How much are you spending on advertising per vehicle sold?

[Nick Sennett]

Oh man, it's so hard. The variables are exceptionally hard to inventory and even harder to quantify. You have to look at stats Month to Month, Year over Year and then get a feel for the "trend" of the topic.

Ad performance is affected by mega trends that are completely outside your influence (bank interest rates, used car wholesale prices, the economy (local & national), the news cycle, etc). You can spend big dollars in a sh*tty market (see 2008) and it will fail.

Ck List:
--Your OEM participation. Inventory strong? Incentives hot?
--Your OEM competition: inventory strong? Incentives hot?
--YOUR impact: inventory strong? Incentives hot?
--Your local competitors: inventory strong? Incentives hot?

Next, is your marketing message boring, sterile and predictable (read: Forgetful), or, is it hot, fresh and has a strong "call to action"?

Great lessons to be learned from the best automobile marketer in our space:



That being said, whatever your marketing message is, it needs to demonstrate your businesses culture.

I worked with Mr. Fuccillo at the beginning of my career. Brilliant marketer and great guy, i worked a june in one of his sales where we sold 2020 new and 400 used hyundais.

His call to action is always amazing