A few years ago, I published an article about the need for a full time marketing manager in every automotive dealership. This view was met with resistance from those in leadership positions inside dealerships. Some comments were based around the cost of having an additional full time employee. Other comments focused on what this person could possibly do each day to justify the cost. Lastly, some said they, as a general manager, could handle the responsibility.
The answer is none – except for marketing. Every dealership needs someone on their team who is responsible for the efficiency and effectiveness of these dollars.
If we can agree on this, let’s address some of the previous concerns and also a few important points as you develop this role for your dealership.
As an exercise, add up all of the money spent yearly on advertising. Both offline (TV, radio, print etc.) and online. Then add in website cost, all technology tools on the website, your CRM cost, your service technology costs and any other technology related to marketing or servicing clients.
Now, the salary for a good marketing manager, depending on the area of the country could be around six figures. Before you stop reading, take the salary as a percent of the total spend and in most instances, it is around 10% – 20% or less. So paying 15% of the budget to maximize the total marketing spend and the technology as well seems a great investment.
I know what you are thinking…
Digital Marketing industry is constantly evolving.. The individual filling this crucial role must continue their education. One issue is no one internally can help with this education, so it must come from certifications or attending online and in person conferences. This must be understood from the dealer level that investment in skills will only benefit the dealership.
The goal of this education is to have someone internally who can hold marketing vendors accountable and understand what results matter. Unless this individual is trained to cut through any potential “vendor speak” to drill down to metrics that matter, the dealership is likely wasting marketing resources. They can then be the point person to field vendor calls for new products and services as well, freeing up the general manager’s time.
The question is no longer “if” a dealership needs a full time marketing manager. Marketing is evolving be it digital or traditional. From changes to data tracking and privacy or to social media marketing and advertising on streaming services. Dealerships need a highly trained employee to maximize the marketing and technology to stand out in your market.
PCG Digital has a series of online training classes designed for the general manager and the marketing manager. If you would like to discuss your situation, need a job description, or want to know how to structure for interviewing for such a position please reach out. I would love to offer my time to help. You can reach out to me directly with the email button below.