On the Road with Loon: Building Culture One Client Visit at a Time

Key Points

• Your Streaming TV provider should be talking to you weekly, not handing you a recap 30 to 45 days after the money is spent
• Campaigns can shift in days, not months, when something in your market changes (gas prices, inventory, focus)
• In-person visits beat screen time because we actually learn how your store runs and what you're trying to solve
• The people running your campaigns should know your business well enough to ask the right questions, not just "how's everything going?"

Things Change Fast. Your Campaigns Should Too.

Gas prices go up and all of a sudden EVs are the focus. Your new car allocation shifts. You've got an aged unit sitting on the lot that needs to move this week. Fixed ops is carrying the month and variable is quiet.

None of that waits 30 days. So your advertising shouldn't either.

When something changes in your market, we can pull Polk registration data, identify EV owners in your PMA, and retarget conquest shoppers within days. When fixed ops needs a push, we shift budget toward the service audience. When a specific used vehicle type is moving fast, we can go find more of those owners in your backyard.

Here's what that means for you: The ability to pivot quickly is the whole point. If your provider is on a 30-day review cycle, you're always one month behind on your own money.

Good Questions Beat Generic Check-Ins

A bad check-in sounds like this: "How are things going?" "Good." "Need anything?" "Nope." "Great, talk next month."

A real conversation sounds different. What's your primary focus this month? How's your inventory, anything aged? What's your average customer pay RO? What's your month-to-date gross? Is there a charitable event coming up we should highlight? Why do people do business with you?

Those questions tell us where to put the budget and what the ad should actually say. Generic questions get you generic campaigns. Specific questions get you campaigns that solve a real problem.

Here's what that means for you: If your rep isn't asking about your variable vs. fixed performance, your aged inventory, or what's actually happening inside your four walls, they're guessing. And guessing is what your ad dollars are paying for.

In-Person Visits Aren't a Nice-to-Have

You can only learn so much from a screen. When we're in your store, we see the bobbleheads on the desk. The team. The service drive. The used car inventory. We meet the people who actually influence what runs and when.

It's about understanding your business well enough to build campaigns around it. An in-person meeting gives us context no dashboard can.

Here's what that means for you: You should be getting visits. The partners who show up in person are the ones who understand your market, and they're the ones who can build the right strategy for it.

Culture Inside Shows Up in the Work Outside

Our team gets the autonomy to make decisions, bring new ideas, and ask the hard questions. When we hire someone, we treat them like the adult professional they are.

Why does that matter to you as a dealer? Because how a team operates internally is exactly how they'll operate with you. A team that respects each other will respect your time, your budget, and your goals. A team that trusts each other will trust the recommendation you're making about your own store. A team that dares to innovate internally will bring you ideas.

Here's what that means for you: The vendor you work with every day should care about your success as much as you do. If the relationship feels transactional, it is. And transactional relationships don't pivot when you need them to.

Your Next Steps

• Ask your current OTT provider how often they actually review your campaign performance with you, and what their average response time is when you need a change
• Look at the last 90 days, have your campaigns been adjusted based on what's happening at your store
• Reach out to the Loon team if you're ready for a partner who's in it with you week to week, not month to month

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Watch the full video here: