Latest / Auto Collabs / Grinning from Ear to Ear with Jordan Cox

Transcript

Grinning from Ear to Ear with Jordan Cox · Auto Collabs

• 0:00
  That's me. I- So we're already starting this episode where Michael is laughing for a reason I still don't understand.
• 0:06
  Kyle's yawning and rubbing his face, and I can't believe it's been so long since we've recorded an Auto Collabs episode. What in the world happened to us? [upbeat music] This is Auto Collabs.
• 0:23
  I, [laughs] I'm laughing because it... Th- this is like when you can't stop laughing in church. You know you should, but you can't. [laughs] I call it out the giggles. Just, uh- They call it out the giggles... giggles.
• 0:36
  Yeah. The giggles. Yeah. And I'm the worst at that. This story that my friend just told me yesterday- [laughs]... which is so
• 0:43
  completely asinine and uncommon, popped into my head right when you were like, "Okay, let's record." Do tell. I, I... No. So here- Can't do that. [laughs]... for the first time, I am not going to tell the story.
• 0:56
  That's for different podcasts. This, though, is something... I'm gonna tell the both of you after, 'cause I think you'll agree that this is the most- Inappropriate story you've ever heard... crazy... Yeah, yeah.
• 1:05
  We can't talk about it. But for those that listen to Auto Collabs, this, I wanna do a reach out to our audience.
• 1:10
  If you are curious, even remotely curious what the story is, you're gonna have to show up on our socials- [laughs]... on YouTube- And ask... on podcast apps.
• 1:19
  Leave reviews, do all the things, and in your review, you have to say, "I need-" Need to know... "to hear the story." At some point it will come out. [laughs] That's...
• 1:26
  But I'm gonna tell the two of you after, but it just will happen that way. At some point we'll have a podcast for all the things- Oh... that we can't talk about on- Oh, my gosh... you know? We've talked about this.
• 1:33
  Right before, right before we're sure we can retire. [laughs] Yes, that's such a, such a long time away. But look, my, my face already hurts.
• 1:40
  Today, today we can talk about, we can talk about the fact that Jordan Cox is gonna be hanging out with us. Oh, yeah. Um, he's the, he's the marketing director for Gates Automotive Marketing, guys.
• 1:48
  Always close to heart for the three of us, you know? I tend to like those. And, uh, I, I, I'm telling you, Jordan has probably some of the most energy that I've ever seen on social media.
• 2:00
  It's like a tie between him and Steve Russler, right? [laughs] It's like, who can just get full lit in every, like, maybe him, Na- N- Nathaniel Greklich. Like, who in the selfie game- Yeah, that's good...
• 2:12
  is just always just full send? Strong. Right? That's three strong contenders. Um, so yeah. So we hope that you enjoy this conversation that we have with Jordan Cox.
• 2:21
  [upbeat music] All right, Jordan, you and I had the chance to meet in person for the first time several weeks ago in Lexington, Lexington, Kentucky, and I have to say, um, I really enjoyed being next to someone who actually has more energy than I do at a live event.
• 2:40
  [laughs] Well, I gotta say, the feeling is mutual, because I loved every second of it. [laughs] Yeah, it was so much fun. Like, even, even that morning, uh, I, I'm...
• 2:49
  Like, Paul, I know I've told you this story already, but the fact that we were just getting coffee, and the ability to turn around and it's Paul Daly in person.
• 2:58
  [laughs] And we've engaged forever on LinkedIn, but just seeing you in person and finally getting a chance to shake your hand and smile at you and have that two-way conversation, man, I loved it. It was awesome.
• 3:07
  I loved every second of it. One of the things- I love the, the, the second thing you said.
• 3:10
  If you, if for some reason you're listening to the audio podcast and you've never followed Jordan on LinkedIn, he said, "I got to shake your hand and smile at you."
• 3:19
  [laughs] Because that's like, those are the, that's the thing that you'll know Jordan. It's like big old smile. He's got a big old smile on right now. [laughs] He's wearing his sunglasses inside. [laughs] Yeah.
• 3:29
  Like, it is, it's, it's just smile all day.
• 3:31
  And so, like, like, most people are like, "I got to shake your hand and get to meet you and say hi and tell you about myself," and he's like, "I got to smile at you," which is just the vibe that you put off.
• 3:41
  [laughs] That is beautiful. Which is great. It's beau- and you have a great smile. It's, like, one of those smiles, actually, that you're like, how can, how can I, like, be negative?
• 3:49
  Or how can I feel down when I have this, like, coming at me? And it, it's very unique. Uh, it's also incredibly, incredibly genuine. Jordan, why don't you- Well, Paul, thank you. I appreciate that... so while we were...
• 4:01
  Let's talk about this for a second. So while we were at Kane event- Sure... you won an award, and well, I'll let you talk about the award.
• 4:07
  One, and my favorite memory of any content that we made on the ground was when you're walking up to show the camera your award when we were gonna do a little podcast, and it broke- [laughs]... in your hands.
• 4:19
  And the first thing you did was look up and be like, "Please tell me you were rolling." [laughs] Yeah. That's the most important thing, you know? And I was like, "Oh, yeah, I was." [laughs] Always be rolling.
• 4:28
  Always be capturing content. There it is. But tell, tell us about the r- tell us about the, the award, um, and, and kind of what that was for and, and, and why you chose to do what you featured in that presentation.
• 4:39
  Sure. And m- man, here I'm laughing and, and smiling so big that I'm, I'm crying. I'm having such a great time, guys. [laughs] So thank you so much. We're only, like, two minutes into this. So much more to go.
• 4:48
  [laughs] So that award was at the David Kane, um, client workshop, the digital workshop that they had two weeks ago down in Lexington. It's an event that David Kane puts on every year.
• 4:58
  This is the 18th time that he's done it. I know David from, just because he's an expert in the automotive industry and everything digital, and Tim Cox praises him for being the smartest man in automotive.
• 5:11
  And I always make the joke that I'm gonna top that and make him, and say that he's the most beautiful man in automotive.
• 5:16
  [laughs] 'Cause if you've ever seen him, he's got these beautiful glasses, he's got this beautiful, uh, white hair. White hair. I always make the joke- Yeah... he's a silver fox. He loves it. He loves the attention.
• 5:24
  [laughs] Ah, that's great. But, uh, we were at that event, and we had the opportunity to participate.
• 5:29
  I had the opportunity to participate in the Best Idea competition, and they went through and selected these ahead of time, so you could submit a video, you could be a part of it that way.
• 5:38
  It was just really cool and really fun to, uh, do that. And I'm kinda lucky I get to see David Kane three times a year in our, in our 20 Group.
• 5:47
  So anyone who doesn't know what a 20 Group is, it's 20 different dealers from around the nation get together, and actually around North America, because we even have some people from Canada that have been a part of ours before.
• 5:58
  So that's always really cool, uh, to go to that and be a part of that. Um- Talk about, talk about what you actuallyWhat the, the subject matter of your- Oh, sure...
• 6:06
  your award was because I think that, that's the thing, that's the thing that really got my attention. I think a lot of listeners will benefit, um- Yeah...
• 6:12
  because you kind of had this mentality of like, "Hey, you can do this, too, and here's how." So go ahead, I'll let you talk about it. Exactly. Yeah, Paul.
• 6:20
  The i- concept that I pitched was, "Hey, you have such great stories at your dealership, and you need to be able to share that. And no one can tell that story better than you and your staff. So
• 6:33
  what you should do is create a platform for that, and you do that through creating a podcast and just telling that story on a continual basis. You should also do it through creating employee spotlight videos.
• 6:44
  So it's a two-minute piece of content about your employee.
• 6:47
  They sit down, you interview them, but you cut it down to about a two-minute piece of the employee just telling a specific story, and again, you're guiding them through that and kinda telling that process, um, and then cutting it down afterwards.
• 7:00
  And you can complete this in about, uh, an eight-hour day." And I know that sounds crazy, like, if you've never done it before, but I promise, do it once.
• 7:09
  It might feel like a train wreck the first time, but I swear you can get through it and get it done.
• 7:13
  Uh, in an eight-hour day, you can shoot four episodes of your podcast, uh, for the entire month if you release them once a week, and then you can also shoot four employee spotlight videos.
• 7:24
  I would say your production workflow should look like you have an employee do the employee spotlight video, and then you have them sit down and do the podcast episode with them. Um, their- So smart, yeah...
• 7:33
  the podcast episode is really kinda structured, um, I would even say similar to what you guys do, just because you guys always talk about relevant news.
• 7:41
  I think that's important to consumers, and there's ways to kind of intertwine your dealership story into that. So just doing, like, a really short hook at the beginning, 15 seconds. Uh, "Hey, guys.
• 7:51
  Thanks for tuning in for our episode today. We've got some great content planned for you today.
• 7:56
  We've got this news article, we've got this second news article, but first, we're sitting down with our sales manager from our Toyota store. So Scott, you're over here doing this," yada, yada, yada. You go right into it.
• 8:06
  He's got it down. [laughs] He's nailed it. He's like bop, ba, ba, ba, da, ba. [laughs] Got it. So how long have you- How long have you been doing it, Paul? I started listening.
• 8:11
  I started listening like, "Oh, what is it gonna be?" [laughs] Yeah. [laughs] It's so good. Oh, he's on our show. He's on our show. Yeah. [laughs] He's on our show. Yeah, yeah.
• 8:18
  How long have you been doing the podcast, then, at the store? So look at it, it's a podcast in the podcast, right? [laughs] It's a podcast in a podcast. It's like Inception.
• 8:24
  Yeah, so we've been doing it now for about a, a year and four months. We started at the beginning of 2022. Okay. Um, we went through and created... So that was season one. Season one is different than what season two is.
• 8:36
  And just so you guys know and your audience knows, don't feel like what you're doing today you have to stick to for the rest of your life. Right. Go through, do it for one season.
• 8:46
  Get that done, and then figure out what you want that next big idea to be, whether it's a workflow difference, whether it's development difference, or even just a different feel.
• 8:52
  So season one was all about long-form content. This is gonna sound crazy, but we would have that employee sit down for an org- organic conversation, and sometimes they would be almost two hours long. [laughs] Whoa.
• 9:04
  Yeah, so- Wow. Joe Rogan wannabe over here. Exactly. Or Joe Rogan. That's great. So I was like, man, so Joe Rogan can do this and sit down and have this conversation.
• 9:12
  [laughs] And again, we would intertwine not just, like, their story, their background, where they came from, but we would also intertwine...
• 9:19
  Uh, uh, for season one, we would intertwine some, uh, education about the industry. Or if they were- Right... an expert on Toyota, if they were an expert on Chevy, and just talk about the differences between the two.
• 9:29
  Or if we had a finance manager on, we would talk about, "Hey, how would you rebuild your credit if you're starting over? If you have bad credit, how do you rebuild that? How do you start over and start fresh?
• 9:40
  And yes, it's gonna take a while to get through that." Super relevant info. Exactly. And it's- So tell us about-... there's specific takeaways that they can have from that, which is awesome...
• 9:48
  tell us, um, what the result was of you doing that, and how long it took before you were like, "Okay, this is actually doing something"? Sure.
• 9:59
  The way that we got so much interaction off of it, first of all, I, I need to preface this. It's not like you can just toss it out on a podcast platform and s- and get those views that way.
• 10:08
  There's gotta be a bigger strategy behind it. So some ways that we did it was we branded it on all of our websites for our four rooftops and our group website, and then we also wanted to brand it on our vehicle VDPs.
• 10:21
  So we would actually- Oh, that's cool... put these why buy photos. Really? Mm-hmm.
• 10:24
  So you've probably seen this a lot, is that, uh, you've got your vehicle photos, and then at the very end they would have some why buy photos. "Here are some photos- Mm-hmm... of the dealership. Here's what this is."
• 10:33
  Mm-hmm. And we would put this promo in there, too, and then we can track and see how many clicks we were getting from that. And you might be like, "Well, how do you get that click from over there?" It's, it's simple.
• 10:43
  You just make a domain. We picked gatescartalk.com.
• 10:47
  And anytime that anyone would see that VDP and get that promo, they could just enter in gatescartalk.com and it would forward directly to where they could listen to that and experience that.
• 10:57
  So now I'm gonna answer your question I was getting there. So you know people were getting there because they weren't clicking through. Yeah. They were actually typing in- Exactly... the domain. Wow. Exactly.
• 11:04
  And I love... I never thought of that, but you think about it, like, promoting educational content in the merchandising slider- In your shopping cart... which could show up on, on any pla- like, right?
• 11:15
  Like, that's gonna show up on your third parties- Yeah... and that's gonna show up.
• 11:18
  And all of a sudden, like, you see a nice photo of, like, authoritative-looking people at a podcasting format you're familiar with, and like, three s- like, how to build, how to understand vehicle financing, right?
• 11:28
  Exactly. Gee whiz. And there's so many different layers to that, too. We ending the show right now. I'm about to go... [laughs] Yeah. Whoa.
• 11:35
  Sh- And there's, there's so many different layers to that, too, is that now all of a sudden you can also release the same thing on your social channels so that you can get that employee looking like the hero, talking about what they love, giving people applicable steps that they can take in their life, whether it's how to buy a new car.
• 11:51
  Should you lease? Should you fi- um, should you finance? Should you lease? Uh, what are the rate differences? What are the difference in ownership type? There's just a lot of different things you can do from there.
• 11:59
  And, um-Uh, t- I gotta answer your question first before we get onto the next thing. Your question was how f- soon did you get all the interaction off of that one first watch?
• 12:06
  You asked a question I didn't know I needed to ask, though. [laughs] That's actually even better. [laughs] Yeah, yeah. How long though? So- Because I think a lot of people make content- Yeah...
• 12:14
  and there's this thought, like, "Hey, I made something," and then it's like planting a seed in the ground and then just, like, anxiously watching the dirt. Does it result in anything? Right. Right. Yeah.
• 12:21
  I don't think that seed worked because no- Yeah... there's no tree yet. [laughs] Right. Exactly. And it, it also matters how you launch it. I... When we first did it, we dropped 10 episodes all at one time.
• 12:31
  So we waited, built that content up, dropped all 10 at one time, and then continued building after that.
• 12:35
  After we dropped those first 10 episodes, within four weeks we had over 460 hours consumed through podcasting platforms, through YouTube hosting, and a few other ways, uh, methods through there.
• 12:50
  And yes, there are some ways that you can't really calculate all that listening time. So, like on Spotify, you can kind of see what your estimated listening time was.
• 13:00
  You know what your downloads were, you know what your average listen time was for those episodes. Um, but on YouTube, it does tell you how many views you had and how much time was listened and consumed.
• 13:12
  So those are some really easy metrics to see. What was also crazy was the gap between season one and season two, if you go through and see, it was...
• 13:21
  It would've been the very last episode in season one, that had something crazy like 1,300 listens on it. [laughs] Just because that one sat there for a little bit on its own between seasons. Oh, yeah.
• 13:32
  People finding, backing into it. Yeah, yeah. Exactly. But the other nice thing is now all of a sudden, even though that exists, they can go back and listen to those other episodes. Yep. Which is interesting. Yeah.
• 13:43
  That's awesome. Man, what a, what a great idea, and just like- [laughs]... highlighting, integrating into the shopping journey. That's really cool. Yeah.
• 13:51
  So what, what was your path to get to this point, like, in the marketing, in the, you know, demand gen side of auto? Where did you...
• 13:59
  D- have you always done marketing, or was it, like, a passion project that turned into a role? Or where did that come from?
• 14:06
  Sure, and that's a great ques- question, Kyle, because a lot of times marketers, they either come from inside auto or they come from outside auto.
• 14:12
  I actually sold at an independent import, uh, two independent import dealerships for about seven years before I made that transition over to marketing. Okay.
• 14:21
  But before I even was doing that, I was really big into web development and- Mm... even just design as a whole. And everybody probably remembers MySpace, and what you could do is you could go through and learn...
• 14:33
  [laughs] You could go through and learn HTML and CSS, and you could change your MySpace profile. [laughs] So after I learned that, I was like, "Oh my gosh, you can do this?"
• 14:43
  So I went through and did a lot of self-taught in HTML4- [laughs]... uh, CSS2, and then learning PHP, server side programming, uh, a lot of cool stuff like that.
• 14:53
  So eventually those two paths kind of crossed and I said, "Man, digital marketing- Yeah... is where it's at. It's fun." [laughs] That's so cool, man.
• 15:00
  That's really neat how, like, the two is like, okay, I can, I can see the way that my, my combined experiences lead me, uh, to this right now. What are things that... What are you working on right now? Is there, like...
• 15:11
  I mean, I know you're doing season two and that, of that, but what- Sure... what's kinda, like, on the horizon for you or your career path or, or Gates Automotive?
• 15:20
  Like, what are you guys, the challenge that you're trying to solve? Great question. There's always a challenge that you wanna solve with whatever solution you're trying to roll out.
• 15:29
  And as long as it actually makes sense that you're trying to solve it, 'cause a lot of people waste so much time chasing their tails saying, "Oh, I just wanna go through and build this because it looks cool."
• 15:38
  It's gotta really solve a problem. And one of the things we just rolled out, which was super simple, was we wanted to allow people to actually scan a QR code from somewhere,
• 15:51
  take them to a SMS conversation, a text message conversation, and then automatically engage that with the correct store.
• 15:59
  And this was, like, a super simple solution, and it's something that we struggled with for a while because we used to have to send it to one person. So let's say- Right...
• 16:08
  they saw our TV spot, they wanted to do a instant cash offer on their car. They pull out their camera, they scan the QR code, and generate that text.
• 16:16
  It used to go to a person like me, and then I had to filter that over to our BDC and communicate that somehow. I know that. So a really simple solution for that is to use Twilio. With Twilio you can program- Okay...
• 16:28
  that incoming text message. You can ask them, "Hey, which store's closest to you? One, two, three, or four?"
• 16:34
  Once that person responds one, two, three, or four, then that goes directly to who that contact is at that store. That was a really simple solution, and it literally cost one cent per message [laughs] in and out of that.
• 16:49
  So it's, like- Right... ridiculously cheap. And, you know, I'm not saying that the- Have you seen, like, gained efficiency or is it kind of still new? Oh, for sure. For sure we have. And we're only...
• 16:58
  So we, we just released that on May, on May 1st, so the first this month four days ago. Oh, yeah. And so even just now we've had a few that have come in, and we're able to engage that conversation just like that.
• 17:11
  Because an easy stat that we talk about a lot in, in, uh, internet sales, internet marketing, stuff like that, is we need to engage with that customer as soon as possible because we need to continue that conversation, continue that journey.
• 17:24
  'Cause if we wait till minute 24 of that conversation, it doesn't matter if you respond at minute 24 or hour 24, that customer has already checked out. Right.
• 17:34
  So the faster we can get it to who needs to respond to it, the better. So it literally will get to them- So smart... within, like, you know, five seconds.
• 17:39
  And you would never think- Yeah, it's not like, "Here's a QR code. Submit a lead on my website." Yeah. "Wait till we get back to you," that type of thing. [laughs] It's like, bah, bah, bah. Done. Done. Here we go. Yeah.
• 17:48
  Right. E- exactly. And we did a... So we always communicate with our internet sales staff when we're releasing something like this.
• 17:55
  So we did a live demo with them a couple days ago saying, "Hey, here's what's gonna roll out. Um, I want everybody to pull out their phone and just do a test with this."
• 18:03
  They were amazed at how fast that that lead ended up getting into their phone so they could continue that text message. They're like, "Wow." I love it. "That was fast."
• 18:09
  It's always like that.But again, like- That's great... who thought that something so simple would work and improve our efficiency and improve that customer journey?
• 18:18
  Anytime you can make it easier for your staff or improve anything for your customer to make it easier to do business with you, you should do it. It's always worth it. Jordan, tell us something...
• 18:27
  We, we just kind of premiered in this TV show we're doing- Yeah... um, that's kind of rewriting the narrative around retail auto.
• 18:34
  Tell us something good from within your stores or your group, um, just something inspirational or some good things that you think people outside the auto industry probably wouldn't assume is happening. I think there's...
• 18:48
  So y- you guys said it best this morning on, on your morning episode, was, I think the word was rewrite. And- Yep...
• 18:58
  you're almost rewriting that history and allowing everybody to communicate what's going on within automotive. And, uh, I mean, maybe if you can hop in here and explain it better than I, I can, that would be great.
• 19:10
  But with your- No, but what's, what's happening in your store? So what are some of the good things? What's happening in your store that's like- Okay.
• 19:15
  Like day in, day out, where you're like, "Oh, I bet if people knew this was happening in an auto dealership, it's so good that they'd be surprised"? Okay, here's a good example.
• 19:23
  Someone can come in off the street and get in as a sales consultant with us. I mean, it's not that easy, but anybody can sell cars. Right. And- It's not, it's not open interviews at McDonald's.
• 19:32
  [laughs] Yeah, you're right. [laughs] Right. Don't show up at the door right now. [laughs] Give us some time. [laughs] But selling cars can come from anywhere. And, uh...
• 19:42
  Oh man, that reminds me of that movie Ratatouille. I don't know why I always make movie references. But- [laughs]... one of the main lines in Ratatouille from Pixar is, um, uh- "Anyone can cook," right? Exactly. Yeah.
• 19:52
  [laughs] So that's the line, is that he's, he's trying to figure out what, what that means, anybody can cook, because anybody can't cook. But cooking can come from anyone.
• 20:03
  And you'd be surprised, these people that are looking for something from just selling cars. And the stereotypical car salesman is, is a burned-out guy who can't succeed, that's on his last dollar.
• 20:17
  Sometimes that's true, but it's not. There, there's so many times that we find someone and we finally plug them in, and they, they just blossom and they become more confident.
• 20:27
  And they realize that they have a path and a career, and it's more meaningful than just selling a car. It's helping someone buy the next thing to get them to that family vacation. Mm-hmm.
• 20:39
  Or they just had a baby, or they went through a difficult life change, or they just got their dream job and they need to get a car that can drive a little bit more distance.
• 20:48
  And seeing the sales consultants really see that bigger picture, it's, it's really eye-opening. And that happens on a daily basis. It's amazing. That's awesome.
• 20:58
  Well, Jordan, thank you so much for, uh, spending a little time with us. Thanks for having me.
• 21:01
  If you aren't checking out his podcast, More Than Cars by Gates Automotive, that's what you gotta, uh, that's what you can search it in. [laughs] And I, I just looked. It's, like, on every podcast platform.
• 21:11
  So, uh- [laughs] Gates Car Talk... More Than Cars. Gates Car Talk. Look that up. [laughs] Yeah. There you go. [laughs] Um, Gates Car Talk. Yeah. Uh, head to it. You gotta check it out. You'll get his laugh.
• 21:20
  You'll get his smile. [laughs] Make sure you connect with him on LinkedIn or Facebook or anywhere where you get your social content.
• 21:25
  But, uh, Jordan, on behalf of, uh, myself and Paul Daly, and also Michael Cirillo, who couldn't be here today- Oh... we really thank you for what you're doing. Great mentions. Yeah. Yeah.
• 21:34
  Kyle, Paul, and Michael, love you guys so much. You guys are, you guys are big stars in my world. Thank you. It's my pleasure. [upbeat music] All right.
• 21:43
  After that interview and after the intro, my cheeks hurt so bad- [laughs]... because I'm smiling. [laughs] What he says- Like, me... in the beginning of the interview, I just wanted to smile.
• 21:55
  I just wanted to say hi, shake your head, and smile. He's got the greatest laugh in the whole world, I think. Yeah, and you brought that out. Oh, he, he does. It's like this, like, little chuckle. You know, it's great.
• 22:02
  [laughs] Yeah. Um- This is a topic, um, this is a topic we're obviously pretty passionate about, some of the stuff that he brought up, especially as it pertains to dealerships podcasting. I've wondered this forever.
• 22:14
  Like, I, I get it. People are like, "But there's millions of podcasts out there now," and, "Where are we gonna fit in?"
• 22:21
  I think of the regional impact, doing something that is still largely out of the norm for the general public. Mm.
• 22:29
  Like, imagine if you're the only dealership that says, "Hey, tune into our pod where we're gonna show you the hidden features of vehicles and how you can save money and how you can get service done," and da, da, da, and cover all of the topics and put it out there.
• 22:43
  Like, for me, it's like, well, who cares if only 100 people a month listen to that? You know how difficult it is to get 100 people into an auditorium or to a conference or into- Yeah... your store.
• 22:54
  Like, you've got captive listeners where you can actually engage with them, and they're gonna build a relationship with you without having ever stepped foot in your, your business.
• 23:01
  Yeah, you think about- I, I guess we're passionate about it... he said that in just a few weeks they had over 400 hours of listening. Yeah, they did.
• 23:08
  And, like, maybe for those that have, that have done podcasts, you know, and, like, thought about the number of hours and multiply it however long the podcast is, like, it's not, it's not a mind-blowing number, but think about that.
• 23:20
  A total of over 400 hours in a couple weeks, people have paid attention to your brand. Like, there's l- that's some loyalists there. Mm-hmm. And, yeah, I don't care, even if it, if it's your employees.
• 23:33
  If your employees are that attached to hearing about other employees, whatever it is, that type of brand affinity to the loc- to the core.
• 23:41
  And then, like, as that spreads, and we know that long form is still, is actually growing as, as a, um, as a medium. Yeah.
• 23:48
  And so, I mean, he said, he said that, like, the first conversation was with Joe Rogan style, two hours long, some of them. Oh, that's commitment. [laughs] It, it's unbelievable that you can pull that off.
• 23:57
  And if people are listening that long to something, you know they're probably servicing with you, buying a few cars, they're family members, right?
• 24:05
  So, like, why not find those people, because they're gonna be the real cheerleaders for your brand. Mm. No doubt. Well, look, a pod marketing podcaster in automotive would obviously be one of our favorite interviews.
• 24:17
  Thank you so much for spending some time with us. On behalf of Kyle Mountsier, Michael Cirillo, and myself, thanks for listening to Auto Collapse.
• 24:26
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• 24:38
  If you love this podcast, please leave us a review and share it with a friend. Thanks again for listening. We'll see you next time.
• 24:46
  [upbeat music] Welcome to Auto Collapse. Welcome to Auto Collapse. [laughs] Are we recording? [laughs] Are we rolling yet?
• 25:04
  Not yet.