I heard a story about a prospect who came into a dealership and was asking about the television ad they had seen. It was a GM “Sign and Drive” campaign with no money out of pocket. After investigating the situation a bit more, the salesperson determined that the campaign was for their competitor in another part of town. When the salesperson went to the competitor’s website, the offer was nowhere to be found and the dealer wasn’t even highlighting any special! It was an interesting look at how dealers (and even vendors) view their websites – as a place to showcase their inventory, rather than the most important ad for their business.
By Nicole Milkovich-Search Engine Optimization Specialist
Using a combination of smartphones, tablets and desktop computers, consumers are online more than ever before. You count on the last quarter of the year and holiday seasons to bring good tidings and high organic search traffic. So why are we saying to expect a decline? Data doesn’t lie.
By Joe Tarell- Performance Improvement Consultant
When the Internet caught hold in the 90’s, consumers became more educated about what they should pay for a new car. Subsequently, many dealers adopted new tactics (like adding more services and accessories) and refined old ones to help sustain their profit margins. Today, the Internet continues to erode these areas even more and according to NADA, new car sales profits keep declining. So what’s a dealer to do?
By Jon Quade - Performance Improvement Consultant
Ah, yes… the home run of the automotive ballgame: conversions. Before we dive in to that Hank Aaron-ish measure, though, let’s look at base hits and sacrifice flies: KPIs. Key Performance Indicators can vary widely, from email leads to clickthrough rates, from bounce rates to repeat visits and more. The problem with traditional KPIs is…
At the end of the day, what matters is how many cars you sell. So when it comes down to measuring your advertising performance, the only numbers you should care about are the ones that have been proven to lead to a sale. What’s the RBI of your KPI’s? Which KPI’s belong in your starting lineup?
Chris Brown, General Manager at Subaru of Puyallup, has been in the car business for nearly 20 years. For most of that time, he was convinced there had to be a better way to do business, for both his customers and employees. About 5 years ago, he decided to define a strong “Why Buy” message and start doing business a little differently than most of his competition. Recently, I sat down with Chris to learn a little more about his dealership.