Transcript 0:00 This is In The Dirt with ASOTU. [car revving] All right, we're here. You already know who he is, but if you don't, this is Jeff Weil- I mean Jeff Wyler. [laughs] This is Kevin Frye. 0:10 Hey, does it count if Jeff's named Jeff? I've just given you, I've just given you a promotion. I'll tell you. 0:13 [laughs] This is Kevin Frye with Jeff Wyler Automotive, one of the most innovative, uh, minds, someone who's always willing to try new things. 0:19 And I always like to talk about the fact that you're actually a Navy fighter pilot. Ah. I think it gives good context. Going back to the... I'm getting old there, but thanks. 0:25 [laughs] At least I got the right branch of the military this time. That's correct. That's correct. So, um, you're here. You're always somebody who loves to give back to dealers- Absolutely... 0:31 and you have a passion for it. Mm-hmm. Um, you've, you, every event you're at, you're teaching a workshop. I hear dealers talking about wanting to listen more and more to what you're doing. Mm-hmm. 0:39 Why do you think that is? You know, at the end of the day, I'm, I'm just one of them as well, and each of us faces, uh, challenges each year. 0:47 And what I love about digital dealers, you can come to a show like this, talk to each other. 0:51 And what I try to do in my presentations is take the current challenge, take, let's say for example, uh, branding versus SEO is something I did last year. 1:00 Walk them through my personal experience, what I learned, and then share recommendations based on facts and conclusions, and I think that's what all of us are looking for. Facts and conclusions? I know. It's amazing. 1:11 Not anecdotes and conjecture? And- What do you mean? Sometimes logic gets in the way of a great decision. [laughs] All right. 1:15 I have a question that just popped into my head that I think you're the person, far, best person to ask this to. Okay. What is more important, knowledge or community when it comes to... Man, that's a tough question. 1:26 That's a good one, right? I just thought of it and I was like, "Oh, this is- Because I always say-... someone that can handle that"... when it comes to management, it- it's about people to people to people. Mm-hmm. 1:33 It's about leading people. But, you know, that's, that really makes me think. 1:37 I mean, you have to have the knowledge base, to me, in this industry to really compete, but then you need to have the community to find the knowledge that you're looking for. So I think that's a trick question. 1:47 It's a chicken... It's a great chicken and egg question. [laughs] Yes. Right? It is. It is. And there's no philosophical worldview that's gonna get you out of that one. Yes. 1:52 Um, what do, what do you find that, um, is the main source of new ideas for you? Because you're always- Mm-hmm... willing to try new things. 1:59 So where does that flow, inflow of new ideas, things to try, where does that usually come from for you? What are you paying attention to? 2:04 I'm, I'm gonna give you two answers, and I think one's gonna surprise you, which I'm talking about in my presentation. 2:09 But yes, number one here, uh, coming to an event like this, surrounding yourself with talent, people that are doing better than you and push you to be, become better. Mm-hmm. 2:18 I always say if you wanna lead, you gotta be humble. Mm-hmm. But the other thing, one of the things I'm teaching today is some of the greatest ideas that I bring to automotive marketing are outside of automotive. 2:28 Ah, we agree with that. You need to network outside of automotive. I'm gonna share some great examples today, but that can be some of the biggest things you can learn. 2:35 So, uh, for this podcast, it's gonna air after your class, so you're not gonna give away any of your secrets. 2:40 [laughs] Um, what are some of the areas that you look to outside of automotive that you like to try to drag there- Mm-hmm... knowledge and understanding and mentality into automotive? I'll give you two great examples. 2:50 Uh, one is that we started looking at TikTok, and we actually attended a networking event for- The company or the platform? Like- Well, the platform I'd say. Okay. Okay. 2:58 And so we went to a social media networking event in Cincinnati where we were the only automotive people there, and actually ended up connecting- It's a really good sign, actually. It is. You feel good when that happens. 3:08 We found an agency of all full-time college students. That's what they do expressly, and they are literally immersed in it and brought such great talent and ideas to us. 3:19 The other area, and it's the hot buzzword right now- Did you, did you hire them? We did, and very inexpensively, too. I bet. So I'm gonna share some examples of that. Probably chicken and beer, right? [laughs] Yeah. 3:27 [laughs] That's good. Uh, the buzzword is CDP, right? And I'm convinced some of the best CDP is outside automotive right now, 'cause that's where it started, and it's a big catch-up game in automotive. Right. 3:39 So I, I'm always pushing buttons. I know. But I, I think that might be somewhere the, the better solutions are at this point in time. Well, great. I don't think there's anything else- [laughs]... 3:49 that I can squeeze out of you in four minutes. 3:51 Kevin, thank you, as always, for sharing a little bit of time with us, and obviously all the people in the community that are just trying to, to learn and get another step forward. Always enjoy it. Thanks. 3:59 [upbeat music] 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. 4:07 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 dot com. We put our heart and soul into it every day. Thanks again for listening. 4:21 Join us next time for more conversations In The Dirt with ASOTU. [upbeat music]
