In the early months of 2020, many auto industry observers believed the industry would be looking at an annual pace of approximately 16.5 million new vehicle sales for the year. When the COVID-19 pandemic spread across the globe, this forecasted number had plunged to about 12 million, as hundreds of millions of potential shoppers stayed home and away from auto … [Read more...] about How Will the COVID-19 Pandemic Change the Way Dealers Market to Customers?
auto dealership marketing
For the past 30 years I have owned an advertising agency that specialized in television advertising for mostly auto dealers. For the past 15 years, I have also owned the magazine you are reading now. In that time, like you, I’ve seen the automotive industry change and develop. As I approach retirement, I want to suggest to auto dealers that “you ain’t seen nothing yet.” I … [Read more...] about The Future of the Automotive Industry Is Electric
Automotive sales can be a competitive and cutthroat business. With most salespeople working on commission, grabbing a sale whenever possible becomes necessary. While many dealerships are eradicating the commission-only model due to workplace tension that can arise as a result, there’s no doubt that when it comes to the sales floor, it’s every person for themselves. Or is … [Read more...] about 4 Team-Building Strategies for Your Sales Staff
Influencer marketing is a buzzing topic that’s been in the industry for some time now, but it seems to be gaining importance—especially in automotive circles. The notion behind influencer marketing has made its rounds with celebrity endorsements in the auto industry, leveraging the celebrities’ following to boost brand awareness, and of course, sales. Automotive campaigns … [Read more...] about How Influencer Marketing Helps Boost Brand and Dealership Growth
NADA reported in 2017 that the average dealership spends 55.4% of its budget across digital marketing channels. This increase reflects the industry’s understanding of the consumer’s shift to the internet for the purpose of car shopping. Despite allocating dollars to digital platforms, the marketing cost per car sold has remained nearly the same: $762 for luxury vehicles and … [Read more...] about 3 Ways to Cut Your Dealership’s Marketing Cost Per Car Sold