453.96,"body":"really affect the change, or the"},{"speaker":"Erin Richmond","startTime":450.27,"endTime":453.96,"body":"potential that you see in your"},{"speaker":"Erin Richmond","startTime":453.96,"endTime":456.87,"body":"dealership partners. So coming"},{"speaker":"Erin Richmond","startTime":453.96,"endTime":456.87,"body":"in house, you all of a sudden,"},{"speaker":"Erin Richmond","startTime":456.87,"endTime":458.88,"body":"were at the table when you had a"},{"speaker":"Erin Richmond","startTime":456.87,"endTime":458.88,"body":"seat at that table, and you were"},{"speaker":"Erin Richmond","startTime":458.88,"endTime":462.45,"body":"able to actually make things"},{"speaker":"Erin Richmond","startTime":458.88,"endTime":462.45,"body":"happen and help dealerships"},{"speaker":"Erin Richmond","startTime":462.48,"endTime":465.75,"body":"understand from the inside what"},{"speaker":"Erin Richmond","startTime":462.48,"endTime":465.75,"body":"marketing could do or what what"},{"speaker":"Erin Richmond","startTime":465.75,"endTime":467.61,"body":"the reason that they were"},{"speaker":"Erin Richmond","startTime":465.75,"endTime":467.61,"body":"spending all this money on"},{"speaker":"Erin Richmond","startTime":467.97,"endTime":470.73,"body":"Google ads, or their website or"},{"speaker":"Erin Richmond","startTime":467.97,"endTime":470.73,"body":"any of that, you know, those"},{"speaker":"Erin Richmond","startTime":470.73,"endTime":473.67,"body":"pieces and how it how it really"},{"speaker":"Erin Richmond","startTime":470.73,"endTime":473.67,"body":"does impact the dealership"},{"speaker":"Erin Richmond","startTime":473.67,"endTime":474.21,"body":"results."},{"speaker":"Paul J Daly","startTime":474.659,"endTime":478.289,"body":"I think that one of"},{"speaker":"Paul J Daly","startTime":474.659,"endTime":478.289,"body":"the main transitions that has"},{"speaker":"Paul J Daly","startTime":478.289,"endTime":484.079,"body":"happened because of this, the"},{"speaker":"Paul J Daly","startTime":478.289,"endTime":484.079,"body":"shift is now the marketing. The"},{"speaker":"Paul J Daly","startTime":484.079,"endTime":487.019,"body":"marketing leaders inside"},{"speaker":"Paul J Daly","startTime":484.079,"endTime":487.019,"body":"dealerships, all of a sudden"},{"speaker":"Paul J Daly","startTime":487.049,"endTime":490.889,"body":"aren't just about the marketing"},{"speaker":"Paul J Daly","startTime":487.049,"endTime":490.889,"body":"in the traditional way we think"},{"speaker":"Paul J Daly","startTime":490.889,"endTime":494.069,"body":"about it, like create making"},{"speaker":"Paul J Daly","startTime":490.889,"endTime":494.069,"body":"creative and getting attention"},{"speaker":"Paul J Daly","startTime":494.069,"endTime":497.999,"body":"on certain vehicles or certain"},{"speaker":"Paul J Daly","startTime":494.069,"endTime":497.999,"body":"messages. But now it goes right"},{"speaker":"Paul J Daly","startTime":497.999,"endTime":502.799,"body":"through the front door, what"},{"speaker":"Paul J Daly","startTime":497.999,"endTime":502.799,"body":"happens in the operations, what"},{"speaker":"Paul J Daly","startTime":502.799,"endTime":506.099,"body":"happens in the processes that"},{"speaker":"Paul J Daly","startTime":502.799,"endTime":506.099,"body":"people go through. And so now"},{"speaker":"Paul J Daly","startTime":506.129,"endTime":510.059,"body":"the marketing, marketing minds"},{"speaker":"Paul J Daly","startTime":506.129,"endTime":510.059,"body":"are now like merging very"},{"speaker":"Paul J Daly","startTime":510.059,"endTime":513.719,"body":"closely with the operational"},{"speaker":"Paul J Daly","startTime":510.059,"endTime":513.719,"body":"minds. And that has to happen if"},{"speaker":"Paul J Daly","startTime":513.719,"endTime":516.329,"body":"it's going to be right. And it's"},{"speaker":"Paul J Daly","startTime":513.719,"endTime":516.329,"body":"interesting that your background"},{"speaker":"Paul J Daly","startTime":516.569,"endTime":518.999,"body":"came through a transitionary"},{"speaker":"Paul J Daly","startTime":516.569,"endTime":518.999,"body":"period, right? Obviously, in the"},{"speaker":"Paul J Daly","startTime":518.999,"endTime":522.119,"body":"Body Shop world enterprise"},{"speaker":"Paul J Daly","startTime":518.999,"endTime":522.119,"body":"world, very operations heavy."},{"speaker":"Paul J Daly","startTime":522.569,"endTime":525.179,"body":"And then this transition from"},{"speaker":"Paul J Daly","startTime":522.569,"endTime":525.179,"body":"autotrader, where you're like,"},{"speaker":"Paul J Daly","startTime":525.719,"endTime":529.229,"body":"print to digital, which was this"},{"speaker":"Paul J Daly","startTime":525.719,"endTime":529.229,"body":"like mind blowing thing, but"},{"speaker":"Paul J Daly","startTime":529.229,"endTime":531.509,"body":"then to go through dealer world"},{"speaker":"Paul J Daly","startTime":529.229,"endTime":531.509,"body":"and now be in a place where"},{"speaker":"Paul J Daly","startTime":531.629,"endTime":534.329,"body":"actually marketing in the"},{"speaker":"Paul J Daly","startTime":531.629,"endTime":534.329,"body":"physical world, like the digital"},{"speaker":"Paul J Daly","startTime":534.329,"endTime":537.809,"body":"in the physical world are coming"},{"speaker":"Paul J Daly","startTime":534.329,"endTime":537.809,"body":"together again, after this kind"},{"speaker":"Paul J Daly","startTime":537.809,"endTime":543.449,"body":"of roundabout way is I'm just"},{"speaker":"Paul J Daly","startTime":537.809,"endTime":543.449,"body":"verbalizing like how I see that"},{"speaker":"Paul J Daly","startTime":543.449,"endTime":546.179,"body":"you're like, This is why you're"},{"speaker":"Paul J Daly","startTime":543.449,"endTime":546.179,"body":"talking faster when you're"},{"speaker":"Paul J Daly","startTime":546.179,"endTime":549.749,"body":"talking about this because you"},{"speaker":"Paul J Daly","startTime":546.179,"endTime":549.749,"body":"get to wake up every day now and"},{"speaker":"Paul J Daly","startTime":549.749,"endTime":553.409,"body":"still be a part of this this"},{"speaker":"Paul J Daly","startTime":549.749,"endTime":553.409,"body":"melding of the two worlds"},{"speaker":"Erin Richmond","startTime":553.709,"endTime":557.429,"body":"Yeah, it's it's"},{"speaker":"Erin Richmond","startTime":553.709,"endTime":557.429,"body":"honestly like Nothing gets me"},{"speaker":"Erin Richmond","startTime":557.429,"endTime":560.399,"body":"more excited to like help a"},{"speaker":"Erin Richmond","startTime":557.429,"endTime":560.399,"body":"dealership pull that all"},{"speaker":"Erin Richmond","startTime":560.399,"endTime":563.039,"body":"together and be able to do it at"},{"speaker":"Erin Richmond","startTime":560.399,"endTime":563.039,"body":"the scale that we're doing it"},{"speaker":"Erin Richmond","startTime":563.729,"endTime":566.819,"body":"here at Expedia, you know at the"},{"speaker":"Erin Richmond","startTime":563.729,"endTime":566.819,"body":"individual dealership level"},{"speaker":"Erin Richmond","startTime":566.819,"endTime":569.669,"body":"Yeah, I can impact change but"},{"speaker":"Erin Richmond","startTime":566.819,"endTime":569.669,"body":"when I get to work with hundreds"},{"speaker":"Erin Richmond","startTime":569.669,"endTime":573.539,"body":"of dealerships across the US and"},{"speaker":"Erin Richmond","startTime":569.669,"endTime":573.539,"body":"Canada, I get to see you know,"},{"speaker":"Erin Richmond","startTime":573.539,"endTime":576.269,"body":"what's working what's not"},{"speaker":"Erin Richmond","startTime":573.539,"endTime":576.269,"body":"working and really provide"},{"speaker":"Erin Richmond","startTime":576.869,"endTime":580.559,"body":"consultation and advice and best"},{"speaker":"Erin Richmond","startTime":576.869,"endTime":580.559,"body":"practices and figure out you"},{"speaker":"Erin Richmond","startTime":580.559,"endTime":584.399,"body":"know, each market and and how to"},{"speaker":"Erin Richmond","startTime":580.559,"endTime":584.399,"body":"help them in the best possible"},{"speaker":"Erin Richmond","startTime":584.399,"endTime":585.719,"body":"way. It's it's so much fun."},{"speaker":"Kyle Mountsier","startTime":586.35,"endTime":588.93,"body":"So what are you"},{"speaker":"Kyle Mountsier","startTime":586.35,"endTime":588.93,"body":"seeing flex right now then what"},{"speaker":"Kyle Mountsier","startTime":588.93,"endTime":592.8,"body":"is what are some of the moves"},{"speaker":"Kyle Mountsier","startTime":588.93,"endTime":592.8,"body":"that you're seeing of the best"},{"speaker":"Kyle Mountsier","startTime":592.8,"endTime":596.1,"body":"dealerships because we're in a"},{"speaker":"Kyle Mountsier","startTime":592.8,"endTime":596.1,"body":"like, really interesting time"},{"speaker":"Kyle Mountsier","startTime":596.82,"endTime":599.58,"body":"when we're talking about like"},{"speaker":"Kyle Mountsier","startTime":596.82,"endTime":599.58,"body":"marketing or customer"},{"speaker":"Kyle Mountsier","startTime":599.58,"endTime":602.4,"body":"acquisition And our customer"},{"speaker":"Kyle Mountsier","startTime":599.58,"endTime":602.4,"body":"attention where we've just been"},{"speaker":"Kyle Mountsier","startTime":602.4,"endTime":605.37,"body":"through this, like anything"},{"speaker":"Kyle Mountsier","startTime":602.4,"endTime":605.37,"body":"goes, they'll come in anyway."},{"speaker":"Kyle Mountsier","startTime":605.64,"endTime":609.63,"body":"And I'm getting a ton of"},{"speaker":"Kyle Mountsier","startTime":605.64,"endTime":609.63,"body":"questions just personally like"},{"speaker":"Kyle Mountsier","startTime":609.63,"endTime":612.78,"body":"via text. Where would you go?"},{"speaker":"Kyle Mountsier","startTime":609.63,"endTime":612.78,"body":"What would you do here? How"},{"speaker":"Kyle Mountsier","startTime":612.78,"endTime":615.48,"body":"would you adjust that, like"},{"speaker":"Kyle Mountsier","startTime":612.78,"endTime":615.48,"body":"everybody is keyed up for we"},{"speaker":"Kyle Mountsier","startTime":615.48,"endTime":620.43,"body":"have to adjust, we have to"},{"speaker":"Kyle Mountsier","startTime":615.48,"endTime":620.43,"body":"change. Is it change? Or is it"},{"speaker":"Kyle Mountsier","startTime":620.43,"endTime":623.61,"body":"stay the course? Or what's what"},{"speaker":"Kyle Mountsier","startTime":620.43,"endTime":623.61,"body":"are you seeing work right now?"},{"speaker":"Erin Richmond","startTime":623.64,"endTime":625.65,"body":"I mean, I think,"},{"speaker":"Erin Richmond","startTime":623.64,"endTime":625.65,"body":"you know, given what we've gone"},{"speaker":"Erin Richmond","startTime":625.65,"endTime":628.26,"body":"through in the auto industry for"},{"speaker":"Erin Richmond","startTime":625.65,"endTime":628.26,"body":"the last almost four years now,"},{"speaker":"Erin Richmond","startTime":628.29,"endTime":631.14,"body":"I think change is just a given"},{"speaker":"Erin Richmond","startTime":628.29,"endTime":631.14,"body":"right? You have to continue to"},{"speaker":"Erin Richmond","startTime":631.14,"endTime":633.54,"body":"adapt to whatever is being"},{"speaker":"Erin Richmond","startTime":631.14,"endTime":633.54,"body":"thrown at you. There's no,"},{"speaker":"Erin Richmond","startTime":633.57,"endTime":637.62,"body":"there's no normal here for us"},{"speaker":"Erin Richmond","startTime":633.57,"endTime":637.62,"body":"right now. But what I'm seeing"},{"speaker":"Erin Richmond","startTime":637.62,"endTime":641.7,"body":"is like, what's working is"},{"speaker":"Erin Richmond","startTime":637.62,"endTime":641.7,"body":"dealerships who are consistent"},{"speaker":"Erin Richmond","startTime":641.73,"endTime":645.48,"body":"and focusing, again, on that"},{"speaker":"Erin Richmond","startTime":641.73,"endTime":645.48,"body":"customer experience. I like I"},{"speaker":"Erin Richmond","startTime":645.48,"endTime":648.33,"body":"don't want to sound one note,"},{"speaker":"Erin Richmond","startTime":645.48,"endTime":648.33,"body":"but that at the end of the day"},{"speaker":"Erin Richmond","startTime":648.33,"endTime":652.68,"body":"is what drives your results. So"},{"speaker":"Erin Richmond","startTime":648.33,"endTime":652.68,"body":"how are you in the dealership"},{"speaker":"Erin Richmond","startTime":652.68,"endTime":655.14,"body":"and in your digital marketing,"},{"speaker":"Erin Richmond","startTime":652.68,"endTime":655.14,"body":"informing the customer"},{"speaker":"Erin Richmond","startTime":655.14,"endTime":658.05,"body":"experience, educating your"},{"speaker":"Erin Richmond","startTime":655.14,"endTime":658.05,"body":"customers, giving them what they"},{"speaker":"Erin Richmond","startTime":658.05,"endTime":660.54,"body":"need to make that purchase"},{"speaker":"Erin Richmond","startTime":658.05,"endTime":660.54,"body":"decision, as long as you're"},{"speaker":"Erin Richmond","startTime":660.54,"endTime":663.51,"body":"doing that, and your sales team"},{"speaker":"Erin Richmond","startTime":660.54,"endTime":663.51,"body":"is doing that, and you have a"},{"speaker":"Erin Richmond","startTime":663.51,"endTime":667.47,"body":"process across all departments"},{"speaker":"Erin Richmond","startTime":663.51,"endTime":667.47,"body":"to make that happen? You're"},{"speaker":"Erin Richmond","startTime":667.47,"endTime":670.83,"body":"going to be successful. And, you"},{"speaker":"Erin Richmond","startTime":667.47,"endTime":670.83,"body":"know, we've got we're we're"},{"speaker":"Erin Richmond","startTime":670.83,"endTime":673.08,"body":"facing a lot of situations that"},{"speaker":"Erin Richmond","startTime":670.83,"endTime":673.08,"body":"I'm sure Kyle, you're seeing"},{"speaker":"Erin Richmond","startTime":673.08,"endTime":675.54,"body":"this as well, where, you know,"},{"speaker":"Erin Richmond","startTime":673.08,"endTime":675.54,"body":"dealerships are uncertain,"},{"speaker":"Erin Richmond","startTime":675.54,"endTime":677.7,"body":"because inventory is starting to"},{"speaker":"Erin Richmond","startTime":675.54,"endTime":677.7,"body":"pile up. And that's making them"},{"speaker":"Erin Richmond","startTime":677.7,"endTime":680.97,"body":"nervous, because that hasn't"},{"speaker":"Erin Richmond","startTime":677.7,"endTime":680.97,"body":"been the case. But I would go"},{"speaker":"Erin Richmond","startTime":680.97,"endTime":686.4,"body":"back to focus on best practice"},{"speaker":"Erin Richmond","startTime":680.97,"endTime":686.4,"body":"process and customer. And that's"},{"speaker":"Erin Richmond","startTime":686.4,"endTime":687.99,"body":"not that's never going to let"},{"speaker":"Erin Richmond","startTime":686.4,"endTime":687.99,"body":"you down."},{"speaker":"Paul J Daly","startTime":688.77,"endTime":690.66,"body":"We're most people"},{"speaker":"Paul J Daly","startTime":688.77,"endTime":690.66,"body":"getting tripped up right now."},{"speaker":"Paul J Daly","startTime":690.69,"endTime":693.87,"body":"Like if you were to say the one"},{"speaker":"Paul J Daly","startTime":690.69,"endTime":693.87,"body":"or two things that keep coming"},{"speaker":"Paul J Daly","startTime":693.87,"endTime":696.96,"body":"up where you're like, alright, I"},{"speaker":"Paul J Daly","startTime":693.87,"endTime":696.96,"body":"saw that one coming."},{"speaker":"Erin Richmond","startTime":698.13,"endTime":699.66,"body":"Well, we're"},{"speaker":"Erin Richmond","startTime":698.13,"endTime":699.66,"body":"seeing we're seeing a lot of"},{"speaker":"Erin Richmond","startTime":699.66,"endTime":703.17,"body":"people pulling back on on"},{"speaker":"Erin Richmond","startTime":699.66,"endTime":703.17,"body":"advertising spend because things"},{"speaker":"Erin Richmond","startTime":703.17,"endTime":705.75,"body":"are slowing down and sitting,"},{"speaker":"Erin Richmond","startTime":703.17,"endTime":705.75,"body":"what types of ad spend?"},{"speaker":"Erin Richmond","startTime":706.2,"endTime":708.54,"body":"Digital's specifically, you"},{"speaker":"Erin Richmond","startTime":706.2,"endTime":708.54,"body":"know, we need to cut budgets,"},{"speaker":"Erin Richmond","startTime":708.54,"endTime":711.75,"body":"because we're just not moving"},{"speaker":"Erin Richmond","startTime":708.54,"endTime":711.75,"body":"inventory. Well, okay, that's"},{"speaker":"Erin Richmond","startTime":711.78,"endTime":714.81,"body":"that's understandable, budgets"},{"speaker":"Erin Richmond","startTime":711.78,"endTime":714.81,"body":"are tight. But the longer you"},{"speaker":"Erin Richmond","startTime":714.81,"endTime":717.69,"body":"sit on that inventory, the more"},{"speaker":"Erin Richmond","startTime":714.81,"endTime":717.69,"body":"expensive that it's going to be"},{"speaker":"Erin Richmond","startTime":717.69,"endTime":721.35,"body":"on your floor plan. And you're"},{"speaker":"Erin Richmond","startTime":717.69,"endTime":721.35,"body":"going to impact that shopping"},{"speaker":"Erin Richmond","startTime":721.35,"endTime":725.61,"body":"journey in 3545 60 days, you"},{"speaker":"Erin Richmond","startTime":721.35,"endTime":725.61,"body":"still need that, that that"},{"speaker":"Erin Richmond","startTime":725.61,"endTime":729.09,"body":"traffic coming in those those"},{"speaker":"Erin Richmond","startTime":725.61,"endTime":729.09,"body":"eyes on your inventory, and and"},{"speaker":"Erin Richmond","startTime":729.3,"endTime":731.58,"body":"you need to be building your"},{"speaker":"Erin Richmond","startTime":729.3,"endTime":731.58,"body":"brand and making sure that"},{"speaker":"Erin Richmond","startTime":731.58,"endTime":733.86,"body":"you're top of mind for those"},{"speaker":"Erin Richmond","startTime":731.58,"endTime":733.86,"body":"people when they are ready to"},{"speaker":"Erin Richmond","startTime":733.86,"endTime":736.44,"body":"purchase. It might be that"},{"speaker":"Erin Richmond","startTime":733.86,"endTime":736.44,"body":"they're holding off on interest"},{"speaker":"Erin Richmond","startTime":736.44,"endTime":739.92,"body":"rates or they're shopping other"},{"speaker":"Erin Richmond","startTime":736.44,"endTime":739.92,"body":"competitors. But that's even"},{"speaker":"Erin Richmond","startTime":739.92,"endTime":743.58,"body":"more reason to be putting"},{"speaker":"Erin Richmond","startTime":739.92,"endTime":743.58,"body":"putting an investment into your"},{"speaker":"Erin Richmond","startTime":743.58,"endTime":744.54,"body":"brand and your marketing."},{"speaker":"Kyle Mountsier","startTime":745.199,"endTime":746.699,"body":"It's tough"},{"speaker":"Kyle Mountsier","startTime":745.199,"endTime":746.699,"body":"because it's a chicken egg"},{"speaker":"Kyle Mountsier","startTime":746.699,"endTime":750.389,"body":"scenario, right? It's like, oh,"},{"speaker":"Kyle Mountsier","startTime":746.699,"endTime":750.389,"body":"we're not selling many cars cut"},{"speaker":"Kyle Mountsier","startTime":750.389,"endTime":756.029,"body":"back on advertising. Yes."},{"speaker":"Kyle Mountsier","startTime":750.389,"endTime":756.029,"body":"However, the way you sell cars"},{"speaker":"Kyle Mountsier","startTime":756.029,"endTime":761.369,"body":"is by advertising. Right. And I"},{"speaker":"Kyle Mountsier","startTime":756.029,"endTime":761.369,"body":"think that that's that's a scary"},{"speaker":"Kyle Mountsier","startTime":761.399,"endTime":764.069,"body":"proposition, because especially"},{"speaker":"Kyle Mountsier","startTime":761.399,"endTime":764.069,"body":"as people turn the New Year and"},{"speaker":"Kyle Mountsier","startTime":764.069,"endTime":766.829,"body":"start to see these downturns in"},{"speaker":"Kyle Mountsier","startTime":764.069,"endTime":766.829,"body":"the market, increase inventory,"},{"speaker":"Kyle Mountsier","startTime":767.159,"endTime":771.989,"body":"they make gut reactionary"},{"speaker":"Kyle Mountsier","startTime":767.159,"endTime":771.989,"body":"decisions. And March is a big"},{"speaker":"Kyle Mountsier","startTime":771.989,"endTime":776.069,"body":"month. But 60 day shopping"},{"speaker":"Kyle Mountsier","startTime":771.989,"endTime":776.069,"body":"journeys are a real thing. And"},{"speaker":"Kyle Mountsier","startTime":776.069,"endTime":779.519,"body":"when you're talking about"},{"speaker":"Kyle Mountsier","startTime":776.069,"endTime":779.519,"body":"digital, like display, or OTT or"},{"speaker":"Kyle Mountsier","startTime":779.519,"endTime":785.099,"body":"ad networks, like they inform"},{"speaker":"Kyle Mountsier","startTime":779.519,"endTime":785.099,"body":"shopping journeys not on by now,"},{"speaker":"Kyle Mountsier","startTime":785.789,"endTime":789.449,"body":"they're by just a little bit"},{"speaker":"Kyle Mountsier","startTime":785.789,"endTime":789.449,"body":"later. Because the shopping"},{"speaker":"Kyle Mountsier","startTime":789.449,"endTime":792.929,"body":"journey, even though like the"},{"speaker":"Kyle Mountsier","startTime":789.449,"endTime":792.929,"body":"lead journey to sale is this"},{"speaker":"Kyle Mountsier","startTime":792.929,"endTime":795.899,"body":"three to seven days, the"},{"speaker":"Kyle Mountsier","startTime":792.929,"endTime":795.899,"body":"shopping journey to sale is 60"},{"speaker":"Kyle Mountsier","startTime":795.899,"endTime":799.859,"body":"to 90 days, just saw the you"},{"speaker":"Kyle Mountsier","startTime":795.899,"endTime":799.859,"body":"know that people are still"},{"speaker":"Kyle Mountsier","startTime":799.859,"endTime":804.929,"body":"spending 13 plus hours shopping"},{"speaker":"Kyle Mountsier","startTime":799.859,"endTime":804.929,"body":"for a car in combined hours. So"},{"speaker":"Kyle Mountsier","startTime":805.109,"endTime":810.209,"body":"I am interested to see like, how"},{"speaker":"Kyle Mountsier","startTime":805.109,"endTime":810.209,"body":"is March for the auto industry,"},{"speaker":"Kyle Mountsier","startTime":810.359,"endTime":815.939,"body":"when everybody or at least a lot"},{"speaker":"Kyle Mountsier","startTime":810.359,"endTime":815.939,"body":"of the players have cut back in,"},{"speaker":"Kyle Mountsier","startTime":816.359,"endTime":819.749,"body":"in ad spend. Yeah, yeah, no,"},{"speaker":"Kyle Mountsier","startTime":816.359,"endTime":819.749,"body":"there's just a statement."},{"speaker":"Kyle Mountsier","startTime":819.989,"endTime":820.589,"body":"There's not really"},{"speaker":"Paul J Daly","startTime":821.669,"endTime":824.129,"body":"let me let me drill"},{"speaker":"Paul J Daly","startTime":821.669,"endTime":824.129,"body":"down on the on the ad cuts a"},{"speaker":"Paul J Daly","startTime":824.129,"endTime":827.189,"body":"little bit or at least the ad"},{"speaker":"Paul J Daly","startTime":824.129,"endTime":827.189,"body":"strategy. Because obviously a"},{"speaker":"Paul J Daly","startTime":827.189,"endTime":830.609,"body":"lot of ads Vince specific trying"},{"speaker":"Paul J Daly","startTime":827.189,"endTime":830.609,"body":"to move vehicles that have been"},{"speaker":"Paul J Daly","startTime":830.609,"endTime":834.149,"body":"slow to move or, you know, we"},{"speaker":"Paul J Daly","startTime":830.609,"endTime":834.149,"body":"need to get out of, but you also"},{"speaker":"Paul J Daly","startTime":834.149,"endTime":837.719,"body":"mentioned brand advertising, and"},{"speaker":"Paul J Daly","startTime":834.149,"endTime":837.719,"body":"obviously a longer tail on your"},{"speaker":"Paul J Daly","startTime":837.719,"endTime":840.359,"body":"brand advertising. But there's"},{"speaker":"Paul J Daly","startTime":837.719,"endTime":840.359,"body":"been a ton of conversations now"},{"speaker":"Paul J Daly","startTime":840.359,"endTime":843.869,"body":"that everybody has inventory."},{"speaker":"Paul J Daly","startTime":840.359,"endTime":843.869,"body":"Why should someone buy it from"},{"speaker":"Paul J Daly","startTime":843.869,"endTime":847.829,"body":"you? What's your perspective on"},{"speaker":"Paul J Daly","startTime":843.869,"endTime":847.829,"body":"like, what a good ad mix is? And"},{"speaker":"Paul J Daly","startTime":847.829,"endTime":850.349,"body":"how much dealers should be"},{"speaker":"Paul J Daly","startTime":847.829,"endTime":850.349,"body":"talking about brand? How much"},{"speaker":"Paul J Daly","startTime":850.349,"endTime":852.749,"body":"should they you know, have an"},{"speaker":"Paul J Daly","startTime":850.349,"endTime":852.749,"body":"allocation allocating toward"},{"speaker":"Paul J Daly","startTime":852.749,"endTime":855.389,"body":"brand allocating toward Vince"},{"speaker":"Paul J Daly","startTime":852.749,"endTime":855.389,"body":"specific? How do you approach"},{"speaker":"Paul J Daly","startTime":855.389,"endTime":855.629,"body":"that?"},{"speaker":"Erin Richmond","startTime":856.05,"endTime":857.94,"body":"So I mean, the"},{"speaker":"Erin Richmond","startTime":856.05,"endTime":857.94,"body":"good thing about brand is that"},{"speaker":"Erin Richmond","startTime":857.94,"endTime":861.09,"body":"you can build it at a pretty"},{"speaker":"Erin Richmond","startTime":857.94,"endTime":861.09,"body":"cost effective with a pretty"},{"speaker":"Erin Richmond","startTime":861.09,"endTime":863.85,"body":"cost effective budget right? You"},{"speaker":"Erin Richmond","startTime":861.09,"endTime":863.85,"body":"don't need to spend 1000s of"},{"speaker":"Erin Richmond","startTime":863.85,"endTime":868.41,"body":"dollars pushing a YouTube video"},{"speaker":"Erin Richmond","startTime":863.85,"endTime":868.41,"body":"or campaign or you know display"},{"speaker":"Erin Richmond","startTime":868.44,"endTime":873.6,"body":"as you can. You can use a"},{"speaker":"Erin Richmond","startTime":868.44,"endTime":873.6,"body":"combination of organic and paid"},{"speaker":"Erin Richmond","startTime":873.87,"endTime":877.92,"body":"to build your brand and you"},{"speaker":"Erin Richmond","startTime":873.87,"endTime":877.92,"body":"should there should be you know,"},{"speaker":"Erin Richmond","startTime":878.76,"endTime":883.23,"body":"customer experience, dealership"},{"speaker":"Erin Richmond","startTime":878.76,"endTime":883.23,"body":"personalities, etc going into"},{"speaker":"Erin Richmond","startTime":883.23,"endTime":886.77,"body":"your brand and that should all"},{"speaker":"Erin Richmond","startTime":883.23,"endTime":886.77,"body":"be we're not all but that should"},{"speaker":"Erin Richmond","startTime":886.77,"endTime":891.51,"body":"be that should be organically"},{"speaker":"Erin Richmond","startTime":886.77,"endTime":891.51,"body":"posted and shared as well. With"},{"speaker":"Erin Richmond","startTime":892.23,"endTime":896.4,"body":"with the paid side of things. I"},{"speaker":"Erin Richmond","startTime":892.23,"endTime":896.4,"body":"always encourage dealerships to"},{"speaker":"Erin Richmond","startTime":896.43,"endTime":899.97,"body":"put some thought into to your"},{"speaker":"Erin Richmond","startTime":896.43,"endTime":899.97,"body":"point, Paul, like what makes it"},{"speaker":"Erin Richmond","startTime":900.0,"endTime":902.79,"body":"What makes it different to shop"},{"speaker":"Erin Richmond","startTime":900.0,"endTime":902.79,"body":"at your dealership? Why? What's"},{"speaker":"Erin Richmond","startTime":902.79,"endTime":905.37,"body":"the customer experience? And why"},{"speaker":"Erin Richmond","startTime":902.79,"endTime":905.37,"body":"should someone consider you"},{"speaker":"Erin Richmond","startTime":905.37,"endTime":908.82,"body":"especially as we're starting to"},{"speaker":"Erin Richmond","startTime":905.37,"endTime":908.82,"body":"look at, like, at these"},{"speaker":"Erin Richmond","startTime":908.85,"endTime":912.15,"body":"situations where people have"},{"speaker":"Erin Richmond","startTime":908.85,"endTime":912.15,"body":"inventory again? So you know,"},{"speaker":"Erin Richmond","startTime":912.18,"endTime":915.48,"body":"there, they can go down the"},{"speaker":"Erin Richmond","startTime":912.18,"endTime":915.48,"body":"road? A year ago they couldn't,"},{"speaker":"Erin Richmond","startTime":915.48,"endTime":919.56,"body":"but now they can. So how are you"},{"speaker":"Erin Richmond","startTime":915.48,"endTime":919.56,"body":"making sure, a that what you're"},{"speaker":"Erin Richmond","startTime":919.56,"endTime":921.99,"body":"talking about in terms of your"},{"speaker":"Erin Richmond","startTime":919.56,"endTime":921.99,"body":"brand online, again, matches"},{"speaker":"Erin Richmond","startTime":921.99,"endTime":923.88,"body":"that customer experience when"},{"speaker":"Erin Richmond","startTime":921.99,"endTime":923.88,"body":"they come in the store, because"},{"speaker":"Erin Richmond","startTime":923.88,"endTime":928.23,"body":"if they get a whiff of like,"},{"speaker":"Erin Richmond","startTime":923.88,"endTime":928.23,"body":"this is not this is not meeting"},{"speaker":"Erin Richmond","startTime":928.23,"endTime":931.98,"body":"up, they can just leave and go"},{"speaker":"Erin Richmond","startTime":928.23,"endTime":931.98,"body":"somewhere else. But how do you"},{"speaker":"Erin Richmond","startTime":931.98,"endTime":932.22,"body":"match"},{"speaker":"Kyle Mountsier","startTime":932.22,"endTime":934.11,"body":"a brutal one?"},{"speaker":"Kyle Mountsier","startTime":932.22,"endTime":934.11,"body":"That's like when you're"},{"speaker":"Kyle Mountsier","startTime":934.11,"endTime":937.35,"body":"marketing one thing and it"},{"speaker":"Kyle Mountsier","startTime":934.11,"endTime":937.35,"body":"doesn't match in the in the"},{"speaker":"Kyle Mountsier","startTime":937.38,"endTime":939.48,"body":"like, that'll just destroy"},{"speaker":"Kyle Mountsier","startTime":937.38,"endTime":939.48,"body":"worse,"},{"speaker":"Paul J Daly","startTime":939.81,"endTime":940.89,"body":"it's worse, way"},{"speaker":"Paul J Daly","startTime":939.81,"endTime":940.89,"body":"worse."},{"speaker":"Erin Richmond","startTime":940.92,"endTime":943.2,"body":"It's awful. But"},{"speaker":"Erin Richmond","startTime":940.92,"endTime":943.2,"body":"there's so many opportunities"},{"speaker":"Erin Richmond","startTime":943.2,"endTime":946.65,"body":"for dealerships to build their"},{"speaker":"Erin Richmond","startTime":943.2,"endTime":946.65,"body":"brand, online ever them to"},{"speaker":"Erin Richmond","startTime":946.65,"endTime":948.84,"body":"interact with the customer"},{"speaker":"Erin Richmond","startTime":946.65,"endTime":948.84,"body":"before they even get into the"},{"speaker":"Erin Richmond","startTime":948.84,"endTime":952.68,"body":"store. Right? And so, like, you"},{"speaker":"Erin Richmond","startTime":948.84,"endTime":952.68,"body":"know, keeping on top of your"},{"speaker":"Erin Richmond","startTime":952.68,"endTime":955.77,"body":"reviews, posting organically,"},{"speaker":"Erin Richmond","startTime":952.68,"endTime":955.77,"body":"and then yeah, put a little bit"},{"speaker":"Erin Richmond","startTime":955.77,"endTime":959.37,"body":"of budget towards that"},{"speaker":"Erin Richmond","startTime":955.77,"endTime":959.37,"body":"messaging, whether that's in a"},{"speaker":"Erin Richmond","startTime":959.37,"endTime":962.67,"body":"video or whether that's in a"},{"speaker":"Erin Richmond","startTime":959.37,"endTime":962.67,"body":"display campaign. Talk about why"},{"speaker":"Erin Richmond","startTime":962.67,"endTime":965.76,"body":"you're awesome. Like you, you"},{"speaker":"Erin Richmond","startTime":962.67,"endTime":965.76,"body":"own the business, you're running"},{"speaker":"Erin Richmond","startTime":965.76,"endTime":971.52,"body":"the show. Why Why? Why do you"},{"speaker":"Erin Richmond","startTime":965.76,"endTime":971.52,"body":"kick ass sorry? Like, what? What"},{"speaker":"Erin Richmond","startTime":971.52,"endTime":974.19,"body":"are you? What do you what's"},{"speaker":"Erin Richmond","startTime":971.52,"endTime":974.19,"body":"making you stand apart from"},{"speaker":"Erin Richmond","startTime":974.19,"endTime":976.98,"body":"everyone else? And do it you"},{"speaker":"Erin Richmond","startTime":974.19,"endTime":976.98,"body":"should be bragging about"},{"speaker":"Erin Richmond","startTime":976.98,"endTime":979.32,"body":"yourself in those situations."},{"speaker":"Erin Richmond","startTime":976.98,"endTime":979.32,"body":"That's the reason that they're"},{"speaker":"Erin Richmond","startTime":979.32,"endTime":982.65,"body":"going to come to you so put, you"},{"speaker":"Erin Richmond","startTime":979.32,"endTime":982.65,"body":"know, it depends on the market."},{"speaker":"Erin Richmond","startTime":982.65,"endTime":985.08,"body":"I'm always hesitant to like give"},{"speaker":"Erin Richmond","startTime":982.65,"endTime":985.08,"body":"a budget prescription. Sure,"},{"speaker":"Paul J Daly","startTime":985.23,"endTime":987.54,"body":"of course, what a"},{"speaker":"Paul J Daly","startTime":985.23,"endTime":987.54,"body":"reasonable amount and percentage"},{"speaker":"Paul J Daly","startTime":987.54,"endTime":988.77,"body":"wise, Give us a percentage. What"},{"speaker":"Erin Richmond","startTime":988.77,"endTime":991.98,"body":"do you think?"},{"speaker":"Erin Richmond","startTime":988.77,"endTime":991.98,"body":"Yeah, like maybe 15 20% I would"},{"speaker":"Erin Richmond","startTime":991.98,"endTime":995.07,"body":"say of your budget towards your"},{"speaker":"Erin Richmond","startTime":991.98,"endTime":995.07,"body":"brand, right? Just put it out"},{"speaker":"Erin Richmond","startTime":995.07,"endTime":997.77,"body":"there. brag about yourself? What"},{"speaker":"Erin Richmond","startTime":995.07,"endTime":997.77,"body":"makes you You're great. If it's"},{"speaker":"Erin Richmond","startTime":997.77,"endTime":1001.49,"body":"your team, it's the experience,"},{"speaker":"Erin Richmond","startTime":997.77,"endTime":1001.49,"body":"you know, talk about it. Get it?"},{"speaker":"Paul J Daly","startTime":1001.55,"endTime":1004.13,"body":"Do you think do you"},{"speaker":"Paul J Daly","startTime":1001.55,"endTime":1004.13,"body":"see like a significant"},{"speaker":"Paul J Daly","startTime":1004.13,"endTime":1007.97,"body":"difference when people invest in"},{"speaker":"Paul J Daly","startTime":1004.13,"endTime":1007.97,"body":"better creative like do you see"},{"speaker":"Paul J Daly","startTime":1007.97,"endTime":1009.89,"body":"that playing out way different"},{"speaker":"Paul J Daly","startTime":1007.97,"endTime":1009.89,"body":"on the outside?"},{"speaker":"Erin Richmond","startTime":1010.19,"endTime":1012.14,"body":"You don't have to"},{"speaker":"Erin Richmond","startTime":1010.19,"endTime":1012.14,"body":"spend a ton on creative I don't"},{"speaker":"Erin Richmond","startTime":1012.14,"endTime":1015.59,"body":"think like we're in a world"},{"speaker":"Erin Richmond","startTime":1012.14,"endTime":1015.59,"body":"where you know we're tick tock"},{"speaker":"Erin Richmond","startTime":1015.59,"endTime":1020.48,"body":"is consuming all the people's"},{"speaker":"Erin Richmond","startTime":1015.59,"endTime":1020.48,"body":"time and the more the more real"},{"speaker":"Erin Richmond","startTime":1020.48,"endTime":1025.82,"body":"and legit your your appearances"},{"speaker":"Erin Richmond","startTime":1020.48,"endTime":1025.82,"body":"on channels like that. The"},{"speaker":"Erin Richmond","startTime":1025.82,"endTime":1027.38,"body":"better it's going to be right"},{"speaker":"Paul J Daly","startTime":1027.38,"endTime":1028.94,"body":"right the more"},{"speaker":"Paul J Daly","startTime":1027.38,"endTime":1028.94,"body":"polished it looks the more"},{"speaker":"Paul J Daly","startTime":1028.94,"endTime":1031.13,"body":"people are like I'm being sold"},{"speaker":"Paul J Daly","startTime":1028.94,"endTime":1031.13,"body":"to Yeah, we're"},{"speaker":"Erin Richmond","startTime":1031.13,"endTime":1033.65,"body":"in a we're in a"},{"speaker":"Erin Richmond","startTime":1031.13,"endTime":1033.65,"body":"place where you can you can"},{"speaker":"Erin Richmond","startTime":1033.74,"endTime":1037.97,"body":"present yourself with a limited"},{"speaker":"Erin Richmond","startTime":1033.74,"endTime":1037.97,"body":"polish and still and still be"},{"speaker":"Erin Richmond","startTime":1037.97,"endTime":1040.85,"body":"successful. So take advantage of"},{"speaker":"Erin Richmond","startTime":1037.97,"endTime":1040.85,"body":"that. Yeah, club"},{"speaker":"Paul J Daly","startTime":1040.85,"endTime":1043.22,"body":"we say sometimes"},{"speaker":"Paul J Daly","startTime":1040.85,"endTime":1043.22,"body":"clever as the new creative."},{"speaker":"Paul J Daly","startTime":1043.28,"endTime":1046.58,"body":"Yeah, that's so especially on"},{"speaker":"Paul J Daly","startTime":1043.28,"endTime":1046.58,"body":"tic tac, especially on tic tac"},{"speaker":"Paul J Daly","startTime":1046.58,"endTime":1049.19,"body":"for is the new creative. Yeah."},{"speaker":"Paul J Daly","startTime":1046.58,"endTime":1049.19,"body":"So why"},{"speaker":"Kyle Mountsier","startTime":1049.19,"endTime":1050.24,"body":"haven't you told"},{"speaker":"Kyle Mountsier","startTime":1049.19,"endTime":1050.24,"body":"me that?"},{"speaker":"Paul J Daly","startTime":1050.27,"endTime":1052.97,"body":"I just been sitting"},{"speaker":"Paul J Daly","startTime":1050.27,"endTime":1052.97,"body":"on that one, just because I have"},{"speaker":"Paul J Daly","startTime":1052.97,"endTime":1057.53,"body":"a LinkedIn post that needs to go"},{"speaker":"Paul J Daly","startTime":1052.97,"endTime":1057.53,"body":"out now. Aaron, what's the best"},{"speaker":"Paul J Daly","startTime":1057.53,"endTime":1059.12,"body":"way for people to stay connected"},{"speaker":"Paul J Daly","startTime":1057.53,"endTime":1059.12,"body":"with you?"},{"speaker":"Erin Richmond","startTime":1059.51,"endTime":1062.72,"body":"Um, LinkedIn is"},{"speaker":"Erin Richmond","startTime":1059.51,"endTime":1062.72,"body":"fantastic. Yeah, I'm I'm not on"},{"speaker":"Erin Richmond","startTime":1062.72,"endTime":1066.8,"body":"there. As much as you guys. I"},{"speaker":"Erin Richmond","startTime":1062.72,"endTime":1066.8,"body":"don't have the daily insights"},{"speaker":"Erin Richmond","startTime":1066.8,"endTime":1068.06,"body":"going but part of our"},{"speaker":"Paul J Daly","startTime":1068.06,"endTime":1071.93,"body":"job on LinkedIn."},{"speaker":"Paul J Daly","startTime":1068.06,"endTime":1071.93,"body":"But yeah, that's definitely"},{"speaker":"Erin Richmond","startTime":1071.93,"endTime":1073.88,"body":"one of the best"},{"speaker":"Erin Richmond","startTime":1071.93,"endTime":1073.88,"body":"ways. All right, well, Erin"},{"speaker":"Erin Richmond","startTime":1073.88,"endTime":1074.27,"body":"Richmond,"},{"speaker":"Paul J Daly","startTime":1074.27,"endTime":1076.49,"body":"thank you so much"},{"speaker":"Paul J Daly","startTime":1074.27,"endTime":1076.49,"body":"for joining us today. We look"},{"speaker":"Paul J Daly","startTime":1076.49,"endTime":1078.68,"body":"forward to spend some more time"},{"speaker":"Paul J Daly","startTime":1076.49,"endTime":1078.68,"body":"with you soon. Thanks for"},{"speaker":"Paul J Daly","startTime":1078.68,"endTime":1080.06,"body":"joining us on Auto Collabs"},{"speaker":"Erin Richmond","startTime":1080.09,"endTime":1081.32,"body":"thanks, you guys."},{"speaker":"Erin Richmond","startTime":1080.09,"endTime":1081.32,"body":"And thanks."},{"speaker":"Paul J Daly","startTime":1085.85,"endTime":1088.31,"body":"Okay, I didn't know"},{"speaker":"Paul J Daly","startTime":1085.85,"endTime":1088.31,"body":"the conversation was gonna go"},{"speaker":"Paul J Daly","startTime":1088.31,"endTime":1093.17,"body":"into body shops. You kind of"},{"speaker":"Paul J Daly","startTime":1088.31,"endTime":1093.17,"body":"call it the second someone"},{"speaker":"Paul J Daly","startTime":1093.17,"endTime":1096.08,"body":"brings up body shops. He's like,"},{"speaker":"Paul J Daly","startTime":1093.17,"endTime":1096.08,"body":"Okay, we need to pause this"},{"speaker":"Paul J Daly","startTime":1096.08,"endTime":1100.37,"body":"conversation. So Paul, and this"},{"speaker":"Paul J Daly","startTime":1096.08,"endTime":1100.37,"body":"guest can talk about the smell"},{"speaker":"Paul J Daly","startTime":1100.37,"endTime":1104.09,"body":"of Bondo and detailing chemicals"},{"speaker":"Paul J Daly","startTime":1100.37,"endTime":1104.09,"body":"and how it's the best thing ever"},{"speaker":"Paul J Daly","startTime":1104.09,"endTime":1105.95,"body":"if I could like put it in the"},{"speaker":"Paul J Daly","startTime":1104.09,"endTime":1105.95,"body":"Cologne. I would"},{"speaker":"Michael Cirillo","startTime":1107.72,"endTime":1109.19,"body":"just that smell"},{"speaker":"Michael Cirillo","startTime":1107.72,"endTime":1109.19,"body":"a grease."},{"speaker":"Kyle Mountsier","startTime":1109.64,"endTime":1112.16,"body":"No, it's not"},{"speaker":"Kyle Mountsier","startTime":1109.64,"endTime":1112.16,"body":"grease. No, it's Ondo. It's a"},{"speaker":"Kyle Mountsier","startTime":1112.16,"endTime":1113.27,"body":"totally different smell."},{"speaker":"Paul J Daly","startTime":1113.69,"endTime":1117.74,"body":"We need to educate"},{"speaker":"Paul J Daly","startTime":1113.69,"endTime":1117.74,"body":"you, Michael, do we though? But"},{"speaker":"Paul J Daly","startTime":1117.74,"endTime":1118.49,"body":"do we."},{"speaker":"Paul J Daly","startTime":1121.79,"endTime":1124.22,"body":"But when you understand the"},{"speaker":"Paul J Daly","startTime":1121.79,"endTime":1124.22,"body":"industry from that perspective,"},{"speaker":"Paul J Daly","startTime":1124.28,"endTime":1126.38,"body":"like you've gone all the way to"},{"speaker":"Paul J Daly","startTime":1124.28,"endTime":1126.38,"body":"the front,"},{"speaker":"Kyle Mountsier","startTime":1126.71,"endTime":1128.66,"body":"everything"},{"speaker":"Kyle Mountsier","startTime":1126.71,"endTime":1128.66,"body":"changes. And here's the thing"},{"speaker":"Kyle Mountsier","startTime":1128.66,"endTime":1133.91,"body":"like, we, the three of us. We"},{"speaker":"Kyle Mountsier","startTime":1128.66,"endTime":1133.91,"body":"love brand marketing, we know"},{"speaker":"Kyle Mountsier","startTime":1133.91,"endTime":1137.42,"body":"that it pencils, we know that it"},{"speaker":"Kyle Mountsier","startTime":1133.91,"endTime":1137.42,"body":"works. And I don't think I've"},{"speaker":"Kyle Mountsier","startTime":1137.45,"endTime":1141.32,"body":"ever talked to someone in paid"},{"speaker":"Kyle Mountsier","startTime":1137.45,"endTime":1141.32,"body":"media that's been like, yeah,"},{"speaker":"Kyle Mountsier","startTime":1141.86,"endTime":1146.75,"body":"shouldn't spend any money on"},{"speaker":"Kyle Mountsier","startTime":1141.86,"endTime":1146.75,"body":"brand doesn't work. You know, I"},{"speaker":"Kyle Mountsier","startTime":1146.75,"endTime":1150.05,"body":"think there's variables on like"},{"speaker":"Kyle Mountsier","startTime":1146.75,"endTime":1150.05,"body":"how much people put toward that"},{"speaker":"Kyle Mountsier","startTime":1150.05,"endTime":1153.05,"body":"type of marketing. You know,"},{"speaker":"Kyle Mountsier","startTime":1150.05,"endTime":1153.05,"body":"what your intention is, what"},{"speaker":"Kyle Mountsier","startTime":1153.05,"endTime":1155.57,"body":"your goal is, what the inputs"},{"speaker":"Kyle Mountsier","startTime":1153.05,"endTime":1155.57,"body":"and outputs that you might have"},{"speaker":"Kyle Mountsier","startTime":1155.57,"endTime":1161.75,"body":"toward your marketing. But it's"},{"speaker":"Kyle Mountsier","startTime":1155.57,"endTime":1161.75,"body":"clear that, that that idea that"},{"speaker":"Kyle Mountsier","startTime":1162.23,"endTime":1166.55,"body":"creative and content and pushing"},{"speaker":"Kyle Mountsier","startTime":1162.23,"endTime":1166.55,"body":"brand out in every single"},{"speaker":"Kyle Mountsier","startTime":1166.55,"endTime":1170.78,"body":"channel is just anybody's game"},{"speaker":"Kyle Mountsier","startTime":1166.55,"endTime":1170.78,"body":"right now. And all you have to"},{"speaker":"Kyle Mountsier","startTime":1170.78,"endTime":1175.22,"body":"do is start is the way to go."},{"speaker":"Kyle Mountsier","startTime":1170.78,"endTime":1175.22,"body":"Like just get something out"},{"speaker":"Kyle Mountsier","startTime":1175.22,"endTime":1179.06,"body":"there that talks about who you"},{"speaker":"Kyle Mountsier","startTime":1175.22,"endTime":1179.06,"body":"are, because it will pour fuel"},{"speaker":"Kyle Mountsier","startTime":1179.06,"endTime":1181.58,"body":"on fire of every other Ajin"},{"speaker":"Michael Cirillo","startTime":1182.3,"endTime":1186.08,"body":"that's like one"},{"speaker":"Michael Cirillo","startTime":1182.3,"endTime":1186.08,"body":"of the biggest Yeah, man now I'm"},{"speaker":"Michael Cirillo","startTime":1186.26,"endTime":1188.78,"body":"Oh, yeah, I mean, Mount mount,"},{"speaker":"Michael Cirillo","startTime":1186.26,"endTime":1188.78,"body":"pull"},{"speaker":"Paul J Daly","startTime":1188.78,"endTime":1191.84,"body":"string, the Gotcha."},{"speaker":"Paul J Daly","startTime":1188.78,"endTime":1191.84,"body":"Well, you see, because"},{"speaker":"Michael Cirillo","startTime":1191.84,"endTime":1193.16,"body":"this is the"},{"speaker":"Michael Cirillo","startTime":1191.84,"endTime":1193.16,"body":"thing, right? Like I was just"},{"speaker":"Michael Cirillo","startTime":1193.16,"endTime":1195.59,"body":"talking to my pal. I don't know"},{"speaker":"Michael Cirillo","startTime":1193.16,"endTime":1195.59,"body":"if you guys have met Rand"},{"speaker":"Michael Cirillo","startTime":1195.59,"endTime":1197.6,"body":"Fishkin or not he used to own a"},{"speaker":"Michael Cirillo","startTime":1195.59,"endTime":1197.6,"body":"company called"},{"speaker":"Kyle Mountsier","startTime":1198.29,"endTime":1202.01,"body":"Ask if we met"},{"speaker":"Kyle Mountsier","startTime":1198.29,"endTime":1202.01,"body":"your Pap, I thought Slappy, he's"},{"speaker":"Kyle Mountsier","startTime":1202.01,"endTime":1202.91,"body":"got Rand Fishkin"},{"speaker":"Michael Cirillo","startTime":1203.15,"endTime":1205.85,"body":"pappy, he's got"},{"speaker":"Michael Cirillo","startTime":1203.15,"endTime":1205.85,"body":"enough air time was Yeah. and I"},{"speaker":"Michael Cirillo","startTime":1205.85,"endTime":1208.97,"body":"were just having a conversation"},{"speaker":"Michael Cirillo","startTime":1205.85,"endTime":1208.97,"body":"kind of along the lines of this,"},{"speaker":"Michael Cirillo","startTime":1208.97,"endTime":1212.09,"body":"which is like, here's why"},{"speaker":"Michael Cirillo","startTime":1208.97,"endTime":1212.09,"body":"marketing attribution is dead."},{"speaker":"Michael Cirillo","startTime":1212.57,"endTime":1216.11,"body":"And and he listed all of these"},{"speaker":"Michael Cirillo","startTime":1212.57,"endTime":1216.11,"body":"reasons why it's so inaccurate"},{"speaker":"Michael Cirillo","startTime":1216.11,"endTime":1219.11,"body":"and why we shouldn't hang our"},{"speaker":"Michael Cirillo","startTime":1216.11,"endTime":1219.11,"body":"hat on it. And then he started"},{"speaker":"Michael Cirillo","startTime":1219.11,"endTime":1221.78,"body":"talking about things like this"},{"speaker":"Michael Cirillo","startTime":1219.11,"endTime":1221.78,"body":"like brand. Why? Why don't"},{"speaker":"Michael Cirillo","startTime":1221.78,"endTime":1224.03,"body":"people invest a little bit more"},{"speaker":"Michael Cirillo","startTime":1221.78,"endTime":1224.03,"body":"into their brand? And he's like,"},{"speaker":"Michael Cirillo","startTime":1224.03,"endTime":1226.94,"body":"because it's harder to it's"},{"speaker":"Michael Cirillo","startTime":1224.03,"endTime":1226.94,"body":"sometimes harder to measure."},{"speaker":"Michael Cirillo","startTime":1226.94,"endTime":1229.73,"body":"It's harder to track and you"},{"speaker":"Michael Cirillo","startTime":1226.94,"endTime":1229.73,"body":"said, Kyle, like, we know how it"},{"speaker":"Michael Cirillo","startTime":1229.73,"endTime":1233.48,"body":"pencils because we've been doing"},{"speaker":"Michael Cirillo","startTime":1229.73,"endTime":1233.48,"body":"it for so long, more than a"},{"speaker":"Michael Cirillo","startTime":1233.48,"endTime":1238.28,"body":"quarter. Yes. But that is"},{"speaker":"Michael Cirillo","startTime":1233.48,"endTime":1238.28,"body":"therein lies the biggest"},{"speaker":"Michael Cirillo","startTime":1238.28,"endTime":1241.61,"body":"challenge that I think"},{"speaker":"Michael Cirillo","startTime":1238.28,"endTime":1241.61,"body":"dealerships face in a 2024 world"},{"speaker":"Michael Cirillo","startTime":1241.61,"endTime":1248.87,"body":"and beyond is what don't people"},{"speaker":"Michael Cirillo","startTime":1241.61,"endTime":1248.87,"body":"know that you do? Because"},{"speaker":"Michael Cirillo","startTime":1248.87,"endTime":1252.5,"body":"everybody knows you. So everyone"},{"speaker":"Michael Cirillo","startTime":1248.87,"endTime":1252.5,"body":"knows you sell cars, everybody"},{"speaker":"Michael Cirillo","startTime":1252.5,"endTime":1254.78,"body":"knows you service cars, but what"},{"speaker":"Michael Cirillo","startTime":1252.5,"endTime":1254.78,"body":"don't they? No, that's"},{"speaker":"Paul J Daly","startTime":1254.78,"endTime":1256.55,"body":"a great flip."},{"speaker":"Paul J Daly","startTime":1254.78,"endTime":1256.55,"body":"Because usually it's like, what"},{"speaker":"Paul J Daly","startTime":1256.55,"endTime":1259.79,"body":"do other people know that I"},{"speaker":"Paul J Daly","startTime":1256.55,"endTime":1259.79,"body":"don't? Like actually, what"},{"speaker":"Paul J Daly","startTime":1259.82,"endTime":1263.81,"body":"doesn't? Everyone else know"},{"speaker":"Paul J Daly","startTime":1259.82,"endTime":1263.81,"body":"that? I actually do. Yep,"},{"speaker":"Paul J Daly","startTime":1263.84,"endTime":1265.43,"body":"exactly. That's a superpower."},{"speaker":"Kyle Mountsier","startTime":1265.58,"endTime":1268.73,"body":"That like"},{"speaker":"Kyle Mountsier","startTime":1265.58,"endTime":1268.73,"body":"someone write that down and"},{"speaker":"Kyle Mountsier","startTime":1268.73,"endTime":1271.94,"body":"press stop on this podcast?"},{"speaker":"Kyle Mountsier","startTime":1268.73,"endTime":1271.94,"body":"Because there's no there that"},{"speaker":"Kyle Mountsier","startTime":1271.94,"endTime":1275.27,"body":"you should be asking that of"},{"speaker":"Kyle Mountsier","startTime":1271.94,"endTime":1275.27,"body":"every communication channel that"},{"speaker":"Kyle Mountsier","startTime":1275.27,"endTime":1279.65,"body":"you have. Like that's a great"},{"speaker":"Kyle Mountsier","startTime":1275.27,"endTime":1279.65,"body":"question, but"},{"speaker":"Paul J Daly","startTime":1279.65,"endTime":1281.03,"body":"it's the hardest. I"},{"speaker":"Michael Cirillo","startTime":1281.03,"endTime":1283.37,"body":"think the"},{"speaker":"Michael Cirillo","startTime":1281.03,"endTime":1283.37,"body":"challenge that Nathan put that"},{"speaker":"Michael Cirillo","startTime":1283.37,"endTime":1285.98,"body":"on repeat, right on post"},{"speaker":"Paul J Daly","startTime":1286.07,"endTime":1288.74,"body":"social picture of"},{"speaker":"Paul J Daly","startTime":1286.07,"endTime":1288.74,"body":"Michael looking into the"},{"speaker":"Paul J Daly","startTime":1288.74,"endTime":1292.55,"body":"distance with a knowing glance,"},{"speaker":"Paul J Daly","startTime":1288.74,"endTime":1292.55,"body":"do you know that other people"},{"speaker":"Paul J Daly","startTime":1292.55,"endTime":1293.15,"body":"don't"},{"speaker":"Michael Cirillo","startTime":1293.18,"endTime":1295.37,"body":"but you know,"},{"speaker":"Michael Cirillo","startTime":1293.18,"endTime":1295.37,"body":"it ties into fixed opposite ties"},{"speaker":"Michael Cirillo","startTime":1295.37,"endTime":1298.25,"body":"into it ties into every facet of"},{"speaker":"Michael Cirillo","startTime":1295.37,"endTime":1298.25,"body":"the dealership, right, like I"},{"speaker":"Michael Cirillo","startTime":1298.25,"endTime":1302.93,"body":"think, okay, but do they? Even"},{"speaker":"Michael Cirillo","startTime":1298.25,"endTime":1302.93,"body":"if they know what you do? Do"},{"speaker":"Michael Cirillo","startTime":1302.93,"endTime":1306.23,"body":"they then know the process of"},{"speaker":"Michael Cirillo","startTime":1302.93,"endTime":1306.23,"body":"what you do and how you do it?"},{"speaker":"Michael Cirillo","startTime":1306.23,"endTime":1310.19,"body":"And you know, like, there's just"},{"speaker":"Michael Cirillo","startTime":1306.23,"endTime":1310.19,"body":"so much I that? Yes, exactly."},{"speaker":"Kyle Mountsier","startTime":1310.52,"endTime":1312.62,"body":"As long"},{"speaker":"Kyle Mountsier","startTime":1310.52,"endTime":1312.62,"body":"question. Yeah. Great."},{"speaker":"Kyle Mountsier","startTime":1313.07,"endTime":1315.62,"body":"Conversation on brand. We get"},{"speaker":"Kyle Mountsier","startTime":1313.07,"endTime":1315.62,"body":"excited about it. Hope you"},{"speaker":"Kyle Mountsier","startTime":1315.62,"endTime":1318.23,"body":"enjoyed it. We're there in"},{"speaker":"Kyle Mountsier","startTime":1315.62,"endTime":1318.23,"body":"Richmond. On behalf of myself,"},{"speaker":"Kyle Mountsier","startTime":1318.23,"endTime":1321.41,"body":"Michael Cirillo, and Paul J."},{"speaker":"Kyle Mountsier","startTime":1318.23,"endTime":1321.41,"body":"Daly. Have a good day. Thanks"},{"speaker":"Kyle Mountsier","startTime":1321.41,"endTime":1322.67,"body":"for joining us on Auto Collabs."},{"speaker":"Unknown","startTime":1323.48,"endTime":1326.93,"body":"Sign up for our free"},{"speaker":"Unknown","startTime":1323.48,"endTime":1326.93,"body":"and fun to read daily email for"},{"speaker":"Unknown","startTime":1326.93,"endTime":1330.71,"body":"free shot of relevant news in"},{"speaker":"Unknown","startTime":1326.93,"endTime":1330.71,"body":"automotive, retail media and pop"},{"speaker":"Unknown","startTime":1330.71,"endTime":1335.84,"body":"culture. You can get it"},{"speaker":"Unknown","startTime":1330.71,"endTime":1335.84,"body":"now@asotu.com That's ASOTU.com"},{"speaker":"Unknown","startTime":1336.32,"endTime":1339.86,"body":"If you love this podcast, please"},{"speaker":"Unknown","startTime":1336.32,"endTime":1339.86,"body":"leave us a review and share it"},{"speaker":"Unknown","startTime":1339.86,"endTime":1342.89,"body":"with a friend. Thanks again for"},{"speaker":"Unknown","startTime":1339.86,"endTime":1342.89,"body":"listening. We'll see you next"},{"speaker":"Unknown","startTime":1342.89,"endTime":1343.1,"body":"time."},{"speaker":"Paul J Daly","startTime":1354.53,"endTime":1359.78,"body":"Welcome to Annika"},{"speaker":"Paul J Daly","startTime":1354.53,"endTime":1359.78,"body":"Are we recording"}]}