Page 9 - GIADA-Sept-2018-Final

Panel Moderator Lynn Weaver, executive “It costs money and takes time, but you “You have to make sure you don’t blur that
director of the Independent Auction Group, have to figure out how to reach dealers,” line between personal stuff and business,”
said Auction Pipeline is also a great source Andrews said. he said.
for inventory and marketing information
Several attendees said text is the preferred Some of the auctions have also used
Turner said the challenge on the digital method of contact from auctions, with an YouTube to a lesser extent.
side is to understand whom you are buying occasional visit or call from the owner/GM.
from; for example, do they have a good “It’s something I would consider doing,”
track record and do they sell a quality car? Andrews agreed. He is more likely to Noblitt said, “maybe on some higher end
Who is doing the CRs and who is doing the respond quickly to a text message than an cars.”
inspections? email.
All the panelists said digital continues to be
Auctions are working harder in the digital One dealer said the information he wants a growing part of the business and auctions
realm to reach dealers. from an auction is run numbers and must engage customers within that space.
volumes.
“We do text messages, email blasts and But they also agreed that brick-and-mortar
we just newly revamped our website,” said Andrews said his company is engaging with sales are here to stay.
Noblitt. “We sell on OVE and SmartAuction dealers through Facebook.
and have our live simulcast. “It’s a social place,” Noblitt said of the
Turner said his company uses Facebook, auction facility. “People come there to talk
“We actually go out and visit dealers, too.” Twitter, Instagram and LinkedIn. But he about trends and best practices. I don’t ever
said one challenge with Facebook is that a feel that the brick-and-mortar is ever going
Andrews said texting is a tool the auction person is scrolling through pictures of their way.” n
uses, but social media in general is also children or grandchildren and then they
important. get an advertisement.

GIADA Independent Auto Dealer SEPTEMBER 2018 | 7