22 Jan Boosting Dealer Profitability
As I sit this morning drinking my coffee, I begin reflecting on the origins of PUK Digital. The story, I think, is one worth blogging about as it will help you to understand what drives us.
“Beyond third parties” first came to mind. While it started as a phrase, it’s grown to mean much more. It’s a mantra that fuels us and serves to power us to do more for the auto dealerships we are marketing for. Unlike third parties, who focus on leads, our aim is to go further and generate results.
Five years ago, we started to form this belief when we were struggling with the poor and unknown results of turnkey, lead generation companies we worked with. Our dissatisfaction with cookie-cutter digital marketing that was sold to and being used by a Ford dealer triggered us to act. As the result of their under-performing marketing, my partners and I undertook an endeavor to build a better solution, based on the breadth and depth of our experience and proven marketing practices.
We’ve walked in your shoes. Based on firsthand experience from working within dealerships and engaging with more than fifty over the past twenty-five years, we know that no two dealerships are alike. Although all dealerships sell cars, trucks, and service, each is unique and requires digital marketing specifically customized for their situation.
Third parties treat each dealership the same way. This is something else about them that is puzzling to me for a simple reason. How can they add value and generate results by providing the exact same marketing to each dealership? The answer is they can’t and don’t.
As my cup of coffee is almost drained, one other observation came to mind that I want to share that is perhaps the most significant in this morning’s reflection. It relates to a piece of advice I received decades ago and apply when I’m considering paying companies for their service. It was a eureka moment when a successful business person said to me, “If the company doesn’t get to know your business, don’t bother in wasting another second and find one that cares.”
We apply this to each relationship by first immersing ourselves in the dealership’s business to learn about their unique situation from the inside-out and to learn from people who work on the frontlines every day and know the business the best.
To wrap this up, the most important takeaways from this post are that PUK believes in going further than third parties, focuses on results and not leads, and advances auto dealerships’ performance by immersing ourselves in their business in order to gain critical insight which is used to customize digital marketing that sells.
We enjoy chatting about the auto dealership business and digital marketing every chance we get. Contact us and let’s start a conversation about what’s going on at your dealership.