Hacking the game of dealership “attention” and going viral

Welcome to another edition of expert insights from the Car Dealership Guy Podcast, an episode recap that breaks down the high-level takeaways from the conversation.

In this episode, Nathanael Greklek, Corporate Branding Director at Mohawk Auto Group, talks about the process of creating content for dealerships, gives tips for hacking customer attention, and shares some behind-the-scenes on the wildly popular parody series on TikTok called “The Dealership.”

You can stream the full episode now on YouTube, Spotify, or Apple.

1. Nathaniel fell into making content for dealerships entirely by accident.

After becoming the delivery specialist for Mohawk Honda, he pitched the idea for making a long-term social media strategy that heavily relied on video content. To his surprise, the pitch was approved and he became the dealership’s chief digital branding leader.

2. How to measure the success of a content strategy.

It can be difficult to measure the return on investment generated through posting content, especially for dealers who tend to track movements in 30-day cycles. Nathanael explains that content strategy is a long-term play that requires a significant amount of setup before it can drive a significant amount of profits (although there is always a chance content will go viral by sheer luck). That said, branding is core to winning over customers, and brand awareness can’t be achieved without the right kind of content in the right kind of places.

3. Creating omnichannel content.

Omnichannel marketing, which leverages content across multiple platforms, allows dealers to maximize their advertising investments and drive more results. Nathanael explains that when one piece of content succeeds on one side, his next step is to find other outlets to repost.

4. Differences in media platforms.

OTT is short for Over-The-Top and refers to television content delivered via the internet as opposed to traditional CTV (connected TV). Platforms like Hulu and Netflix are an example of OTT media. Most OTT platforms allow for targeted advertising, giving dealers the ability to contact local customers using those services. While OTT advertising has strengths, Nathanael explains that CTV marketing comes with more statistics, making it an effective marketing investment as well.

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5. Should smaller dealers hire content marketers?

Dealers of all sizes can benefit from a strong marketing team. Although the size of their business will dictate how large their budget and campaigns can be, even small dealerships can see massive ROI with the right people and strategy. Nathanael argues that most retailers will get results even if they’re working off a shoestring budget.

6. Different types of video content.

Nathanael creates a variety of content for his company, all of which focus on making the car buying process fun and interesting. Some of the videos he makes include Q&As, vehicle showcases, educational videos discussing what to look for or how to research a car, and interviews featuring employees.

7. Engagement vs. going viral.

The most important part of making content is to remain engaged with audiences. Nathanael explains that this works similarly to how retailers ingrain themselves with local communities through charities and events. By consistently stepping up to the plate and connecting with social media users, dealerships can keep their brand in buyers’ minds until they’re ready for their next purchase. Aiming to go viral won’t work.

8. “The Dealership” parody.

Nathanael is one of several creators behind a TikTok series called “The Dealership,” a parody of the “The Office” TV show. The series, also available on YouTube, has gone viral for its witty take on dealership life and for featuring General Motors CEO Mary Barra in an episode.

Nathanael explains that he and his team typically film the episodes months in advance and release them when the time is right. While it was difficult to get some of his coworkers to appear alongside the main cast at first, he notes that as the series continued to grow in popularity, it became easier to convince people to join in on the fun.

9. Avoiding marketing mistakes.

Dealers need to be hands-on when it comes to marketing and make sure that each department has some kind of input in the creation process. Nathanael explains that without proper direction it is difficult for staff to create the right kind of branding materials and engage with the right customers. Dealers also stand to benefit by learning more about the content creation process.

Under-investing in marketing is another critical mistake that dealers can make when it comes to content creation. Retailers should go beyond social media and leverage every tool at their disposal to reach and engage with customers–sticking to one platform limits their reach.

10. Taking dealership content to the next level.

He is currently working on a project called the Automotive Creative Collective, which will be a space for dealers and creators to share ideas, learn from each other, and ask questions about marketing. As time goes on, he believes retailers will only get better at connecting with buyers and boosting their brand awareness in the local market.

You can stream the full episode now on YouTube, Spotify, or Apple.

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