The Dealer Playbook

You can't talk about marketing a local business without addressing direct mail marketing tips in 2016.

In Episode 96, David Villa from Imperial Press Direct shares some of his best insights about direct mail and the important role it plays in your advertising and marketing mix.

Key Takeaways:

1.) Direct Mail Marketing best works when you target a relevant audience and make an appropriate offer. Don't Spray and Pray.

2.) With advancements in technology, it's easier to track the effectiveness of your direct mail campaign. It's important to track results so that you know where to adjust your marketing efforts moving forward.

3.) Direct Mail Marketing works best with shot-to-the-arm offers. While you could use it to drive awareness, David Villa suggests that the cost of direct mail may detour people from using it strictly as an awareness play.

If you received value from this session, don't forget to share, subscribe, or leave a review on iTunes!!!

Connect with Michael Cirillo:



Direct download: DPB96_mix.mp3
Category:Business, Management & Marketing -- posted at: 9:08am PST

You've probably noticed how much content we're pumping out about Facebook. That's because we've been getting a TON of questions about how to get the most out of the social network.

Molly Pittman, VP of Digital Marketer, is one of the world's leading experts when it comes to Facebook ads and Facebook marketing strategy.

In episode 95 of The Dealer Playbook, Molly shares ideas about how you can 10x your Facebook ads ROI, ramp up your dealership business, and dominate in your market.

Key Facebook Ads Takeaways:

Facebook ads are different than Google ads and should not be treated the same.

On Google, people are searching for answers to their questions, or solutions to problems.

On Facebook, people are there to connect with friends and family, or keep in touch with associates. As such, your ads need to feel like they organically fit into the news feed rather than blatantly disturbing the flow that people have come to enjoy.

Deliver Value at varying stages of the buying funnel.

Most dealership advertising focuses on low funnel, ready-to-show-intent shoppers. Sadly, this is some of the most expensive advertising that can be done on PPC platforms like Google of Facebook because the competition is so high.

And with every dealer pretty much broadcasting the same message, capturing the attention of qualified buyers is more difficult.

But advertising to low funnel shoppers is still essential to winning business. It's just not the only advertising you should do. 

Molly Pittman suggests adding more strategy on-top of your existing ads for those that are higher up in the funnel. For example, produce and promote content about the best places to take your kids on a Sunday drive, or the top burger joints in town is content that is share-worthy to the majority of people.

The goal is to get as many eyes on you as possible. That way, when they are ready to start car shopping, they will remember your dealership first.

To learn more about Molly Pittman and her company Digital Marketer, visit

If you're getting value out of DPB, don't forget to like, subscribe and share. Your reviews on iTunes mean the world to us. 

Leave an honest review here:


Connect with Michael:


Direct download: DPB_MollyPittman_audio_mixdown.mp3
Category:Business, Management & Marketing -- posted at: 11:25am PST

Welcome to episode 2 of Minisode Monday. 

In this episode we're going to explore the difference between Facebook business pages and Facebook profiles. More importanatly, we're going to look at the pros and cons of each, to help you decide where to focus your brand building energy.

Though there isn't a right or wrong here, this post will hopefully provide you information about what it will take to brand yourself using Facebook as a distribution method.

Pros and Cons of a Facebook Business Page


  • Build an audience of targeted, interested followers
  • More brand building/engagement tools (e.g., notes, polls, etc.)
  • Advertising options
  • Audience insights


  • Building an audience takes time (PATIENCE!)
  • It's another channel to mange
  • Needs to be consistent

Pros and Cons of using Your Facebook Profile for Business


  • You're already using it and have a built in friend-base
  • Friends may be more supportive and willing to help you share


  • Facebook doesn't really like personal pages being used for business purposes
  • Not a targeted following (e.g., parents, friends who may not be interested in what you're talking about / possibility of unfollow/hide/spam etc.)
  • No options to advertise/boost posts etc.


Whatever you choose to do, be consistent. Have a strategy and see it through to the end!

We'd love to hear from you!!!

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Your feedback is our oxygen!!!

We're on YouTube:

Did you know you can watch full episodes on YouTube? Check it out here:


Direct download: Minisode-2-audio_01.mp3
Category:Business, Management & Marketing -- posted at: 8:37am PST


Kathi Kruse (@KathiKruse) is a social media consultant and marketing strategist. Who newly revised book, "Automotive Social Business" brings you a deeper understanding of how to captivate your customers, sell more cars, and be generally remarkable on social media.

Episode 94 of The Dealer Playbook dives into how you can get more out of your Facebook Marketing, and what KPIs you should be tracking for digital success.

Key Takeaways:

  • Have a clearly defined goal or objective. It's not enough to just say you want leads. You need to go deeper than that.
  • Define your audience. Who are you speaking to?
  • Audit performance (remember that performance is hinged upon your objective)
  • Use Data to make adjustments
  • Repeat

You can find the shownotes at


If you're getting any value out of the show, we'd love an honest review on iTunes! This is what helps us stand out from the crowd and helps others connect with the value you've received here.

Review the show here:


Direct download: DPB_KathiKruse_v1_mixdown.mp3
Category:Business, Management & Marketing -- posted at: 10:52am PST

Welcome to the first episode of Minisode Monday!

Have you ever felt like you're just spinning your wheels and not getting any closer to achieving your goals?

In this Minisode, Michael shares some insights into how you can get more focussed on achieving results at lightning speed.

Here's what's up:

1. It doesn't matter what you're aiming at, it only matters what you hit

2. Stop spreading yourself so thin. Stay focused on the path you need to take to get to your goal

3. Be clear that the goal is actually what you want to achieve.

HELP US SPREAD THE WORD! If you're getting value out of DPB, please subscribe and write us a review! This is what helps us stand out from the crowd and helps other automotive professionals get the credible advice they need. Review the show on iTunes! We rely on it!


Direct download: DPB_minisode_1.mp3
Category:Business, Management & Marketing -- posted at: 12:00am PST