Automotive advertising agencies are being asked to justify their value to auto dealers who are challenging every line item expense to survive in a down market. In today’s troubled auto industry automotive advertising agency fees or commissions are expected to provide an acceptable R.O.I. for auto dealers along with the media that the automotive advertising agency recommends.
Conventional automotive advertising agencies relying on media commissions or production fees are a dying breed as automotive advertising investments are shifting online and auto dealers are forced to reduce automotive advertising budgets to accommodate a shrinking auto industry.
AdAgencyOnline.Net is a FREE automotive advertising resource/networking portal hosted by Ad Agency Online, L.L.C. that is recognized by the auto industry as “The One Stop Site For All Of Your Automotive Advertising Needs.” Philip Zelinger, President of Ad Agency Online, offered a solution to automotive advertising agencies as well as auto dealers that promises to preserve everyone’s bottom line on his blog talk radio show, “Lunch With Phil” featured on the portal’s online radio station, WAAOL - All Automotive Advertising News All The Time.
The show is an open business meeting designed to communicate problems and solutions to the affiliated independent automotive advertising agencies and auto dealer clients linked through Ad Agency Online
using their Internet based operating system that functions similar to an auto dealers’ DMS by providing a centralized data base and communication/distribution system.
According to Mr. Zelinger the answer is for automotive advertising agencies to act as consultants compensated through retainers based on performance not commissions tied to media placements or production. More importantly, automotive advertising agencies must involve themselves in all facets of an auto dealer’s operations to insure that the message on the street matches the message on both the real and the virtual showroom.
Integrating real world processes with online applications to maximize R.O.I. and conversion opportunities for sales and fixed operations is also part of the new “areas of responsibility” that an automotive advertising agency must take on as part of their job description. Key vendor selection and negotiations is another role that automotive advertising agencies must involve themselves in for their auto dealer clients along with facility and staffing evaluations. These services promise both short and long term solutions to preserve and even increase market share and profits across all departments in a down market. More specifically, they are contrary to old school automotive advertising agency priorities that focused on today sales with little regard for future growth or opportunities
Perhaps the most unique opportunity discussed on today’s blog talk radio show was the ability for an auto dealer to use an affiliated automotive advertising agency of Ad Agency Online as the “ultimate outsourcing tool” with their “a-la-carte” products and services or to develop a managed and monitored “in-house” automotive advertising agency owned and operated by the auto dealer.
An auto dealer can literally open their own automotive advertising agency using Ad Agency Online as an outsourced management and monitoring service applying all of the leverage of the $600,000,000 in annual conventional media placed through their media vendor/partner, JL Media. Other automotive advertising resources linked through Ad Agency Online include conventional broadcast production as well as print and online applications that are available to an auto dealer without the need for a “full service” monthly retainer or any fixed operational expenses.
Online networked relationships with “preferred auto industry vendors” are also part of the package for affiliated auto dealer/automotive advertising agencies including discounted relationships with LeadConverter, Laser Stream Video, Ai Dealer, Gumiyo, Kihon Media, CarFolks.Com, SmartWomenBuyCars.Com, ADP, BZ Results, JL Media and Reora.
Other auto industry vendors and auto industry networking portals featured on the portal are also available for member agencies and site visitors consideration including eBay Motors
, NADA-24, AdTel, DrivingSales.Com
, Cars.Com and a host of auto industry vendors still in the review process.
Automotive advertising agencies, auto industry vendors and auto dealers that wish to join the online networking community are invited to visit the automotive advertising resource portal – www.adagencyonline.net – or to contact Philip Zelinger directly at 1-888-796-2228.
To quote Philip Zelinger, “Help is only a click away!”