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Car dealers have no shortage of choices when it comes to how to spend their money. The growing need for "smart dollars" to help dealers achieve the highest ROI is making it necessary for stronger data discernment.

We all have the data available to us. Sometimes, there's too much data. It's important to break it down in a way that is meaningful and allows dealers to take actions based upon where the numbers are pointing. This can be in the form of targeting locations, parsing out individual models to focus on through different channels, and putting dollars towards online and offline venues that reach a particular demographic.

An article we read from String Automotive breaks it all down very nicely. As they put it, there are decisions that are made at the macro level and decisions that are made at the micro level. It's not just about picking out the right vendors or putting more or less dollars to different marketing channels. It's about identifying how best to position every dollar spent so that the maximum return on investment can be achieved.

One of the most important things to consider when you're building and enhancing your strategies is that the data allows for decision making on the macro and micro levels. We see trend reports, analytics, and test cases that can influence decisions on both sides of the spectrum.

Dealer no longer have to be in the dark with their advertising. With the right data and an intelligent engine deciphering it, car dealers can know where and how to spend their budgets to get the most for their bucks.

Read more on String Automotive.

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Dealer Takes Risk with "Keys in a Box" Video

There are times when a dealership knows they simply need to give it a shot. Sometimes, the risks involved with a video, particularly one that is attempting to be funny, can be too high. That didn't stop Oak Lawn Toyota from putting out a video spoof of the SNL skit "D**k in a Box".

The execution was excellent. They used the right equipment, the right people, and a song quality that was professional. It is being well-received so far; out of 35K views to date, it has over 300 thumbs up and only 14 thumbs down. One YouTube commented wrote, "I actually want to drive 3500km to get to that dealership and buy a car from there. If only they would allow Canadians to buy a new car from America."

According to DealerKnows:

Keys in a Box. It’s being called the “single greatest video ever produced by a car dealership.” And it was from the mind of DealerKnows’ very own Joe Webb.  Nonetheless, beyond the concept and a few lyrics I fashionably reverse-engineered, all the credit goes to our clients: the team at Oak Lawn Toyota and their Internet Manager, Joe Mallet, for amazingly parodying “D*ck in a Box” from SNL’s Lonely Island and Justin Timberlake.

Watch the video on DealerKnows.

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KNOW Where to Advertise with Geo-Coding

Have you ever dealt with a PPC company that asks you a few questions up front and then goes on for months, even years without gathering more data from you? Have you ever wondered how they can know what and where to advertise for you if they aren't collecting data? If you've never wondered about either of these things, you're doing just fine. Nothing to see here.

If, on the other hand, you've asked these very questions and wondered where the answers lie, then the solution is relatively easy and pretty darn cheap. For $5 per year, you can take advantage of Google's own tool to help you map out where your advertising is working, where it's not, and how to fix it.

In this article on Dealer Refresh by Dan Mondello, he gives a step-by-step look at how to take advantage of this simple but powerful analytics tool.

How far, on average, are your customers willing to travel to purchase their next vehicle from your dealership?

Read more on Dealer Refresh.

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