Castrucci Auto Group is a multirooftop organization that includes Chevrolet, Ford, Lincoln, Mazda, Honda, Nissan, and Kia that has been serving the Cincinnati and Dayton areas for more than 50 years. As a recent recipient of the Excellence in Digital Marketing award at DealerSocket User Summit, Castrucci Auto Group recognizes the importance of having a comprehensive digital strategy that ensures the continued success of its dealerships. It also participated in DealerFire’s Dealer Advisory Board.
Castrucci Auto Group has had a sales stronghold on the Cincinnati and Dayton markets since 1950, but their digital efforts were really only upscaled starting in 2010. Luckily, Todd Williams, Director of Digital Dealership Development was on the forefront of website and marketing development well before his competition.
When first devising a digital strategy, Williams realized that all internal dealer software systems needed to communicate with each other. Enter DealerSocket CRM, which has been running in Castrucci stores since the early 2000's. By leveraging the CRM's award-winning sales process, Castrucci was able to connect the dots for their salespeople to improve quality of follow-up to potential customers.
In 2012, Williams decided to enhance the dealer group's consumer-facing digital presence by bringing in DealerFire, a small, boutique website development company, based in Oshkosh, WI. By working with DealerFire on a customized site, Williams was able to dictate exactly what their digital storefront would look like, as compared to the cookie-cutter templates that were being introduced to the market by Dealer.com and other competitors.
Williams credits the acquisition of DealerFire by DealerSocket to the innovative thinking and agile nature of both companies. The dealership has continued to utilize both products and has not looked back since.
CRM & DEALERFIRE
How do you create a customized website experience across so many different brands? Williams was primarily concerned with compliance, as all the different OEMs have separate requirements for inventory display and design. This also includes inventory and incentives, which are managed by different entities and can have a major impact on vehicle merchandising. Williams had to make a decision about the aesthetics of the site, and at the same time, consider the way that inventory was flowing and displaying. Could he find a specific avenue to acquire traffic, expose them to the Castrucci brand, and satisfy the brand requirements from each OEM?
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Content marketing includes blogs, custom landing pages, and press releases. Each content type has different benefits and use cases, and together they form a comprehensive product that increases all the right metrics. Blogs give Castrucci Auto Group the ability to have a voice on the internet, while custom landing pages show off its expertise. Before a single letter is typed, the topic of each piece is researched to ensure it will reach the right audience at the right time and in the right context and help Castrucci Auto Group reach its desired goals.
Castrucci Auto Group’s goal has always been to achieve success for its dealerships. By leveraging the products available from DealerFire, including content marketing, it has been able to stay at the forefront of innovation and success, and the data suggests it will continue to do so.
Castrucci Auto Group — one of DealerFire’s earliest clients — is well aware of the success that comes from investing in a long-term strategy with DealerFire. It has been a DealerSocket partner for various digital marketing needs for more than seven productive years.
Additionally, Castrucci Auto Group is one of the best examples of new-age thinking in an industry that can be hesitant to utilize new digital strategies. Instead of being complacent with current marketing tactics and results, Todd Williams and Castrucci Auto Group choose to fully embrace the power of digital marketing, both enhancing and supplementing traditional advertising efforts.
In 2015, Castrucci Auto Group decided to partner with DealerFire for content marketing. To increase visibility and reach, it utilizes our full suite of content pieces, including blogs, custom landing pages, and press releases. Todd’s continued trust in DealerFire allows us the flexibility to target new audiences as they emerge.
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"This business is still about personal relationships and we feel that we didn't get that with the other vendor. We immediately fell in love with the DealerFire family."
- TODD WILLIAMS
CASTRUCCI AUTO GROUP, DIRECTOR OF DIGITAL DEALERSHIP DEVELOPMENT