Let’s talk about your inventory and a few small, yet effective, changes that can help move units. You may have some of the previous year’s models left in your new inventory, as well as some old age units you need to get off your lot. Below are suggestions that you can tailor to your dealership, your market, or to highlight the vehicles your customers are looking for now.
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Every business today, regardless of industry, relies on leads and new business to thrive. However, we find that some auto dealers fall prey to marketing partners that dazzle them with promises of sky-high performance metrics. Metrics are inflated for a wow-factor, leaving companies stuck in a contract without seeing the promised outcome.
We find that some dealers are focused on finding new ways to stand out from the competition and unknowingly give in to slick agency pitches filled with misleading promises about tripling leads. What dealers need from a marketing partner is transparency, consultation, and actionable advice. If you find yourself facing a ‘too good to be true’ pitch - ask direct questions about how the company quantifies their data. What does the provider consider a lead? Can you see a breakdown of the data behind the metrics? Seek answers because not all leads are created equal.
Debunk the junk: Fact or fiction?
You need a marketing partner, not just a provider. The process of driving leads is a priority for dealerships big and small. When it comes to leads, the expression “quality over quantity” could not ring more true. What does your digital marketing company or website provider count as a lead – a visit to the hours and directions page? There’s a chance your provider counts this page visit as a lead, backing it as customer intent to visit the dealership – however, the problem is that this is not a true lead. That web visitor may never step foot in your dealership or purchase anything from you either.
A true lead should be tangible - a form submission, a phone call, or contact information (email, phone number). These customers are ready to buy, and more importantly, they are ready to buy from you. GSM focuses on quality of web leads over quantity. Any marketer can drive hundreds, even thousands, of leads to a website – but, that doesn’t mean those leads will convert to a sale or have high purchase intent. Driving quality leads is about being efficient in targeting and attracting consumers that are closer to purchase, to your website.
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Customer information (name, address, email, phone number) is privileged information. When this information is inadequately secured, your company or dealership could be risking millions of dollars and your company’s reputation. Take the biggest retail hack in history as a lesson: Target. In 2013, 40 million credit card numbers, and 70 million addresses, phone numbers, and email addresses were stolen because employees did not follow an established data security procedure. Today, Target is still suffering the results of this breach, with gross expenses totaling $252 million and counting.
It’s not just security breaches that we should be concerned about, but also the adherence to customer requests. If a customer requests that your dealership not contact him or her via phone, email, text or direct mail, it is your responsibility to adhere to those requests and share this information with your marketing agencies. Communicating this request to all marketing agencies is particularly important if communications are sent over multiple platforms because your reputation, and financial security, is at stake