Car Dealership Guy Podcast

#143 Hacking the game of dealership “attention” and going viral | Nathanael Greklek, Corporate Brand Director at Mohawk Auto Group

Dec 10, 2024

Nathanael Greklek, Corporate Brand Director at Mohawk Auto Group, is a mastermind behind viral dealership videos. He shares his innovative strategies that have caught the attention of industry giants like General Motors. The discussion reveals how TikTok can be creatively used in dealerships, inspired by popular TV shows, and highlights the balancing act of gaining attention while driving sales. Nathanael also emphasizes the importance of community engagement and measuring content effectiveness to build lasting brand loyalty.

52:29

Episode guests

Nathanael Greklek

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Episode notes

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Quick takeaways

Nathanael Greklek emphasizes the necessity of creating engaging content that appeals to potential customers to maintain brand relevance.

The success of Mohawk Auto Group's viral TikTok series illustrates how humor and relatability can significantly enhance brand visibility and engagement.

Deep dives

The Shift from Funnel to Life Cycle

The traditional sales funnel is shifting towards a life cycle approach, emphasizing content aimed at strangers to foster engagement. It's vital to create content that draws in new viewers, rather than relying solely on existing customer bases. This concept was highlighted by Nathaniel Greklek from Mohawk Auto Group, who has successfully implemented this strategy through viral video content. By focusing on the ongoing relationship with potential customers, brands can maintain relevance in the evolving digital landscape.

Intro

2min

Behind the Brand: Insights from Industry Leaders

5min

Navigating the Automotive Content Landscape

9min

Maximizing Engagement Through Strategic Content Measurement

14min

The Power of Community Engagement in Automotive Marketing

2min

Creating Engaging TikTok Content in Dealerships

12min

Navigating Virality and Strategic Content for Dealerships

3min

Bridging Gaps in Automotive Content Creation

6min

Welcome to the Car Dealership Guy Podcast. In this episode, I'm speaking with Nathanael Greklek, Corporate Brand Director at Mohawk Auto Group where we discuss: How he's hacking the game of dealership attention by creating viral videos for his dealership, Getting on General Motor's radar and landing one of the biggest cameos in automotive, and his next big idea for automotive content.

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Topics:

(00:00:00) - Intro

(00:00:45) - Catching up with Nathanael

(00:06:42) - Nathanael’s background and career in content

(00:12:02) - How do you measure the success of your content?

(00:16:26) - Do you put any paid spend on your content or is it all organic?

(00:17:57) - How do you execute on creating content?

(00:20:21) - How do you measure the success of short and long-term campaigns?

(00:24:17) - At what point does a dealership need to bring on a content person?

(00:25:38) - Do strive to go viral in your content?