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I have a question and would like to know what everyone thinks.  I recently met with a dealer that is building a BDC.  He spends $50k a month (if not more) on radio advertising.  There is not much spending on
digital marketing.  The website for the dealership is a wordpress
blog.  They don't focus much on branding or merchandising.  They also do
not believe in turning inventory.  I mentioned vAuto and they
completely hate it and the idea of it.  They wanted me to go work for
them and be the BDC Director.  They even offered me their other used car
store to be in charge of.  I was thinking about the competitive
marketing place and how the dealers around are using tools like vAuto
which means that less calls and leads will be coming my way.  I really
thought about their beliefs and my own beliefs.  I thought about what
has made me successful in the past.  I know radio never really worked
anywhere for me (unless a customer wanted to come in qualify for free
concert tickets LOL).


My question is, is it a smart decision to avoid a situation like that?


My main question is also, do you believe in spending most of your ad budget on radio?

Tags: advertising, automotive, bdc, cars, dealer, director, etraining, internet, radio, sales, More…sher, stan, used, vauto

Views: 181

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Replies to This ADM Discussion

I believe Dale Pollak said it best in a recent discussion regarding how many used vehicles a dealer needs to keep in inventory. He said you basically need to be a good investor. I agree with that staement. No matter how you advertise, market or track your business, how good of an investor are you? That dealer may well be hitting home runs with their chosen systems. I'd find the answer to the question, "How good of an investor has the dealer been?" Could you show me the numbers? "Your marketing efforts are intriguing to me. How has that remained so successful?"
If I were that dealer I would put $25,000 of the $50,000 into the Internet dept. I like VAUTO because  of all the things you can do with New or Used car inventory. We sell 15 Used vehicles a month just off Craigslist.

One thing to ask yourself would be if you took the offer of BDC Director would you really be able to do the job to way you see fit so you and the company are successful or will you face roadblocks from upper management because of their comfort in the "old" ways of doing things?


Also have you thought about proposing a compromise of advertising on such media channels as Pandora? It might be a good way for those who are committed to using radio as a key means of advertising to make a transition to the internet based marketing direction of the industry.


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