Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
In doing my 2011 review, I came across some amazing sourcing statistics for our group. We sold a huge number of vehicles with the following sources:
Does anyone really think a customer is actually a walk-in? Are customers driving the streets of America and suddenly overcome with the desire to pop in to a car dealership and buy a new vehicle? In the age of ZMOT and customers visiting, on average, 18 different automotive sites to complete their research, is accurate sourcing even possible?
One thought I had was to load an iPad with the logos of every advertising source that we used and asking the customer to choose the top 3 most influential sources. This is a variation of the logo sheet we used in the past. what are you doing to capture this valuable information?
Please share your best practices for getting accurate sourcing when a customer visits your showroom.