My name is Nunzio Esposito, partner at GMLV. We are not new to our services, but in the #automarketing arena we are taking an infused approach. This is my first post and although I'm a new-comer to the group, I've been an avid follower for months now. But before I get on topic, let me explain my role in this specific case. I've been acting as an outsourced marketing director for our Honda account, being a catch-all for their marketing spend and also having our group implement the branding rollout, working close with vendors to heighten the integration. I give insight, train and share my advice along the way, trying to find the right equation for success and ROI. Currently in the middle of a new dealership launch! 

I just got off the phone with a 3rd party vendor pitching their services to our local Honda account. They started off with SEO/SEM and then went into offering Social Media and how their package includes weekly posts on various accounts including Facebook, Twitter, Pinterest, etc. They alleged how effective they were in pushing out relevant content to attract leads and convert sales. But as I sat there on the phone, I was in disbelief and felt like the call was going nowhere. My disbelief didn't stem from a personal grudge, albeit that my team implements these same exact services. We constantly push forth the best product/service a vendor we feel fits the overall brand of the dealership. It comes down to the simple fact that this overall "plan" of having a system of interaction, will not work for our local account. Why? This vendor isn't local! Actually completely on the opposite side of this country ;) 

The biggest problem I have with all these "services" is that they are being packaged and approached in the same fashion, simply creating an income revenue stream for their team. My question is, how local are they? How granular is their approach? Are they communicating to the right audience for that dealership. For the consumer, the internet has bridged the gap on automotive pricing and made finding the car you want easier because inventories are now searchable. What added value does the dealership possess? Will having a 3rd party vendor saying they "effectively" know how to handle PR, Branding, Social Media, SEO/SEM work for you? Can some of these vendors help your dealership in some fashion?

Yes, but a majority of these vendors are not thinking about your needs, what you need is unique, valued content to be communicated in your voice. This in turn will create conversion with your audience, and build lasting customer loyalty. That is why you have to put a team in place that can work closely with your personnel, know the key targets or departments that are performing well, find your model and TAILOR that approach to effectively use your marketing money and target those media outlets. That is an effective equation.

In today's world, the advertising agency isn't going to be the end all be all. It needs to be a team that understands that all levels of communication will involve these 3rd party relationships. And they must oversee, manage and make sure that the dealer's brand is applied to all aspects throughout the process.

I am curious to hear your thoughts on this subject and feedback is great appreciated! Ciao - Nunz

Twitter: @nownunz