- Nov 30, 2009
- First Name
I'm going to give it to you straight.
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Any platform that gives people the "option" to supply their phone number clearly doesn't have a dealerships best interest in mind. From what I understand, people are ignoring emails more than they ever have, and marketers are transitioning into more suitable methods of reaching out to customers. SMS seems to be the place!
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In my opinion, this could be why your campaign flopped with AutoTrader so heavily. That alongside little to no exclusivity to leads - people tend to submit their information multiple times, to multiple dealerships. It can be extremely hard to convert somebody when they're simultaneously sending their information to multiple dealers - starting an all out bid war if you ask me.
Let's not forget, using platforms like AutoTrader, Cars (dot) com, and CarGurus, those that have the most affordable price for a vehicle will almost ALWAYS win the customer. Turning marketplaces like these into one large contest to see which dealer can provide bottom dollar on a vehicle.
This is why I've fallen in love with media buying on social platforms, like Facebook for instance. You can target people through creative angles, without discussing price, or setting any objective. So your sales guys can do their selling, and you're affirmed you'll be getting top dollar for your vehicle.
I wrote a HUGE tutorial on running Facebook Advertisements for dealerships. I suggest you give it a read, and ask questions if you have any. Would love to point you in the right direction!
great info, maybe we need to connect!