Digging For Story with Erin Sparks

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Do you have someone in your organization that touches every department?

For DeNooyer Automotive Family, that person is Erin Sparks. As the marketing director, she has a lot on her plate and a lot of tabs open on her computer. But she makes it her responsibility to read reviews, walk the service lane, check in on the BDC team and more. She does all of this to break down barriers and bring the teams together, all as she tells the story of the dealership.

What we talk about in this episode:
0:00 Intro with Michael Cirillo, Paul J Daly and Kyle Mountsier.

5:44 Erin’s early years were spent around cars, because her father was a certified master technician.

12:46 When Erin entered the dealerships she works for, they were heavily focused on an OEM-based message. Erin has worked to change that to a dealership story-based message.

“In the last, you know, three years or so is, every time we go into a change, or we look at doing something different, especially in marketing. My question is like, what's the story? What do you want people to know? And please don't tell me that you want to tell them that wiper blades are 19.99, because that's cool. And like, also a good message. But that can't be the only message. So because a lot of what I have always seen is that everything is price related, everything is offer related. And while there's a time and a place for that, it should be like 80 20 80% story 20% offer.”

15:00 DeNooyer Automotive Family is trying to do mobile service, but it’s not without its hiccups. Erin throws out some examples that their team is trying to work through, like software update recalls in low cell service locations.

21:19 Erin views her job in marketing to keep digging in every department to help better tell the story of the dealership and bring the team together as one.

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