The Most Expensive, Common Mistake in Advertising & How to Avoid it

Raise your hand if you love wasting as much money as possible. We don’t mean if you like to spend money. We mean just throwing it frivolously out the window. What about time? Let’s see that hand go up if you love wasting hours and hours of time with not much to show for it. Just one more. Raise your hand if it drives you bonkers when your advertising doesn’t perform like you expect it to. If you didn’t raise your hand for the first two and did raise it for the last one, this is specifically Read more [...]

Why Being the ESPN of Automotive Isn’t a Good Thing

Have you ever paid attention to how something new and different seemingly comes out of nowhere and suddenly disrupts everything overnight? For businesses it can feel like a sucker punch. Here are some quick historic examples. The introduction of the telephone to homes and businesses demolished the need for telegraphs. The television quickly disrupted radio listenership. The internet killed the need for most people to read newspapers. Email significantly impacted the postal system. Online movie Read more [...]

Are You About To Pay A Lot More For Your TV Spots?

Television has long been a primary tactic on many dealerships’ media strategies. However, the challenges television faces and the solutions being considered to help fix them may mean a much more competitive and expensive landscape for the commercial break inventory thousands of dealerships have been using for decades. A recent edition of Advertising Age ran a story headlined “How Ad Tech Just Might Save TV.” Television, according to the story, has been suffering from attacks on all sides, Read more [...]

Are Your In-Market Audiences Really Active Shoppers or Are You Getting Taken for a Ride?

Advertising has always been full of buzz words. Sometimes they are important. Sometimes they’re misleading. Sometimes they’re misused just because a media rep or advertising vendor wants to say something that sounds trendy and important. There’s a relative new term that’s been introduced with the advent of the data marketing revolution. The term is “in-market.” And it’s all three of the above. For automotive marketers, “in-market” should mean that their advertising is reaching Read more [...]

Want to Successfully Navigate the Unknown Waters of Advertising Technology? Learn 3 Tips How.

Have you ever felt like the abundance of emerging marketing and advertising technology, gizmos, and strategies is a bit like being in a tsunami of information? Just as you get comfortable in one area, BOOM, there’s a new wave crashing down. As technology progresses, it’s inescapable as a marketer. The decision to make is do you want to navigate the waters head on in an ark or risk it in a life raft. When it comes to automotive marketing, doing something different from what you know can be Read more [...]

8 Unique Traits Championship Dealerships & Football Teams Share

The 8 traits that separate championship football teams from their competition are synonymous with the 8 traits that distinguish great dealerships from everyone else. Whether you’re a diehard fan, occasional watcher, or someone happy to do without, there’s a lot to be learned from the structure of a championship level football team. In honor of playoff season, we compiled a list of strategies championship football teams implement to become champions and stay at the top. Some may be a bit obvious Read more [...]

When You Don’t Even Get To Make A First Impression

During the journey of today's car shoppers, some dealers will have the opportunity to make far more sales to far more car shoppers than others. The simple difference between the two is that the dealer not making the sale isn’t making it because they probably got beat to the opportunity.   The basic marketing/sales funnel model hasn’t changed in years. The start to a sale begins at a vague level of insight called the awareness stage; a car shopper knows they want a new vehicle and they Read more [...]
5 Ways To Kill Your KPI's

5 Ways to Kill Your KPIs

With the wealth of data captured by the typical enterprise system, KPIs (or Key Performance Indicators) and the dashboards that display them are becoming very popular. Anybody who can’t monitor his metrics in real time just isn’t cool. And, mostly, KPIs are a good thing, and the dashboard is a very appropriate tool. Some KPIs are like the speedometer in cars; they tell you when you need to press the pedal or when you can lighten up. MTD Revenue is an example of the speedometer KPI. Others Read more [...]

How to Survive the Political Media Blackout

For TV stations, automobile dealers are very valuable advertisers. At the tier 3 level, dealers spent approximately $1.3 billion on TV spots alone last year. And that kind of money means that car dealers get a lot of attention from their local TV reps. Unless, of course, it happens to be the political season. Then suddenly there are no availabilities, station reps stop coming by, and the spots dealerships were promised to reach their market no longer exist. This year political advertising on local Read more [...]

The Truth About BSOS and How To Beat It

It’s called the “bright, shiny object syndrome” or BSOS for short. For people in charge of dealership marketing it can be a problem that’s extremely hard to overcome. People infected with BSOS can often see every new thing as THE thing, the one solution that’s going to make all the difference in helping them achieve their goals. Something new comes along that looks good and they grab it. Then, all of a sudden, they spot another bright shiny thing that looks good and they grab on to it Read more [...]

If it’s too easy, it’s probably wrong.

There’s a simple time-honored formula at car dealerships for calculating advertising costs per car sold: advertising spend divided by total number of cars sold.   It’s simple. It’s understandable. It’s specific, providing answers to three decimal places.   And, it’s so incredibly outdated it’s wrong.   As with most back-of-the-envelope calculations, this cost per car formula provides solid answers resting on a really mushy foundation. It does set something Read more [...]

Are You Meeting Car Buyers Too Late?

It’s the car buyer your team may hate to see. He comes in with a glint in his eye and a fist full of papers. He looks around, essentially daring a sales associate to approach him.   (We know that the “he” may well be a “she,” but for this example, he’s a “he.”)   He’s been doing his research for weeks or months. He’s checked prices on a half-dozen web sites. He’s spent hours in front of the computer getting ready for this visit.   His only question Read more [...]
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