The KPI Cafe

The marketing world has been changing at a blistering pace. There are privacy updates that have reduced targeting and audience capabilities, the deprecation of the cookie, new advertising entrants, changes to current platforms, and so much more that you have to contend with in order to market effectively. Things will only become more complex just as the customer journey has these past few years (expedited by COVID-19).In this KPI Cafe, DrivenIQ's CEO Albert Thompson provides a full view of what customers are doing, better ways to market to them, and more context around the value and source of data. You'll have food for thought on how to future-proof your marketing efforts powered by reliable information that you own. In addition to the primary interview, Charisma! Communication's Laurie Halter is back to dive into "What's Going on in Auto?".If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation.As always, please subscribe to the KPI Cafe on your favorite podcast platform!Here's what you can expect from today's episode:Opening CommentsWhat's Going on in Auto? w/ Laurie HalterIntroducing DrivenIQ's Albert ThompsonAlbert's Automotive Origin StoryWhat Today's Buyer Journey Looks LikeCOVID TransitionsRinse and Repeat ActionsResearch IntendersHow Can We Market Better to Today's Buyer?Top-of-Mind: The JourneyData Protection"My Data"Outreach vs. In-reachCustom Audiences"Digital Up"Insights on Customer and Contextual JourneyHyper-SegmentationPeople-BasedLoyaltyThe Starting Point for DealersHow to Find a Reliable Data PartnerAssetRightsLast Insights or Tips for Future-Proofing MarketingTo Learn More About Albert and DrivenIQ Previewing Next Week's EpisodeLooking for an award-winning digital marketing agency partner? At Reunion Marketing, we offer boutique-style services in SEO, SEM, and Social Media that have origins from our founder's work at a 33-store automotive group's marketing department. Reach out to our host Dane Saville at dane@reunionmarketing.com to set up a demo today.

The past few years have heralded major changes in automotive retail: direct-to-consumer models and new entrants, EVs, supply constraints, GA4, and, of course, a pandemic, are a few of the myriad things to navigate. It's important to take a moment to reflect on the good that has come out of it, including both what good has already happened and what good lies on the horizon.In this KPI Cafe, Automotive State of the Union's (ASOTU) Paul J. Daly and Kyle Mountsier dive into these changes -- past, present, and future -- to get you excited about how adaptable automotive retail is and how much more incredible it can be if it meets the moment.In addition to the primary interview, host Dane Saville also dives into "What's Going on in Auto?".If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation.As always, please subscribe to the KPI Cafe on your favorite podcast platform!Here's what you can expect from today's episode:Opening of the ShowUsed Car Marketing E-Book Offer (Located Here)Some Conversation and ContextWhat's Going in Auto? w/ Yours TrulyIntroducing Paul Daly and Kyle MountsierWhat Exciting Changes in Automotive Retail Has Paul Seen?Coming TogetherSolutionsWhat Excites Kyle Most About Automotive's Future?Energy and EnthusiasmPop CultureCustomer / Employee ExperienceHow Will Dealers Meet the Moment?Mass ConsolidationDealership Experience / Random Pronunciation ChallengeXvetriausL-A5-10-Year PrognosticationExperientialAudi Center ExampleInteractivityService ExperiencePatrick Abad's StoryASOTU CONWhat, Why, WhenASOTU's Focus on ValuePreview Next Week's EpisodeLooking for an award-winning digital marketing agency partner? At Reunion Marketing, we offer boutique-style services in SEO, SEM, and Social Media that have origins from our founder's work at a 33-store automotive group's marketing department. Reach out to our host Dane Saville at dane@reunionmarketing.com to set up a demo today.

Risks -- some big and some small -- are quite a common life occurrence. They come in the form of dating, employment, entrepreneurship, hobbies/activities, and so much more. Sometimes a risk pays off, and sometimes is doesn't. That's often the allure of a risk: the potential it has. We, however, don't want to blindly take risks as our chances of failure increase. It takes deliberation: we want it to be a measured risk.Dane Saville, Co-Founder of and Brand Manager for Reunion Marketing, takes us through the notion of a measured risk and uses both actual company stories and personal anecdotes to demonstrate the benefits that a measured risk can yield. In addition to the primary interview, we also have Friendemic's Hannah Lifson to discuss "What's Going on in Auto?".If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation.As always, please subscribe to the KPI Cafe on your favorite podcast platform!Here's what you can expect from today's episode:Used Car Marketing E-Book Offer (Located Here)What's Going on in Auto? w/ Hannah LifsonContext and ConversationBelief, Changes, HappinessThe Measured RiskDefining RiskParlaying into Measured RiskTypes of Measured RisksComfortable Being UncomfortableExamples of Companies That Took RisksApple, Microsoft, Whole Foods, Charmin, Google, FedExRevisiting Personal Risk: Happiness and TrustBroken Trust?Risk and TrustSharing a Personal Story of Measured RisksVoluntary Resignation from DoD ContractorUnemployment33-Store Automotive GroupAdvertising AgencyStarted Reunion w/ OthersShifting Roles: Another Story of Measured RiskContent Director to Brand ManagerSpeakingKPI CafeNetwork of FriendsAnother Benefit of Measured RisksPreviewing Next Week's EpisodeLooking for an award-winning digital marketing agency partner? At Reunion Marketing, we offer boutique-style services in SEO, SEM, and Social Media that have origins from our founder's work at a 33-store automotive group's marketing department. Reach out to our host Dane Saville at dane@reunionmarketing.com to set up a demo today.

Amazon offers a prime opportunity for advertisers in automotive retail to reach a multitude of local consumers who can help satisfy all profit centers of a dealership, as well as help dealers with inventory acquisition. This platform, including its Amazon Garage, and all of its network partners create a powerful programmatic channel that offers audiences and targeting to address consumers in the Awareness, Consideration, and Conversion stages of the path to purchase.Vasilios Lambos, CMO for Cognition Digital, navigates us through how your dealership's advertising strategy can leverage Amazon: from audience and targeting layering to streaming audio ads to aligning with customer intent, and much more. In addition to the primary interview, we also have Reunion Marketing's own Emily Usher on to discuss "What's Going on in Auto?"If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation!As always, please subscribe to the KPI Cafe on your favorite podcast platform!Here's what you can expect from today's episode:Opening Comments and ContextWhat's Going on in Auto w/ Emily UsherIntroducing Vasilios and His Origin StoryVasilios' Origin StoryThe Why of AmazonThe 101 of Amazon GarageParts/AccessoriesYear-Make-Model UploadAvailability for AdvertisersAmazon DSP: 1st-Party DataCan Amazon Hit All Dealer Profit Centers?At the Start: Impression Delivery for Variable OpsFlexibility in CriteriaVehicle AcquisitionAmazon Audiences and TargetingAmazon-owned 1st PartyCombine/SegmentLifestyle ExampleLayeringAmazon Goals and ObjectivesAll Available Upper-Funnel MetricsOffline AttributionNo Attribution Window LimitationDoes Amazon Offer a Full-Funnel Opportunity?Awareness-Consideration-ConversionThink of Who an Amazon Customer IsConsumer Intent / Business Objective AlignmentInventory Feed DetailsVariablesA Dive into Streaming Audio AdsLogged UserDevice OwnershipFull-Funnel AttributionFinal Tips About Amazon AdvertisingConnecting with Cognition DigitalPreviewing Next Week's Episode

The Business Development Center (BDC) continues to be a point of conversation for automotive retail. It turns out that there are more options, more nuance, and more best practices to consider and implement based on a dealer's individual needs because, after all, one size does not fit all. To help us dive more into this topic, we have Wendy Reeves, Founder of BDC Angels, to walk us through a high-level perspective on the BDC, then a quick pivot into many more of the details.If you've never utilized a BDC or felt a BDC just won't work for you, Wendy creates a compelling case on how this can be a vital component to your dealership's processes and customer experience. If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation!And, of course, we have good friend Dave Foy coming to share "What's Going on in Auto?"Here's what you can expect from today's episode:Opening the ShowWhat's Going on in Auto? w/ Dave FoyWendy's Origin StoryTips to Help Ensure the BDC is SuccessfulDedicated Onsite ManagerClose TrioRelevanceVarious Types of BDCOne-Size-Doesn't-Fit-AllDetermining Your BDC TypeOnsiteOutsourceCentralizedOffshoreFinal Tips from WendyContacting Wendy

For today's episode, we continue our foray into artificial intelligence (AI) with Konect.ai's Colby Joyner. In this Part 2, we go beyond setting the context of AI and into setting actual expectations, including its parameters, capabilities, limitations, integrations, and final tips for dealers considering this technology.We hope you enjoy as Colby navigates us through specific, real-world applications of AI and the obstacles he's encountered in his new role at Konect.ai. There will be no "What's Going on in Auto?" segment today, but we highly encourage you to check out George Nenni's insights in Part 1 if you missed them. Here's what you can expect from today's episode:How AI Can Pivot to Send Customer to Real SalespersonSpecific ParametersNotification ProcessAI as Part of the Dealership WorkflowFuture: OutboundNow: In the BeginningTask Reduction / StreamliningEventual OmnichannelHow is the Industry Reacting to AI in Customer Journey?HesitancyUtilizing Dealers and Data to EnhanceFinal Tips/Insights for Considering AIIntegrity of Intended InformationHow to Learn about Konect.ai and Connect with ColbyPreviewing Next Week's EpisodeIf you like what you heard, please remember to subscribe to the KPI Cafe on your favorite podcast platform!

Artificial Intelligence (AI) has quickly emerged as a primary subject in automotive retail over the past few years. For this KPI Cafe, we take our first sojourn into discussing AI with Colby Joyner, Vice President of Sales at Konect.ai. Throughout the episode, which has been divided into two parts, has Part 1 setting the context of what AI does, what it doesn't, and how to tell the difference between a true, transparent partner and those "other guys."As expected, Colby lays out myriad insights for dealers and vendors to make informed decisions regarding this emerging technology. If you have any thoughts or questions, please reach out to host Dane Saville at dane@reunionmarketing.com to join the conversation!And, of course, we have long-time friend George Nenni coming on to share "What's Going on in Auto?".Here's what you can expect from today's episode: What's Going on in Auto? w/ George NenniColby Joyner's Automotive Origin StorySetting the Context for Today's Episode210,000-Foot Perspective on AI Integration w/ Automotive RetailBasic IntroductionCustomer Journey ComfortabilityFollow-up / EnhancementBalance Between Feeling and FoolingSticking to the GistNatural LanguageStore IdentityAccepting LimitationsWhat Does AI Engagement w/ Customers Look Like?Qualifying QuestionsGood ExperienceKeep Customers EngagedPivot to Real SalespersonConcluding ThoughtsIf you like what you heard, please remember to subscribe to the KPI Cafe on your favorite podcast platform!

In this KPI Cafe, we return to the conversation of Google Marketing Live with Colin Carrasquillo, Digital Marketing Manager for the Nielsen Automotive Group. In this second part, Dane and Colin continue their dive into different elements, strategies, and updates shared during the most recent GML event -- plus some other relevant thoughts. Here's what you can expect:Conversation and ContextDeprecation of the Cookie First-Party DataInsightsAudience SegmentsPerformance Max CampaignsEase of useAutomation w/ Human OversightData to MineInfo. from WebsiteRelevanceDealership Digital Side DoorGoogle EAT ThoughtAutomationClosing ThoughtsIf you like what you hear, be sure to subscribe to the KPI Cafe on your favorite podcast platform.

In this KPI Cafe, Colin Carrasquillo, Digital Marketing Manger for Nielsen Auto Group, dives into some of the latest Google innovations with host Dane Saville. This discussion come on the heels of the 2022 Google Marketing Live event from Tuesday, May 25th. While the GML event helps guide the conversation, Dane and Colin discuss current usage of tools and products referred to during the event, as well as hits on a few more general topics based on what was presented.You'll hear perspectives and alignment on topics that are — and will be — impacting your dealership's digital marketing from both a dealer and a vendor in automotive retail across a variety of hot topics in a speed-round discussion that is now divided into two parts.Add your voice to the discussion by reaching out to host Dane Saville at dane@reunionmarketing.com to have him share your feedback on the next KPI Cafe, which will feature Part II of the interview with Colin.Here's what you can expect:Conversation and Context for Today's EpisodeWhat's Going on in Auto? w/ Wendy ReevesCatching Up with Colin CarrasquilloContext on the Nielsen Automotive GroupFormat of Today's ShowGoogle Vehicle Listing AdsLove-HatePre-Owned100% CoverageExposureVariance on MetricsGA4Events/Actions for AdsDifferent Paths to PurchaseUsing DataAnalysesVideoTying to Visual Mode at GoogleTangible NeedGoogle Asset LibraryQuality?Facebook Brand AwarenessClosing Thoughts and Preview of Next Week

In this KPI Cafe, Ken Mauldin, Corporate Fixed Operations Director for Purdy Group USA,  offers up insights about the small change that he and his team made that created big results for the dealership: more trade-ins from the service department.  He explains the balance of data analysis and observation that lead to a verbiage change in one of the questions consumers were asked to answer that now generates a reliable and consistent source of used inventory. The question, however, is just a cog in an entire framework and process that makes it all work.Here's what you can expect:Opening Comments and ContextWhat's Going on in Auto? w/ Dave SpannhakeDisclaimer About Audio!Kicking Off the Interview w/ Ken MauldinKen's Origin Story Details and Trends to Watch in Fixed Ops Reports3 Primary TrendsReversed FocusTime and ExpectationsThe Change to Get more Trades"Inspect What You Expect"Brainstorm from ObservationThe Process10% Goal: 15% RealityKiosk ProcessConciergeIt's All About TimeUniformityOther Impacts of Using Service for Trade-InsFamiliaritySales-Service SynergyClosing Tips for Fixed Ops DirectorsListen! If you like what you've heard today, please be sure to subscribe to the KPI Cafe!

In this KPI Cafe, host Dane Saville uses his conversations with Reunion Marketing's Social Media Department to bring insights and actionable tips that will help your dealership maximize the potency of your Facebook ads. With the Apple iOS 14.5 privacy update, you're losing 70%+ of your data on shoppers by sending them from Facebook to your website. You need a strategy that will feed your decision-making with precise data that you can analyze granularly with confidence. The path forward to accomplish this is by embracing a fully native funnel from brand awareness to qualified lead generation.You will learn how to create that funnel from top to bottom, the four buckets of audiences that you'll want to leverage for optimized reach of actual shoppers, and the way to bridge the gap between media metrics and actual dealership impact.Here's what you can expect:What's Going on in Auto? w/ Hannah LifsonContext for Today's EpisodeChallengesPlatform ReactionsFacebook's InfluenceThanks to Giancarlo and ArunmaniIndustry LandscapeCreating a Full Funnel on FacebookConsolidation (Not Fractional)Brand Awareness / Reach AdsRole of Video (Bonus Tip)Mid-Funnel: AIA, Agile Ads, Fixed OpsLead Generation AdsThe 4 Buckets of Audience TargetingSignallessFirst-Party Facebook PixelNative TargetingBridging the Gap between Media Metrics and Dealership ImpactMid-Funnel BarometerCRM MatchbackMarket Sales ToolCPLClosing Thoughts and Preview of Next Week

In this KPI Cafe, Kaylee Felio, Sales & Marketing Manager for PartsEdge, dives into a topic that we've not previously broached before: the Parts Department. When the pandemic shut down sales, your fixed operations holistically became a profit center that finally began receiving it's much-deserved attention. As a result, there was more investment in marketing, tools, and staff; however, as with all things, there's still room for improvement.Kaylee helps us understand where some of the biggest opportunities and most difficult obstacles lie within Parts. She outlines how her conversations have evolved from when she started six years ago and provides perspective on a number of items, such as metrics, training, and more. If you're looking for a great jumping off point to dive deeper into your Parts Department, this is it.Here's what you can expect:What's Going on in Auto? — Fixed Operations w/ Laurie HalterDealership's Biggest Opportunities w/ Parts?ProcessInventory Management w/ DMSTraining/SupportWhat Training is Most Needed?IndividualizedHot Topics / Major Issues in PartsShift in ConversationsCoachingCOVID Impact on ConversationsDid Lack of Access Make Improving Parts Harder?Referring BackSpeaking the LanguageObstacle of Job ContextWhat Impact Can Championing Parts Have?SecurityConsistencyData Points to Analyze in the Parts Department?Sources/CategoriesTrue Demand / PricingTypes of CategoriesIs More Better?Concluding Thoughts from Kaylee on PartsObsolescenceProactive AssistanceParts Girl PodcastPreviewing Next Week's Episode

In this episode of the KPI Cafe, Dr. Scott Garlock, the Executive Director of the Cleveland Jazz Orchestra, shares his insights and passion for the only true American art form. Whether you're an avid jazz listener or have never really witnessed the beauty of this form of musical improvisation, there is plenty to glean: the history of jazz, introducing yourself to jazz through fusion and funk, the way players meet creatively while playing, and much more.You'll also get to learn more about the Cleveland Jazz Orchestra itself, including the wonderful work they do in taking musical instruments as donations, refurbishing them, and providing underprivileged middle-school and high-school students an opportunity to discover the joy of playing.I promise that you'll break out the vinyl (as I do) or pop on some downloads or streaming to jam out to some tunes -- and, hopefully, they'll be to one of the greats like Coltrane, Brubeck, or Davis.Here's what you can expect:Casual Conversation and ContextThe BatmanJazz Appreciation MonthWhat's Going on in Auto?Digital DealerDr. Garlock's Introduction and Jazz Origin StoryHow to Draw Yourself into Jazz MusicFunk / TromboneImportance of Live JazzDave Brubeck / John Coltrane / Miles DavisFusionHow Do All Pieces Coalesce into Jazz?First, a Fusion CaveatNew Orleans: Walking GroupsAfrican-American1930s: FormulationPeculiar SoundsAre Music Sheets a Basic Recipe for Jazz?Melody and ChordsMake Arrangements / MoresExperiment but Sound PolishedWhat the CJO (Cleveland Jazz Orchestra) Has Been Up To!Season SeriesBest Jazz Ever Heard, Best Jazz Never HeardCJO in the CityEducational OutreachInstrument DonationWhat's Happening at the KPI Cafe

In this KPI Cafe, the CEO of Step One Automotive, Fernando Arellano Geddes, shares perspective on the ongoing education that he provides to folks across his organization.  Throughout this episode, you'll hear about how "normal can do outstanding " with a formalized training process that not only focuses on the hard KPIs but also uplifts leadership skills and capabilities.That's not all: Mr. Geddes dives into the impact the learning has made on his people, as well as the tangible and intangible tracking that demonstrates how the learnings are applied.You'll also get some fantastic perspective from Hannah Lifson of Friendemic for "What's Going on in Auto?". Here's what you can expect:What's Going on in Auto? w/ Hannah LifsonTypes of Educational Opportunities at Step OneNormal Doing OutstandingNADA Academy"Owners of the Future"1/2 Day of Training per MonthService IncludedPartnership / GoalsCooking AnalogyImpact of Ongoing LearningOngoing Review of KPIsMotivationChanging CultureTracking the Application of Ongoing LearningHard KPIs: Volume, Gross Profit, EtcReconditioning Process StoryWhat to Measure? What Training?Fernando Arellano Geddes' Origin Story

In this episode of the KPI Cafe, Hannah Lifson, Marketing Director at Friendemic, leverages her deep and extensive experience at trade shows to lay out a pathway to optimizing your time spent at the various automotive conferences, including the big one: NADA. You'll get tremendous insights for all three stages of the conference process, which Hannah lays out for both vendors and dealers: (1) there's the planning stage that requires a number of steps for alignments, goals, and more; (2) you then need to have a plan of action for getting as much as you can for relationship building and checking on progress; (3) finally, you have some follow-up, both vendors and dealers, to ensure you get the best return on investment. Here's what you can expect:What's Going on in Auto: Digital Marketing Edition w/ Dane SavilleHannah's Origin StorySetting the Context of the Episode: ConferencesGetting the Most Out of Conference PlanningScale of Event?Timeline of Engaging TeamPre-Scheduled MeetingsEvent WorkshopsJarrod Kilway ExampleTips Specific for DealersMaking the Most of Being at the ConferenceLocation?Breakfast, Lunch, Dinner, Happy HourRelationships, Relationships, RelationshipsTips Specific for DealersMaximizing the Post-ShowStarts with Pre-Show EffortsReview of Touch Points and Direct Revenue30, 60, 90, 180RetentionTips Specifics for DealersClosing Remarks

In this episode of the KPI Cafe, host Dane Saville dives into a solo act to highlight five -- of the many -- core tenets of effective copywriting. These were hand-selected based on a look across websites, paid search copy, social media copy, and more; all five need a little extra attention because they are still pervasive in automotive digital marketing; however, these can apply and are beneficial to any small business seeking to improve their messages with extra nuance. Whether you're a Dealer Principal, Marketing Director, or digital marketing for an agency in automotive, these are easy-to-remember and important-to-apply best practices but are certainly not the only to consider. In a twist of irony, though Dane underscores just how much those who work in dealerships do (and don't have the time to prioritize reading about copywriting), he offers up some books that will further sharpen your understanding of this important and often ignored aspect of your marketing.In addition to these insights, we have another installment of What's Going on in Auto: SEO Edition. Here's what you can expect:What's Going on in Auto: SEO Edition  Negative PrimingWhat is it?ExamplesCarvanaThe Power of "You" and "Me"The EffectContext of Variability: Wordstream / ReunionPower Words"Obligation" MistakeTeaser, Exclusivity, Slogan, Comfort, ExcitementAquire, RetainClarity, Intentional, DirectionalDon't Overestimate Consumer UnderstandingThe Process: DraftingConsistency of VoiceAcross ChannelsMarket-OrientedWho Are You?LocalizeBook RecommendationsRecap, Context, and Concluding RemarksPreviewing Next Week's Episode: Hannah Lifson

In this KPI Cafe, Greg Davison, an automotive leader for the past 15 years, offers up insights about leveraging his history to create a new schedule at the dealership. This episode covers the schedule he created, the impact on his team, the impact on his recruitment, how the scheduling works, and much more! If you need to hear a first-hand experience at how a change like this can greatly improve the morale of your people and benefit the dealership's retention and operation, Greg makes a very solid case.In addition to these insights, we have another edition of What's Going on in Automotive: Paid Search with Reunion Marketing's own Director of Paid Search Jessica Dee, who dives into some of the latest trends and updates for automotive SEM.Here's more detail on what you can expect:What's Going on in Automotive: Paid Search Edition w/ Jessica DeeThe Schedule Change ItselfWork-Life BalanceImpact of COVIDTeam StructureImpact on CompetitivenessThe ReactionLimitations on SundaySchedule and RelaxTalent Pool / RecruitmentHow the Scheduling Works3 TeamsContinuous RotationManager ExpectationsLooking Back on His Days of SellingWhen Did I Have Time to Enjoy?End of the Month / First of the MonthClosing Thoughts and Preview of Next WeekIf you like what you heard, be sure to subscribe to the KPI Cafe on your favorite podcast platform and leave a review with what you've learned or general thoughts about our content!

Paid search in automotive retail seems to have always been a point of contention. We often discuss wasted budgets, targeting issues, and reporting, which compels agencies and internal teams to continually try new products, lean into automations, and find nuances to optimizations.In this KPI Cafe, we invite Sarah Ciociola, PCG Digital's Media Director, to offer up a high-level look at their new approach to paid search, which tasks you to take on a fresh look at your Google Analytics Views, Google Ads Accounts, and bidding strategy. While this is not an endorsement from Reunion Marketing or the KPI Cafe, we always strive to share new ideas for discussion that can help elevate our industry by challenging the status quo. We hope that you find value in this information to drive more conversations with your own teams and agency partners.So, here's what you can expect: What's Going on in Auto: Social Media Edition w/ Giancarlo Montenegro Google Analytics Views SignalsNo StandardizationSales / Service Goals Impact on Reporting BudgetsOptimization Hard / Soft GoalsWhat Makes This Change Worth It to PCG? ClarityGoogle Ads Accounts Sales/Service-Centric GoalsCo-Op QuestionBidding Strategy Recommendations Value-BasedDoes It Really Parlay into Automotive?Methodology for Budgeting Two BudgetsCo-Op Issues?Managing What Spend is New Car vs. Fixed Operations Separating Driving OutcomesClosing Thoughts from Sarah Ciociola 

Can you define your organization's culture?Is the culture creating positive outcomes for your business?Culture is often a difficult aspect to manage because there are so many elements that comprise it, both tangible and intangible. While it starts at the top of the organization to align culture with core values, ever single member of your organization contributes towards culture and participates within it.To discuss this in greater detail, the KPI Cafe brings two new guests to share their perspectives built from years as leaders inside the automotive industry: April Simmons, Corporate Internet and Marketing Director at Horne Automotive, and Troy Scheer, an agile Chief Marketing Officer and dealership consultant. From building culture to identifying red flags to ensuring more inclusivity, April and Troy offer up myriad perspectives and insights that can help you simply just assess if your culture's effectiveness or even help you ask the right questions to start building a true culture that serves your people. In addition to insights from these two, we're continuing with our new segment "What's Going on in Auto?" with Reunion Marketing's CEO Dave Spannhake diving into the many big changes in automotive at large. Here's what you can expect to learn:What's Going on in Auto?: At Large w/ Dave Spannhake 2020-202116-17 Mil Projections 2023Similar Lessons to Great RecessionPosition to AnticipateAbandonment of FLOCBuilding Ecosystems to Combat Reduced TargetingFixed Operations MarketingCatching up with April Simmons What Troy Scheer Has Been Up to in 2022 From Where Do You Derive a Business' Culture? Top-DownSeeing People Impact Culture Sprinkles, Not the CoreNot Training Managers to be ManagersOne Perk Doesn't Fit AllOne-on-One TimeCut the CancerWhat Can Be Done to Improve Culture? Treat Employees as We Want Customers Treated"Parenting" / Human Principles"I Work for My Team"Coaching PerspectiveCause-Effect of RetentionCOVID StoryIdentifying Culture Red-Flags / Re-Fresh Catch While SmallNever Step Too Far AwayNumbers Never LieWalk ThroughHow to Make Sure Culture is Inclusive Mini-MentorshipUnderstanding Role in OrganizationClarity

Are you a digital marketing coordinator being elevated to management?Perhaps you're a digital marketing manager/director moving from a single-point store to your first dealership group?Or maybe you're a seasoned digital marketing manager/director coming from a different industry?Regardless of the answer, you're taking on a role with unique challenges and myriad tasks that require the right tools, the right balance of time management, the right vendor partners, and the support of your leadership team. Jarrod Kilway, Director of Digital Strategies and Solutions at Germain Automotive Partnership, joins the KPI Cafe to help you navigate this new role. With more than 15 years in automotive, including the last 6 overseeing the digital marketing of 13 rooftops, he has built the expertise to share so you can expedite your growth and streamline change.In addition to the insights from Jared, the KPI Cafe's new segment "What's Going on in Auto?" offers up this first installment focusing on the automotive community and brought to us by the CEO of Charisma! Communications, Laurie Halter.Here's what you can expect to learn:What's Going on in Auto: The Community? w/ Laurie Halter Frictionless ExperienceUVeye TechnologyTransparencyMotorMinds (Greg Ross): Connected CarSetting up Today's Episode Essential Tools for Automotive Digital Marketers UtilityPeople and ProcessTiming is Key ChangesBalancing Time and Resources Picking ObjectivesNADA Sprint Planning ExampleEqual Allocation Among Various TeamsBuilding Processes / GuidesRole of CulturePutting Together a Vendor Vetting ProcessBrian Kramer's Store Tagline: Simple, Fast, EasyLas Vegas Slot MachineBrand/Culture Identity ImportanceBuilding Brand/Culture Identity Organizational AlignmentCulture Team Mission Brand StatementIt's Not Static!Getting Leadership Buy-in for Changes Clarity and SimplicityAction Plan: Have, Show, MeasureInsight on Vendor Reporting: A Challenge "What is important?"End-Goal AlignmentAdvice Today's Jarrod Would Give 6 Year's Ago Jarrod Plan, Plan, Plan

In this episode of the KPI Cafe, we offer up our second-ever VIP Spotlight episode that features "General Motors Jeff" of Prouse Chevrolet. You have an opportunity to learn about a fellow automotive professional who has built a YouTube channel that boasts (at this point) 20,000 subscribers and more than 5,000,000 views. In addition to learning about Jeff, you get to learn from Jeff. He offers up insights, best practice, and more on creating video content for your YouTube channel, which can honestly be applied to video content you create for yourself on most social media platforms. Here's what you can expect:Jeff Before He Was "GM Jeff" (2:30)YamahaLearning Industry/Product"Let's Do Some Videos"2018 Chevrolet Traverse"Put Yourself Out There More"Facebook to YouTubeWhy Pivot from Power Sports Retail to Car Retail? (7:25)Truck/TowFinancialPassion"I'm Canadian! I Have to be a Hockey Fan!" (9:52)Building Product Knowledge Comfort (10:50)A Lot of TrainingYears Committed"I'm New Here"Aligning Needs w/ Product/ServiceHow Did Jeff Get Buy-In for His Evolving Role? (14:22)Dealership Operational KnowledgeActual LeadsWhat Was Catalyst That Sold Dealer Principal? (18:08)Not Just One ThingOwn AnalyticsIs There a Set Evolution of "General Motors Jeff"? (19:34)So Many VariablesUnderstanding Evolution of Automotive RetailContextualizing Jeff's Role (22:22)Relational, Not TransactionalBeing Conscious of EverythingDeliberate / IntentionalDealer's Own ResourcesPivot to Jeff's YouTube Content (28:50)Almost 20k Subscribers5,000,000 ViewsProvide ValueTips for Starting Your Own Video Content (31:53)ConsistencyAuthenticityQuestions Asked DealershipCadenceBest Practices for Video Creation Strategy (36:37)Say and DeliverBe DynamicHookVariancesTime Investment from Conception to Posting (39:11)Chevy Silverado EV ExampleEditing/Post-ProductionRecommended Tools (42:57)Expectation Setting for Leads (47:21)What Motivates Jeff Hunter? (51:27)Following "General Motors Jeff" Content (53:04)

There are few things more important for your dealership than effective leadership. With a historical precedent of high turnover coupled with a greater ability to build networks across social media, it's important to understand how you affect your staff and the impact you can make by being an effective leader and building effective leaders across your operational departments. To help with that, we have the opportunity to learn from Brian Alvo, founder of the NextGen Center that focuses on building effective leaders through myriad proven principles, strategies, and trainings. This episode of the KPI Cafe dives into these to help us take a more introspective look at our own leadership skills and offers actionable takeaways. Here's what to expect: Brian's Origin Story (1:30)Core Principles of Effective Leadership (4:08)OthersImpactPotentialSelf-AwarenessAre Principles Sequential in Nature? (6:28)Theory vs. Real-WorldContext/VariablesWhy “Effective” Leadership? (7:58)Re-FramingBinary of “Good”NeutralityMissing Ingredient(s) to Become Effective (10:22)Manage ChangeSet DirectionAlign PeopleGrowth Path?Inspire/MotivateListenHigh-Level Tips on Establishing Growth Paths (13:49)What Do “You” Want?Work Backwards from End GoalHigh-Level Tips for How to Actively Listen (17:07)Self-AuditIntentBenefits of Effective Leadership (20:30)Reaching PotentialGrowing TalentUncertainty vs. TrustAssess Now for Success Later (24:58)Where to Begin?Lay of the LandActionable/DemonstrableFrameworks for Leadership (28:49)Contacting Brian Alvo (31:27)

There's been a lot of recent discussion in automotive retail around wasted spend in paid search strategies. While there is a lot of truth to this claim, we also need to take deeper looks at different tactics within paid search that boast efficiencies and effectiveness. One tactic is the Display Ad, which is often dismissed because of claimed issues like a high bounce rate or a low lead count. Is this fundamentally true or is it possible your internal team or agency partner is not quite getting the setup or audience targeting right?Jessica Dee, Director of Paid Search at Reunion Marketing, steps in to discuss Display: objections to, merits of, types of, methodology for, and expectations for -- the full gamut! So join us in this deep dive and see if it's time to reassess your position on Display. Typical Objections to Leveraging Display Ads and How to Overcome (1:07)High Bounce RateLow Lead Count40,000,000 Website Opportunities9-12 Different Ad PlacementsAudiences and TargetingSetting the Context (2:35)High-Level Overview of Display Ads (3:18)Visually BasedMethodology Behind What Visual Type (4:07)3 TypesStaticResponsive DisplayRotate Information to Get Best PerformanceIncludes Video4,500 Opportunities w/ RotationCustom HMTL 5Create TemplateInventory FeedYear, Make, Model, Price Point, Actual ImagesAll 3 Available Across Display TypesIn-Market Display (6:45)Type of AudienceGoogle-Based (Signals, History)123 Unique In-Market Audiences for AutomotiveSales, Service, and Parts Opportunities30-60 or 60-90 Days$10 per Day MinimumAs Low as $12 CPLCompetitor Display (9:57)No Fewer Than 5 Competitor URLs as “Audience”Not Cookie-Based or IP-BasedUnique Audience BucketCross-brand or Third-Party DealersGood to Leverage for Any DealerMeets All Compliance RegulationsCustom Intent Display (12:55)Combined Search and DisplayWorks Off KeywordsUse ListsPulls All Search History for Targeting75% Less CPCRuns Congruently (Doesn't Compete with Search)Ideal for Conquest, Trade-In, and SubPrimeCompetitive Bids on These Keywords (Sign of the Times)Cost SavingsSmart Display Ads (16:40)Two Targeting Methods“Mid-Funnel” CampaignGreat Lead VolumeFeed Ad Copy: It Goes!Funnels to Specific User That ConvertsStarts High-FunnelEnds Low-FunnelMust Have the BudgetAt Least on Front EndMust Find Right Audience$2,000 per MonthSales Match-back16 Cars on $2,000 BudgetCalifornia DealerWhich Display Type Will Get Most Buy-In? (19:20)Remarketing Display: Methodology of Audiences (20:10)New, Used VDPsSRPServiceHow Work Intensive Is Setting Up Display Ads? (22:05)Is There a Threshold of Spend for Display? (24:02)Ranges of ROI Expectations with Display (25:01)$30 CPL AverageImpressionsCPC (Well Under $1 per Click)Closing Thoughts from Jessica Dee on Display Campaigns (26:22)Unbounce Session: 16 MinutesFilter Out Accidental Clicks

Although SEO is not a novel concept in automotive retail, there are still a number of issues that we, as an industry, need to overcome. Whether it is an antiquated way of measuring or setting false expectations or a sole focus on variable operations, dealers and agencies need to have open lines of communication and collaboration to help elevate the industry and rid it of these bad practices and bad actors.Greg Gifford, Vice President of Search at SearchLab, joins the KPI Cafe to discuss what should be happening, shouldn't be happening, and definitely shouldn't be happening with the strategies and tactics your internal team or agency partner is implementing. If you're seeking candid insights about automotive SEO, you won't want to miss this episode.Here's what to expect: Greg's Origin Story (2:03)Primary Issues Plaguing Automotive SEO (7:40)Things OutdatedCo-Op SystemAfterthoughtConference MicrocosmBeen Burned in PastWhy Aren't Best Practices Still Holistically Embraced? (12:40)Esoteric ROIOutside 30-Day CycleBig Agencies OverloadedCost-Savings ComplicationContemporary ExampleCOVID / Inventory Shortage PivotsAll of the Channels, Strategies, Tactics, PlatformsPossible Conflation: SEO/SEM (Light switch)Contemporary ExampleDealer Pushback: But Other Operations/StrategiesOverlooked Component: CRORed Flags to Identify Bad Actors in SEO (25:06)Guaranteed RankingNo AccessExpectationsNo ContentInfrequencyClient Load?Best Practices in Automotive SEO (29:37)TechnicalIntentionality of ContentGMB (Now Google Business Profile)Issue of Content and Other Considerations (32:14)VolumeLengthContemporary ExamplesHomepage Banners / Homepage ImagesWord Count Link Building Tips (41:00)Community Involvement AdvantagePurposefulConference Recommendations (43:38)SearchLab Video Content (46:39)

Your Google Business Profile listings are an integral part of  your digital marketing strategy. There are a number of components that your dealership needs to ensure are leveraged to maximize your potential for visibility in non-branded category searches for your vehicles and services.George Nenni of Generations Digital joins the KPI Cafe to talk about the fundamentals of your listings to help you make smart, strategic decisions about updating and maintaining your Google Business Profiles across you dealership's operations. In addition, he tosses in a number of insightful tidbits that he's gleaned from being in the weeds, building his expertise for this particular strategy.Here's all of what you can expect:George Nenni's Origin Story (2:25)GMB Listings 101: Crash Course (4:28)ListingsCategoriesCustomer-Facing Profit CenterImportance of Images for GMB (6:32)Owner vs. CustomerGoogleImage File The Play of Citations (8:29)NAPMozEducate the InternetPrimary Number on GMBDeep-Linking on GMB (10:45)Orange NotificationQ&A on Your GMB (11:59)Wild WestGeorge's Suggestion3 LikesBest Practices for Managing Reviews (14:34)Subscribe to Platforms1-on-1 EngagementKeywordsImpact of GMB Posts (16:41)FrequencyIndexationEvergreenKeywordsGetting Your GMB to Populate for the Right Searches (17:46)Category Best PracticesGoogle Knowledge GraphSelecting Primary CategoryRole of Attributes (19:56)Consumer-ConnectedConfirm or DenyWhat Does Automotive Retail Still Not Get Right? (21:30)Is There a Cadence of New Content for GMB? (23:59)Sources to Help Dealers Manage GMB (25:07)Final Tips on GMB from George Nenni (27:14)Connecting with George (28:17)

Brian Ortega, Creative Director of Valley Hi Toyota, joins the KPI Cafe to jam about the creative process -- from conception to execution, including production tips -- in generating fun content for the dealership. Whether you're a Marketing Director who's not sure where to start in generating more creative messaging or a Dealer Principal who's hesitant because of perceived costs, this episode will provide plenty of value across the spectrum of objections, challenges, and uncertainties. From failures to fabulous evergreen content, Brian shares his experiences and perspective acquired from years of employing a really creative approach to engage consumers.Here's all of what you can expect ... Brian Ortega's Origin Story (2:15)How to Begin the Process of Ideating Creative Content (5:35)GumptionWhat's Goin' On?Bouncing of IdeasTips to Produce Creative Content with Costs in Mind (9:28)TalentLocation“Check Out What's Around You”What Should Dealers Look for in a Production Company (12:55)Hesitancy of Ideas?Stick to Your StandardsMake Sure Things Translate“We Don't Hold Anything Back” (14:56)8 SecondsImmediate Visual ImpactMultiple Pieces of Content in a ShootContent Intentionality (16:38)Wire-framingNotes for Editor/ProducerSelf-Editing from Raw FootageBehind-the-ScenesThanksgiving Spot ExampleHumanizing / AuthenticityEditing Software Insights (20:28)iMovie, YouTube ShortsDoesn't Need to be PerfectYou Sell Cars — Not ProductionDonuts - Specials in SpotsImportance of Being Evergreen (22:35)Story AttachedArcCOVID/Drive-thru ExampleTell the Story / Promote the ProductCan Some Ideas Work More than Once? (24:45)More True Life ExamplesSome WorkSome Don'tOrganic GrowthAsk / Team with the CommunityAligning Expectations between Digital and In-Store (31:52)Be GenuineLeadership SupportReputation ManagementMost Challenging and Fun Content (34:00)When You Must AdaptEmbrace Who You AreExample of Adapting in the MomentLegalCreative Approval Process (41:46)How to Check Out Valley Hi Toyota Content (43:55)

In this episode of the KPI Cafe, our guest is Brian Kramer, General Manager of Germain Toyota of Naples. He's been a vocal thought leader in automotive retail on how to break the status quo and embrace methodologies that champion consumer expectations and shopping behaviors, as well as apply the best of what disruptors like Carvana are doing -- that many dealerships are not. You'll hear perspective on sourcing vehicles, digital retailing, reducing friction, and much more.By the end of the episode, we hope that you'll have some constructive challenges to ensure that you're doing what you say and doing what you're not (today).Here's what you can expect:Show OpensHow is Brian an Ohio State Fan? (3:20)A Breakdown of Carvana (5:04)Vehicle SourcingBrandingAdvertisingTransparency/FairnessDistilling It All Down: What Do “They” Get Right? (12:58)Clarity“Doing What We Said We Would Do”Dealer Mindset to Embrace These Changes (17:27)Culture“Put It in the Slow Cooker”Why Haven't Dealers Dominated Sourcing Local Vehicles? (20:08)Consistency“I'm the Only One”Short-Sighted FixationWhat Should Dealers Model in Digital Retailing After Carvana? (24:16)What You Can Do, We Can Do, TooFirst-Party DataInstacart ComfortabilityPay for TimeCautionary Tips in Embracing Digital Retailing (31:49)Stress TestingWork on InefficienciesFocus on Top 3 ThingsPrognosticating the Importance of Brick'n'Mortar (37:08)The Meeting PlaceDisney Club ExampleInnovation/Leveraging NetworksService/Body Shop/PartsReducing Friction Points in the Dealership's Purchase Process (41:33)Airborne, Not ChairborneKPIs vs. Customers“Why Can't You Do It Like Germain?”Lessons Learned from Today Applicable to Service? (50:12)Why We Did ItTraining Staff and CustomersNeed the Data Connecting with Brian Kramer (56:08)

To round out this batch of KPI Cafe episodes, host Dane Saville takes a dive into building a tribe, using his own experience as Reunion's Brand Manager to provide a personal (and vulnerable) perspective on what this process feels like. From content creation and content reaction to authenticity to sweat equity, Dane gives a full view of building a tribe, including the doubts and reservations he still has about his own work on the KPI Cafe.Here's what to expect:Defining the Tribe (1:27)Sports/Movie ReferenceCommon GoalLeveraging NetworkBe a Facilitator; a Consigliere"Do Your Part" (3:16)Personal StoryContent CreationContent ReactionValue is TractionTips for Time ConstraintsTribe Small as NecessaryReal Connection = The ExchangeWhy Even Build a Tribe? (8:22)TrustRevenue and RelationshipsCompetitors Can Be a PartIt's About the TribeExamples of People with TribesTribe Goals Can Evolve (11:45)KPI CafeDilution?You Need to be YOUSweat EquityConcluding Thoughts (13:45)Dane's Own Doubts

In this episode of the KPI Cafe, Reunion Marketing's Director of Social Media Giancarlo Montenegro dives into the weeds to clarify some confusion and misconceptions around Apple's iOS 14.5 update. Though this update has been implemented for a bit of time, there still seems to be some demystifying regarding what exactly it means for your Facebook advertising and retargeting strategies. Here's what you can expect:Giancarlo's Origin Story (3:12)Does iOS14.5 Affect Ad Delivery Across Facebook's "Network"? (4:50)What Does a Retargeting Strategy Now Look Like? (6:00)To What Degree Does GA Still Help Inform Social Strategies? (9:22)How Does Measuring Ads Differ Between GA and Facebook Data? (11:34)Loaded Question: Vanity Metrics? (113:53)One Holistic Way to Advertise on Facebook or Different Ways? (16:31)Giancarlo's Final Thoughts on This Update (19:10)Biggest Challenges in Automotive Retail with Social Media (21:43)Biggest Opportunities in Automotive Retail with Social Media (23:30)As always, please be sure to subscribe to the KPI Cafe on your favorite podcast platform.

In this episode of the KPI Cafe, Reunion Marketing's Director of Paid Search Jessica Dee dives into a recent update to features for Responsive Search Ads: Ad Customizers. Though long-available for Expanded Text Ads, Ad Customizers provide additional relevance with new layers of information that can populate in the ad based on the consumer's actual search. Here's what to expect:What Are Ad Customizers? 4:57Dynamic AttributesRelevanceVIN, Mileage, Days of Lot, etc.Process of SelectingInitial Data to Ad Customizer Effectiveness 7:21For Expanded Text AdsHigh CTRComparable CPCWhat Triggers Ad Customizers? 8:42KeywordsAd GroupsHow Do You Optimize Ad Customizers? 9:27All DynamicReset Static TextGoodbye to Expanded Text Ads? 10:53Budget Impact of Efficiencies of Ads? 12:27Types of Ad Customizers 14:02

In this episode of the KPI Cafe, we're introducing a new style that will be featured each season: an industry spotlight. Our team wants to celebrate great folks across the industry with interviews that focus more on the people and less on strategies and tactics. This inaugural episode features Sean Welsh, an automotive retail veteran who founded Car Biz Done Better approximately 8 years ago. Cheers to getting to know you better, Sean!Here's what you can expect:Where Sean Draws His Passion for the Car Business (3:48)Professional Growth From Men's Warehouse (9:36)Sean's Motivation Changed: What Happened? (13:51)Where Sean Is When Not Working (17:44)Collaboration with Wife (22:39)Car Biz Chronicles - Some Perspective (26:18)What Sean Loves Best About Automotive Retail (30:57)Biggest Challenges in Automotive Retail (32:22)Comparing Process: A Reality Check (36:14)Review of Buzzwords with Sean (41:39)

In this episode of the KPI Cafe, Matt Wilson of Silverback Advertising takes us back into the Wild, Wild West of OTT. He and host Dane Saville cover a full gamut of topics to help dealers be able to ask the right questions of their vendor partners by building a fundamental understanding of this strategy.  So whether you're a novice who wants insights on why you should leverage OTT or have been using it and want more in-depth perspective on optimizing your campaign, there's actionable tidbits for everyone.You'll even learn some brand new vocabulary in the episode, like "inmarketedness." Here's what you can expect: Matt Wilson's Automotive Origins (2:48)Defining the Purpose of OTT (6:11)TV Programming to Cableless FolksDevices, OTT, CTVDealer Objectives to Help Make Strategic Decisions (8:25)Campaign Goal"Legitimate" ContentAudience, not the ProgramPlacementsWild, Wild WestHow OTT Stands Out from TV (12:26)Vanity MetricsTargetingTrafficAnecdoteHow Does Audience Building Happen for OTT? (18:34)No Consistency Across Platforms"Inmarketedness"Data SourceAdding Layer of Depth to Strategy (21:23)GeofencingFixed OpsBreakdown of OTT Ad Types (22:45)Buyback, Lease, Brand, QR CodesOptimization in OTT (24:36)Silverback ExampleMachine LearningAd Duration RecommendationAbility to Optimize Quickly? (28:29)Creative Production BarrierTemplate ApproachQuick UploadHow to Develop Creative from Audience (30:10)Biggest Challenges in Dealers Using OTT Correctly (32:30)PerceptionBranding AND Low-Funnel, Results-DrivenIs OTT Accessible to Dealer's of All Market Conditions? (35:17)Costs/MinimumsBig SpanQuestions Dealers Should Ask OTT Providers Before Doing Business (37:54)

In this episode of the KPI Cafe, Nielsen Automotive's Colin Carrasquillo joins Dane Saville to discuss the many opportunities across the spectrum of social media channels, including the increasing importance of branding and organic in your content planning. Throughout the episode, Colin offers several real-world examples of how he has leveraged different platforms to mine opportunities for his dealership group. He and Dane also explore what the future may hold for Facebook, as well as take a relatively deep dive into the value of Pinterest.Here's what to expect:Colin's Automotive Origin Story (4:27)Ad Agency Experience (Auto Retail)FreelanceFinancial Sector (Auto Loans)9-Store Dealership GroupRole of Branding within Marketing Efforts (7:00)Facebook Auto Marketing CollectiveDigital CompetitionGroup Message/Marketing"Your Key Community" Branding ExampleRetention / Lifetime Value of CustomerDoes Organic Social Media Still Work? (14:43)HIP: Happy Customers, Informative Posts, Promotion80:20VideoSalespeople on SocialGroup/Store vs. SalespersonEvergreen Advertising Opportunities (21:20)BuybackYour Value PropositionsBuild the PoolWhat's It Worth to You?Porsche Blog AnecdoteWebsite Traffic CaveatAnticipation of Facebook's Evolution to Meet Dealer Needs (30:58)Walled GardensAIAs and MarketplaceSome Fun PontificationAny Concerns About Facebook's Influence Waning? (38:32)Facebook's PropertiesOther Platforms Dealers Should Test (41:43)SnapchatTikTokPinterestExample of Using PinterestHow to Allocate Time and Resources? (48:56)What Gives You Best ROIFinding New Channels/StrategiesExperimarketing Podcast (59:23)

In this episode of the KPI Cafe, Nelson Automotive Group's Kyle Mountsier offers myriad insights on how to recondition the conversations they're having with customers. Since time immemorial, many people shopping for cars have been forced into negotiating on price because of a lack of transparency, a lack of trust, and a lack of consistency from first point of contact to purchase. Though automotive retail has progressed, the stigma still lingers, and there needs to be a deliberate process in place to help move the conversation away from price and toward inventory and needs. Kyle not only offers actionable tips on how to do this, he also talks about the benefits, one of which demonstrates his genuine care and concern for others.Here's what you can expect:Kyle's Automotive Origin Story (3:30)Music MajorPensacola, FloridaSelling CarsNissanNow MazdaDid the Industry Condition Consumers to Ask for Best Price? (8:30)Only Industry to Request Price"Fight Harder" and "Fight Well"Fear of Losing CustomersNeed to ReconditionShort-term PainBest Practices to Help Redirect Price-Driven Customers (13:40)Right Out of the GateEase of TransactionStop "Let Me Get My Manager"Empower SalespeopleMarketing Tactics to Get Off "Best Price" (20:11)Go-to-MarketPsychology of LanguageBenefits of Reconditioning Consumers' Mindset (24:51)SentimentEase of SleepCan These Strategies Work with Fixed Ops? (27:58)Things in ProcessKyle's Podcast: Contagious Podcast (32:02)

The KPI Cafe returns with Facebook's Head of Automotive Retail Bob Lanham.  The inspiration behind the episode stems from the disjointed approach to defining two key terms used in digital marketing: measurement and optimization. How you define these will help change your perspective on how to approach your digital strategies, budgeting, and benchmarks for success. It's time to start thinking about how to spend better, not spend more, by asking "Why?" more often and leveraging the right Key Performance Indicators (KPIs) to make well-informed decisions.Here's What to Expect:Bob Lanham's Origin Story (and Some Other Cool Background) (2:10)Biggest Challenges in Digital Ecosystem (12:00)"too many"ad spent to salesmedia mix model problem-solvingmarketing cut firstWhat Does "Measurement" Mean? (18:06)Defining of SuccessPVR"Delivered" on Empty/Wrong MetricsPlatform SynergyIf Digital Is More Efficient, Why Is Cost-Per-Car Sold Stagnant? (23:20)Inefficiencies of SpendUnderstand What and It's ReturnVendor Change: Incrementality or Simple ReplacementHow Should We Define "Optimization"? (28:26)Maximizing Return to the ModelBreaking Out Results of Platforms"Digging into the Platforms"Buy Strategy, Not the Product"The Why" (36:51)A Huge GapSales Mindset vs. Marketing MindsetWhat Will This Do for Me?The Bet from Facebook (41:10)What Should Dealers Understand About Facebook Measurement? (42:32)Wrong KPIsFull FunnelSales MatchbackBRANDINGFacebook As a Branding Play (49:30)Platform vs. Television / TraditionalProgrammatic EfficienciesConcluding Thoughts (55:43)

In this episode of the KPI Cafe, Reunion Marketing CEO Dave Spannhake offers insights about how dealers and their digital marketing vendor partners can best navigate the evolving digital marketing landscape through understanding the changes the industry is currently undergoing. From his work at a 33-store group in North Carolina that culminated with his role as Marketing Director, Dave has been a dealer advocate since 2005. That's how he's able to give some historical perspective on digital marketing changes that impacted retail automotive, then pivot to all of the challenges we face as an industry moving forward.If you want some serious food for thought, join Dave and Dane in this conversation that covers consumer behaviors, platform changes, and new strategies and tactics, as well as some predictions, that will have real-world implications for your dealership.Here's what to expect: Changes Dave Has Seen Over 16 Years in Retail Automotive (1:01)Rise of Third-PartiesPPCAttention to WebsitesConsumer BehaviorsCable to Satellite to CTVImpact of Pandemic and Privacy Updates on Digital Landscape (4:40)Digital RetailingData Sharing Opt-In IssueFacebookExamples of Real ResultsGoogle TestsRecapping On-Facebook AIA HighlightsWhat Must Dealers Know, Do, Ask to Navigate New Digital Ecosystem? (17:38)

In this episode of the KPI Cafe, Sandie Olive, our Production Manager and one of Reunion Marketing's first employees, shares insights about our Culture Committee. You'll get to learn applicable insights on how to establish a committee at your dealership or company, ways to structure it and the meetings you'll hold, and at least one concrete example on how it has made a difference in our community.There is also one simple truth that you'll learn: culture doesn't come easy. It takes work and persistence — even then, you'll still have some detractors. At the end of the day, however, things like a Culture Committee make a net positive impact on your employees and the good that your organization can do.Here's what you can expect:2:42 Sandie's Origin Story5:45 What is a Culture Committee?All DepartmentsIssue SolvingTypes of Problems AddressedA Vehicle for TransparencyTypes of OutcomesFour Categories of the Committee10:35 Committee Structure and ProcessRoom for ChangePillar Leaders / OwnershipL10 / ScorecardMeeting Susan B. Anthony (the Chicken)Origin of Issues ListMeeting Fanny Lou Hamer20:07 How Does Each Meeting Operate?Check-InsKeeping FocusTo-Dos26:53 Feedback on the Culture CommitteeNet Positive InfluenceExample of Impact It Can Have30:47 Let's Play Pittsburghese

In this episode of the KPI Cafe, Founder and Managing Member of Borden Media, LLC, Melanie Borden joins host Dane Saville to get insights and best practices on personal branding. She uses her first-hand experience to help dealers not on social media understand how to begin, scale, and measure their efforts no matter the depth of their skills with platforms like LinkedIn, YouTube, Instagram, and more. Whether you want to understand what tools are best to use or the advantages of getting more staff involved with personal branding — and its effects for your dealership holistically — there are actionable tips peppered throughout the entire episode.Here's what you can expect:2:50 Melanie Borden's Automotive Origin Story4:06 How Do You Set a Foundation to Build Your Brand?GoalsFind the Opportunities6:10 Best Platform to Begin BrandingLinkedIn Evaluate Other ChannelsComfortability7:50 How Do You Scale Your Brand?Develop Your ProcessContent Library9:19 Melanie's Recommended ToolsCanva (and Its Capabilities)DropBoxDirect Posting11:24 Building Audiences Across ChannelsAttempt Platform-FocusedWebsite with Social LinksOpinions on New PlatformsUsing Other Industries16:34 Balancing Your Brand and Dealer's BrandCelebrity Motor Cars AnecdoteInterweaving You and the Business18:23 Who Should Create a Brand?All OperationsInherent Advantages20:03 Measuring SuccessEngagementsDriving OpportunitiesLong-Term22:06 Melanie's Recent Authorship24:48 Let's Play Pittsburghese!

The KPI Cafe returns to the BDC in this episode with Marija Cvetkovska, formerly of the Suburban Collection and current member of PCG Digital. With years of experience both as an agent and manager in a dealership's Business Development Center, she and host Dane Saville dive into what it really means to leverage this operation to actually develop business. Marija offers up robust morsels regarding touchpoints, products expertise, lines of questioning, the handing off of warm leads, and much more. Along the way, she'll share her issues with how dealers can significantly undervalue the work accomplished in a BDC. If you're looking to up your game to get better metrics out of your own department, this one won't disappoint.Here's what you can expect:4:33 Marija's Automotive Origin Story8:59 BDC for Sales and ServiceSkills DifferencesService Acquisition (Development)Marketing Strategy SupportLifetime Customer Value17:36 Touchpoint Strategy for AppointmentsLead Source DifferentiationFilter Wisely"Call Center" TreatmentPandemic Effect23:04 BDC Agents as Product ExpertsTrims, Payments, Et CeteraConsequences and Outcomes26:20 Guiding CustomersQuestions, Questions, QuestionsBack to BasicsSell Brand, Sell Store, Sell Self30:31 The Handoff ProcessWarm Transfer SystemVariablesDo More, Get More35:32 Level of Collaboration between BDC and MarketingAvoid DisconnectCross-Departmental Knowledge38:54 BDC Reps to Establish Customer Book?Turnover RateRole Presentation and Pay Issues43:40 Marija's Ideal BDC48:26 In-House vs. Outsourced BDC50:29 Tools for Your BDC55:26 Let's Play Pittsburghese!

This KPI Cafe brings a sort of legacy guest to the podcast. Robert Sneed of Power Ford — brother of previous guest Matt Sneed — joins host Dane Saville to discuss the three "Ps" that drive his dealership's success: people, process, and product. Throughout the episode, you'll hear a perspective that truly embraces the new (and growing) outlook on culture through varied lenses across the dealership's operations.Robert shares insights on his approach to promotions, establishing and maintaining processes, how to view the idea of "product," conjectures on the future of automotive, and so much more. It's time to, once again, challenge your status quo as a leader — or future leader — to see what you might be able to do that elevates your dealership as a great place to work.Here's what you can expect:2:00 Robert's Origin Story3:36 How Power Ford Operates Differently Today than 1 Year AgoThoughts, Actions, Engagements4:48 Challenges for Dealers in 2021Inventory LevelsLean'n'Mean ChallengeMarketingOnline Shopping Impact Brick-and-Mortar10:33 Your PeopleRight People, Right Position, Right TimeDefining Objectives/GoalsTransitions and TimingDefining Leadership (Role and Mindset)Self-Reflection / Accountability18:30 The Concept of ProcessConsistencySaying versus ReceivingMission Statement Woven ThroughoutThe Process of ProcessRed Book: Documenting ProcessFootball AnalogyCadence of Trainings/Meetings31:28 Unique Approach to "Product"How Power Ford Differentiates ItselfImportance of "Feeling" Ownership JourneyDealership-Level Brand Connection40:22 Let's Play Pittsburghese!

This week's KPI Cafe brings a topic novel to the podcast: advertising liability. Dealers manage a myriad of tasks and responsibilities among all operations, and many of those are a result of regulations and mandates from OEMs, state legislatures, and the federal government. Since dealers are continually investing in their advertising, Tom Kline joins host Dane Saville to dive into the causes of and mitigation solutions to violations that you may have — or might eventually — commit.You'll hear an anecdote that drives the episode forward with valuable insights that can help you avoid litigation and other consequences from the many nuances of what constitutes an advertising violation, including where to find resources on what you need to know — beyond this episode, of course! Here's what to expect:2:55 Tom Kline's Automotive Origin Story3:55 Context for the Episode4:30 Lollipop 1 Story and Lessons LearnedFalse Lease PromotionBlame GameDoes "Starting At" Disclaimer CYA?How Prevalent are These Promotional Violations?Examples Consequences13:30 Most Glaring Disclaimer ViolationsReadabilityComprehension / ClaritySolutions to This IssueOEM is Not a Safeguard17:00 How Common Is Litigation Against Dealers?Traditional and Non-TraditionalCompounding IssuesCFPB20:45 Mitigation Steps with FTCSolve the ProblemWhere to Start23:45 Best Approach to De-Escalate Negative Reviews36 WebsitesA Little SleuthingGenuine HelpfulnessAppropriate Requests27:00 Resources for Compliance Regulations29:05 Other Significant Regulations for DealersCustomers, Employees, AdvertisingFirst Loss is Your Best Loss32:20 General Resolution Options for DealersDocumentationStandard Process35:35 Circling Back to Lollipop 1It's Not Complicated37:55 Information on Better Vantage Point Dispute ResolutionComplianceRisk Mitigation43:40 Let's Play Pittsburghese!

This episodes kicks off the KPI Cafe season, featuring the show's first-ever panel of experts on three stigmas that still affect retail automotive: gender, pressure, and sales. To help discuss the problems — and solutions to — Fleming Ford, Sabrina Erskine, and Laurie Halter join host Dane Saville to offer real-world perspective and actual solutions to help dealers break the chains that may be holding back diversity in their employment, causing issues with recruitment, and overcoming the caricatures companies like Vroom paint them to be.Throughout the content, you'll hear ideas that should challenge and inspire you to elevate how you approach dealership operations. Whether you're a Dealer Principal or have aspirations to run or own a dealership, the insights within will provide genuine benefits for running a modern, inclusive business.Here's what to expect:4:45 Automotive Origin StoriesSabrina ErskineFleming FordLaurie Halter7:00 Context of the Episode7:40 The Gender StigmaBiggest Obstacle to Gender Equitable EmploymentWays to Ensure Comfortability in the DealershipIs the Gender Imbalance Felt at the Dealership Level?Resources Dealers Have to Ensure Diverse EmploymentOther Diversification TacticsEstablishing a Positive Connection with IntervieweesRemoving Bias from Promotion Process25:02 The Pressure StigmaPolicies or Processes to Communicate a Positive CultureThe Changing Retail Automotive LandscapeUnderstanding Individuals30:30 The Sales Process StigmaWays to Combat a Negative Image (Think Vroom)Marketing's Role in That BattleTeaching Fundamentals to SalespeopleOther Tactics to Promote a Positive ImageEmbracing the Evolution of Consumer Shopping BehaviorsThe 5-Hour Process Issue (and a Defense of!)A Discussion of Dealership ProcessesEducating ConsumersHow to Upend the Process53:00 Let's Play Pittsburghese!

This episode of the KPI Cafe brings this batch of episodes to a conclusion. The theme prevalent throughout this season has been the elevation of people and strategies, and this interview with John Resurreccion is sure to help dealers elevate their own video content strategies. Whether you're just dabbling in video as an amateur or have a serious video content strategy built out, there are challenges, insights, and perspectives for all levels of learning. Here's what to expect: 3:29 Context for the EpisodeDoing Great WorkCatch You Sleeping7:01 Automotive Origin Story10:57 "Buy Here" Video Content CreationReplicating OEM and Regional IssueThe People Spotlight14:59 Evergreen-Fresh Video Content BalanceAnchor VideoTransitional Period Play"Look at What We Do Here"18:16 What Does an Anchor Video Accomplish?Physical SpaceThe Assumption ProblemSetting Up Expectation22:17 Creative Video Content for Fixed OperationsMany Stories / Many Characters25:56 Storytelling for New and Used CarsFactors to Consider for UsedCPO, Too!Switch Car Role28:44 Days-on-Lot Cutoff?Hotcakes and Problem Children31:40 What Does It Mean to Contextualize a Brand?Toyota Camry StoryCombining Brand and CommunityYour Tribe37:59 Where to Find Inspiration for Storytelling43:24 What is Content?The MessageJust Do It47:30 What Holds Dealers Back from Breaking Away from Incentive-Driven Marketing?Demonstrable Truths"Satisfy This but Focus on That, Too"52:50 What Vanity Metrics Drive John Crazy?57:19 Concluding Thoughts

The KPI Cafe returns to the BDC (Business Development Center) with Sarah Force, who leads a highly successful team that boasts high morale to boot. In this episode, you'll hear unique perspectives on how to better retain BDC staff, training, processes, and more that can help shape or updated how you approach your dealership's BDC. Whether you're a Dealer Principal or a BDC Director/Manager, you'll hear a range of insights that are applicable and can make true change in the metrics -- and the intangibles -- that will drive more opportunities for you to sell cars and book service appointments.Here's what you'll hear:5:03 - Sarah's Automotive Origin Story8:16 - Context for Guest Invite8:50 - Where Should You Source BDC Talent?Role of RetentionRecruiter Advantage11:12 - Expanding on Importance of RetentionGrowth PathFlexibilityScepticism Gives Way to Opportunity13:36 - BDC TrainingDocumented Process"Magic Words"Ongoing Tweaks/MaintenanceWhat-If Scenarios11:55 - Process of Appointment SettingKeep It PositiveKeep the MomentumConsider Variables20:12 - Strategy for "No Shows"Appointments ReviewTouchpointsIncorporate Salesperson"Is Everything Okay?"21:55 - Universal Truths to Get People to Show?"Test Drive" Language24:16 - Things Dealers Can Do with Their BDC They Aren'tHandling the Phone!Be Sure to Know the MetricsService?28:38 - Scenarios a Service BDC Can CoverGenuine Concern Trumps All30:53 - Calls: Quality vs. Quantity33:32 Ideal BDCHappiness Factors300 Leads per Month Each BDR35:13 - How to Create Positive CultureBe the Hub39:34 Contacting Sarah Force

With a market penetration of just, approximately, 30%, there is plenty of room to grow the service-side of your dealership. In this episode of the KPI Cafe, Herb Anderson joins host Dane Saville to talk about the tactics and strategy of your your fixed operations, diving into specific actionable takeaways that you can analyze for your dealership to help challenge your internal marketing team or marketing partner by asking the right questions while equipped with the right knowledge.Here's what you can expect:3:40 Lessons Learned About the Importance of Service Marketing?Differentiators are now common practiceEducating/Re-Educating ConsumerBeing More Purposeful 7:20 Tactics and Strategies to Build Relevancy for ServiceSpeak to the customerTransparencyCohesive websiteGoogle My BusinessMore than incentive-based11:57 Importance of Breaking Out GMB ListingsInformationPlanned vs. EmergencyProper Routing14:02 Content for GMB ListingsAlignment across channels16:25 Is Paid Search Channel for Service Marketing?CoverageUnderstand Your Performance19:34 Still Room for Social Media?OmnichannelConsistency22:20 Other Methods to Promote ServiceYouTubeBe the Resource26:20 Dealer Talk Podcast

You know that more people are shopping online. You know that the majority of the purchase process has shifted online (at least for most industries). So why are there still website providers for retail automotive who are not championing today's consumer behaviors? You need to ensure that you offer a frictionless experience across your site for both sales and service. 321 Ignition's CEO Lyamen Savy joins host Dane Saville to offer insights about issues you may be having with your current website provider, tips on how to ensure that your website is truly mobile-first, actionable items to make immediate improvements, and much more. If you want some perspective on whether or not your website is working -- like, really working -- for you, today's episode is for you.Here is what you can expect:4:39 1986 Pontiac Sunbird Story6:26 Lyamen's Automotive Origin Story9:51 Tech Legacy Issue Among Automotive Website ProvidersStockholder ObstacleJack of All Trades, Master of None12:07 What Have Automotive Website Providers Been Getting Wrong?Mobile-First13:44 What Does It Mean to be Mobile-First?Mobile Native FeaturesLess is More15:15 How Do You Orient a Website to Mobile-First?Importance of Graphics (html5)Placement17:15 What Demonstrates 321 Ignition Works Better for the Dealer?VisualizingCompare to EcommerceCalls-to-Action Overload20:15 Process for Working with 321 IgnitionDealer BackendBalance of Customization and TemplatizationExpertise Not Found in Dealership24:01 Immediate Website Improvements Dealers Can MakeAnxiety ElementsValue PropositionsFriction Elements28:14 321 Ignition the First to Offer...29:16 What Does It Mean to be "Dealer-First"?TransparencyFees and StrategyLyamen's Example of Shady Practices33:51 What Excites Lyamen Most About 202135:14 Contacting Lyamen Savy / 321 Ignition

The original title for this episode was "Onward and Upward: Digital Marketing in 2021." This conversation, however, turned out to be much more than just digital marketing. Jason Harris and Dane Saville dive into myriad topics surrounding dealerships with lessons learned from navigating COVID-19 for nearly an entire year. From marketing mixture to BDC expectations to internal promotions and more, there is a lot to be learned, analyzed, and said about where the industry is now at the beginning of 2021 and how it can be elevated by challenging current conditions.Here's what you can expect:5:25 Catching up with Jason Harris8:15 COVID and CanadaSimilarities and differences with the United States10:07 Balancing Act Coming Out of COVIDManaging our changing environment14:01 Operation Marketing: Variable vs. FixedNew appreciation for all operations in  a dealershipHow to balance a marketing budget for them16:45 People Will Pay for Comfort and ExperienceIt's not just about lowest priceDealer differentiators18:37 Lessons Learned from COVID to Maintain ProfitabilityBetter marginsSupply chain / auction effects23:18 BDC: Volume vs. Customer Experience28:25 Process? Process. Process!Playbook35:43 The Promotion ProblemWho's the best to LEAD your dealership?39:30 Recommendations on OEM Dollars43:00 Building a TribeDealer qualities to build their own48:29 Most Important Moves for 202150:24 Where Does Brand Building Begin?52:50 Concluding Thoughts

In this episode, host Dane Saville is joined by Brian Toole to talk all-things Over-the-Top. This is an opportunity for every dealer to target local consumers who use streaming apps, which is a fast-growing trend among American households as more broadcasting companies push their original content to be exclusively streamed. Now is the time to get a grasp on what this strategy is, how well it can target, how to budget, and what success looks like. 3:55 Brian Toole's Automotive Origin Story5:58 OTT OverviewOver-the-Top Explanation8:57 Balancing the OTT Segments3 Segments Dealers Can Leverage10:55 How Geofencing with OTT Still Gives You an OpportunityPeople Visit Fewer Dealerships, But...!!!14:30 Social Media is the Precursor of OTTProgrammatic MediaBeing Set Up for the Future16:07 How to Approach Creative for OTT AdvertisingCrafting Video for Audiences19:37 OTT for Fixed Operations? Ways to Promote Your Services20:53 Lifetime Customer Value: Retention vs. AcquisitionThe Benefits of Keeping Customers for Returned Business22:50 Budgeting for OTTHow to Allocate Among Your Segments27:28 Focus on the Person, not the DomainWorrying about the Who, not the Where30:45 What Does the OTT Data Inform You for Strategy?Learning How to Make Decisions Based on What  You See34:25 Look at Things with a Holistic PerspectiveTactics vs. Strategy10,000-Foot View : Get Out of the Weeds Sometimes35:24 Categorize Consumer "Intent"Breaking Out Your Audiences by Varied Needs39:48 Final Piece of OTT Insight from Brian Toole42:27 Contacting Brian Toole

In automotive retail, we often hear a lot of buzzwords and phrases. These can often be misunderstood or even misused as people latch onto them. In this episode, Dan Moore and Micah Birkholz join host Dane Saville to help clarify and even dispel what it means when you "hustle and grind" or when companies claim to be "data-driven."Throughout this episode, you'll get insights on healthier perspectives on motivating dealership staff, misleading data claims and key performance indicators, addressing the disconnect between marketing data and sales data, and much more -- plus, hopefully, a few laughs along the way. 4:01 -- Introducing Micah Birkholz and Dan Moore4:32 --  Automotive Origin StoriesLegacy Guidance from Family5:52 -- Misnomer 1: Should We Really Embrace "Hustle and Grind"?Negative ConnotationBut ... False ExpectationIs There a Healthier Perspective?Social Media "Superstar-ism"It Takes Hard WorkYour "Why"People and ProcessWant You BrokeA New Way to Phrase "Hustle and Grind"Understanding Your Employees14:00 -- Misnomer 2: What Does "Data-Driven" Really Mean?SuperficialityTeaching All the Wrong ThingsBuzzword IssueAnalyze to Move the BallTraffic Versus ConversionQuality Versus QuantityMost Misleading Data / KPIs in Automotive RetailSignals Versus Holisticism30:55 -- Chasing the Silver BulletFollowing the Big NamesDo As You SeeStrategyYou Have to Market It32:39 --  Tell the Story of the BrandSelling FulfillmentPolaroid ExampleTie Emotion to ExperienceHow Do You Solve a Problem?The About Us Page38:18 -- The Danger of Good Digital Metrics and Flat Sales DisconnectIntrospectionDealer ExampleDissect the ProblemTRM: Time, Resources, Money44:15 -- Is 30 Days Truly Long Enough to Identify Waste and Have Perspective?47:17 -- Obvious Data Red Flags47:55 -- Highest Converting / Best Opportunities in Digital Marketing51:53 -- Concluding Thoughts 

Laurie Halter, CEO of Charisma! Communications and host of Carearing, joins the KPI Cafe to talk about creating a balanced work and home life. As an entrepreneur herself, Laurie brings plenty of perspective from her own experiences, but she also leverages conversations with other industry leaders to further the discussion and provide concrete examples. Throughout this episode, you'll hear insights on myriad ways to not sacrifice your career or family time: routines versus spontaneity; staying connected when traveling or working long hours; what companies can do to be competitive to bring in and keep talent.So many in automotive retail live the entrepreneurial life. Whether you're on the floor as a salesperson or in the office as a General Manager or Dealer Principal, this episode has plenty of insights to help all of us do better with managing our home and work responsibilities.Here's what you can expect:5:30 Introduction of Laurie HalterOwner of Charisma! CommunicationsHost of Carearing Podcast6:07 Laurie Halter's Automotive Origin StoryChrome Data8:20 What Does It Mean to "Have It All"?Doing What You Want, But Not at Once9:34 Why Do Women Often Feel Overwhelmed Their Goals?Traditional RolesInherent Guilt11:22 Setting Up Today's Content11:47 Tips for Entrepreneurs to Plan a Balanced Work LifeScheduled TimeEstablishing Space / Boundaries14:35 Routine vs. SpontaneityDaily NeedsNew Pursuits16:48 How Smaller Companies Can Compete to Bring on Experienced ProfessionalsFlexibility19:21 Ways to Stay Connected to Family When TravelingAmy Hughes Example22:04 Diving into Carisma CommunicationsPublic Relations for Automotive IndustryDigital Content Producer23:37 Most Poignant Takeaways from Carearing, Laurie's PodcastGiving and GuiltPerspective on Enjoying Career28:26 Diving into the Carearing Podcast

In this episode, KPI Cafe Host Dane Saville discusses the concept of "letting go of the vine." He uses his experience as Co-Founder of and former Content Director for Reunion Marketing prior to the company's evolution that saw the Content Department transform into the SEO Department. Throughout this episode, Dane shares what it means to let go, how to let go, and the benefits of letting go of the vine, including real-life examples of it. This is an opportunity to engage about beginning true leadership and empowering your team -- that can start today.0:20 Context for the EpisodeFounding ReunionSolo Act on ContentSet in My Ways1:53 Things Change as You Build a TeamNow There's a Content TeamThe ObstacleThe Missing Pronoun3:07 Traction: Letting Go of the VineOur DepartmentTake the Ball and RunWork Smarter, Not HarderAsanaThe Benefits5:08 How to Let Go of the VineThis Works for AnyoneThe Process to Let Go9:00 G.W.C.Get It, Want It, Capacity to Do It9:56 How This Helps Build True LeadershipYour TimeEmpowermentNot Simply Being a Boss11:19 Honest IntrospectionLetting Go of the Vine is OngoingTake the Time to Do ThisFind the Right Seat13:40 Concluding Thoughts