Facts Not Feelings with Brooke C. Furniss

The age old saying of “process makes perfect” has to be correct, right? Well it only holds true if performed correctly and with the right people! It starts at the top and works its way through every department down to the very last person in your organization. Do you have leaks? Water has a funny way of finding the smallest crack. Is your business the Titanic and heading towards an iceberg?

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We should call this episode the potpourri episode as I’m throwing a few things into the mix. I thought about Rapid Fire, but there’s nothing rapid except for how fast I talk! Can we talk about how incredible the people are in this industry? If I started listing them, it would take the entire episode. You all know who you are. Keep doing your thing, moving the industry forward, and kicking ass. Surround yourself with these brilliant minds & stretch yourself to be better…faster, stronger.

Did anyone happen to catch the 60 Minutes about Deep Fakes and Synthetic Media? Daaamnn! Below you will find the link to the article/show. Many of you are probably  thinking, isn’t that Fake Tom Cruise or that’s something you saw on some CSI TV Show or movie. Well you are partially right. While technology can be fun and rack up views on TikTok, it is so much more than that.

For anyone that didn’t catch this, here is the link: https://cbsn.ws/3oTBcM6

The creators can make the Deep Fake character (think Deep Fake Tom Cruise) do and say anything they want. Yes, anything! If I wanted synthetic media created for me, I would reach out to a reputable company. They would bring me into their studio and have me read a series of phrases while recording my mannerisms and expressions. From there, I never have to be present for anything. If I want a commercial to run in Australia or Japan, I simply reach out to the company & provide them with what fake Brooke needs to say & BAM! This is a complete game changer. For all you know, the person talking could be AI Brooke, and I may not really be talking to you all right now.

There are those that will use this technology for good…and those that will use it for bad, which is why the US Government has massive concerns about the use to spread disinformation and commit crimes. Now think of all the CSI shows you have seen where Deep Fakes have been used to commit crimes.

Do you think this will catch on in automotive? Never have to be present to shoot a commercial, can have a deep fake of some celebrity in your commercial/social, etc?

This leads into my next topic: are we over promising and under delivering. I know we say this a ton. It’s been one of those weeks where so many of the incredible humans in this industry have 110% delivered over and over again. It makes the industry better, the world better, and makes me a better person. Thank you. A friend once said to me when meeting for the first time in person, “Brooke, you are exactly the same in person that you are online.” Exactly.  In fact, if there should be any difference, it should be that I am better. I don’t say that egotistically, I say that as I am true to myself. Over delivering is so important. The moment someone is underwhelmed, it becomes a tough recovery and very steep hill to climb to regain their trust. Are you over delivering in life?

Customer Wants to be Understood, NOT to Understand you: Cut to the next topic! How many people really stop and ensure that the customer/client truly feels understood? It is not about you; it is about them! It is 100% about them feeling understood. Bottom line, are we listening to our customers? Are we seeking to understand them so that they can be understood? Are we doing what we say we will do? Do we communicate with them in their preferred method? Are we doing the little things to over deliver?

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Confession time...The fire department showed up here...because Kyle and Paul lit up the place on Friday and were dropping fiiiiirrree!   

My 3 Main Takeaways from Our Conversation  

1. Get Your ASOTUCON Tickets Now 

2. When we don't involve the entire community, all 2.1 million people in the automotive industry, we actually slow down innovation 

3. Always be growing, always be tilling the ground, and don’t simply throw the corn on the grill   

Watch: https://bit.ly/3ByNZLo 

Listen: https://bit.ly/3OQmlwz  

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Join me and I sit down with CEO Paul J Daly and COO Kyle Mountsier of ASOTU and talk all things automotive, ASOTUCON, and you know us Sneakerheads we will be hitting up maybe our favorite pastime: Kicksology! Are you succeeding or thriving? Are you tilling the ground? Tune into my conversation with Paul and Kyle on how all this relates to our industry and why it is so vital that all 2.1 million people in the auto industry come together. If there is an episode you don't want to miss, it is this one!  

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Chapters

0:00 Start

0:53 Black Hats, Black Shirts, Beards = It’s A Feeling

3:56 The Infamous Paul J Daly…No It's Not a Stage Name and FU-Like An Umbrella

8:23 Segway from 7…Up Yours to Gary V Baby

11:00 Speaking of Babies, Let’s Talk ASOTU 

22:00 Good and Bad Experiences at Any Point In the Shopping Journey Reflects on Everyone: The Brand, The OEM, and at The Store Level

24:50 A Speechless Brian Benstock….Well Kinda

29:04 What’s The Biggest Challenge For Employee and Customer Experience? Lack of Intentionality - No One Plants Corn In the Ground

31:42 Sooo…What’s The Silver Bullet?

39:39 Fav Kicks

43:44 Lightning Round Questions

#FactsNotFeelings #BZConsultants #ASOTU #ASOTUCON #BZConsultantsGroup #FactsNotFeelingsFriday #Disruptors #Troublemakers #TroublemakingFriday #MovingAutomotiveForward #PaulJDaly #KyleMountsier #VaynerBaby #GaryVBaby #Intentionality #PlantTheCorn #TillTheGround #BeKind #CustomerExperience #Consultant #Podcast #automotive #CarConsultant #AutomotiveConsultant #CartTalk #CarDealership #WomenInAutomotive #WomenInBusiness #AutomotiveMarketing

Another Monday is upon us and after a few technology glitches this morning to greet me, we are up and ready to go! Let’s do this! 

Raise of hands, how many of you performed a Google Speed Test after Friday’s show? What about Googled Coffeyville? Always be searching for the true truth. 

I think I mentioned something about some big announcement about some Special Guests for Friday Show. Let’s start the guesses off on who you think these guests are. They are constantly championing others. They have some of the best transitions in automotive podcasts. They throw one hell of a party. They encourage disruption and troublemaking. One of them is driving a Gary V’s truck to him. They are all things Automotive State of the Union! If you guessed Paul J Daly and Kyle Mountsier, you were wrong, just kidding! You were 100% right! Paul and Kyle are joining me this Friday 7/29 at 12 PM CST on the show. Mark your calendars and clear your schedules because you know this you know this show is going to be incredible!  All things ASOTU, ASOTUCON, and everything in between will be discussed. 

You all better be stoked for Friday. I have a paper chain counting down the hours! 

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Strap in ladies & gentlemen, we're coming in hot today! Flying solo & bringing the heat! Next Fri we'll have 2 special guests…yes PLURAL! Tune in on Mon to find out who the mystery guests will be. Alright LFG!

Thank you, Andrea Amico (Privacy4Cars Founder) for posting this article earlier this week. He crushed it on the show earlier this year (Watch Here | Listen Here)! GM offers rebate on Cadillac Lyriq if drivers sign an NDA & agree to be tracked. Earlier this summer, GM quietly pushed the Lyriq Private Offer to certain customers. Carsdirect.com reported this on 6/30. They stopped short of saying who was eligible or why GM had such a deal going. A Cadillac dealer familiar w/the program told the Free Press that in exchange for the $5,500 rebate, the selected customers agreed to be part of an early adopters' study & give Cadillac access to their driving patterns. There are ~20 customers in the program. Things that make you go "Hmm..."

Would you give up your privacy & have every moment tracked for $5,500? Not me.

Speaking of invasion of privacy, remember when I said I would circle back to Coffeyville? After speaking w/Vasilios, Wikimotive’s Zach Billing dropped his article that hit most of our LI accounts where he talked about how Google Analytics was now misreporting location for iOS users.

Here is why you should always Work the Facts & NOT the ones that support your theory. In 2006, WIRED wrote about Coffeyville, KS, which isn't far from the geographic center of the lower 48 US. Read More It is a farmhouse IP address that has often been used when a true geolocation can't be found, leading to numerous hijinks with over 600 million IP addresses pointing to their residence!What if that was your home?

Google Speed Test: Sounds simple enough right? Mine says my server is currently in Chicago. If I Google my IP, it shows it's 39 miles from Chicago. When my friend Dusty checks on his cell using 5G, it shows his server is in Chicago. He lives in OH. When checking his WiFi, it shows his server in Mansfield OH. Mansfield is a 2 hr drive from his house.

Static, Dynamic IP, VPN: What about Dynamic (constantly changing/rotating IP address) or VPN (Virtual Private Network) where one’s IP Address is hidden? Do you think maybe geo location may be a little more difficult/less accurate?

Why should I care? Trying to market in OH, but your ad's being served in Chicago or even 2 hours away? You're marketing the wrong area! "We're still getting the ad in front of buyers!" Quality vs Quantity. How many stores is one passing before reaching your store? Really want to market that far out of your area? Are you ok with losing all the service $ of this customer for the next 3-5+ years? They're not coming back to service w/you, which means they'll statically not buy from you again.

Chapters
0:00 Start
2:04 Special Guests Announcement on Monday
3:31 GM Offers Rebate on Cadillac Lyriq If Drivers Sign NDA & Agree to be Tracked
6:13 Coffeyville - No This Is Not the Newest Flavor at Starbucks & Why Marketers Should Care About This Farmhouse In Kansas
8:48 Google Speed Test: Sounds Simple Enough, Right….Right?!
10:22 Static IP, Dynamic IP, VPN: What Are They and How They Differ
11:12 Why Should You Care About Any of This? Who Cares If The Information Is Hidden? My Ad Was Still Served to Some Buyer
14:13 Working with Your Business Partners to Work The Facts and Interpret the Data Into Actionable Items

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Can we talk about how awesome Tara is? Wow! What was your biggest takeaway or better yet takeaways? I have so many quotable lines from our conversations.   

Here are my 2 of many "A-HA” moments  

1. Follow the Data: Whether when choosing a provider or inspecting the data, always follow the data. Facts don't lie. I loved how she took this a step further by providing an example about how maybe you see your audience on the National Geographic Channel. This provides insight into their behaviors: maybe they're more outdoors-y than you originally thought. You can now tailor some of your advertising around that now.  

2. Beliefs Are Dangerous. Stay nimble because if you can't adapt and you can't listen that means you can't and grow and without fail you're just going to fall behind. Recently we decided to redo our theater room. I was all for this. Chris wanted to completely flip around the room. I was against it. I truly believed it was going to turn out horrible. Well it is finished and yours truly had to eat her words. It turned out better than I could have ever imagined. My "belief" was so certain that it was going to turn out horrendous and was never based in fact, rather feelings...and I had to eat my words.    

Watch Interview with Tara: https://bit.ly/3zewpL6 

Listen to Interview with Tara: https://bit.ly/3OhsVvJ  

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There is strong, then there is Tara Strong. This week I was honored to have Spectrum Reach’s Automotive Director of Sales & Strategy, the incredible Tara Rego on the show. Raise of hands, how many knew she was a certified badass that served in the Army? She was already Certified Platinum in the area of bad-assary; yes that is a word. Then you find out she was a Sergeant. Come on. It is unfair. We are discussed how all these experiences from her pre-auto life helped prepared for life, auto, and leading.   

Tara is a powerhouse and one that is always delivering connections for automotive retailers and helps answered common questions about OTT/Streaming that can be implemented at any level of your business. Consider this your introduction guide to OTT all things Streaming. Maybe you recently took the first step into this arena or are simply wanting to know more. Well, you are tuning into the right episode! 

Here are some topics we are tackling in today's episode:   

- What to Look for When Choosing A Media Provider 

- Who to Trust When It Comes to OTT and How to Go About This 

- How to Successfully Have Data Driven OTT Results 

- What Campaigns Do Best 

- Branding vs Selling Campaigns on OTT   

- What are OTT, CTV, Streaming TV, and All These Crazy Acronyms? 

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2:29 What Tara and Her Department Do at Spectrum Reach

5:36 Deterministic vs Probabilistic Data

7:50 How The Army Has Helped Prepare Tara for Life, Auto, and Leadership

15:53 Common OTT Questions: What to Look for When Choosing an OTT Vendor?

19:17 Acronym Breakdown: What Does OTT Mean? What Does CTV Stand For? What Do All These Letters Mean?

26:28 Common OTT Questions: How To Administer a Successful Streaming Campaign? What OTT Campaigns Work Best? Do Branding or Selling Streaming Campaigns Work Better?

33:30 Parting Thoughts from Tara: Continually Inspect What Should Be Expected. Always Double Check Reporting by Checking Specifically Checking the Where. Don't Forget the Why and How. Keep Yourself Informed. A/B Testing

36:24 Lightning Round Questions

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Anyone else still pumped from Friday's Amazon Advertising Crash Course with Vasilios Lambos show? I have so many pages of notes! Man, Vasilios was dropping knowledge bombs left and right. I gotta ask what was your biggest take away?   

Watch Show: https://bit.ly/3aBzKKy

Listen to Show: https://bit.ly/3ABZp0t 

Was it the fact that Amazon is a $30 Billion machine advertising machine, bigger than YouTube, and growing?   

Was it the insight that how lower inventory doesn't mean that demand has slowed down and advertising should reflect that?   

Maybe it was leaning about Amazon Garage or that all Devices are not created equally?   

I love how he is constantly thinking outside the box: streaming audio and making this more affordable.   

Maybe it was simply "get your shit together and start investing in Amazon?!"   

Let me know in the comments your biggest A-ha moment or what you are taking back to the dealership. If you haven’t, also let me know why. What are your hesitations?   

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Join me as I sit down with CognitionDigital.io's Chief Marketing Officer & all-around programmatic genius, Vasilios Lambos. We talk all things Amazon Advertising. Maybe you have just started on your Amazon journey; you are thinking about venturing into it, or you have no idea whatsoever about it, but you have been meaning to investigate! This is a conversation you don't want to miss! Let's do this!

0:00 Start

1:27 Vasilios Intro, How CongintionDigital Came to Be, Helping Solve Programmatic and the Amazon DSP Issues

3:36 Misconceptions: What Exactly Is Amazon Advertising and What Does It Do? Breaking Down the Facts

4:56: $30 Billion Worth of Reasons To Choose Amazon Advertising

5:43: Programmatic for Dealers and How to Capitalize

7:17: How Amazon Spend Relates to Other OTT/Streaming Services? Should I Be Spending More Than I Was In 2020?

8:13: Lower Car Inventory Doesn't Mean Demand Has Slowed Down: Consumer Is Searching and Shopping More

9:41 What Is Amazon Garage? Breaking Down The Facts From Feelings on What Amazon Garage Is and How Dealers Can Benefit From It

16:38 Breaking Down the Location and Environment of Amazon Ads. Where Are Amazon Ads Served? Where Can Amazon Advertising Be Found? How Does Amazon Advertise Their Products? What Is Amazon's Marketing Channel?

18:07 Not All Devices Are Created Equally. Placement Is Only Part of the Equation - Usage Is the Other Major Player

20:42 What Are The Pros and Cons of Amazon Advertising? Should I Use Only Amazon Advertising or Do I Need Other Mediums?

23:11 How Do You Measure the Success of an Advertising Campaign? How Do You Measure Ad Performance? What Is ROAS In Amazon Advertising?

25:55 Hey Alexa…Streaming Audio and The Next Wave of Advertising through Smart Speakers

31:26 Who Is An Amazon Customer? What Is An Amazon Customer and Why Should YOU Care? Have You Changed Your Process for Them?

32:39 Looking to Start with Amazon Advertising? Where Should You Start? What Steps Does One Take?  What Advice Does Vasilios Have For You?

37:26: Lightning Round Questions

40:30 What Is Vasilios #1 Facts Not Feelings He Battles?

44:17 Coffeyville & Google Analytics - Yeah Look It Up

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