Kelley Blue Book is one of the good guys; the organization that led the way towards pricing transparency for consumers. So it's no surprise that their Western Sales Manager Jay Campbell thinks car dealers' websites would benefit from some user generated content. Writing for Dealer Marketing Magazine, Jay uses the term CGC (Consumer Generated Content) while making his case for e-Glasnost. "Today, consumers turn to auto enthusiast sites, online forums and message boards, question and answer sites, and blogs to post their feelings. Imagine how large and untapped this opportunity is for your dealer Website?" The misplaced question mark tells the tale; the idea that car dealers would open themselves up to potentially negative comments from the great unwashed requires a leap of imagination that Evil Knieval wouldn't have attempted in his [fall into the] heyday. Although Jay's heart is in the right place (gold star from TTAC), I felt compelled to call him and see if he lives anywhere near planet Earth.
[Apologies for the low audio levels.]