Digital Marketing Director Rico Glover Featured as Top Automotive Marketing Disruptor

In the January 2016 edition of Auto Remarketing Magazine, Rico Glover was featured as a top automotive marketing disruptor.

In the recent article, Glover’s Cyber Monday Facebook sales beta test was discussed. Glover is the Digital Marketing Director at Bryan Honda in Fayetteville, North Carolina, and his team decided to try something new by selling vehicles in real-time within the Facebook platform. The never-before-seen sales strategy proved to be a success when the dealership had more than 1,000 interactions via their beta testing by the end of Cyber Monday.

According to Glover, “…It gave me proof of sale and interest, and a working model to actually launch the Facebook program in full.” The team at Bryan Honda, led by Glover’s digital marketing expertise, strives to reach social shoppers, and they even have a social relationship management (SRM) team that is responsible for communicating to consumers through social media.

Glover is dedicated to changing marketing within the automotive industry by connecting it with digital age, leading-edge platforms.

He sees massive potential in social media, especially Facebook. “That’s where they [consumers] want to be met,” he said. Facebook also provides an inexpensive way to connect with consumers while offering an open laboratory for getting any message out to people. Analytics can be easily tracked within the platform to see what’s working, and according to Glover, Facebook gives dealerships a place to listen to their customers.

Due to the Cyber Monday Facebook sales beta testing done by Glover and his team at Bryan Honda, the dealership saw a surge of sales for both Black Friday and Cyber Monday. During Black Friday and Cyber Monday, Bryan Honda leveraged a strategic combination of Facebook, Twitter, and LinkedIn marketing to bring in new leads.

Glover is known to many of his clients as “The Social Media Superman” for his digital marketing skills and his ability to take companies with older marketing strategies and lead them to record-breaking sales trends propelled by an integration of new, specialized marketing methods.

For instance, when Glover came to Bryan Honda, he didn’t know everything about the automotive industry. The dealership’s general manager, Tim Roussell said, “I’ve taught him about the car business and he’s taught me about the digital world.” Working side-by-side, Roussell and Glover have been able to fast-track Bryan Honda to new sales records. In November 2015, the dealership saw a 162% increase in sales year over year.

Glover, a Fayetteville native and family man, has a rich background as a success-driven digital marketing director, social community manager, customer acquisition specialist, content/email marketing specialist, social media marketing and Facebook marketing professional, and he is excited to have been featured in this month’s edition of Auto Remarketing Magazine.

The article, which was featured in the magazine’s “Technology Focus” section, discusses Glover’s well-rounded approach to digital marketing. For instance, Bryan Honda acquires leads using a multi-faceted marketing approach that blends social media marketing with face-to-face marketing. Glover has designed street teams to go out into the community in Bryan Honda cars with “Bryan Honda Street Team” signage to engage prospective customers.

In the article, Glover explained the difference between a funnel and a vortex. According to Glover, a funnel takes people or leads and pushes them down. Gravity works on them from the beginning to push them out and produce a sale. “A vortex works in a completely different way. It works with a spinning motion….instead of gravity working, with the simple force of being able to relate and engage with these people, they will drop out on their own,” Glover said. “You will get so many more sales.”

About his goals at Bryan Honda, Glover said that his team’s first goal is to be the leading Honda dealer in their area, and their second goal is to be the leading Honda dealer in the country. “I truly believe we can,” he said.

Bryan Honda’s sales now exceed 300 units per month. Glover and Roussell have been at Bryan Honda for almost the same amount of time. Roussell, who had only been on the job for one week, created a position for Glover at the dealership. “He gave me a lot of legroom. He just had to see results. So he set aside a budget for my digital program,” said Glover about Roussell.

Two years later, the dealership is carrying the torch for a new automotive marketing environment in which dealerships aren’t stuck in the past with 12-step sales processes. By implementing new technology and cutting-edge digital marketing, Glover is bringing the automotive marketing world into the future.

Glover’s article can be found on pages 18-19 of the January 2016 edition of Auto Remarketing Magazine.

“Businesses must disrupt or be disrupted to keep and grow their book of business in a content marketing world,” said Glover. “The traditional way of marketing to the masses doesn’t work anymore. You must understand the concept of building content for a tribe looking for your product or service.”

More information about Glover can be found at https://www.linkedin.com/in/ricoglover.

About Rico Glover

Rico Glover is the co-founder of Automotive Digital Marketing Association and is a Google Certified Professional, Bing Certified, HubSpot trained partner, DigitalMarketer.com partner and trainer, and car sales dog.