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?
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.
Many car dealerships are adding social media as part of their marketing mix to engage with their customers and community. Yet, how do dealers know social media is a legitimate space to market to customers? Here are some monetized reasons why your dealership should be using social media and the most common misconceptions that should be avoided.
I was a Moneyball fan before it was cool to be a Moneyball fan. The best-selling book, Moneyball: The Art of Winning an Unfair Game, reminded me of how much I wanted to be a baseball player. But, as it turns out, my 6’4”, 265 pound frame was better suited for a football field.