We caught up with Cary Greenberg at the Digital Dealer Conference & Expo and sat down with him for ten minutes to capture his views on the state of our industry from the perspective of a company who focuses on reputation marketing to an industry that has long been reputation challenged.
DN: What is the difference between reputation marketing and reputation management?
CG: First of all, reputation management does not make a dealer money, Reputation Marketing does. Reputation Sensei, our Reputation Marketing solution, is proactive. Reputation management, which is reactive. We take the positive customer experience and market it for the dealer. We match the customer experience with the online reputation to drive traffic. These buyers are similar to referrals. They have a higher level of trust before they walk in the door. This increases sales, lowers lead costs and grows profit. Reputation Sensei is a comprehensive approach that uses numerous ways to create dealership reviews based on customer experiences. This includes in-dealership signage, review cards, emails, short-code texts, social media, and a system to push reviews to all the major review sites. Digital Media Nation is not a review company. We are a marketing company.
DN: Is the system fully automated?
CG: Our proprietary platform is fully automated and integrated with the dealership’s DMS. We take reputation marketing to a higher level. We are very involved in training either in-person or virtually to create a better culture based on providing a 5-star customer experience. Without a process in place for soliciting feedback from everybody, you are losing opportunities. We use in-store video responses to make sure the consumer understands that all reviews are taken seriously and that our main goal is provide that 5-star customer experience.
DN: Explain to us the social media component of your program.
CG: We prompt customers to share their experience with family and friends on social media. We also promote positive reviews on the dealer’s social media channels and website. We’ve created a dynamic and interactive micro-page called the Reputation Branding Page. We launched these new features at the Digital Dealer Conference & Expo whereby the customers can share their dealership experiences. We even have people responding and commenting on reviews so it’s interactive. Reputation Sensei turns best social media practices into a measurable ROI for the dealer. This awareness of the importance of positive reviews keeps staff on their feet and guards against complacency and the cardinal sin of receiving a bad review!
The idea is to create trust to drive a pipeline of traffic to your business, decrease lead costs, and increase your closing rates.
Author: Kelly Kleinman
Now celebrating 10 years in the digital marketing space, Kelly Kleinman’s experience includes working in a variety of marketing and advertising capacities with such iconic American entities as the Los Angeles Dodgers, Los Angeles Lakers, MLB, NASCAR, Sony, Universal Studios, MGM, Allstate Insurance and many others. He’s written blogs covering a wide spectrum of topics. Highly experienced in the world of Google AdWords and B2C Social Media campaigns, he has also written dozens of websites across all categories and is a go-to digital media consultant for many companies looking to push the needle and get into the next gear. EMAIL: firstname.lastname@example.org