As many of you know, the PCG team was in Napa Valley California at the end of May for the Digital Marketing Strategies Conference. It was three days filled with dynamic learning, networking, and of course, some wine tasting. The PCG team puts a lot into this event to make sure that it stimulates the auto industry’s digital growth, while instilling a fun environment for all attendees.

One of the props we brought down this year was Instagram cutouts. The cutouts were to be used to promote social media engagement on the three wine tours we had planned. It was something different than we’ve done, and of course, a lot of fun; a social media manager’s dream come true! The cutouts were customized, and designed with logos, special hashtags, and even the ‘likes’ represented the date, (quite clever if you ask me). They were wrapped and airplane ready when picked up from the printer, so it was to be assumed that all was well. These cutouts were attached to me at the hip from take off, to landing. Having to check them, find them, carry them, and drive them to Napa from San Francisco, it was a process — but worth the hassle because they were very special to me.

While unpacking everything in the storage room prior to the conference, our CEO Glenn came in to see our progress and help out. “Wait ’till you see these Insta cutouts” I said, as we ripped through the tape with a box cutter. The big reveal was as anticlimactic as one would dread, as the Insta cutouts were not customized and not done. In fact, they were blank. Imagine traveling for about 10 hours with a time difference and seeing that. It was a nightmare!

I then decided that I could do one of two things: I could have a total meltdown, or book a flight right away back to New Jersey. In that moment those were my only options. Until Glenn saw my distress, looked at me and simply just said “ADAPT. Adapt to the situation”. I took a breath put them to the side and moved on, knowing I could and would figure out how to use them.

Now you might be wondering at this point of the blog post as to why this is important. No, the point of this blog isn’t to publicly humiliate myself. The point is to show how important it is to adapt to situations. Dealers, you are in the middle of a digital revolution, and if you don’t adapt, you are going to miss the ride. It is quite often that I talk to those who don’t understand the importance of digital and paid advertising, and even though the results are there, they won’t adapt. Are they aware that they are behind? Are they aware that they are missing out on many ways to reach and engage with their customers?

The traditional billboard isn’t going to bring you the ROI that you expect anymore. There are one billion active users on Facebook, and most of them need transportation. Have you thought about how you could target the customers that matter most and make sure that they know you’re here to be of service? Have you ever wondered how you can gain more traction to your fixed ops department? They answer is right in front of you. The answer is digital. In fact, I bet more than half of you are reading this blog post on a mobile device. Did you know that 34% of shoppers are shopping just on mobile for cars? Are your sites mobile friendly?

You can’t be afraid to adapt to this changing era. There are many resources and teams out there that are willing to help you to make sure you succeed and reach your full potential through digital media. One of my favorite sayings is “Trust The Path Unseen.” We may not know what road digital is going to go down in this ever-changing tech world, but if you stop, take a step back, and adapt today, I can guarantee you’re going to have a smoother transition with your marketing efforts — and see results.

And right above, is a beautiful result of adapting. All I needed was a, sharpie, some scissors, tape, and trust. Need help taking your dealership to the next level? Give PCG a call!

About the Author

Denise Casagrande, Vice President of Marketing at PCG, is passionate about humanizing brands across social channels. She feels the connection businesses can make with their clients can be ever-lasting based off of the messages they're displaying through content. Creator of the Automotive Social Media Sales Funnel.