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Byers Auto

I was the marketing director for Byers Auto for 5 years. I founded the company’s marketing department and built it to a team of 4 people. Byers had 8 rooftops and represented 15 new car brands. I worked with manufacturers ranging from Kia to Porsche. We were considered one of the most progressive dealer marketing companies in the country by multiple manufactures. The Subaru site was the top rated dealer website in the country at one point. We were featured for best practices by Audi and Porsche on multiple occasions as well.

Marketing Tactics

Auto dealers are one of the most active marketers in the world. New materials are needed on a weekly basis. Over the course of five years, I built everything from websites, print, outdoor, events, digital, sponsorships, email, tv, radio, direct mail, and even more. Here are a few samples of my Byers samples.

Highlights & Accomplishments

  • Managed an annual budget of over $2 million

  • Increased leads and conversion ratios while cutting the budget by 30%

  • Established marketing tactic accountability best practices for measuring KPIs

  • Aligned the marketing budget to 10% of gross profit while increasing all KPIs

  • Built a trigger-based service marketing program that increased conversion rates and efficiency over time

  • Built a national Porsche presence for a local dealer including experiential marketing and digital tactics

  • Developed a used vehicle video program that has over 6,000 subscribers and 6 million video views

  • Refined co-op program to increase fund utilization and recovery by $1.2 million

  • Piloted and helped shape new technology programs with vendors across multiple tactics

Byers Media

In a time when video use in the industry was at its infancy, we were one of the first dealers to establish a video SEO program, a YouTube program, vehicle videos used for sales, tv commercials, and experiential recap videos.

© 2017 by Chad Azeltine

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