My LinkedIn updates recently featured a posting concerning a "debate" hosted by the web show Auto Dealer Live between Alan Ram and Phone Ninjas founder Jerry Thibeau. Now I should disclose that I have enjoyed listenting to Jerry Thibeau speak at GM's eSummits for years and once was even privileged enough to share dinner with him, Joe Webb, Eric Miltsch, Allan Cooper and others from Dealer Think Tank. I also used his Phone Ninjas service to train one of my BDC reps and found the service very satisfactory. That being said, I am always a fan of an objective, meaningful exchange of ideas -- especially in regards to automotive digital marketing.
The exchange is the culmination of a feud between the two first sparked by an interview on CBT News wherein Alan Ram, of Proactive Training Solutions, proposed that dealers waste money when employing third party call monitoring services. Phone Ninjas' Jerry Thibeau, as one might expect, took umbrage with this notion and wasted no time in dispatching a rather pointed Dealer Refresh blog entry that featured a redlining "Bullshit Meter".
Hopefully this debate is not the type of ideological fare one would typically expect from the Auto Dealer Live show. The exchange was light on content and saturated with bombast and sensationalism. When filtered down to the basic essentials, the opposing arguments went thus:
Alan Ram, having taken great offense at Jerry's blog insult, posited that it is central to the job of any good sales manager to be monitoring incoming sales calls. He believes that a seasoned ear can quickly spot missed opportunities and thus reach out to prospects before it is too late.
Jerry Thibeau, for his part, believes that the sheer volume of calls coming into a dealership make the idea of 100% instant call inspection unlikely, if not altogether untenable. He believes that third party services such as the one he provides are better equipped to monitor, analyze, score, and coach sales staffs on their incoming call skills.
Had the argument been limited to a serious discussion of these the forum might have provided some useful insights to those trying to maximize their sales teams' effectiveness. Unfortunately, the conversation quickly degenerated into a bombastic and insulting tirade by Alan Ram who bemoaned that he could not believe that he had "put on pants" just for this discussion.
The key to any good planner, manager, leader et al is the ability to humble oneself to the point that one is willing to believe that he/she could be wrong. In its absence how can one be completely assured that our plans and processes represent the very best that there are?
I concede that Jerry Thibeau drew "first blood" by using a "Bullshit Meter" graphic to confront Alan's proposition that dealers divest themselves of third party call monitoring. Alan original point and subsequent counterpoints were drowned out his insulting, loud rant in which he focused on little more than the "third world call centers" and "minimum wage" talking points.
Auto Dealer Live and Alan Ram's related blogs proclaimed Alan the hands down winner, going so far as to claim that he "crushed" Jerry Thibeau. (Alan is a regular contributor to their show.) Jerry's Phone Ninja site and his friends of course countered that it was Jerry who in fact won. The reality is that this entire production was devoid of any meaningful exchange. There was no winner here, but there was a clear loser -- the automotive sales industry itself.
If we expect ourselves to be taken seriously that we should behave as though what we do is serious business. Both of these talented men had a valid point. The hosts should have moderated a debate, and not simply reveled in an Alan Ram insult festival.
Should sales managers monitor their sales calls as Alan Ram suggests? Absolutely. Does the average dealership call volume make this unwieldy? Yes. When an inadequate job is spotted on a recorded call, should the manager just call the customer and not coach the salesperson? Of course not. This is not ultimately an either/or question.
Sales managers should be constantly identifying coaching needs and addressing them, but not just on the phone. They should be coaching their staffs on greetings, product presentations, closing, proper follow up -- all the aspects of the selling process. They are not omnipresent. Quality data helps them to deftly determine their teams' most urgent performance deficits. A third party that can sift through every incoming call, find the sales calls, score them, and ultimately compile the data into easily interpreted reports can be an indispensable partner.
A good sales manager is not someone who can do the work of ten others, it is someone who can elevate ten others to his level. If a dealership budget allows for a good third party tool to help such a manager quickly determine who needs his/her assistance then utilize this tool! If you have a successful manager, you will not have to give him/her permission to monitor random incoming calls on his/her own, as well.
As for online debates, let's debate. If your ideas have merit, don't think that they can only be conveyed via bluster, and that counterpoints must contain childish insults. Haven't we as an industry already caricatured ourselves enough?
Related links:
http://www.dealerknows.com/
http://www.dealerrefresh.com/
http://ericmiltsch.com/
http://cbtnews.com/
http://www.phoneninjas.com/
http://proactivetrainingsolutions.com/
Saturday, November 21, 2015
Thursday, January 15, 2015
How to Go Out of Business in One Lunch Break
There is a run on Excedrin in Westport, Massachusetts today.
It all began commonly enough. A herd of salespeople were hungry and, sales days being hectic as they are, ordered pizza. Everyone pooled their money and waited for the luncheon fare to arrive. When it arrived, the forty two dollar and change bill was paid with a handful of small bills totaling fifty bucks. When the delivery driver pointed out that the bill was only forty two, the herd grunted acknowledgement. When the driver left with what he thought was a seven dollar tip, the herd noticed that they received no change.
This is where the situation devolves rapidly. The sales manager called the pizza place demanding his money be returned at once.
Now there are a couple of fundamental precepts to which one should adhere when dealing with the public. The first is that in all your dealings your should default to courtesy in all things to the greatest degree possible given the situation. The second is that one ought to realize that when your occupation is already smeared with a negative stereotype, perhaps one ought not post videos of you putting an entry level wage worker in his place. The Internets may look unfavorably on you.
This video was brought to my attention in the morning of January 15, 2015 by Glenn Beck's Blaze news site. By the time I was sharing the story with colleagues in the afternoon, F and R was feeling the, as one You Tube commenter put it, "the golden spray of Internet justice."
Their Google Business page would not load, but showed almost 3,000 reviews with and average 2.5 star rating. A Facebook page christening them as the "F&R Auto Sales Douchebags" had quickly garnered almost 5,000 likes. Probably the most blistering schadenfreude manifested itself on their Yelp page, where two thousand reviews left them trapped in one star hell.
The video above at the time of this writing has over 10,000 views. The original Liveleak video post ended up being featured and had over a half million views! The story had been picked up the UK Daily Mail, and Telegraph as well as traversing all the way to the Land Down Under! Someone even created a satirical Google+ Page complete with paid search ads! Their website? It was taken down.
In a desperate attempt at damage control an apology has been issued, but to what avail? Viral videos have a tendency to cycle for a long time. This company is basically done. What lessons can be learned?
This staff, the incarnation of the cast of Used Cars or The Goods, showed a wretched ugliness. I hope for their sake that this was not a representation of their real selves. The temptation in sales is to view the entire world through a lens of self interest. This is their opportunity to see themselves and cringe, which is not always a bad thing.
As for organizations, the information age makes it more important than ever to take frequent, candid, even sobering looks at your organization's culture. If within your walls it is common to have scenes unfold that you would not want to have go viral, then you have a problem(s). Fix it.
Companies and organizations need to realize that reputations can be destroyed in a day. Measure every word and image that you release in your corporate name. Be mindful of the online persona of your key employees. Finally, take a cue from Pope Francis and choose often the path of humility.
It all began commonly enough. A herd of salespeople were hungry and, sales days being hectic as they are, ordered pizza. Everyone pooled their money and waited for the luncheon fare to arrive. When it arrived, the forty two dollar and change bill was paid with a handful of small bills totaling fifty bucks. When the delivery driver pointed out that the bill was only forty two, the herd grunted acknowledgement. When the driver left with what he thought was a seven dollar tip, the herd noticed that they received no change.
This is where the situation devolves rapidly. The sales manager called the pizza place demanding his money be returned at once.
Now there are a couple of fundamental precepts to which one should adhere when dealing with the public. The first is that in all your dealings your should default to courtesy in all things to the greatest degree possible given the situation. The second is that one ought to realize that when your occupation is already smeared with a negative stereotype, perhaps one ought not post videos of you putting an entry level wage worker in his place. The Internets may look unfavorably on you.
This video was brought to my attention in the morning of January 15, 2015 by Glenn Beck's Blaze news site. By the time I was sharing the story with colleagues in the afternoon, F and R was feeling the, as one You Tube commenter put it, "the golden spray of Internet justice."
Their Google Business page would not load, but showed almost 3,000 reviews with and average 2.5 star rating. A Facebook page christening them as the "F&R Auto Sales Douchebags" had quickly garnered almost 5,000 likes. Probably the most blistering schadenfreude manifested itself on their Yelp page, where two thousand reviews left them trapped in one star hell.
The video above at the time of this writing has over 10,000 views. The original Liveleak video post ended up being featured and had over a half million views! The story had been picked up the UK Daily Mail, and Telegraph as well as traversing all the way to the Land Down Under! Someone even created a satirical Google+ Page complete with paid search ads! Their website? It was taken down.
In a desperate attempt at damage control an apology has been issued, but to what avail? Viral videos have a tendency to cycle for a long time. This company is basically done. What lessons can be learned?
This staff, the incarnation of the cast of Used Cars or The Goods, showed a wretched ugliness. I hope for their sake that this was not a representation of their real selves. The temptation in sales is to view the entire world through a lens of self interest. This is their opportunity to see themselves and cringe, which is not always a bad thing.
As for organizations, the information age makes it more important than ever to take frequent, candid, even sobering looks at your organization's culture. If within your walls it is common to have scenes unfold that you would not want to have go viral, then you have a problem(s). Fix it.
Companies and organizations need to realize that reputations can be destroyed in a day. Measure every word and image that you release in your corporate name. Be mindful of the online persona of your key employees. Finally, take a cue from Pope Francis and choose often the path of humility.
The Internets do not like bullies.
------------------------------------------
Epilogue: So apparently the owner of this exemplary establishment, himself a glittering jewel of eloquence, went on the radio to "take responsibility." What a piece of work. Everyone in automotive sales who struggles with the perception that we are all classless hoods, thank this guy:
Wednesday, April 2, 2014
Data-less Decision Making Made Easy by Google Analytics Academy
Perhaps I have been wrong. I have spent so much time trying to convince dealer principals and car sales managers that fear the Internet that they need to be open to the world of digital marketing. So much of my breath has been spent teaching that the power of digital marketing is in its constant undercurrent of data from which careful analysis can be drawn. Over and over I have labored to find a way to gently explain how their fear of online marketing makes them look silly.
Today I learned (or, TIL in Reddit-speak) that perhaps I was wrong.
In keeping with my standard of staying on the cutting edge, I try to take advantage of every quality webinar or continuing education opportunity that I can find. Among the helpful tools I have discovered is Google's Analytics Academy.
I have completed two of their helpful course offerings so far. When I checked in there today I discovered that the geniuses of Google have developed a new course that will help to empower those in the automotive industry who continue to dismiss all things digital. (Almost all things, that is. I have found many a manager or dealer principal who avoids using Internet assets for online business growth that finds online adult entertainment an indispensable part of his life.)
While it should be no surprise that an information juggernaut like Google should have managed to find a way to generate helpful content for almost any scenario, who could have guessed that they could create a course to help those who firmly believe that the Internet is a passing fad? Well, they have done just that:
For those of you breathing a sigh of relief that finally there is help for you, the complete course outline can be accessed here. If you are unsure if this course is for you, be sure to check out the FAQ page.
So for all of you out there that have been offended by my insistence that there exists a better way to grow your dealership, I apologize.
Happy learning and stay classy!
 |
| Eeeek! The Internets! |
Today I learned (or, TIL in Reddit-speak) that perhaps I was wrong.
In keeping with my standard of staying on the cutting edge, I try to take advantage of every quality webinar or continuing education opportunity that I can find. Among the helpful tools I have discovered is Google's Analytics Academy.
I have completed two of their helpful course offerings so far. When I checked in there today I discovered that the geniuses of Google have developed a new course that will help to empower those in the automotive industry who continue to dismiss all things digital. (Almost all things, that is. I have found many a manager or dealer principal who avoids using Internet assets for online business growth that finds online adult entertainment an indispensable part of his life.)
While it should be no surprise that an information juggernaut like Google should have managed to find a way to generate helpful content for almost any scenario, who could have guessed that they could create a course to help those who firmly believe that the Internet is a passing fad? Well, they have done just that:
For those of you breathing a sigh of relief that finally there is help for you, the complete course outline can be accessed here. If you are unsure if this course is for you, be sure to check out the FAQ page.
So for all of you out there that have been offended by my insistence that there exists a better way to grow your dealership, I apologize.
Monday, March 31, 2014
Like Pope Francis, Execs Should Be Open to Ordinary Confessors
Once again Pope Francis is in the news "shocking the world" by actually living the Gospel. In today's blockbuster, he broke from the tradition of the Holy Father having a specific, carefully chosen confessor to walking up to "an ordinary priest" in St. Peter's to make his confession. I marvel that this should be news at all. After all, the Church has always taught that even the Bishop of Rome himself is a sinner in need of confession. The pontificate of Pope Francis has clearly been marked by his having adopted Saint Francis' maxim of "Spread the Gospel always, when necessary -- use words". It makes sense, therefore, that having just exhorted the faithful on the importance of the Sacrament of Confession that he should approach the sacrament himself. No pageantry, no lofty ceremonies -- just simply confess one's sins and experience the love of Christ through the sacrament.
The Sacrament of Confession begins with an examination of one's conscience. What have I done that has caused me to stray from the devout life? What could I have done better? How have I followed or not followed The Way? While I would refer you to St. Francis DeSales, GK Chesterton, Dietrich von Hildebrand, or C.S. Lewis for the finer points of spiritual development my interest in this story is in exploring the importance of an executive examination of conscience.
I am not referring to issues of faith and morals, but the ability to take a candid, objective and curious look at one's marketing and sales processes and truthfully analyzing the results!
A quick perusal of my work history and one might speculate that either I interview like Dr. Jekyll and work like Mr. Hyde or I am particularly fond of exploring new opportunities. A dealer principal will bring me on board because he/she wants to improve their digital marketing methods and get better results.
I gather some baseline data and explain their current situation, and present my proposal for how to improve. From this point we are the best of friends.
The problem begins when I conscientiously do my job. Let me explain.
A good digital marketing program runs on good data. It is in the collection of this data and in its analysis that often other issues or deficiencies often become apparent. For example, increasing visitors but decreasing engagement could be a web design issue but it could also be an indicator, in the automotive sales business, that perhaps your inventory is lacking. It could be a sign that pricing is not in line with the market, or that the inventory lacks diversity or appeal. It could be the manifestation of an existing or developing image or reputation problem. What if the closing ratio is decreasing? Or margins are contracting?
So often we want an immediate answer. Someone came in that didn't like a picture on the website therefore the website needs changed immediately! A follow up on an unsold appointment revealed that the customer did not like what was said when they arrived therefore the sales staff is to blame! Good data only becomes statistically relevant when you have collected a large enough and random enough sample for whatever is being measured.
What does that mean? It means that one story or one opinion is a sample of just that: one. Often a dealer principal or experienced manager relies far too heavily on their opinion. With your competitors collecting and then objectively mining their data, they could be gaining valuable market insights that will give them an edge while you sit confident that since you started your own business or have managed one successfully for a while you must be right.
In just a few short years the habits of the internet customer have morphed considerably. While the psychology of closing a deal has not changed the activity leading up to it has. Smart phones combined with the increasing number of people who are familiar with internet searches have changed the automotive sales customers' habits significantly. Trusting your gut is fine, so long as you first ingest enough relevant data!
As I said good data analysis will sometimes bring to the surface issues that have heretofore gone unnoticed. Your data may be telling you that a good manager needs to reconsider his/her strategies or even improve on performance. It could also mean that the dealer principal might be wrong.
This is the part I love: sharing data that indicates profitability might increase if we change our dealer culture or practices. It is always received well. I am thanked for the information and told how my ideals will be considered and that someone will get back to me.
Typically they do get back to me, too.
Now for the record I have spent countless hours asking myself in what ways I am to blame for this pattern. (I even read Dale Carnegie's classic How to Win Friends and Influence People.) I have wondered if perhaps my intensity is to blame. This is a genuine struggle, because if I am asking someone to pay me to make their organization the very best then that is precisely what I am focusing my energy on doing. I always ask if the dealer principal or manager truly wishes to engage in a purposeful and candid conversation, or do they prefer to slowly explore ideas for improvement? Invariably they boldly request an aggressive and candid analysis of data. Ultimately, it seems, I end up -- despite great results -- with no support.
When I saw Pope Francis set aside formality and simply do what he told the faithful ought to be done I had to wonder why in the hell this is so hard to do in business? Looking at data to see trends and improve or implement processes is not about telling employees that they are bad at what they do -- it is empowering them with information to help them do better. Are executive egos really such that they are beyond reproach even by something as benign and objective as numbers? My inner cynic would tell you, "absolutely."
So here is my outline for a digital marketing version of an
So what does this have to do with digital marketing?
The Sacrament of Confession begins with an examination of one's conscience. What have I done that has caused me to stray from the devout life? What could I have done better? How have I followed or not followed The Way? While I would refer you to St. Francis DeSales, GK Chesterton, Dietrich von Hildebrand, or C.S. Lewis for the finer points of spiritual development my interest in this story is in exploring the importance of an executive examination of conscience.
A quick perusal of my work history and one might speculate that either I interview like Dr. Jekyll and work like Mr. Hyde or I am particularly fond of exploring new opportunities. A dealer principal will bring me on board because he/she wants to improve their digital marketing methods and get better results.
A good digital marketing program runs on good data. It is in the collection of this data and in its analysis that often other issues or deficiencies often become apparent. For example, increasing visitors but decreasing engagement could be a web design issue but it could also be an indicator, in the automotive sales business, that perhaps your inventory is lacking. It could be a sign that pricing is not in line with the market, or that the inventory lacks diversity or appeal. It could be the manifestation of an existing or developing image or reputation problem. What if the closing ratio is decreasing? Or margins are contracting?
So often we want an immediate answer. Someone came in that didn't like a picture on the website therefore the website needs changed immediately! A follow up on an unsold appointment revealed that the customer did not like what was said when they arrived therefore the sales staff is to blame! Good data only becomes statistically relevant when you have collected a large enough and random enough sample for whatever is being measured.
What does that mean? It means that one story or one opinion is a sample of just that: one. Often a dealer principal or experienced manager relies far too heavily on their opinion. With your competitors collecting and then objectively mining their data, they could be gaining valuable market insights that will give them an edge while you sit confident that since you started your own business or have managed one successfully for a while you must be right.
As I said good data analysis will sometimes bring to the surface issues that have heretofore gone unnoticed. Your data may be telling you that a good manager needs to reconsider his/her strategies or even improve on performance. It could also mean that the dealer principal might be wrong.
This is the part I love: sharing data that indicates profitability might increase if we change our dealer culture or practices. It is always received well. I am thanked for the information and told how my ideals will be considered and that someone will get back to me.
So here is my outline for a digital marketing version of an
Executive Examination of Conscience
- Have I put tools in place to measure as many aspects of my performance as possible?
- Do I routinely check for trends in online or on site activity?
- Do I ask "why" not only on downward trends but on upward trends as well?
- Do I make sure my data sample is large enough to be of relevance?
- If there are different theories of what is causing the trends, have I tested the opposing causation theories?
- Do I seek out the thoughts of employees or customers at all different levels and experience?
- Can I listen to this anecdotal evidence objectively without my feelings getting hurt?
- Am I interested in making growth decisions or is this business all about feeling important?
- Have I made recommendations based on sound reasoning?
- Did I thank my employees or subordinates for engaging in a candid, growth oriented dialog?
Tuesday, February 25, 2014
Friday, January 31, 2014
Encountering History - Jim Roselle of WJTN
Ever have occasion to meet someone whose life strikes you with amazement? I am not talking necessarily about someone having accomplished some singularly amazing feat: the first atop Mount Everest, the inventor of some great marvel, or the vanquishing of some fierce opponent against overwhelming odds. I am referring to someone whose life circumstances cause one to marvel.
Yesterday while doing a media relations tour with Erie Explosion owner Bill Stafford we went to the Media One studios in Jamestown, New York. Marketing and Promotions Consultant Debbi Yoakum was giving us a tour of their facility when she directed out attention to the WJTN studio.
I have always loved radio. I frequently use this intimate medium to support and draw attention to my online marketing efforts. From my youngest days the evolution of radio from crystal sets to the large radio from which families received news and entertainment until it was supplanted by the television has always fascinated me. I cannot help but feel a sense of history when I see KDKA's call letters in Pittsburgh. KDKA was the first commercially licensed radio station still in its original location. WJTN lays claim to being the second.
Behind the microphone of WJTN was seated Jim Roselle. Jim began broadcasting on this station as a part time sports commentator in 1953. As I looked into the window of the studio I saw a vibrant old man, headphones on, speaking into the microphone as his hands gesticulated to an audience unaware of their dance.
When he went to a song/commercial break Debbi invited us into the studio. Inside, a more affable, welcoming gentleman you could not have found. Almost immediately Mr. Roselle made you feel as though you and he were old friends.
It was as he shared with us that he has been behind the microphone of WJTN for over sixty years that I was filled with a sense of wonder. I began to imagine the stories that must have crossed the desk throughout this storied career. Surely he must have commented on the news of those days - news that is now a part of our common history.
When a young Jim Roselle took the mic in 1953, a young queen was being crowned in England, the United States was bringing the Korean War to a close of sorts, Jonas Salk was giving a trial of his polio vaccine to himself and his own family, Marilyn Monroe was being featured on the very first cover of Playboy, and Chevrolet was launching a new sports car called the "Corvette".
Jim Roselle, known for learning about his interviewees before their arrival so that he could do his trademark conversational style interviews, has sat with such diverse public figures as Rocky Marciano, Joyce Carol-Oates, Richard Simmons, Bill and Hillary Clinton, Phil Donahue, Jane Goodall, and the late media elder Tim Russert.
Mid sentence Jim instinctively realized his song had ended and his eighty seven year old finger deftly tapped a computer touch screen to launch a commercial. How different this must be from his first day in 1953! I realized that this man has no board operator. He commands not only the microphone but the production of his morning show with the ease of someone who has spent sixty years doing what he loves. As a broadcaster Jim interviewed Lucille Ball, now he serves on the board of The Lucille Ball Little Theatre. His career launched as the British Royals launched their yacht the Britannia, and he was behind the same microphone when this same royal yacht was retired by a queen no longer so young.
His devotion to his audience limited our time with this radio legend. He had played two songs and some commercials to facilitate our visit, but his "Dew Drop Inn" radio show was primarily a conversation, and his listeners were waiting to hear from their friend and constant morning companion.
As the door to the studio closed, framed by pictures of a smiling Jim Roselle with Bill and Hillary Clinton, I was awash in wonder. I had just shook hands with a man who was broadcasting when Glenn first orbited the earth and when man first stepped on the moon. He was a broadcaster at the time of the Challenger disaster, at both the initial launch and the loss of Columbia, and this same consoling voice would have been on the air when it was time to eulogize Neil Armstrong. His career began the year the British queen was crowned, and he remains on the air as she slowly transitions her royal duties to Prince Charles.
As we were preparing to leave the beautiful, modern studios of Media One in Jamestown, a gentleman walked in with a yellowed old newspaper. "I found some more old headlines for Jim," he told the receptionist as he made his way to the WJTN studio.
We had come to the studios this day to discuss ways to share the story of the success of the CIFL Champion Erie Explosion. Neither Bill nor I thought that we would have the pleasure of encountering a vessel of history sharing a conversation with a faithful audience --a conversation about the news of today and yesterday shared within the warm environs of the Dew Drop Inn, all served up in "a cup of happiness."
Jeff Novak
Engagement Consulting LLC
Sources:
http://www.radiojamestown.com/pages/wjtn-jim-roselle-pages
http://en.wikipedia.org/wiki/WJTN
http://www.wjtn.com/
Yesterday while doing a media relations tour with Erie Explosion owner Bill Stafford we went to the Media One studios in Jamestown, New York. Marketing and Promotions Consultant Debbi Yoakum was giving us a tour of their facility when she directed out attention to the WJTN studio.
I have always loved radio. I frequently use this intimate medium to support and draw attention to my online marketing efforts. From my youngest days the evolution of radio from crystal sets to the large radio from which families received news and entertainment until it was supplanted by the television has always fascinated me. I cannot help but feel a sense of history when I see KDKA's call letters in Pittsburgh. KDKA was the first commercially licensed radio station still in its original location. WJTN lays claim to being the second.
Behind the microphone of WJTN was seated Jim Roselle. Jim began broadcasting on this station as a part time sports commentator in 1953. As I looked into the window of the studio I saw a vibrant old man, headphones on, speaking into the microphone as his hands gesticulated to an audience unaware of their dance.
 |
| WJTN Radio Icon Jim Roselle Jan. 30, 2014 |
When he went to a song/commercial break Debbi invited us into the studio. Inside, a more affable, welcoming gentleman you could not have found. Almost immediately Mr. Roselle made you feel as though you and he were old friends.
It was as he shared with us that he has been behind the microphone of WJTN for over sixty years that I was filled with a sense of wonder. I began to imagine the stories that must have crossed the desk throughout this storied career. Surely he must have commented on the news of those days - news that is now a part of our common history.
When a young Jim Roselle took the mic in 1953, a young queen was being crowned in England, the United States was bringing the Korean War to a close of sorts, Jonas Salk was giving a trial of his polio vaccine to himself and his own family, Marilyn Monroe was being featured on the very first cover of Playboy, and Chevrolet was launching a new sports car called the "Corvette".
Jim Roselle, known for learning about his interviewees before their arrival so that he could do his trademark conversational style interviews, has sat with such diverse public figures as Rocky Marciano, Joyce Carol-Oates, Richard Simmons, Bill and Hillary Clinton, Phil Donahue, Jane Goodall, and the late media elder Tim Russert.
Mid sentence Jim instinctively realized his song had ended and his eighty seven year old finger deftly tapped a computer touch screen to launch a commercial. How different this must be from his first day in 1953! I realized that this man has no board operator. He commands not only the microphone but the production of his morning show with the ease of someone who has spent sixty years doing what he loves. As a broadcaster Jim interviewed Lucille Ball, now he serves on the board of The Lucille Ball Little Theatre. His career launched as the British Royals launched their yacht the Britannia, and he was behind the same microphone when this same royal yacht was retired by a queen no longer so young.
His devotion to his audience limited our time with this radio legend. He had played two songs and some commercials to facilitate our visit, but his "Dew Drop Inn" radio show was primarily a conversation, and his listeners were waiting to hear from their friend and constant morning companion.
 |
| Radio legend Jim Roselle meets with Erie Explosion owner Bill Stafford of Edinboro. |
As the door to the studio closed, framed by pictures of a smiling Jim Roselle with Bill and Hillary Clinton, I was awash in wonder. I had just shook hands with a man who was broadcasting when Glenn first orbited the earth and when man first stepped on the moon. He was a broadcaster at the time of the Challenger disaster, at both the initial launch and the loss of Columbia, and this same consoling voice would have been on the air when it was time to eulogize Neil Armstrong. His career began the year the British queen was crowned, and he remains on the air as she slowly transitions her royal duties to Prince Charles.
As we were preparing to leave the beautiful, modern studios of Media One in Jamestown, a gentleman walked in with a yellowed old newspaper. "I found some more old headlines for Jim," he told the receptionist as he made his way to the WJTN studio.
We had come to the studios this day to discuss ways to share the story of the success of the CIFL Champion Erie Explosion. Neither Bill nor I thought that we would have the pleasure of encountering a vessel of history sharing a conversation with a faithful audience --a conversation about the news of today and yesterday shared within the warm environs of the Dew Drop Inn, all served up in "a cup of happiness."
Jeff Novak
Engagement Consulting LLC
Sources:
http://www.radiojamestown.com/pages/wjtn-jim-roselle-pages
http://en.wikipedia.org/wiki/WJTN
http://www.wjtn.com/
Monday, December 9, 2013
Ode to a Hummingbird, or SEO Now Made Easy-er.
Search engines are rapidly developing the idea of semantic search, or search engines that don't just look at what you are search but attempt to also predict "why did you ask?". Online communities like Reddit and Imgur frequently have a good time with Google search suggestions.
Automotive dealers (or any digital marketer for that matter) need to understand that the search engines companies make their money by producing really good and relevant search results. Often we get so narcissistic that we forget that the advertising world was not created to serve our ambitions alone. They are there to create pools of users so that they can charge others for access to these users. In the case of Google and Bing, we do not necessarily have to pay for this access! We do, however, have to be a good search result.
So how does one become a good search result?
It is done by being the best answer to a particular question.
This is something we should know instinctively!
How much easier is it to sit in a sales meeting and ask our staff what types of questions people ask them on the lot versus asking (especially older veteran salespeople) what types of search terms our customers are typing in?
Once we understand what our consumers are asking for, we can begin to make sure that these questions are answered on our web pages. This goes beyond simply providing a price and a list of features on our inventory (which is still very much relevant, by the way!). What other questions are our customers asking? Some examples of unique questions we could be answering might include:
Is it better to buy or to lease a new car?
What is the gas mileage of the Chevrolet Impala?
How much can I tow with a half ton F150?
Is Honda really more reliable than an American made car?
Cobalt, in partnership with General Motors, now allows flex site users to have unlimited pages on their dealer websites, so adding information pages does not require paying for additional pages. Complimentary blog sites like the one this humble blog is posted on can be used with links back to Google + and dealer web pages.
Now it is not all smooth sailing for traditional auto dealers. Old school thought processes now have to give way to recognizing that there is value in having creative talent on the staff. You can rely on expensive third party options, if you wish, but remember that your content will likely be uncomfortably similar to everyone of their other clients, too. It is time to have on staff a copywriter or two and maybe even a graphic artist. Oh, and we need to make sure that our "old guard" is nice to them and recognizes their value, too.
The search engine industry is always testing new approaches and modifying their algorithms. We need to recognize that as consumer habits ebb and flow so must our content. Google is already requiring fresh content, so this is not a question of adding some webpages then sitting back to see who drives in. Guiding your efforts should be someone talented in organizing good online content and objectively measuring the results. This person should be a partner to your sales managers, not a subordinate. The hierarchical territory disputes traditionally associated with car dealerships need to diminish and a more collaborate, cooperative model be embraced.
Just as the market has changed with lightning speed the past few years so, too, have the tools changed that dealers can use to respond. Again, this represents a tremendous opportunity for us to simply and effectively do what we do best: respond to the needs of our consumer base. Google is empowering us to not simply know the answer, but to be the answer!
Subscribe to:
Posts (Atom)