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Chris, this is a great post. "That is not the secret sauce that drives marketing efforts." I spend a lot of time looking at individual dealership websites and their efforts on third party websites. The extent of most dealership's "marketing efforts" is to buy a website and a subscription to AutoTrader and Cars. In this market, I am seeing a lot of dealerships cancelling or downgrading AutoTrader. This is probably a good idea because if you don't know what your doing or not willing to put in the work, you're wasting your money. Last month, I called the guy that I trained to replace me at my previous store. Seeing all of the dealerships that had cancelled or downgraded, I wanted to know if something had changed. It was the third week of the month and he had over 50 vehicles sold in the DMS attributed to AutoTrader and his ISMs. That is with the best week ahead of him. With less competition, his AutoTrader business is improving.Matt, that was a good read but definately not my experience. The data deals with averages and most stores don't market their products. My previous Internet departments sold 60-70% of the new and used vehicles. We worked ISMs, cradle to grave. We only got credit if the customer asked for an ISM or it was an appointment.
Chris, this is a great post. "That is not the secret sauce that drives marketing efforts." I spend a lot of time looking at individual dealership websites and their efforts on third party websites. The extent of most dealership's "marketing efforts" is to buy a website and a subscription to AutoTrader and Cars.
In this market, I am seeing a lot of dealerships cancelling or downgrading AutoTrader. This is probably a good idea because if you don't know what your doing or not willing to put in the work, you're wasting your money.
Last month, I called the guy that I trained to replace me at my previous store. Seeing all of the dealerships that had cancelled or downgraded, I wanted to know if something had changed. It was the third week of the month and he had over 50 vehicles sold in the DMS attributed to AutoTrader and his ISMs. That is with the best week ahead of him. With less competition, his AutoTrader business is improving.
Matt, that was a good read but definately not my experience. The data deals with averages and most stores don't market their products. My previous Internet departments sold 60-70% of the new and used vehicles. We worked ISMs, cradle to grave. We only got credit if the customer asked for an ISM or it was an appointment.
