Dave Eckstein | A few soundbytes from ESA’s auto webinar can clarify media selection for dealers.
Jun
1
2010
1
2010
May
26
2010
26
2010
Auto Dealers Surging Ahead in 2010
Dave Eckstein | Will dealers ride the wave or make their own in 2010?
May
24
2010
24
2010
Optimism in the Auto Industry
Dave Eckstein | A few soundbytes from ESA’s Real Auto Answers webinar puts the current state of the auto industry into perspective.
Aug
26
2009
26
2009
Educating Dealers: Broadcast vs. Cable TV
Adam Armbruster | Glaring differences between broadcast and cable TV that auto dealers must know to make an informed decision.
Aug
21
2009
21
2009
Six Steps to Recession-Recover an Auto Dealership
Adam Armbruster | The recession will end. So, what’s an auto dealer to do next? Try this.
Aug
13
2009
13
2009
7 Automotive Industry Predictions
Adam Armbruster | After the dust settles, here’s how the auto industry is really changing. Knowing these could be the difference between survival and success.
Jul
1
2009
1
2009
The Automotive Pipeline
I overheard something the other day that made me cringe. I’m paraphrasing here, but it was something along the lines of “Well, it just doesn’t make sense [as a media sales rep] to call on auto dealers today.”
Whoa. We had better pause a moment before carrying through on such irrational thoughts.
Last month, Toyota announced its [...]
Jan
22
2009
22
2009
How to Stretch Your Ad Dollars
From Ward’s Dealer Business Online | Feature Column
Can you handle the hard truth?
Many car dealers have not been “marketing” over the last five years. Many have been simply buying ads and taking car orders.
Some nameplates were so hot that dealers told me they were hardly able to keep them in stock. Their biggest worry was [...]
Jul
1
2008
1
2008
Understand The Big Picture
When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used.
Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)?
It’s critical that we understand what options they chose, and why, before [...]
Jan
1
2007
1
2007
Not a Question of Luck
“If I could just tell when my dealership advertising was working, I’d be thrilled!” I hear this comment from many dealers.
To this point, I offer the same response: “If you can’t tell when your ad plan is working, how will your customer!?”
There’s no getting lucky in dealership advertising. Most dealers spend 1% of sales on [...]
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ESA & Company is the nation's premier retail advertising consultancy. Founded in 1981, the firm works in over 70 U.S. media markets with thousands of local advertisers each calendar year. ESA campaigns are designed to deliver market share gains with a declining cost of new customer acquisition.