Orbee (www.orbee.com), a leading marketing cloud company designed exclusively for automotive dealerships, announced a partnership with the National Association of Minority Auto Dealers (NAMAD) to provide digital marketing courses virtually and free of charge to its members. Leading these courses will be Daniel Kim, CEO and Co-Founder of Orbee Auto. This 10-week program will begin in October, and is aimed at advancing digital marketing capabilities in both minority-owned dealerships and its employees.

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The theme for this training program is based on understanding the shoppers that land on your website. This idea of knowing your shoppers is typically either overlooked or seen as a difficult concept to grasp, which is why Orbee has decided to use this concept to help automotive dealers obtain the knowledge needed to truly understand their shoppers. One topic to help support this theme will be understanding how to source traffic through SEO, Facebook, and other crucial channels. The second will be how to properly measure digital marketing analytics. The final important concept, marketing automation, will help reinforce understanding and knowing your shoppers. 

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“I am so excited to have the opportunity to team up with NAMAD and lead this digital marketing course for minority dealerships,” stated Daniel Kim. “As a co-founder of a minority-owned company myself, I wanted to be able to help minority-owned dealerships find success when running their business, and with digital marketing being such a prominent aspect in running a successful business today, it was a no brainer for me to partake in this training course.”

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The purpose of this program is to create the next generation of digital marketing savvy dealership employees and operators. Upon completion of the program, the participants will become fluent in improving ROI on digital marketing spend, making advertising budget decisions based on data, and properly managing existing digital marketing vendors to match the dealerships’ business objectives. In addition, they should be able to create personalized experiences for online shoppers to drive car sales and identify high-intent online shoppers and coordinate with BDC and Sales teams on effective follow up. 

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“With how fast  digital transformation is always evolving, it’s challenging for many dealerships to quickly implement new technologies and services that effectively adapt to the ever changing needs and demands of their customers, particularly when online digital retailing became almost mandatory for all dealerships large and small in the height of the COVID pandemic,” stated Damon Lester, president of NAMAD. “However, I believe that our collaboration with Orbee Auto as a leading martech company in hosting this training will benefit our NAMAD members greatly by allowing them to dive deeper into the topic of digital marketing and even challenge them to apply these learnings to their own dealerships.”

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There is a long relationship between NAMAD and Orbee Auto’s CRO Peter Fong that goes back to 2002, when Fong was in the role of dealer franchising manager for Ford and was the liaison to the Ford Motor Minority Dealer Association (FMMDA) and NAMAD. With this friendship, Fong and Lester come together to conquer the automotive world for minorities. 

“Damon and I have known and worked with each other for over 18 years, and as minorities, it only felt natural to come up with a training program to help minority dealerships with  digital marketing training. This is an exciting time to have Orbee Auto teach NAMAD members how to be successful in navigating a complex, online digital retailing landscape by harnessing the first-party data on their websites,” stated Fong.

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The automotive industry is extensive, however, according to NAMAD’s website, only 6% of American auto dealerships are minority-owned. Knowing this, Orbee and NAMAD took the education of minority auto dealers into their own hands. Orbee Auto is a predominately minority company, with over 60% of its employees represented by people of color and over 30% women, which facilitates the understanding of being minorities within the automotive industry. This opportunity provided by Orbee and NAMAD presents participants with the ability to propel and advance in the digital marketing landscape. Orbee Auto and NAMAD will both work with minorities to defeat this curve and bring together minorities to become savvy in the modern world of automotive digital marketing. 

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A questionnaire was sent out to NAMAD participants to see what they are looking forward to learning. 

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To qualify for this training, participants must be a member of NAMAD. In addition, they must have an interest in becoming a digital marketing manager or a current BDC or internet manager looking to enhance their digital marketing acumen. To learn more, contact education@orbeeauto.com.