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Have you ever gone dark on a marketing channel to see what happens?

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by Dan Sayer, Dec 3, 2018.

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  1. Dan Sayer

    Dan Sayer
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    First Name:
    Dan
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    Anderson Auto Group, LLC
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    Would that be more like not wearing deodorant to see if you actually stink (I smell like a rose) or like a major league catcher risking it all and not wearing a cup just to feel the rush:rocks:?

    Either way, I've gone dark on Classified before but got scared and re-upped too soon to measure (got a better price though LOL). I've also seen inadvertent black-outs on mailers and TV because the vendor screwed up the drop or spot but the store had a good weekend regardless because they THOUGHT it was running.

    Anyway, have any of you gone dark on all SEM/Dig Ad to see what happened? Curious. I feel like @Steve Stauning@Steve Stauning would know someone who has...
     
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  3. Alexander Lau

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    I've worked for a few dealers that have gone dark (a few months) to test just that. Actually, it proved to be beneficial, they killed a bunch of channels and didn't see a dent in their sales. Dealers don't want to waste money. I don't blame them. Especially with bad "SEO / Content Marketing," piss poor "Social Media Management (both organic and paid)," "Reputation Management," etc. A ton of false positives.
     
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  4. Zhendrix

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    John Clavadetscher from Cars.com wrote a great article a couple years ago that included recommendations for over-riding your cognitive biases by using empirical data to drive decisions. One of those suggestions being to go dark and test. I often reference and use this article. Thanks John, if you're still out there!

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  5. john.quinn

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    Back in the day, we 100% cut-out TV, Ummmm... this was probably '04 or '05ish, more a big deal back then than it would be today. Gave that budget back to the owners, never noticed a thing, except that our PVRU dropped to $250ish a unit. At 700 units a month, it added-up quick.
     
  6. ChrisR

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    Testing this out now, not seeing any real value in a majority of 3rd party sites. We dialed back zip code/radius for leads on the others we are keeping. the 66% jump in Gurus' pricing was enough to get a cancellation letter (was underperforming at the previous rate as is).

    Will see if anything needs to get re-activated after the new year.
     
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