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…

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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…

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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…

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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.…

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Drive Them to Your Website

Is your store foot traffic down, even as your brand maintains or even is increasing in share across your market area? It could be consumer “website previewing” at work. Dealers who complain of lower foot traffic could be falling victim to their own lack of acceptance of today’s busy car…

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