Nobody wants to pay too much. More importantly, nobody wants to feel like the sucker who paid too much. That’s why the perception of low price is more important—and dramatically more profitable—than having the actual lowest price. WalMart figured this out a long time ago, and is the largest retailer
There was a lot to get distracted by at the NADA Convention in San Francisco this year, as there always is. Cable cars and sea lions. Golden Gates and inescapable prisons. Wining and dining. And that’s all before you even entered the convention center, where you encountered hundreds of vendors.
I was driving through Alabama this past summer on the way to the Redneck Riviera for our annual family beach vacation. As I drove down I-65 listening to the radio, every city I passed through had one thing in common—TrueCar radio commercials. Huntsville, Birmingham, Montgomery, Enterprise. In every city, on
There used to be a time, not so very long ago, when the ad plan for the typical dealership involved taking a phone call and answering the all important question…What do we want to put in the paper this week? The days when you could get away with just being
You could spend all the money in the world on radio and TV spots screaming “Big Sale,” send out 100,000 direct mail pieces to every warm body in the county, and shout from the roof tops ’til you’re blue in the face trying to infect people with a little dose
Despite what you hear from almost every automotive marketing guru, trainer, speaker, and ninja, car dealers still spend almost three out of four marketing dollars on old school, traditional media like radio, TV, newspaper, and direct mail. Every day there are dozens of new articles and blog posts and presentations