{"version":"1.0.0","episode":{"title":"S5E04 - The Marketing Playbook for Dealership Success","url":"http://getcarcurious.com/episodes/s5e04-the-marketing-playbook-for-dealership-success","audioUrl":"https://anchor.fm/s/1499d720/podcast/play/116709364/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-2-10%2F419726290-44100-2-71e033dcb07bc.mp3","description":"John Fitzpatrick, President & CEO of Force Marketing, joins the podcast to share insights on marketing trends in 2026, the future of AI and technology, customer engagement opportunities and strategies for dealership growth.Episode Breakdown 00:00 - Meet John Fitzpatrick! 01:58 - Trends in Dealership Marketing and Customer Engagement02:28 - The “4A” Strategy (Audience, Attention, Automation, Attribution)04:54 - The Importance of Consistent Messaging and Response Time 08:52 - AI in Dealerships: Progress Over Perfection12:15 - Treating Marketing Expenses Like Investments 14:51 - Marketing Opportunities in Fixed Ops and Service Retention 18:25 - “Bet It or Forget It” Segment18:54 - AI Chat & Automation Replacing BDC Roles19:40 - What is a Dealership’s Most Valuable Asset?20:15 - Local Brand Awareness vs. Vehicle Inventory22:12 - The Power of TikTokFor more information about our guest, visit their ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠. Liked this episode? Find our full episode library ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠.\n"},"annotations":[{"startTime":328.2,"endTime":330.0,"type":"term","title":"lead","url":"/glossary/lead","quote":"\"...and we know that they either submit a lead or they call the store...\"","canonicalId":"term:lead","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"In automotive sales, a lead is a potential customer who has shown interest in a vehicle, often by submitting contact information or inquiries through a dealer's website or third-party platforms.","simplifiedExplanation":"A lead is someone who might want to buy a car and has given their contact details so the dealer can talk to them."}},{"startTime":331.7,"endTime":333.6,"type":"term","title":"BDC environment","url":"/glossary/bdc-environment","quote":"\"...they enter into the BDC environment, maybe the lead came through cars.com...\"","canonicalId":"term:bdc-environment","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"BDC stands for Business Development Center, a department in car dealerships focused on managing customer leads, follow-ups, and communications to improve sales efficiency.","simplifiedExplanation":"BDC is a team at car dealerships that helps talk to people interested in buying cars and keeps track of them to help make sales."}},{"startTime":333.6,"endTime":335.2,"type":"company","title":"cars.com","url":"/glossary/cars-com","quote":"\"...maybe the lead came through cars.com or one of the third parties...\"","canonicalId":"company:cars-com","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Cars.com is a popular online automotive marketplace where buyers can search for new and used cars, and dealers can generate leads by listing their inventory.","simplifiedExplanation":"Cars.com is a website where people can look for cars to buy and dealers can find customers interested in their cars."}},{"startTime":891.5,"endTime":892.9,"type":"term","title":"fixed operations","url":"/glossary/fixed-operations","quote":"\"And that's not only on the sales side, but on the fixed operations side of the service side. You've got seasonality in there, variability. What's going on?\"","canonicalId":"term:fixed-operations","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Fixed operations refers to the parts of a car dealership that handle service, maintenance, and repairs rather than new or used car sales. This includes the service department and parts department, which often generate significant profits for dealerships.","simplifiedExplanation":"Fixed operations means the part of a car dealership that fixes and services cars instead of selling them. This part helps keep cars running well and makes money by doing repairs and maintenance."}},{"startTime":906.9,"endTime":910.3,"type":"term","title":"fixed ops marketing","url":"/glossary/fixed-ops-marketing","quote":"\"Gastly under-invested in fixed ops marketing. Oh, gosh, yes. Okay. 80% of our profits are made in fixed ops.\"","canonicalId":"term:fixed-ops-marketing","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Fixed ops marketing refers to advertising and promotional efforts aimed at attracting customers to the service and parts departments of a dealership. Effective fixed ops marketing can increase service appointments and parts sales, which are crucial revenue sources.","simplifiedExplanation":"Fixed ops marketing means the ads and promotions that help get people to bring their cars in for repairs and maintenance. This helps the dealership make money by fixing cars."}},{"startTime":992.8,"endTime":993.5,"type":"term","title":"recall","url":"/glossary/recall","quote":"to take someone that comes in off a recall, that would be a warranty pay situation,","canonicalId":"term:recall","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"A recall is an official request by a manufacturer to return a vehicle or part to fix a safety-related defect or non-compliance with regulations. It usually involves free repairs or replacements under warranty.","simplifiedExplanation":"A recall happens when a car company finds a problem that could be unsafe and asks owners to bring their cars in to get it fixed for free."}},{"startTime":995.3,"endTime":996.0,"type":"term","title":"warranty pay","url":"/glossary/warranty-pay","quote":"that would be a warranty pay situation, and also share with them the areas from a customer pay perspective","canonicalId":"term:warranty-pay","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Warranty pay refers to repairs or services covered by the vehicle's warranty, meaning the manufacturer or dealer pays for the cost rather than the customer.","simplifiedExplanation":"When something is fixed under warranty pay, it means the car company pays for the repair because the car is still under a guarantee."}},{"startTime":997.3,"endTime":998.0,"type":"term","title":"customer pay","url":"/glossary/customer-pay","quote":"and also share with them the areas from a customer pay perspective that they've been neglecting for whatever reason.","canonicalId":"term:customer-pay","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Customer pay refers to repairs or services that the vehicle owner must pay for out of pocket, as they are not covered by warranty.","simplifiedExplanation":"Customer pay means the car owner has to pay for the repair because it's not covered by any guarantee."}},{"startTime":1030.0,"endTime":1033.9,"type":"concept","title":"customer lifetime value","url":"/glossary/customer-lifetime-value","quote":"that focuses on customer lifetime value, it's rooted in fixed ops. We know that if we sell a car to someone and we earn their first service appointment,","canonicalId":"concept:customer-lifetime-value","priority":0.9,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Customer lifetime value is a business metric that estimates the total revenue a company can expect from a single customer over the entire duration of their relationship.","simplifiedExplanation":"Customer lifetime value means how much money a car dealer can make from one customer over many years, not just from the first car they buy."}},{"startTime":1036.7,"endTime":1038.6,"type":"term","title":"service appointment","url":"/glossary/service-appointment","quote":"We know that if we sell a car to someone and we earn their first service appointment, we're seven times more likely to get their second purchase.","canonicalId":"term:service-appointment","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"A service appointment is a scheduled visit to a dealership or repair shop for maintenance or repairs on a vehicle.","simplifiedExplanation":"A service appointment is when you make a time to bring your car in to get it checked or fixed."}},{"startTime":1041.5,"endTime":1043.1,"type":"concept","title":"multiplier effect","url":"/glossary/multiplier-effect","quote":"and then there's a multiplier effect. Now that that Toyota dealer has 15 other dealerships across 10 different franchises,","canonicalId":"concept:multiplier-effect","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The multiplier effect here refers to how an initial positive action, like a first service appointment, increases the likelihood of further purchases or business.","simplifiedExplanation":"The multiplier effect means that when a customer does one good thing, like getting their car serviced, it makes it much more likely they'll buy more cars or services later."}},{"startTime":1043.1,"endTime":1044.0,"type":"brand","title":"Toyota","url":"/glossary/toyota","quote":"Now that that Toyota dealer has 15 other dealerships across 10 different franchises,","canonicalId":"brand:toyota","priority":0.5,"confidence":1.0,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"Toyota is a major Japanese automotive manufacturer known for producing reliable and fuel-efficient vehicles worldwide.","simplifiedExplanation":"Toyota is a big car company from Japan that makes many popular and dependable cars."}},{"startTime":1069.9,"endTime":1072.2,"type":"concept","title":"fixed ops retention tool","url":"/glossary/fixed-ops-retention-tool","quote":"\"...for the last five years, we've taken their fixed ops retention tool that started back in 1988...\"","canonicalId":"concept:fixed-ops-retention-tool","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"A fixed operations retention tool is a software or system used by dealerships to retain customers in their fixed operations departments, which include service, parts, and maintenance. It helps improve customer loyalty and repeat business by managing service reminders, promotions, and communications.","simplifiedExplanation":"It's a tool that helps car dealerships keep customers coming back for things like oil changes and repairs. It reminds customers and makes sure they stay loyal to the dealership."}},{"startTime":1081.8,"endTime":1083.6,"type":"term","title":"TLE","url":"/glossary/tle","quote":"\"...Our entire platform is built off Toyota, TLE and TLE from the ground...\"","canonicalId":"term:tle","priority":0.5,"confidence":0.7,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"TLE likely refers to Toyota Logistics or Toyota Lease Experience, internal programs or tools related to Toyota's customer and operational management. In this context, it indicates foundational elements of the platform built from Toyota's systems.","simplifiedExplanation":"TLE is a Toyota program or tool that helps manage how they take care of customers and their cars. It's part of how Toyota keeps things running smoothly."}},{"startTime":1133.4,"endTime":1147.4,"type":"term","title":"BDC sales roles","url":"/glossary/bdc-sales-roles","quote":"\"First one, AI chat or automation will completely replace BDC sales rolls by 2030. Bet it or forget it?\"","canonicalId":"term:bdc-sales-roles","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"BDC stands for Business Development Center, which is a department in car dealerships responsible for managing customer communications, sales leads, and appointments. BDC sales roles involve interacting with potential buyers through calls, emails, and other channels to facilitate vehicle sales.","simplifiedExplanation":"BDC sales roles are jobs at car dealerships where people talk to customers on the phone or online to help sell cars and set up appointments. They help connect buyers with the right cars."}},{"startTime":1269.2,"endTime":1271.0,"type":"car","title":"Dodge Ram pickup truck","url":"/cars/dodge/ram","image":"https://upload.wikimedia.org/wikipedia/commons/e/e5/1999_Dodge_Ram_Cab_2500_4x4_stakebed.jpg","quote":"Consumers have gone six hours away to get that Dodge Ram pickup truck that they've been wanting.","canonicalId":"car:dodge:ram","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Dodge Ram pickup truck is a full-size pickup truck known for its towing capacity and ruggedness. It is popular among consumers who need a durable vehicle for work or recreation.","simplifiedExplanation":"The Dodge Ram is a big truck that many people use for carrying heavy loads or towing things. It's a strong and tough vehicle.","imageAttribution":"Mr.choppers (CC BY-SA 3.0)"}},{"startTime":1322.22,"endTime":1327.08,"type":"car","title":"Honda Crv","url":"/cars/honda/cr-v","image":"https://upload.wikimedia.org/wikipedia/commons/c/c3/2018_Honda_CR-V_%28RW_MY18%29_%2BSport_2WD_wagon_%282018-10-22%29_01.jpg","quote":"...rand is so strong.  Or ask Rita, Rita, that block Honda CRV I want is up in Tampa.  Can you get it here for m...","canonicalId":"car:honda:cr-v","priority":0.5,"source":"hybrid-fuzzy+gpt-4.1-mini","data":{"explanation":"The Honda CR-V is a compact crossover SUV known for its reliability, practicality, and strong resale value. It's a popular choice for families and commuters due to its spacious interior and fuel efficiency. The mention likely refers to its strong market demand and availability challenges in certain regions.","simplifiedExplanation":"The Honda CR-V is a small SUV that many people like because it is dependable and roomy inside. It's good for families and everyday driving. The talk about it means people really want this car, and sometimes it's hard to find one nearby.","imageAttribution":"EurovisionNim (CC BY-SA 4.0)"}}],"speakers":[{"id":"s1","name":"JMA Group","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/s5e04-the-marketing-playbook-for-dealership-success/transcript.vtt","type":"text/vtt"}]}