News

I am looking forward to helping car dealers implement the latest Automotive SEO strategies for their dealership on October 5-7th in Park Ridge New Jersey.  I’ll be speaking at Jim Ziegler’s Internet Battle Plan 7 on the opening day, October 5th.

This is the first time a conference of this size and scope has been scheduled in Northern New Jersey.  The location is perfect for dealers in NY, CT, RI, and PA to attend.

The hotel is located right off the Garden State Parkway and minutes from the New York Thruway.  Any dealer in the tri-state area can save on airfare costs by having their team drive to the Marriot and participate in this great conference.

Special SEO Offer For Early Birds

If you register by September 1st, PCG will prepare a custom SEO Analysis and Market Review of your dealership.  We’ll bring the report to the conference and take time to personally review our findings with you.  This offer is only for dealers who register by September 1st.

This full report would normally cost a dealer $1,000 but if you register early, you will have it included in your registration fee.  This is another example of the VALUE the Internet Battle Plan is offering dealers that attend.

Conference & Hotel Information

Park Ridge Marriott
300 Brae Boulevard
Park Ridge, NJ 07656

The Group Room Rate is $129… YOU NEED TO BOOK EARLY to receive the $129 rate.  Book Online

To make your reservation over the phone, you must provide the following call-in code: IBPIBPA
Room Reservations: 800.882.1038

See you in New Jersey in October!

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

My job requires me to be in front of a computer for many hours a day. When I started PCG Digital Marketing in 2005, I remember many months where I would be at the computer 12-18 hours a day, 7 days a week. This lifestyle choice coupled with lack of exercise and a healthy diet resulted in some significant weight gains by January 2010.

During those first five years of entrepreneurial growth I told myself I didn’t have time to go to the gym. I was convinced that I needed every hour to invest in the business. I was excited about how many opportunities existed and at the same time was buried with so many “things” to do.

I rationalized that when things got easier I would invest in myself once again and get back to the gym.

During those first five years I was also challenged by a statement Grant Cardone; “CEO’s of the nations largest and most successful companies read over 70 books a year”. I laughed and said wow, who has the time to read that many books. Once again, I was convinced that I didn’t have time to invest in my intellectual health because I had some many things to do.

I’m not the only one with questionable priorities.

It amazes me that when I speak around the country at 20 groups and conferences how many dealers openly admit that they are lacking the skills and knowledge to operate key components of their business. Overall, they are challenged to understand how to leverage the internet to grow their business.

Dealers admit that they have broken processes and business structure that make them inefficient. They have questions on lead management, CRM processes, social media investments, digital marketing strategies, and how to best leverage their website to increase conversion.

Yet when I encourage these same dealers to send their managers and key staff to training conferences they reply just like I once did; “My team is too busy to leave the dealership“.

This is one of the most dangerous myths that any dealer could buy into.  It’s the belief in this myth that has put dealers behind other industries in leveraging the opportunities in a digital world.

My Wake Up Call

In January of 2010 my doctor gave me a wake-up call.  He told me that if I didn’t change my lifestyle I would become a Type 2 Diabetic.  My first reaction was “This is impossible.  There are no people in my family with diabetes!”.

What I later learned is that diabetes is becoming an epidemic around the world as people refuse to educate themselves on the impact of poor diet and lack of exercise.

Unlike many other Americans that are presented with these facts, I listened.  I changed my diet and invested in a personal trainer 3 days a week.  Today I weigh 35 pounds less and my physical endurance, energy, and mental clarity has increased.

In fact, when I was in high school, I was a cross country runner.  I thought that my days of running were over.  Next month I’ll be running a half-marathon at the Jersey Shore.

I’m also reading one book a week.  It’s amazing how much knowledge, power, and enlightenment you get by reading books from leaders in all fields of life.  Grant’s admonition was true; leaders who read can lead better.  The investment to read is making my vision clearer,  processes more streamlined, increasing customer service, and creating a better workplace for my employees.

More Time And Greater Success

The irony is that since I have invested in physical exercise and mental exercise I have MORE TIME and MORE SUCCESS in my business.  It’s the exact opposite of what so many business owners, managers, and workers believe.  I challenge dealers to experience the same realization and success that I have found.

Dealers and General Managers this is your wake-up call.  Debunk the myth that you can’t afford to send employees to educational conferences.  Recognize it as a lie that will perpetuate mediocrity.

Dealership employees may retain more by getting them out of the dealership.  By taking them out of the normal mix, they can focus on learning.  They also benefit from learning and collaboration with their peers. Every time I train at a dealership, the minds of the employees are in work mode.  Interruptions are common and often people are pulled  out of a training session for an “urgent” matter.

The combination of live conference and online webinars and training tools is the key for dealership success.  There are many great online courses, training systems, and whitepapers that dealers should leverage as well.

Success and change will only be realized when dealers understand that they CAN NOT afford to ignore training and skills development.  Investing in employee education should be considered a mandatory part of their employment experience.

Any dealership should be able to operate efficiently if key members are away for a few days for a conference. If you have to, consider it an educational vacation. If the business can’t operate smoothly for a few days, then there are larger structural issues at play.

Recommendations For Live Education

On April 16-18th, the Automotive Marketing Boot Camp will offer best practice advice from over 30 industry experts and specialists to assist dealers remain relevant and competitive. The Boot Camp experience starts on Saturday afternoon April 16th and ends on Monday Night April 18th.  The schedule minimizes the time out of the dealership and maximizes the investment in education.   The boot camp format includes inspirational keynote speakers, workshops, and hands-on labs.   Get your team registered and stop buying into the myth that is undermining your success.

Bob Burg author of “The Go-Giver”  and “Endless Referrals” will be the keynote speaker on Sunday morning.  Jimmy Vee and Travis Miller authors of “Gravitational Marketing” will be the keynote speakers on Monday morning.  The workshops will cover important topics that include social media, fixed operations, CRM processes, telephone skills, content syndication, microsite marketing, video marketing, Internet pay plans, and more.

Follow this link to receive $100 off the registration for the Automotive marketing Boot Camp:  Boot Camp Special Registration Offer

In my short time being active in the automotive marketing community, my passion has always been focused on dealer education.  I have been blessed traveling around the country meeting dealers at conferences and 20 Groups.  From my travels it is clear that dealers and managers are hungry for education and winning strategies.

However, that hunger is not always reflected in dealer budgets and commitments to education for all dealership employees.  A recent PCG Digital Marketing survey indicated that over 35% of car dealers had no line item for employee education in their budgets.

The lack of commitment to education can be seen by the lack of participation for cutting edge automotive conferences.

A case in point, one of the most popular automotive conferences is the Digital Dealer Conference. According to their conference website discussing their Fall 2010 Vegas venue:

“We hosted more than 850 dealers and managers at our fall Conference in Las Vegas, coming from 48 states, Brazil, Canada and the Netherlands. … and more than 1,800 total Conference attendees.”

The Education Opportunity

There are approximately 18,000 new car franchise dealers in the United States and many more independent used car dealers.  Yet, less than 10% of dealers and likely less than 5% of key employees are sent for cutting edge conferences like Digital Dealer.

Our recent 2011 Digital Marketing Strategies Conference in Napa attracted 90 dealership employees, workshop leaders, and vendor sponsors combined.  We are just scratching the surface.  Yet I am encouraged by the responses from conference attendees; they want more!

Dealer principals are not the only ones that should be attending educational conferences and let me add 20 Groups.  Most dealers will forget over 50% of what they learned and most will have difficulty translating digital marketing, social media, or mobile technology best practices to their internal team who stayed home at the dealership.

As you know, handing your ISM copies of a PowerPoint presentation does not have the same effect as if they were participating in a live workshop.

Send Decision Makers To Conferences

Dealership employees that run all profit centers should be engaged with their peers, inspired by industry educators, and educated by best practice leaders.  If you consider service, parts, F&I, used cars, and new car managers a case could be made that every dealership should be sending multiple employees out for peer education each year.

Yet, the industry numbers indicate a very different commitment to education.  The vendors, educators, and leaders of the automotive industry must do more to encourage dealer commitments to education.  Throughout the year, our industry needs more educational opportunities that are geographically dispersed to reduce travel costs.

As the automotive industry relies more on digital marketing, social media, mobile devices, and new communication channels, education will be a prerequisite for success.  We need the structures in place for dealers, general managers, and front line employees to gain confidence in mastering the new paradigms in automotive marketing and operations.

Innovators Try To Meet Demand

Innovators like Jared Hamilton have announced the DrivingSalesUniversity.com.  PCG Digital Marketing has announced the Automotive Internship Program.  Industry veterans like Jim Ziegler have successful programs like the Internet Battle Plan.

We need more of these high quality educational opportunities.  90% of the dealership employees that should be involved are not getting the opportunity to engage.

With less than 10% of the employees that need education participating, I see this as an “abundance” opportunity.  One could also make a point that since 10% only participate in off-site education, it’s a dog-eat-dog fight for those decision makers and education dollars.

I will prefer to believe in the abundance philosophy; there is so much opportunity for individuals and companies that want to serve car dealers.  The market needs more people dedicated to educating dealers with passion and integrity.

I am a passionate educator.  I encourage more to step forward to help car dealers master the skills needed for success in today’s changing marketplace.

Mark Your Calendars For Education

I hope to see many of you at the 2011 Innovative Dealer Summit in Colorado on March 30, 2011 hosted by Tim Jackson and CADA.

I invite you to attend the 2011 Digital Marketing Boot Camp, April 16-18th in Orlando.

When the Boot Camp ends, make sure you attend the 10^th Digital Dealer Conference, which starts on April 19th, just down the street in Orlando.

And don’t forget Jim Zieglar’s  Internet Battle Plan on May 18-20^th Kansas City.

Make a commitment to education and your investment will be well rewarded!