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[NADA Series] Streamlining Marketing in the Automotive Industry With Colby Joyner


Colby Jayner

Colby Joyner is the Vice President of Marketing and Strategy at Cavender Auto Group, a family-owned dealership. Before joining Cavender Auto, Colby was the Vice President of Sales at Konect.ai and an Air Traffic Controller in the US Air Force. He was also nominated for Automotive News 40 Under 40. Colby’s goal is to bring efficient processes into the automotive space and increase businesses’ technology use.

Here’s a glimpse of what you’ll learn:

  • Colby’s goal for attending the NADA conference

  • Colby shares his strategy for transitioning to a new role

  • How do Bravo and Cavender Auto Group differ?

  • Colby's predictions for the automotive industry in 2023

In this episode…


Best marketing practices for dealerships are constantly evolving, and it’s difficult to stay abreast of the changes, especially when assuming a new role. What steps can you take to improve operations and provide better customer service?


According to Colby Joyner, it’s essential to review the current processes and procedures before making any drastic changes. Test and learn new strategies to identify what works and what doesn’t. The decisions you make should align with the organization’s goals. Colby also emphasizes assessing available resources to establish the right processes for running the company.


Colby Joyner, the Vice President of Marketing and Strategy at Cavender Auto Group, joins Ilana Shabtay in this episode of the InsideAuto Podcast to talk about streamlining marketing in the automotive space. Colby also shares his goal for attending the NADA conference, strategies for assuming a new role, and his experience working at Bravo Auto Group and Cavender Auto Group.


Resources Mentioned in this episode

Sponsor for this episode...


This episode is brought to you by AutoLeadStar, a company that helps car dealerships engage quality customers on the web and convert them into car buyers.

Co-founded by Aharon Horwitz, Yishai Goldstein, and Eliav Moshe, AutoLeadStar’s state-of-the-art software automates a dealership’s entire marketing funnel and provides around-the-clock service for dealers.

AutoLeadStar’s innovative technology helps dealerships automate ads, connect with customers, and discover ROI and performance metrics.

Visit their website at www.autoleadstar.com to learn more about their around-the-clock marketing service.


Episode Transcript


Intro 0:03

Welcome to InsideAuto Podcast where we feature everyone and anyone you'd want to talk to you in and out of the automotive industry.


Ilana Shabtay 0:13

This is Ilana Shabtay with InsideAuto Podcast and I'm here with Colby Joyner, VP of Marketing Strategy at Cavender Group. How are you doing today?


Colby Joyner 0:22

I'm doing well. Yeah, I finally got here after sweating, sweating from one side of the expo hall to the other, I think I think my heels are officially bleeding, but it's all gonna be. Alright.


Ilana Shabtay 0:35

Well, you've also probably been standing all day. It's quite the show I


Colby Joyner 0:38

have been standing. I mean, that's fine. That doesn't bother me. Yeah, that's good.


Ilana Shabtay 0:42

But how's the show? Been?


Colby Joyner 0:44

It's been good. Layouts a little bit different than obviously, right?


Ilana Shabtay 0:48

Doesn't it feel a little smaller?


Colby Joyner 0:50

It does, it actually doesn't feel smaller to me. And I think it's because you can't see it all. And you know, because you have this back section that we're in that, you know, has that curve, you got to go up those steps, and it doesn't feel smaller. To me, it just feels a little bit more spread out. Yeah, it's not just a big rectangle.


Ilana Shabtay 1:09

I actually really liked though that it's in one big hall. Like, I don't have to go across some bridge get to the rest. Yeah, that must be nice. Yeah. So what do you feel like? Is the focus for this entity for you? What are you looking for?


Colby Joyner 1:23

For me? In reality, my my focus for this nada is to try to streamline a lot of this stuff that I mean, I'm new in this role at this group. And you know, I'm jumping in and trying to figure out, okay, what are we currently doing? And how do I streamline kind of reduce, not from a monetary perspective from from maybe a provider perspective? Noise? Yep. And try to reduce that streamline and get, you know, as good of a process as possible with how we're going to do our spend, how we're going to do our marketing, what's the strategy of all of our various departments and how it falls in line with the new way that we're gonna be pushing?


Ilana Shabtay 1:58

Yeah, I know, you're new to this role, like you said, so are you looking to change like, basically clean house change things? Or no, you feel like some things are working, some things aren't.


Colby Joyner 2:08

So I'm never the guy that goes in and just says, Oh, we're going to clean house, we're going to start from scratch. I have to review I have to try to figure out like, what is actually working, whether it's something I've used before or not, yeah. Is it working? And if it's working, I don't really want to mess with it. But if it isn't working, then I need to figure out what's my secondary option on that? Yeah. And then start exploring that and have enough data of how it wasn't working so that I can take that data and compare it to whenever I moved to something else. It did it get better, or is it maintaining? Because if it's maintaining than it is in the service of the product? It's something internally in our structure. Yeah, we need to alter.


Ilana Shabtay 2:43

Now you were at Bravo, previous. So are there any similarities or patterns you're seeing?


Colby Joyner 2:50

Not necessarily. Yeah, this, the group that I'm at right now has been around since 1938. The, they're on generation four for Cavinder. So we have, you know, three of the Cavinder cousins that are kind of leading the charge on everything. And this disorganization is, is very tight, like it's everything's very, very tight and very clean, great customer service, great customer base. I like it. It's different from the Bravo organization, which is a great organization. But it's it was new word. Right. So you know, they we had gotten a Honda and Nissan store in the South. You know, when when Alex came in, and kind of helped out in ownership and became one of the owners for the Bravo organization, it kind of shifted the culture a little bit in a good way for them. I'm coming in here where there's not I don't have to change that we're not getting a new store. We're not getting, you know, we don't have to shift our culture. It's just I'm jumping in trying to see if I, you know, making sure I match with whatever their culture is, and how do I maximize all of that?


Ilana Shabtay 3:51

Yeah, I think that's great. Now, can you share with us some of the predictions that you think we'll see in 2023 for the automotive industry?


Colby Joyner 3:58

I think, in my opinion, I think there'll be a lot of people around here that may not like it, but I think there's going to be a lot more of a reduction of companies like vendors that you would use at a store. I think a lot of its going to start getting that very tight end and conglomerate, like and I used CarNow as an example. I use CarNow because you have they have their showroom and desking tool that they just relaunched. They have their chat their digital retailing and their dealer home their whole thing. And it's just one place to do everything. I think that's going to I think that's how people are moving is trying to grab everything under one browser. Yeah, like I didn't just have that one login and IT services everything. Because Exactly, exactly. Because I think it's just getting overly complicated. And there's there's, you know, turnover shifts in the industry. You're canceling this vendor, which now that messes up your API, but between this other vendor and yeah, I think I think you're gonna see everything kind of tighten up in terms of how many companies they use in a studio.


Ilana Shabtay 5:00

And then I think in parallel to that, there has to be some kind of streamline of metrics. So, like, what is a lead mean, across the industry? What is a CPL cost versus, you know, bench benchmarks and metrics that we can be using as an industry so that when you do actually change over, you can always revert back to that standard, like industry standards. I think it's going to be consolidation. But I think it's also going to be streamlining of what, you know, some kind of vocabulary for metrics for the less Wild West. Yeah, less wild. More,


Colby Joyner 5:31

more, more.


Ilana Shabtay 5:32

That's for automotive. I hope. I hope we can achieve it.


Colby Joyner 5:35

I think I think I think we're on the right path. Yeah. As long as everybody continues to think forward.


Ilana Shabtay 5:40

Yeah, I agree. Well, thank you. Thanks for coming on the show. Thank you for having me. Second time actually, Tom.


Colby Joyner 5:45

I know I'm special now. Yeah, I feel special. Awesome.


Ilana Shabtay 5:48

Well enjoy the show. Thank you.


Outro 5:53

Thanks for listening to the InsideAuto Podcast. Check out our other episodes with top entrepreneurs and industry leaders.

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