Jordan Cox, Digital Marketing Manager, Gates Automotive

Kyle Mountsier: 0:00This is in the dirt with ASOTU.

‍Paul Daly: 0:04

We're here with Jordan Cox Gates Automotive you just won and broke the 2023 Best Idea contest trophy at the Kain family and friends event. How do you feel?

Jordan Cox: 0:15

It's pretty exciting. So first off, I'm a huge fan of you guys. So meeting you this morning in person is super awesome. It's kind

Paul Daly: 0:21

of one of those things where you feel like you're you interact with someone so much online that like when I saw him like, oh, we we've never met in person. Sure, yeah. Okay, so let's talk about the award in general that you broke. So you got this, this beautiful trophy and you got some cash to write? That's right. 1500 bucks, look at that. And is that is that taxable income? We'll find out, because now it's documented and know that. So what I love about this competition in general is that features three dealers that are actually doing something in their stores that are making a difference, and then gets to presented to the other dealers, because that's the essence of the auto industry, right dealers sharing best practices with other dealers. So summarize your your big idea.

Jordan Cox: 1:03

Well, I'll make mine short. And I'll touch on the other two, because those were really good ideas, it was super close. So my idea, which obviously you're very familiar with is creating a podcast, and also creating employee spotlight videos to continue to tell your store's story because no one can tell your story better than you. And when you do it correctly, and you do it at the right levels, then it creates a lot of great engagement. And I mean, the employees are obviously excited to be a part of that, which is amazing. The other two, so shout out to Alan Brown, and also to Shaun Neff and from Jermaine, with Alan, his was about pep rallies. So it was about creating that once a month meeting where you can make it an exciting event, provide food, and then also have all these stakeholders involved. So that was really cool to see that and to see it executed well. And then Shawn Kniffin was working with Clairivoy, and kind of finding a way to continue that customer journey. And also retarget them on social, which it was really cool. So all three guys did it. Awesome.

Paul Daly: 1:57

They did and you're very gracious. I'm going to talk to them as well. Let's talk about your idea really quickly. So obviously, podcasting is is not like a synthesis of an idea. But I think the important part of it, because you know, podcasting creating content near and dear to our hearts. But you did something where you kind of like baked it down into saying like it takes this much time from somebody. And here's the blueprint to do it, and a little bit of a framework. So you can kind of crawl, walk, run, explain the time it would take a dealer because we want to encourage dealers to make more content and highlight the people that really make the organization's great. It's something that we're passionate about. So we connect immediately with when you're passionate about like, hey, let's talk about your people. Let's get more content out there so people can consume. So tell tell dealers, how they can start how much time it will take and like give them some practical steps if they might be a little afraid. Like, yeah, it might be easy for you who understands how to do it. So yeah, what was what was your main positioning there?

Jordan Cox: 2:53

Sure. Yeah. So definitely, what I would say to any dealer trying to do this is the sometimes you overcomplicate it. And really, it's something simple. And sure everybody wants to a podcaster, but is doing that, but you can't just sit there and you know, be on camera or be with a microphone. So what I'd say is try to focus on making it a one day thing, where you create four episodes for your podcast, and then also create for employee spotlight videos, that are about two minutes long of that final content. With the strategy for creating that content for the podcast, I'd recommend a setup like interviewing someone that's either an employee of the month, someone who just had a huge accomplishment and kind of engaged with them just in a few minutes, three or four minutes. That's it.

Paul Daly: 3:35

And you you kind of have a little actually script of questions, right like that you're willing to share, like, ask them this, then this then this year out?

Jordan Cox: 3:43

Exactly. Yeah. So what we do is we want them to talk about stuff that's engaging, putting the spotlight on them. And then we do a super short commercial break. And then after that we actually do a new segment. So kind of look around through Automotive News. ASOTU is also a great resource for that. So ASOTU.com, check out the media, they have gone on there because she had that Exactly, yeah. So all the content you guys create, dealers can easily take that and use those in their own news segments. So we always try to have two new segments. So beginning to end, the entire episode now has about eight or nine minutes, we used to do really long form. So season one last year, we used to do like a Joe Rogan style, where it was like an hour and a half long, but you'd be surprised a lot of people would listen to that all the way through, there was a ton of great engagement. But I would focus now because what's we're doing for season two is on the 10 minute episode with the same

Paul Daly: 4:30

structure. And so I also noticed you suggested and I saw a little screenshot of you putting this on your homepage.

Jordan Cox: 4:37

Yeah, exactly. So that's the other thing is you need to brand it correctly. So it needs to be on your website, it needs to be on maybe some Wi Fi photos for your VDP for all your vehicles and whether you have those added automatically through home net or you upload them manually. There's a couple of options there that you want to get in front of as many people as possible. Have a short domain you can forward to the actual, you know, YouTube page or actual Spotify or what website, please, for that. We do gates car talk.com, which is super simple.

Paul Daly: 5:04

Buy those gates car talk.com.

Unknown: 5:07

That's correct. And you would spend so much time trying to focus on a name, but that's not it. It's about the content. And you said, By the way, yeah, oh, yeah. So by the way, if dealers do want to check out what we're doing already, you can go to David Kain silverfox.com, which I know it's a super funny URL, kind of tongue in cheek joke,

Paul Daly: 5:25

actually, it's the only reason I remember it, David Kain silverfox.com. And that's where you actually built some resources and put them up there so that dealers can help. And you're Jordan Cox, Cox on LinkedIn, and you're the kind of person that's always helpful, so I'm assuming I'm gonna put this out there. If any dealer has questions or marketing manager wants the on ramp up and you're a member of the Auto Genius community, so like, always ready to help, it seems. Yeah,

Jordan Cox: 5:47

exactly. Paul. I mean, you know, that run in the head is I love the fact that you're out there trying to help other dealers get to the next level to collaborate. I'm just a big fan of your guys. Jordan, thanks.

Paul Daly: 5:56

Congratulations on breaking your reward. Let's hold it up again. Hold on one more for the conference. This got two cases.

Kyle Mountsier: 6:05

Thank you for listening to in the dirt with ASOTU. We love the automotive industry and the people who make it run day in and day out. We would love to connect with you more through our daily dose of fun, a free email that you can sign up for at ASOTU.com That's a s o t u.com. We put our heart and soul into it every day. Thanks again for listening. Join us next time for more Conversations in the dirt with ASOTU

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