Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
In recent months I have been "addicted" to auditing dealership marketing budgets. I love my work! It may not seem that exciting but for the dealers I work for, it is a very rewarding process. The audits have allowed me to see how different vendor partners are performing and how their products deliver, or not deliver, a strong ROI.
I have been able to identify thousands of dollars of waste annually, and have guided changes in the investment mix. In most cases, I do not recommend spending more money per month on marketing, rather to reallocate spending channels.
Part of the discussion during the audits is how to attribute sales that are coming to the dealership due to brand recognition, geographic location, or word of mouth marketing. Also included in the discussion is how traditional media investments can be better understood and tracked to see how those investments influence incremental car sales each month.
Digital advertising strategies are easier in some ways to attribute influence to incremental car sales. However, hybrid digital advertising models like Pandora, can fog the digital eyeglasses!
At the upcoming Automotive Boot Camp I will be presenting a workshop to show dealers how to audit their marketing budgets and to make smarter choices to generate incremental car sales. Dealers are spending hundreds of thousands of dollars each year on marketing, so spending those dollars smarter is no small issue. I'm going to show you how my research is saving dealers money!
In addition to my workshop, a host of great consultants will be at Boot Camp to help dealers with their most pressing needs. Here is a listing of some of the outstanding consultants that will be present at Boot Camp that can be retained to help your dealership grow:
If hope to see ADM Members in Philadelphia, May 14-16th at Boot Camp. Ralph Paglia will be speaking, as well as a number of frequent ADM contributors.