Last year, we asked the question. This year, we’ll ask it again.
Do some auto dealers advertise in inefficient (so-called “cheap”) media because they are small, or are they small because they advertise in inefficient media?
There are many disparities between small and large dealers. One significant difference is how budgets are allocated, and how this effects the PVR (per-unit ad spending). In short, small dealers are still spending about twice that of their larger peers. (Click on graphic to enlarge.)
Just like last year, there is a clear answer for this no-so-rhetorical question — along with a whole host of other answers on today’s automotive marketplace. Check out the NADA.org site for the annual NADA Data State of the Industry Report. Packed with great information, it’s a must-read for anyone seeking intel on the automotive industry.
Available at NADA.org.
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Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.