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I was at a meeting the other day at a television station. My DP was told a very specific story about a dealership that went out of business because they put all their advertising into the internet. I had never heard of such a thing so I went to google & can find no evidence to support this. The name of the dealership his story was about was Schaeffer and Strominger. I would like to know if anyone has any information to back up his statement. 

Also, even if there's not evidence to support his statement is there a truthful story out there about any dealership suffering for putting to much into internet advertising? 

I would never suggest that we should move all the advertising dollars to internet, but statements like that go a long way to hurt whether I get a red cent or not! 

I was hoping to find some facts about this Schaeffer and Strominger situation. If you can help it would be much appreciated. 

The TV guy also disputed with me about how many people shop for cars online. He said that the information I quote is based on a trick question. I say at least 84% and probably more shop online for their cars. I think I'm totally right. He probably just waits for the car he's hoping to purchase to be shown on a tv commercial :) (that wasn't nice-Lord I apologize) :) 

Thanks for help me :) 

Tags: advertising

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I have seen several instances where dealerships that had relied on heavy traditional marketing for decades decided to go digital and completely cut out traditional marketing suffer disasterous results.  While I favor an aggressive digital presence, dealers who have relied on traditional marketing need to keep a presence where their previous customers expect to find them.  If a previous customer who has purchased several cars from you through newspaper ads no longer sees your ads in the paper, you may lose this customer by not having a presence where they expect to find you. 

I agree with  you there. It's always good when people know you're in business! 

Everything that I have been able to find about this specific dealer is that they were a part of the casualties of the govt bailout. 

Thanks for the response :) 

It's all about balance. You need to have both online and traditional BUT...your traditional should be more about pushing them to your online presence. next time your DP wants to cut your online budget tell them that "running a dealership without online advertising is like winking at somebody in the dark!!!"

lol. He isn't cutting my online budget. One of our advertisers told him a story about a dealership that went out of business because they moved all of their budget to digital. I wanted to know how true his statements were. 

We are using both & pushing traffic to the website. It works for us. We weren't considering getting rid of traditional methods. I guess the television guy wanted to make it clear we need television. :) 

thanks for the reply :) 

Hi Cathy......Welcome to me!  LOL  I just joined mere minutes ago and picked on your inquiry first. I've only been in the business a bit over 2 yrs and admittedly have a lot to learn.  I use internet advertising a TON via many sites.  What exactly do you mean when you refer to traditional advertising?  If someone is waiting to see one of our vehicles on TV before purchasing it, we'll all be mighty old.  Our local TV rates are $9000/15 second spot. I DON'T THINK SO!  I do know of dealers who advertise a lot on TV (especially the corny make-you-sick ads)...they spend millions and they make millions.  Seems the worse they are, the more people remember them!   Great for them but that'd out of our league.  So I'm looking for ANY suggestions on advertising, online or traditional.  THANKS!! :)

Hi Cherie :) 

Traditional being television, radio, newspaper. We use many outlets for advertising, but have not utilized internet advertising much until just over a year ago. It's been great for us. I expect it will continue to help us grow our business. 

The cheesy car ads do seems to be the most memorable, but we don't go there. Way to cheesy for me :) 

We are excited about trying some new things here too. Sorry I don't have much to offer as far as advice goes. 

Having spent a great deal of time working in the TV industry, I would say run as fast as you can from that station.  That statement, even if true, is one out of how many thousands?  I can site dozens of examples of heavy TV advertising car dealers going bust.  Advertising is only part of the puzzle.  Reputation, product, content, experience, and location have a great deal to do with it as well.

Just as I would run from any SEO person who promises top listings, I'd run from any media rep who does this type of hatchet job.

Thanks. I knew it was ridiculous when he said it. I just couldn't believe that he would try to influence the DP with that kind of manipulated information. As a marketing professional I can read through his words. To a person who runs a business, he hears "internet will kill your business". Ludicrous. 

Wanna buy some snake oil? :) 

Thanks for the reply :) 

Just as I would run from any SEO person who promises top listings, I'd run from any media rep who does this type of hatchet job.

TWO years later, Cherie replies to Marc's comment!!! >>  Name me one (just one will do) SEO person who doesn't PROMISE you top listing????  Now, if they were all telling the truth, it would get mighty crowded up there at the TOP!

Here you go Cathy Nesbit

That's awesome. lol 

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