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I apologize! I just saw this response!I simply meant that our profit margin per unit in some areas have decreased and we should be cognizant of this as we adjust our advertising/marketing dollars. We don't have to be everywhere our competition is. We have to make our dollars go as far as we can by strategically placing and investing it. IF we just go where everyone else is (like an at or a cars) we don't get the same visibility and often times get flushed past page 4 where most don't even visit. Each source has to be tracked fully and it must be done 100% of the time. It is not impossible... it just needs buy-in. Once you do track, you can make strategic decisions and not base it on what others "say" but what really does work for your specific location. I have done this in more than one dealership in completely different regions with completely different franchises and management ... so, I feel confident saying that this strategy and focus will help cut your budget and allow you to move the needle significantly.
I apologize! I just saw this response!
I simply meant that our profit margin per unit in some areas have decreased and we should be cognizant of this as we adjust our advertising/marketing dollars. We don't have to be everywhere our competition is. We have to make our dollars go as far as we can by strategically placing and investing it. IF we just go where everyone else is (like an at or a cars) we don't get the same visibility and often times get flushed past page 4 where most don't even visit. Each source has to be tracked fully and it must be done 100% of the time. It is not impossible... it just needs buy-in. Once you do track, you can make strategic decisions and not base it on what others "say" but what really does work for your specific location. I have done this in more than one dealership in completely different regions with completely different franchises and management ... so, I feel confident saying that this strategy and focus will help cut your budget and allow you to move the needle significantly.
