Paying the Rent in Eyeballs

There are odd things in life that, for many of us, can make our brains hurt if we spend more than a few seconds trying to make sense of something where there is none. For instance, the use of the words “exact estimate” together. The worlds’ obsession with what the Kardashians are up to every minute of the day. Or, when media reps—like radio, television, cable or ppc—try to tie their measurements of anonymous audiences back to an actual return on advertising dollars invested.   There Read more [...]

Are you a valuable advertiser or a media pest?

Quick trivia question, how many advertisements and brand messages is the average person exposed to each day?   The number that consistently pops up in numerous places and regularly gets referenced is 5,000 exposures per day. Pretty massive.   Even if it can be substantiated, 5,000 exposures sounds a bit much. But, theoretically it could be possible. With that in mind, we conjured up a more general phrase not tied to a specific number to answer the question. The phrase is, “A Read more [...]

The Mother of Four Letter Words that Terrifies Marketing Vendors

With Halloween almost here, we think it is a perfect time to discuss a dealership marketing topic that’s incredibly scary. In fact, it’s so scary, most marketing vendors tremble in fear just hearing it. They’re so afraid of it, many won’t even talk about it. If they hear it mentioned, they immediately close their eyes, ignore it exists, and hope it quickly goes away. So what is it that’s so scary it makes marketers tremble in fear and hide under the bed? It’s the mother of all four Read more [...]

Does your marketing need Lasik?

It’s an awesome feeling. When car sales are strong, life is good.   Inventory is perfect. The dealership is clicking on all cylinders. Car buyers are plentiful and everyone is making money.   Now, be honest. How frequent are month’s like that at your dealership? Are they pretty regular occurrences or do consistent sales and sustained growth month after month feel as impossible as nailing jello to a tree?   The truth is, every dealership can have a good month occasionally. Read more [...]

Over 90% of your market isn’t listening to your advertising

Want to see which of your advertising media strategies work and which are a waste of money? It’s actually pretty easy.   For decades, car dealerships of all sizes have used different forms of spray and pray mass media to try and connect with car buyers. The question however, how can mass media really be measured to determine it’s true ROI. Is it a solid investment, a necessary evil, or just a waste of money?   For example, take two of the most popular mass media advertising Read more [...]

Are PPC & SEO Driving Sales, But You’re Struggling to Hold Gross? (Might not be your people!)

So, you’re getting good news? Your Search Engine Optimization and Pay-per-click campaigns are working. They’re driving new customers to the showroom – and those customers are buying cars. The bad news? Even with all this traffic growth and increased sales, gross profit is low. What’s wrong with this picture?” Quite possibly, it’s low margin sales that are born from automotive customers’ commodity mindset that focuses on low price above all. Your PPC and SEO efforts have been successful Read more [...]

Evolution to Revolution: The Rise of Data-Driven Marketing

Over the past 25 years, digital technology has transformed dealership marketing from mass media into the age of personalized experiences. What was once “nice to have” is now the must-have way to engage customers. The digital evolution has become a revolution. Marketers are using digital tools to reach prospects with pinpoint accuracy, replacing old-fashion shotgun mass market advertising with digital tools offering laser sharp accuracy. Data-Driven Marketing: The rules of engagement are Read more [...]

Why all multi-channel marketing campaigns are not created equal

On the surface most multi-channel marketing campaigns look the same. Most have great creative and multi-media such as display ads delivered on mobile or PC devices. They also have PURLS, emails, phone calls and mailers delivered over a set period of time. That’s on the surface. What sets one campaign apart from another is completely invisible to the naked eye. The Targeting, timing and engagement methods under the hood make all the difference. Astute clients often ask us “how can you guarantee Read more [...]
consumer buying journey

Are you paying your biggest competitor?

The biggest change in automotive over the past few years has been in the way customers buy cars. Shoppers still go through the 5 stages of purchase identified by McKinsey & Company: 1) Awareness, 2) Familiarity, 3) Consideration, 4) Purchase, and 5) Loyalty. Somehow, while we were all watching, 3rd party lead providers snuck into the process and stole a whole bunch of customers from their client dealers. Most of the early legwork done in the Familiarity and Consideration phases is now taking Read more [...]

Effective Ways to Shift Digital Marketing into Overdrive

The car buying process has changed, and top performing dealerships are responding. Consumers now  rely on digital channels at every step in the process, from researching models to comparing prices and even purchasing their chosen vehicle. With so much online activity, car dealers can no longer afford to assume their presence in the neighborhood is enough to land them the sales they need. Reshaping marketing efforts to include a richer mix of digital helps car dealerships stay in business and Read more [...]

Winning Over Millenials

Millennials, loosely defined, are people born in the 1980s through late 1990s. This audience is an important force in the economy, and in automotive sales, representing about 25% of all buyers. It’s critical that dealerships win over this group, but that can prove easier said than done. Making strides with discerning Millennial buyers requires a special focus on their particular needs. For starters, Millennials have different priorities than their parents. Many have demonstrated reluctance to Read more [...]

MyLifeSpeaks Keeps Making a Difference

We are so fortunate to be able to partner with these guys to help the children of Haiti not only survive by feeding them and caring for them, but educating them and allowing them to be children in a tough environment.  In Neply, the area has gone through so much struggle, and the unfortunate consequence is that some parents are not able to care for their children, and medical and educational resources are just not there.  Thanks to so many who contribute, MyLifeSpeaks is able to give these needed Read more [...]
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