I’m out having lunch with a friend when an ad comes on featuring Seattle Wide Receiver Tyler Lockett for local dealer Auburn Volkswagen. My friend turns to me and says ‘How in the world did you guys get him to do that? It must have cost a fortune!”. Surprisingly, the answer is ”it wasn’t that hard and (don’t tell anyone) it cost a lot less than you think.” Done right. … [Read more...] about Professional Athletes Score Big Wins: At Surprisingly Modest Costs
Digital marketing is a relative infant in the world of automotive advertising. Getting the word out to customers about auto dealerships was so much simpler in the early days of the industry—and it stayed that way for the better part of a century. At first, dealership advertising consisted of little more than signs, billboards, and newspapers. Twentieth century technology … [Read more...] about 5 Steps to Digital Marketing Domination
Familiarity is often a dealer’s friend. You arrive at work at the same time, greet customers the same way, negotiate deals the same way, and leave work at the same time. This routine may even play into the cars you’re stocking on your lot. For example, a dealer who’s consistently able to sell Buicks will continue to stock the lot with that inventory, and for good … [Read more...] about Lot Stocking: Sometimes Familiarity Isn’t Your Friend
I call this game “Calculate how many new vehicles you’ll sell.” It’s kind of a math game. The idea here is for you to figure out how many vehicles you should sell each month based on your Designated Market Area (DMA) and the make of vehicle you sell. The game is based on a seminar I attended a few years ago by Scott Toland. Here are the assumptions of the game: Roughly … [Read more...] about Play a Math Game: Are You Getting Your Share of the DMA?