Analytics, consumer insights, attribution: These are some of the hot topics we associate with big data. Companies spend billions on proprietary software and complex algorithms to collect and process endless data points. Those costs are ultimately passed down to the dealers, who don’t necessarily want to know how it all works—they just want more showroom traffic, phone calls, … [Read more...] about It Pays to Go Small: Target Other Drivers in a Customer’s Household
The world consumes media, entertainment, information, news, and advertising messages very differently than just a few years ago. Our changing consumption patterns haven’t changed the way we make a decision or purchase, however. Awareness. Familiarity. Confidence. Engagement. Action. These are the five stages, in order, that we must progress through to make a decision or … [Read more...] about Digital Marketing: Don’t Count Your Clicks Before They Hatch
So, what does dealership inventory management have to do with advertising? A lot. This is one of the most common triggers for huge amounts of advertising dollars being wasted. Your days’ supply of a particular model is out of whack, and now someone has decided it can be fixed by advertising. It can’t. It will take pure old-fashioned salesmanship. It starts with … [Read more...] about Old-Fashioned Salesmanship Keeps You From Singing the Slow-Mover Blues
If a picture is worth a thousand words, then a video is worth a million. That is, of course, if your content is relevant to your target audience. People usually agree that video is the most popular content online, and it gives you a tremendous opportunity to jump ahead of your competition by getting it right. If you think having your staff dance in your showroom while … [Read more...] about Is Your Dealership’s Video Marketing Relevant to Its Target Audience?
Dealerships collectively write up more than 315 million repair orders annually—nearly 10 times the transactions of new and used vehicle sales combined. Yet of the $350 billion spent by consumers on vehicle repairs annually, franchise dealerships are capturing only 30% of the business. Contributing to these missed opportunities is the fact that most dealers I speak with … [Read more...] about Service: Now Is the Time for Dealers to Get Serious