Professional Community for Car Dealers, Automotive Marketers and Sales Managers
You know that feeling you get when you see the advertisement for the “new thing” that makes your “old thing” you just bought 6 months ago obsolete. That feeling in your gut that you knew what was going to happen that you no longer have the newer, the latest, the best, and you just know someone else does. You’ve been one up’d by the next thing. Bigger TV, more mega-pixels, cheaper introductory rate, and you knew it was going to happen.
I hate that feeling. I know it’s going to happen. I know that when I buy this 3D TV there’s just going to be a 4D TV this time next year. It almost makes you want to give up. I give up, can’t we just sell the cars and not worry about the bounce rate? I worry about the bounce rate. Then again, I worry about everything. Because I measure everything. So when I do look at the new thing, it’s just another thing I know that’s going to be either the “life or death” of my auto group (see Social Media circa 2009) or it’s going to be a waste of time, money, and my sanity (see automart magazine circa 2009). So what is the next big thing? More to the point what is the next relevant thing. I have this feeling every time a vendor comes into my office with their numbers and their charts, with their swanky iPads and “guarantees” of more views, leads, sales and so on. The feeling that I might be buying the next product that walks in the door because I want to stay ahead of the curve; but how much do I really “NEED” automated price quotes, with multiple pictures and multiple alternative vehicle options. I get the feeling in my gut that I just know what is going to happen.
So what’s a fella to do when this month the Bounce Rate is high but the VDP’s are up? The Live Chat is promising but the Appointment Shows are lacking. The SEM is killing it but the SEO is starting to slip. Phone traffic is down but the Coupon Push is capturing all the unique visitors. The volume is down but at least the grosses suck too. Wait. What was that last one?
In this business we live month to month. I live in breaths of data that come around 30 days apart. And I ask myself; What can I do in the next 30 days to make me that much better than the last 30. Sometimes I just close my eyes, cross my fingers, and hope that I’m not putting my efforts into the next “business myspace page” because I hate that feeling. That feeling in your gut you just knew what was going to happen.