I'm so sick of hearing about traditional media spends being compared to online media spends. TTT is right, if you look at what is being spent on traditional media, it is a fraction of what it was a few short years ago. We're spending millions less per year in traditional media than we were 5 years ago. I'm not going to get into exact figures, but I can say that in the last five years we've gone from spending 6 figures on online media per year to over 7 figures.....might that be where a good chunk of that traditional ad budget went?
Also in the last 5 years we've gone from spending on the high side of 5 figures to ATC per year, down to $0 per year. Guess what? We're still in business! I recall one of my ATC reps saying we're going to go out of business if we're not on ATC. Maybe it is because our local Toyota ad agency subsidizes the basic listing package for ATC that is keeping us going. Out of our 11 franchises, we're still around because we have Toyota on ATC. Yeah, that must be it. I'd hate to see what happens if our ad group ever decides to go with Cars.com......I might have to get rid of my new car, kill my vacations, and sell the house!
Sorry, I'm being silly, but I had to stoop down to the typical argument I get into with people from ATC because they just can't comprehend that we can survive without them.....actually, survive isn't the right word - "thrive" is much better.
Amy - you mentioned "ACCOUNTABILITY" - will you please explain how ATC is accountable for reporting, support (mainly in Atlanta), keeping feeds shut off when asked, and taking responsibility for inventory removal.
Also in the last 5 years we've gone from spending on the high side of 5 figures to ATC per year, down to $0 per year. Guess what? We're still in business! I recall one of my ATC reps saying we're going to go out of business if we're not on ATC. Maybe it is because our local Toyota ad agency subsidizes the basic listing package for ATC that is keeping us going. Out of our 11 franchises, we're still around because we have Toyota on ATC. Yeah, that must be it. I'd hate to see what happens if our ad group ever decides to go with Cars.com......I might have to get rid of my new car, kill my vacations, and sell the house!
Sorry, I'm being silly, but I had to stoop down to the typical argument I get into with people from ATC because they just can't comprehend that we can survive without them.....actually, survive isn't the right word - "thrive" is much better.
Amy - you mentioned "ACCOUNTABILITY" - will you please explain how ATC is accountable for reporting, support (mainly in Atlanta), keeping feeds shut off when asked, and taking responsibility for inventory removal.
