Earlier in the day Tuesday I received an email from PickensPlan with the subject, “What you do right now matters to the entire Army”. It was an invite to their e-Rally after the election tonight. The email prompted me to RSVP for the rally.

Three days ago I received a similar email from PickensPlan with the subject, “3 days until the e-Rally with T. Boone!”. It was the initial invite to their e-Rally after the election Tuesday. The email prompted me to RSVP for the rally.

Tonight after the McCain/Obama town hall debate, the first commercial run was T. Boone Pickes himself inviting viewers to come discuss.

The 2 emails were complete with information and a call to action, but not overwhelming. They were a god blend of text, imagery, and video. The emails rallied 40,000 RSVPs prior to the debate. Curious to know how many attended and were possibly added.

There are some key practices being applied here that we want to see from car dealers and believe can be accomplished.

Automobiles can be vital to peoples’ interests and identities. Dealerships that can reflect this in their sales process gain an edge on the competition. Some examples include…

# Build a cause and engage the audience
A cause for a dealer can be something local, ideally something popular, entertaining, and/or beneficiary to the community. For instance, we are working with an auto group and their sponsorship in auto racing.

# Plan and coordinate events that involve attendee input
Planning and coordinating events can range from e-rallies as Pickens did to webinars and on-site events from training, education, to entertainment.

# Develop an effective capture method strategy that uses multiple media types to engage, such as TV and email.
Using multiple media types such as television and email to engage your audience and ensure their participation can be an effective way to capture peoples’ attention and sometimes their imagination.

Of course much of this is easier said than done, but Pickens really has its act together with utilizing these tools constructively.

But this begs the question that if tough economic times urge dealers to cut spending, why should they have had these expenses in the first place?

In my observations, to be somewhat cliche, dealers are apt to throw things at the wall and see what sticks. With Internet marketing still an evasive practice for car dealers, particularly with Web 2.0 concepts, I am concerned about the possible setback this could be for the dealer community. Blogging and Social Media are long-term approaches to Internet marketing and I imagine dealers turning away from these methods b\c it is difficult to see the results.

Some have suggested that dealers not pay for anything they can do for free, but I think that can be misleading advice. Time is money and while yes you can “blog” for free, blogging is a vague term that requires time which can take a dealer away from selling cars. Is it then truly appropriate for dealers to not pay for such services?

No matter what the economic times and no matter what you can and can not do for free, dealers should always consider the most cost-effective and time-efficient path to their marketing objectives. This means having reliable partners and relationships with those you trust whether they are employees, vendors, contractors, or people with which you are connected in the blogosphere. It also means dealers should be thoughtful and constructive in these relationships versus throwing money at something and sitting back waiting for results.

Keeping your dealership business profitable is certainly the goal but the path to achieve this is not with short-term strategies that make you vulnerable to the times. Now more than ever is the time for dealers to invest into their own brand and web presence and continually strive to make it bullet proof with a sound sales process.

But that is changing right now because of a new challenge being caused by today’s economic crisis - Auto Financing.

With the housing bubble imploding and credit freezes throughout most major banks, obtaining financing for automobiles is becoming more of a challenge now too. Banks have tougher requirements for getting a loan and are not as willing to take as much risk on car loans as they were a few months ago. Naturally, this is impacting car sales.

While data that would reflect this is still coming in, dealers are already feeling it at the dealerships. According to one report on CNNMoney.com, people are still coming in to buy cars, but they are having a more difficult time getting the car they want.

The existential aspect of this is probably good for the American soul because we as a nation have been living above our means now for decades and tougher financing requirements will curb that a bit. Today’s financial situation is certainly a cleaning up or payback hour for companies, government, and citizens. But the health factor is no medicine for car dealers who do not want to see sales declining.

Dealers today will be faced with a choice of putting their dollars into marketing and advertising programs that produce quick results to keep their sales up, or into programs that will carry them into the future. The short-term reactors will probably look good today, but after a few months when things balance out that will not be the case. Dealers that can weather the storm and pursue opportunities that carry them into tomorrow’s (restored) economic times will be the ones in the end that come out on top.

John Kerry was on and he made me sick. His interest is heavily focused on bringing down President Bush. It’s this kind of politics that ruins this nation. All Obama talks about is what’s wrong with our government and the injustice it causes. Well no kidding, Barrack. But you are not the solution. You are a dreamer and a wooer, not a realist. No wonder Europe loves you. You won’t stand up to them, or anyone for that matter. You are a socialist and you don’t know it. Or do you?

Curiously, the Republican answer seems spoon fed on a platter, but McCain doesn’t see it. Turn it Up, John! Kick it up a notch. I would love to see you look Obama in the eye and tell him he doesn’t get it. Do that and you will win. Mark my words.

I am glad the “bailout bill” failed. I think it shows promise in the people of our government that rightness and common sense still have an influence No one wants the corrupted culprits to get off scott free, especially on the backs of the working class. Congress seems to understand this, but Congress also is not willing to go down with the corporate crooks which puts us all at a disadvantage because no one has the ability to make concessions with the lawmakers. Therefore, the people will be pay the price.

It’s a pickle and not only am I witnessing declining stock prices I also am witnessing declining traffic on car dealer sites and it makes me curious where the breaking point is or if everything just always bends.

Maybe I don’t want to know, but I do know that our civil servants need to loosen up, have some humility, be prepared to make some sacrifices, and do what is in the best interest of the people. That might require some of the same from us as well too. Society has drifted from its Keeper. Imagine the impact one of our leaders could have for breaking the plane of church and state separation and calling on God to rectify things.

The partisan politics going on right now is ludicrous. This may be a point-of-no-return turning point for our country and the entire globe.

You will see from the report there is a hefty emphasis throughout the blogosphere on eco-sustainability, i.e. the environment and economy. This comes as no surprise considering the economic situation in the U.S. and throughout the globe and the exponentially increasing awareness to and passion for more environmentally sound choices in all industries not just in automotive.

Blogging is no doubt powerful. You could suffice to say that it has become a vital part of most cultures, especially in the U.S and Australia in my own observations. This demonstrates the increasing importance for car dealers to not just embrace blogging but to get good at it and to partake in these ether discussions in a creative and productive manner.

Blogging is simply a means to an end. There is no better way to get good at something than to go out and do it. The risk in blogging is that you will spend too much time doing it and not see the results you might expect, but the benefit is that you spend the right amount of time doing it and see the results. There is nothing new about the essence of blogging for it is merely people communicating in certain ways, which dealers must learn to do.

Dealers should be encouraged to know that consumers are interested in what dealers might have to say. Just be sure to take the time and understand what your customers want to hear from you. There is no yellow brick road here. Just some fundamentals, some imagination, and dedication to success.

Richard Wright was one of the original founding four members of the Pink Floyd in 1965 and aside from a brief period as only a “session” musician when Roger Waters essentially ousted him, Wright has been with Pink Floyd through its entirety from Piper at the Gates of Dawn to the Division Bell.

The Pink Floyd brand is an awesome example of residual equity where the investments you made long ago continue to pay off. Not just monetarily but in all fashions. People know Richard Wright. Maybe not by first name but certainly by association with one of the world’s more popular rock bands of all time. Wright exemplifies the power of a lasting brand and the character necessary to succeed.

When Floyd originally set out to play music, they were categorized as a blues band but with some psychedelic flavor. But it was Floyd’s breakaway from the Blues resemblance that ultimately helped push the envelope of Pop Rock at the time and set themselves apart from the British Invasion of which several other bands of longevity such as the Beatles and the Rolling Stones were formed.

So shouts out to Richard Wright, his family, and remaining members of the Pink Floyd. Your influence on Art, Pop Music, Rock-n-Roll, and society all together is one of extraordinary force. Wright’s passing should be one of celebration and acknowledgment for a true contribution.

Peace be with you, Richard. You were Pink Floyd as much as Pink Floyd was you.

Interestingly, none of the near 30 attendees representing more than a dozen dealerships reported their dealership having a blog. While I am not surprised by this, I do think it hints at the blue ocean still remaining before us in the auto industry of incorporating blog strategies into a car dealer’s Internet Marketing Strategy.

The purpose of our workshop today was to show dealers a real-life way to utilize their blog in their Business Marketing and Advertising plans, the importance of permission-based email marketing, and how SEO must be considered a core part of any online marketing campaign. It was presumed that attendees had already crossed the Internet bridge and the SEO bridge, and we anticipated that many people present would be hoping to learn how to get a blog or start blogging. I confess not clarifying well enough in the beginning that our emphasis was on how to utilize your blog versus how to get one but I am confident people still were able to take something home that was useful.

The message we shared today is one that I have seen evolving in recent years and fortunately being embraced by most dealerships today. It’s the idea of selling a relationship and not a car which really is just Sales 101. But more important than the message is the “How?” and “Why?”. While the idea of selling a relationship and not a commodity sounds good and all, pulling it off is a challenge, especially for car dealers. And that is what we really covered today. Why use a blog and how it can be utilized?

So while the dealer industry is still in its infancy for incorporating Blog Marketing Strategies into their Business Marketing and Advertising plans, it was evident today seeing how much more welcome the idea of using blogs has become for dealers. A year ago I would have been chased out the room for saying the “B” word. Today it seemed we couldn’t talk about it enough.

While most people would balk at the idea of a 3-site presence, today’s market welcomes it. The Web is kind to those with a simple concise message, and a simple concise message we have not. Sure you could simply say that we help promote Car Dealer Websites, but people want to know how and that’s where it gets complicated.

Our “sophisticated message” is due in part to my own personality as I am prone to focus on the tactical or mechanical aspects of a Business Marketing and Advertising plan, but what we do is also new to the Automotive Industry so when we pitch our product to people they do become interested, but many struggle to get their heads fully wrapped around what we do which of course makes it more difficult to sell.

Our Business Marketing and Advertising message has 3 audiences and our ultimate goal is to be a bridge between consumers and industry. My hope is that by carving our message into 3 distinct and functional websites it will help to simplify things by giving people simpler and more tangible pieces of our message along with the ability to do something with each piece.

Part of this “marketing” package was that Favre would have his own blog on the Packers website. I don’t know if that means on Packers.com, the NFL-provided Packers site, or if the Packers have another site. I checked the Packers.com site and there is a sub-menu for “Blogs” under the “News” tab, but it’s a pretty limited blog. Entries are up to date but definitely no sizzle and from what I see you can not comment on it. Almost seems more like a “Latest News” bit.

I am curious to know what the Packers have in mind for a Brett Favre blog. How involved would he be? What would it set out to accomplish? Is there much risk in such a blog tarnishing the legendary reputation of Favre? I find such scenarios fascinating because they push the envelope a bit. Plus the idea of a mega-corporation like this including a blog in such a package says a lot for the general value of blogging.

Another consideration here which I think speaks highly of Favre is that he has now taken a job with the Jets. I respect Favre in that playing football truly is his motivation. He does not seem particularly concerned with his legendary status, the Packers organization, or a $20M Blog Marketing package. That says a lot about Favre and is probably a (good) omen to his destiny. Favre is driven my the spirit of playing football and that should take him farther along than any of these other dangling lights and distractions.

Online Communities created for the sake of being an Online Community pose a tough question…WHY?

Why create an Online Community simply for the sake of having one? Does it not make more sense to create one out of a growing need, or better yet, let your community evolve naturally from demand of an existing audience?

With social networking and online community software as abundant and cost-effective as it is today, many are lured in to the idea of creating an online community simply because we can, well in theory anyways. What is the motivation here?

Money of course is one reason. Not in all cases but in many instances it is. The Internet has developed this evasive stigma that you can make money by having an audience. Well, yes, you can, but can you make enough money for the amount of time you put in to it?

Recognition is another reason. I seriously think the desire to have your own online community tantalizes this fundamental human need. We all want to be recognized for who we are and what we do.

Opportunity is one, particularly for business folk and people prone to networking. An Online Business Community holds out some shiny bright lights of opportunity for many of us.

Reality is there is a lot more to establishing an Online Community that most consider, which is why so many come and go. Like websites and software, most people completely underestimate the requirements for success and effectiveness in these areas. And while there certainly are proven methods and best practices for establishing community, the process is certainly organic and requires vision, commitment, and dedication.

This is why I think that Venture Capital can be dangerous. If a person or group start pouring money into developing an Online Community from scratch without having an actual product or service then what is your community accomplishing and where can it go before the funding runs out? It’s a tough reality because it is all too simple for us to think we have a revenue model that will work if have an audience. The school of hard knocks will most likely reveal that your audience itself is what will perpetuate the need for, or at least sustain any effort to establish an Online Community.

Like the Dot Com days that reach unfathomable heights, so too is the practice of creating Online Communities becoming a Wild Wild West in online communications.