How To Have Your Automotive Ad Agency Achieve Some Terrific ROI

September 6, 2010


One of my basic rules for social media:

  • Inject social media into traditional advertising. 

Although digital marketing might not be as old as television and radio it gives you a great opportunity to reach out to your customers.  Creating a newsletter using your Blog content will connect with your database.

These three examples are taken from a Social.Motive sldie show.  They demonstrate regardless the size of your database you can expect some great results.  Each of these newsletters would cost $500 to $ 1,000 if created from scratch.  In a good social media program they are just an added benefit.

  • Open rate in these three examples ranged from 18% to 32%.   You really should be doing this once a month if you want to effectively own your customers and grow your market share.  This is great ROI! 

If your Automotive Ad  Agency or staff is not prepared to execute give us a call.  We put in the game  in a very short order.


Tell Your Automotive Ad Agency To Add Email Marketing To Social Media

April 12, 2010

If your looking for a marketing idea where 1 + 1 = 3… Look no further!

 Is Social Media a threat to email marketing.  Absolutely not! 

Don’t get pushed into thinking email and social media are not compatible. The truth is social media is going to make email marketing more effective. 

 “Even though people are spending more time using social media, they are not abandoning e-mail,” said Debra Aho Williamson, eMarketer senior analyst and author of the new report, “Maximizing the E-Mail/Social Media Connection.” “The two channels can help each other, offering the opportunity for marketers to create deeper connections.”

While most dealers are looking for ways to engage in social media the dealers who are ahead of the curve are quickly realizing the impact it can have with email marketing.

The ability to use your social content and direct to your already prolific email lists is a huge opportunity.  For years dealers have wondered how often they should connect with the customer list.  Generally dealers settle for once a quarter simply because the time and energy it takes to put together a newsletter.

Your blog however should have all the content you’ll ever need for a newsletter.  So if you’re ready to have them work together lets get started.

Here’s all you need to do get you newsletter out at least once a month.

  • Go to ConstantContact and open an account. 
  • Load your email data base. You may want one for customers and one for prospects.
  • Build a template for your newsletter and use your blog head as the header. Don’t make it a dealership newsletter but a blog newsletter.  
  • Don’t get fancy.  Make sure the reader can see three headlines when the open the email.  Only put two or three lines of blog underneath the headline.
  • Have read more button that takes them to the complete article on you blog.
  • Keep the sales side out as much as you can.  We are suppling relevant value oriented content to our owner base.
  • If you must sell make it short and about service.

Use your blog data to see which blogs are being read the most.  Select these for your newsletter.

This is just one simple way to integrate email and social media.  

It really should be the first step you and your automotive ad agency take. 

Don’t ever think  email marketing or social media are one dimensional.  Put your marketing hat on and your sure to come up with many more.


Pay Performance Model Drives Dealership Traffic

January 14, 2010

Pay-For-Performance Models – There like one big Payday.

Does It Works for Dealerships?

 I found a model that does.  The time is right for you or your automotive advertising agency to take a look at this type of promotion.  

Dealerships are used to paying for internet clicks and impressions, as well as paying for leads.  But what about Pay-For-Performance based on actual sales?

Today with technology and new models available, Pay-For-Performance programs are becoming reliable and efficient in delivering sales.  In short, they aren’t just driving dealership traffic but real results and you pay only when you sell a car.

What criteria make for a good Pay-For-Performance program?  Here are a few items:

1)     Analytics – Good Pay-For-Performance programs have solid analytics based on lifestyles and buying characteristics in YOUR market not on national averages.  This allows the program to identify and target customers similar in lifestyle to the dealership’s own customers when creating a marketing list.   

2)     Marketing Lists – Know the make-up of the marketing list.  The marketing list will almost always be created from the dealership’s own data base and prospects in the market. Ask how the lists was created, especially how the prospects were identified.  Key items:  Lifestyles and characteristics of the prospects and are they in the ‘buying cycle’.

3)     Marketing Lists [new campaigns] – If you are planning to run more than one campaign, make sure the marketing company changes the marketing list for each campaign!  Your marketing lists should always change based on ‘buyers in the market’ cycle.  Every good automotive ad agency knows buyers come in and out of the market.

4)     Exclusion Lists – Every Pay-For-Performance program should have an exclusion list.  This is a list the Dealer provides and eliminates the low hanging fruit.  Customers placed on the exclusion list are exempt, meaning dealership does not pay for these customers even if they buy. 

5)     Time Period – A Pay-For-Program should have a definite start and end date.  And you should not be required to pay for units sold after the program has ended.

6)     Reconciliation – The reconciliation should be understood 100% before getting started.  The best method: the Pay-For-Performance program furnishes a marketing list and the Dealerships provide a list of buyers that have bought within the time period.  The dealer pays only for matches excluding buyers that were on the exclusion list.  

7)     Budget Costs – Many Pay-For-Programs allow Dealership to budget the number cars sold under the program.  In other words, if you had a budget of 60 cars and you sold 72 under the program, you would only pay for the 60. This would lower the cost per car.  

8)     Staff Event or not – Pay-For-Performance campaigns should only use dealership’s employees.  Many Pay-For-Performance programs of the past were staffed events and did not use dealership sales people.  This often proved disastrous and left the dealerships with a bad reputation in the community.

Guaranteed results!  I suggest you take a look at these programs just be sure to follow the points above.  If you need any clarification email me or call.  Let me know if you’ve tried any other Pay For Performance models.