ASOTU: Ally, thanks for talking with me today! Tell me, how did you get into the industry?
Ally: I started as a marketing manager in the industry. Before that, in New Orleans, I started my career as an account executive with Telemundo. Then, I moved over to Entercom selling radio, digital advertising, and social media advertising. In 2016, after Intercom, I moved to Houston and worked with Clear Channel, where I started selling billboards.
Oh wow, the switch to the dealer side makes a ton of sense! How did that happen?
Ally: I started asking a Ford Dealership's owner "Where do you spend your money?", he wasn't sure and didn't know his ROI. So, he asked me if I would work for him internally, and I did. Chastang Ford was looking for a marketing manager, so I started working with them. It was a challenge because the first dealership was more B2C, but Chastang was more B2B and B2C.
It is more than just "creating marketing content" since you track it down to ROI. Is the entire process something you are passionate about?
Ally: It's definitely easier for me to feel passionate about, especially when you're buying traditional. Most people don't generally negotiate traditional prices.
So, do you like the negotiation?
Ally: I like it, and I'm really good at it.
Without giving away the tricks of the trade, do you have any stories of outstanding deals you managed to negotiate into.
Ally: Oh yeah, we turned an offer to pay cash for a Bronco display into more valuable leads by asking to display other vehicles with the requested one.
Our controller called me about a booth we got at the show and asked what we paid for it. Typically they would cost $20K, but we didn't pay anything. He asked how, and I said, "because I'm me. (LOL)”
So you turned a request to borrow a Bronco for some cash into a pile of real-deal leads. That's awesome! How does your work fit into the rest of the store's vision?
Ally: Dealerships must have an internal marketing manager because they understand the brand and the culture that the dealership is trying to achieve. That understanding then bleeds into all the employees. When you're excited about putting videos together, especially when you're making social media posts for TikTok and Instagram, it’s easy to get other people excited to do those with you. This promotes a team effort, which is in contrast with agencies who just ask you to send them content.
Has it been hard to get the team on board?
Ally: They see the value, and they're coming up with ideas more often on their own. Every time a salesperson asks me to do something, I'll jump on board because I don't want to leave them hanging. Especially since it took me so long to tell them this is important to do.
That's great! Sounds like they are responding well to the encouragement.
Ally: One of our salespeople, Ryan, does many videos with me. Now, we have his deal where it's the "Ask Ryan Show.” We get a couple of customers asking questions, and he goes through, repeats the question, and answers it. When it’s done, we post it on social media platforms, such as YouTube.
Wow, some people just need to be invited to try. So what are you hoping to do next?
Ally: Starting in January, I gave myself 6 months to reach 15 videos a month. I want to create good videos to show off the commercial side of the business.
Oh nice, how did January go?
Ally: I posted 6!
Oh my! Sounds like there is room to grow!
Ally: Yeah, and I hope to grow the team. Right now, I am doing a lot on my own. I hope to grow into managing multiple stores, content creation, copywriting, video editing, and videographer. I’ll need a team to accomplish all of that.
Makes sense to me. You're already doing really impressive work. I'm excited to see what comes next. Do you have any advice you want to leave the readers with?
Ally: Every dealership should have an in-house marking manager. It is crucial because they market the dealership, yes, but they also market the brand, reflect the culture, and connect with the community. Nobody knows your inventory, culture, and community better than the people in your store.