Howdy Erika! Thanks for taking the time to talk with me. How did you get into the automotive industry?
It's an interesting story. I grew up in the automotive world, but not in the typical sense. My mom worked as a controller for a dealership. I loved being around the dealership environment, the energy, and the personalities. Initially, I wanted to be a financial advisor, but economics classes changed my mind. I switched to communications with a focus on integrated marketing. My journey in marketing began at Channel 12, where I learned about emotional marketing and its power. Eventually, I moved into the digital sales department, which was a turning point in my career.
What about your current role? How did you land it?
I was working with various automotive clients at Channel 12, and one of them, Don Hattan dealerships, needed a marketing director for their expanding operations. I was hesitant at first, but after some convincing, I took the opportunity and haven't looked back since.
Can you shed some light on the unique aspects of automotive marketing?
Sure. In automotive, you need to be innovative and quick. It's about being the first to try new things, even if they fail. You have to be adaptable and responsive to market trends. Also, automotive marketing requires a deep understanding of your audience and being able to create campaigns that resonate with them emotionally.
Have you ever faced a situation where your gut instinct overruled data in decision-making?
Yes, it's about balancing data with instinct. For example, we once tried a new program to improve our internet closing ratio. The data initially seemed promising, but our instincts told us something was off. We ended up canceling the program early. It's crucial to be attuned to these instincts, especially in a dynamic field like automotive sales.
What's the philosophy behind your marketing strategy?
Our philosophy is simple yet powerful – focus on people more than cars. People connect with people, not just products. Our approach in marketing is to highlight this human element, making our brand relatable and trustworthy.
How do you incorporate this philosophy into your work culture?
We invest heavily in our people. For instance, we have career paths for employees, promoting from within wherever possible. Over 60% of our managers were promoted internally. This focus on internal growth and development exemplifies our commitment to valuing people over mere transactions.
That's a great approach. To wrap up, do you have any final thoughts or advice for someone aspiring to work in automotive marketing?
Embrace change and be ready to innovate. Keep learning and stay ahead of trends. Most importantly, remember that in this industry, understanding and connecting with people is key.
Thanks for sharing your insights and experiences. It's been enlightening to hear about your journey and the impact of a people-centric approach in automotive marketing.