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NADA 1982?

Welcome to Caveman Motors, where we won't give you a number without a commitment, no appraising your trade until you pick out a car, we can't give you a price over the phone, we have a hard enough time with regular mail forget about email....now why don't I show you some colors so you can bring back your husband & we'll talk business little lady.

xtra rant, Nephew Craig ; )

NADA 1982?

Erin writes: "...It’s clear that the NADA convention isn’t ready for people like me..."

Erin, that hits on so many levels. Compare and contrast NADA Convention to Digital Dealer's Convention. Think about it...

NADA Convention -vs- Digital Dealer Convention
Old School -vs- New School.
Old Boys Club -vs- Life in this Century
Bunnies -vs- No Bunnies
HIPPOs in Need of Youth -vs- Leaders Exploring the New World.
"only ralph can call a car" -vs- vAuto

The upper ranks of the Auto retail industry is chuck full of decision makers that are physically, mentally and socially locked in 1982. In fact, 1982 fits them so well, they want to stay there.

How in the world has the Société de 1982 remained in power?

3 Words. Dealer Franchise Agreements.

For decades and decades, these Franchise agreements have inoculated dealer principals and their managers from the pains of difficult choices. Compare how often dealerships turn over (read: fail) as compared to other retail businesses. The factory franchise agreements provide fresh product, massive amounts of marketing & merchandising all in a robust marketplace (where almost every single American must do business with a dealer every 3-6 years). Until our recent financial crisis, nothing, not even the internet hasn't cracked our dealers' Fiefdom.

Now, not for one minute will I ever say that owning/managing a dealership is easy. That's not the point here. Erin's post is all about a culture of old. Every businesses has a culture and this culture always starts at the top and trickles down. Which brings us to...

If the TOP IS NEVER CHALLENGED, CHANGE NEVER HAPPENS.

A bizarre Old-School Culture Example (made possible by the Franchise):
If a business is truly customer centric (ala 21st century), then why would a dealer principal allow in-fighting between a parts department manager, the service department manager and the used car manager over cert fees and policy... EVERY DAY? The in-fighting exists because of the pay plan. Who wrote & endorses the pay plan? The Dealer Principal.

In this model, what controls product quality and customer retention? FAIL.

Would it not make more sense to align the pay plan with a COMMON GOAL? Naw. That would disturb the Dealer Principal's world and why do that?

NADA 1982?

boobs_r2_c2.jpg

I’ve just arrived in Hartford, CT, after a four day transcontinental trip that led me through snow in Dallas, rerouted through L.A., and then mercifully, eighteen hours later to my final destination, San Francisco, for the 2011 NADA convention.

Eighteen hours of travel could land you virtually anywhere on earth, but my eighteen hours of travel did more. It transported me to a time long since passed, which all things considered is an impressive feat for a commercial flight, the second leg of which couldn’t disembark without spending three and a half hours to de-ice a plane. (Hey Dallas, it has snowed there before, yes?)

As I deplaned, San Francisco appeared normal by today’s standards, yes, it was 2011; I was safe. The hotel, same thing. Signs referencing WiFi availability, wall mounted, flat screen televisions and the mono-chromatic comfort of a modern four star hotel made it clear that I had not been sucked through some sort of time-bending worm-hole. Then I went to the 2011 NADA convention…

Welcome to 1982. Yup, just like that. Enter the convention; roll back the calendar 30 years. I have nothing personally against 1982, but while I’m thinking of it, why couldn’t NADA warp us back a few years to prevent the mortgage crisis? But at any rate, there we were, 1982.

Now I’ll grant you that I live in Connecticut, a progressive state by most standards. Where I live, it’s okay for a woman to have a high paying job, wear sensible shoes, hell it’s even okay for a woman to marry another woman and become a husband in 2011. Having been to San Francisco before, I found the city to have a similar perspective and in some situations, far more liberal. But the NADA convention is like a time capsule that annually descends from the sky to land in a different city and provides a brief glimpse of an industry, the automotive industry, from the unique perspective of 1982.

With a large and ever growing female demographic taking the automotive industry in a new direction, (to the evident consternation of men) what was the promotional tool of choice?

That’s right, scantily clad young women!

I don’t know about the rest of you gals, but I say to hell with iPads, or digital cameras. If you want me to check out your slick new CRM, show me the butt-cheeks of a twenty two year old girl.

Selling a brand new concept in advertising?

How about a very obvious pair of saline breast implants! I especially like the ones that are barely contained in a super low-cut cleavage revealing, loosely knit collection of threads.

Oh, I hope I didn’t embarrass any of the male readers out there. I just assume you guys are as comfortable reading about cleavage and tushies as you are with flaunting the obvious fact that I’m still being objectified due to my gender. The proof was everywhere at the 2011 NADA convention. In fact, it was celebrated with the devil may care attitude of 1982.

I understand the need to occasionally get away from it all and surround yourself with indulgence. Become a different person, shout things like “more champagne!” while raising your hand triumphantly in the air without having to worry about anyone saying “take it easy honey”. I really do. I however, have been living under the naive impression that they built Vegas for that very reason. I feel like such a fool. I should go to more conventions. Why vacation when you can convention?

But seriously, this is a convention right? Not a cabaret? I understand, back in 1982, there weren’t many women in the business to hold your entertainment decisions up to scrutiny. Who’s to complain if we have strippers walking around the convention floor? We could turn this hotel into a veritable see of butt-cheeks and cleavage. The more the better, I say! But it’s 2011 and there are almost as many women employed in the automotive industry as there are men.

I know, it really does suck. It turns out the automotive industry isn’t a closed club of rapidly aging men who can govern the business any way they see fit, because hey, like I said, who’s to complain? It’s an industry. A business. It’s an industry that needs the female portion of the labor market the same way all other industries do.

So why the misogynistic attitude in this day and age?

My first guess would be that it has something to do with the makeup of NADA’s board of directors. Based on the information I found at www.nada.orgthere were no women serving on the board, but I was able to confirm that in fact the board of directors now has one women, it’s just that the information on the website wasn’t updated yet. Frankly I was shocked and even a little impressed. Hopefully, that one lone woman will have an impact on next year’s convention policy, but it was too late for this year.

To be clear, it’s the vendors who create this atmosphere, but it’s NADA that allows it.

For example, it was the choice of a vendor, a marketing company, to have Playboy bunnies walking around signing autographed pictures. A vendor’s decision, but it happened at the 2011 NADA convention. I did consider having one of the bunnies sign my cleavage. I mean think of the power. I could walk up to the President of a large company, cleavage exposed and strike up a conversation about how, just moments ago, I had a Playboy bunny’s face buried in my boobs while trying to spell Crystal with a sharpie.

Resistance is futile boys. And it would have happened at the 2011 NADA convention. Of course, I have this bizarre compulsion to keep my dignity intact as I feel I am an executive of ability.

Which brings me to my next point. Condoleeza Rice.

There was a small, but passionate group of protesters outside the hotel holding creative signs accusing Ms. Rice of a litany of transgressions, the worst of which was war criminal. I’ll set aside my political differences with Ms. Rice for a moment and suggest that she may have been following orders and doing her job whether we agree with it or not. That being said, what we have here is a woman. An exceptional woman. An exceptional woman who earned a PhD in her mid-twenties, and ascended to one of the highest offices in this country. Condy, do you really need the speaking fee so badly that you would lend your name to an event that views women as sub-human amusement rides asked to wander the convention floor to appease a group of ginned-up, slack jawed gawkers who are feigning work?

You answered my question with an excruciating, monotonous and interminable drone. I waded through a sea of butt-cheeks and cleavage to hear you speak, would some inflection have killed you?

I don’t mean to suggest that all men are guilty of boorish behavior. In fact that’s the principle reason for my disgust. Most of the men and vendors I spoke to claimed to have been put off. Within the male demographic, there was an overwhelming majority of happily married men who would have rather been home watching the Superbowl with friends and family, just like me. (Hey NADA, you need to schedule around the NFL, not the other way around!) But here they were, so they busied themselves with conferences, meetings, you know, business stuff. And at the unfortunate instances when I found myself discussing business with a male counterpart, and we were happened upon by a butt-cheek, or some cleavage, it created discomfort. Discomfort, the fuel that drives business. Wait, that’s not right. When you’re discussing business with an acquaintance, additional discomfort sucks!

I would like to personally thank NADA’s board of directors for all the uncomfortable moments, all the discomfort. They must have come to the conclusion that having strippers and bunnies and other scantily clad young women who have nothing to do with the business of selling cars, would improve the atmosphere for all of the attendees of the convention, except the women.

It’s a shame that so many hard-working and innovative people feel the need to resort to base means in order to attract clients.

The female demographic will continue to grow in the automotive industry, just as it will in most industries. Eventually, there will be so many people having so many uncomfortable moments that the environment will change. Perhaps the pendulum will swing so far the other way that the 2021 NADA convention will be littered with g-string clad, well-endowed men with washboard abs giving free neck massages as long as we listen to the pitch about the slick new CRM.

Of course, I wouldn’t attend that conference either. Not for all of the hand sanitizer on earth. I find the thought revolting and really don’t see how it would be conducive to business getting done. But I would love to see the expression on the faces of all the men who came expecting butt-cheeks and cleavage.

It’s clear that the NADA convention isn’t ready for people like me at this juncture. By people like me, I mean normal, professional women who are tired of being objectified and uncomfortable while attending a work function.

One of the speakers suggested that the world looks to NADA for leadership. Well I suggest to NADA that they take the opportunity a bit more seriously unless it’s NADA’s intention to boldly forge a path backwards to 1982. If that is the intention, kudos. If it was your intention to be a beacon of professionalism and innovation, you truly missed the target.

I think the truth probably lies somewhere in the middle. You threw a great party and didn’t really consider who you’d be offending. You harkened back to some of your early memories at the convention. You did what has always been done. 1982, butt-cheeks, cleavage.

It wasn’t the beautiful city by the bay, the glorious hotels, the spirit of innovation, or even the bright, hard working professionals that will have defined the 2011 NADA convention for me. Nope, none of those things will stand out as much as all of the uncomfortable moments that confronted the hard working professional people like me. In that spirit, I would like to leave you with a word that will most likely create an uncomfortable moment for the men on NADA’s board all by itself; vagina.

When Your Dealers Social Media Goes Extremely Wrong

Wow this is pretty unfortunate but Alex with the right actions you should be able to overcome this. There are some pretty knowledgeable people here on DR that specialize in such things and can help you.

Situations like this should not cause us to conclude that social media has to be done in-house. Employees are "third-parties" too when it comes down to it. It's like Jared says, you hire babysitters to lighten the load.

This relates to something being preached a lot these days...dealer education. How the web and social media are tackled are as important as the overall sales process itself now. They are one and the same now really. This will make for a great training exercise in the years to come I am sure.

When Your Dealers Social Media Goes Extremely Wrong

Alex, I use Ning for our community site, as well as allot of ADP dealers, Certainly you have your hands full. (and it's Monday !) Later this afternoon I can take a look around. Possibly the best person to reach out to would be @RalphPaglia, who I credit with starting the "dealer community" site idea using Ning. Rock on brother.

When Your Dealers Social Media Goes Extremely Wrong

First, I would never use Ning for a reputation based community. It's probably one of the worst "white labeled" social platforms out there. SPAM runs a muck, if you aren't on top of it day and night.

Twitter are hard people to get a hold of. Ning, a little less harder--but still, sometimes-challenging.

Always keep an up-to-date list of vendors, login links, the account's email address, usernames and passwords. Demand it from third party vendors and NEVER let a vendor register a domain name for you.

When Your Dealers Social Media Goes Extremely Wrong

A lot of industry folks are capitalizing on this dealers misfortune... ; ( No tweeting or reposting of links to promote this mishap from this direction... To point out that the real issue here is that the dealer did not control the keys (passwords) to their kingdom is hind sight... Every dealer should retain / have the ability to alter / cease their digital marketing efforts at a moments notice. Good Selling, DTG

When Your Dealers Social Media Goes Extremely Wrong

Jeff --

We noticed SPAMMY feed coming from the "community site" in our Twitter feed and looked into it back in September 2010. Purely as a courtesy, we brought it to this automotive group's attention thinking that they would want to take action or take down the site as it clearly reflected poorly on the group and their excellent reputation as a community oriented business. We forwarded a SlideShare presentation to management (http://bit.ly/gvgjlb) and communicated with them about it. We were told they had outsourced the "community site" but would be handling social media internally in the future. I am glad to see that Alex Luft has been brought in and is working so diligently to get the Ning site down. It is unfortunate that it is such a challenge to correct the problem.

There is nothing wrong with getting help with maintaining your social media presence, but it is simply not realistic to think that there is a solution out there that will let you just "set it and forget it." The lesson for all of us in this is that if you can't allocate internal resources to minimally keep an eye on your business's social media presence, you're better off not venturing into those waters.

When Your Dealers Social Media Goes Extremely Wrong

Dear Jeff and the DealerRefresh Community:

My name is Alex Luft and I'm the E-marketing and Social Media manager at Phil Long Dealerships. Firstly, I would like to thank you for your article, as it sheds a considerable amount of light on the issues I've been having in attempting to delete the accounts you outlined -- include the Twitter account as well as the Community Page.

In short, I've been trying to remove the Ning Community page (PhilLongCommunity.com) and its associated Twitter account (@phillongcomm) for the last month and a half. Needless to say, neither is a shining example of communications -- or social media. As far as I know, both were created by third parties; since that time, we've brought all of our social efforts in-house. The third-party in question can not find the logins for either account -- and for the last month, I've been hard at work trying to remove both accounts via the proper communications channels with Twitter and Ning.

This has proven to be more difficult than expected -- since reporting the Twitter account to Twitter's @Spam bot has not resulted in the account being removed -- and contacting Ning is nigh impossible. The moral of the story is that things go down hill when
1) you don't have access to an account
2) the third party that created the accounts in the first place can't find the login info, and
3) getting in touch with someone at busy startups such as Twitter and Ning is a greek legend

It goes without saying that I will continue in my quest to remove these accounts from the face of the internet -- and would appreciate help from the DealerRefresh staff and community in bringing Twitter's and Ning's attention to the matter.

Having said that, here are some examples of Phil Long Dealerships' newly-established social media efforts:
facebook.com/mbcoloradosprings
facebook.com/phillongford

We're starting our social efforts slow and steady and will be picking up steam over the next two months. By that time, we certainly hope to be "knocking it dead," with an article on the front page of DealerRefresh.

Sincerely,

Alex Luft
E-marketing and Social Media Manager, Phil Long Dealerships

When Your Dealers Social Media Goes Extremely Wrong

It just proves that dealers are still buying the bright shiney "this will solve all your problems" objects. There are so many options available for dealers to handle their social media, reputation management etc. in house. What it boils down to is a willingness to learn and grow. I love Jareds analogy, but these folks just left the kid in the car while they sat at the bar playing joker poker.

When Your Dealers Social Media Goes Extremely Wrong

Holy set it and forget it Batman.....I would think that even if you were to outsource you Social Media 100% you would still be watching. To piggy back on Jared (sorry I'm trying to lose those extra pounds) if you don't know the babysitter wouldn't you set up a babysitter cam???? As Brian points out 5 mins a week. At the least take that 5 minutes and set up some Google alerts. I complain about how busy I am but I'd rather complain about that then being unemployed!!!!

When Your Dealers Social Media Goes Extremely Wrong

As a side note, this is exactly what can happen to your online community if spammers find it and you don't stay on top of it (and even if you do stay on top of it, they can make your life a living ____). There are a number of ways to fight spam on an automated basis and investing in them can be well worth the money so something like this never happens.

When Your Dealers Social Media Goes Extremely Wrong

Great post, Jeff; thanks for sharing this important example of how NOT to handle your social media presence.
It's important for dealerships to be aware of the fact that they DO have an online presence, whether they realize it, or are a part of it, or not.
Share the work when you can - have a reliable company help promote and monitor your brand, invest in some solid advertising - on and offline - and make sure to be adding valuable content and speaking to and with your audience consistently. That way, if you come across bad reviews or spam, you can catch it immediately.
And most importantly, as your blog post demonstrates so clearly, at the end of the day, make sure you personally inspect your dealership's online reputation.

When Your Dealers Social Media Goes Extremely Wrong

Great post Jeff and a strong reminder for dealer principals to be educated on how to inspect their online visibility.

This is a great example of why it is important to inspect the work of vendors and brand messaging. Others possible landmines include ex-employee attacks, competitors attacks, and disgruntled customers posting blogs about the dealership.

I've seen many ugly things, but this example is at the top of the list.

If this article does just one thing, I hope it causes all stakeholders at dealerships to invest just 5 minutes a week doing a few searches on their brand name in Google, Twitter, and Facebook. Also, to click on the review sites rolled-up in Google Places.

Yes, there are tools to automate this but dealers may not want to login to another dashboard, read another email, etc. The hands on 5 minute a week experience is much better. It creates a brand inspection discipline.

When Your Dealers Social Media Goes Extremely Wrong

I love this article, well done! Jared your comment is spot on. This catastrophe would have been avoided if they had a Facebook mom. I became "friends" with my Mom on Facebook and she's like my moral content police. If any inappropriate content gets posted by myself or others I get a scolding text (almost immediately) It's a quite reliable system. Almost like Google alerts but with more shame.

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