What is your answer

If you only had $40,000 dollars to spend for the month for advertising. Where would you use it to reach your targeted market. Would you target the 8 pm to midnight run on TV? would you run drive time on Radio. Would you Saturate your zone with mail? Would you bring in an event team. Let's read your thoughts.

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Permalink Reply by Dallas Dodge Chrysler Jeep on July 21, 2010 at 6:48pm
I would maximize my Internet Operations and I mean all of my internet operations. I would invest in training my existing sales force to handle the internet traffic. Have all the bells and whistles my site could take to receive the maximum exposure in my PMA and within a 500 sq mile radius beyond. Invest in branded microsites for most popular new and used inventory. In short I would try to position our Internet ops to dominate the market. Reiterating sales force training. My store could be swamped by phone, in person and by email 24/7, if my people dont know how to convert, whats the point?
Permalink Reply by Christopher Regan on July 21, 2010 at 6:51pm
Bill:

Let me make some assumptions, as practically as I can for this topic's premise:

+ You are a client that has 5 dealer locations, with 5 & 1 (latter is a corporate presence) websites.
+ Deep down, you'd like to get both a bump from a quick month's spend and some impressive residual effects.
+ Spend 15K on SEO, 15K on PPC/PPC display advertising, and 10K on sales/CRM training.

Chris
Permalink Reply by David T. Gould on July 21, 2010 at 6:54pm
70% Conventional / 30% Digital - Local Cable TV, Radio, Direct Mail focused in tandem with digital campaign(s) promoting the same. Trackable phone #'s to verify results... I doubt you are going to saturate your market with conventional advertising and that budget, however, I do think you could get your message to a more focused group of potential buyers by using geotargeting and demographics. I would not put too many eggs in one basket (ie... event team).
Permalink Reply by David T. Gould on July 21, 2010 at 7:09pm
Kind of like the chicken and the egg... If you have to wait to fix your "process" to spend on promotion it could be a quiet sales month. I'm not suggesting you "piss off" potential customers, but I am suggesting you continue to drive as much traffic as possible while you make your fixes. I have seen the effects of waiting for the perfect process paralyze sales (particularly internet) to the point that good people can't afford to stay long enough to get your processes started. Process is important... Having too much traffic sounds like a good problem. Good Selling! DTG

Craig Lockerd said:
Actually I look at it this way....Let's say that is double what you normally spend and that is bringing you in 500 "ups" a month and you are closing 20% or 100 deals a month.....losing {pissing off} 400 people per month,spend $40,000 rather than $20,000 now instead of pissing off 400 now you are pissing off 800 potentially....... Forget the above example and just say 40k is your monthly "Ad Budget".....it always comes down to doing a better job with the traffic you already have......I know people that own marketing companies and ad agencies need to make a living but....wow....develop the people you have to take care of the clients you already have coming in your door now....when that is near perfect...THEN get new clients.
Permalink Reply by Mike Fishbaugh on July 21, 2010 at 7:27pm
I would reach out on the radio waves...I would find out from my sales and service clients what radio stations they listen to most. Target my dollars on those stations and put a HUGE HOOK in the ad to get the customers in the door. Have balloons, banners all in the showroom as well as customer lounge. Radio advertising is down and airtime is cheaper than it use to be. Plus if you use an ad agency like mine...they should get more bang for your buck

Your current clients are the best source of where your ads dollars should be spent.
Permalink Reply by Christine Conley on July 21, 2010 at 7:48pm
We use Auto Revenue and I can agree with them... they do a fantastic job with email blasts and such... Always see a good ROI on ours and Matt ( our contact ) is a gold mine. Send him a basic idea and he comes back with a great format that is eye catching and professional.

Mitch Chatlin said:
Rob if you are looking for a service and sales retention tool than you should contact me. I am with Autorevenue and I promise yout that we are truly a "diamond in the rough" with our digital-multi channel marketing approach. I look forward to hearing from you.

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
Permalink Reply by Craig Darling on July 21, 2010 at 8:59pm
The Best SEO and growing is Adzzoo. about 6K a year for 100 mile radius. Top search engine placement in about a week or money back. You can find a link to it on my web site www.viralmarketplace.com

David T. Gould said:
You would or you are! Go get'em Rob... Good Selling, DTG

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
Permalink Reply by Rob Fontano on July 21, 2010 at 9:29pm
Actually it was retorical. We dedicated ourselves to a long range marketing strategy from the get go. The residual advantages to focusing on marketing your own database and a strong SEO/SEM strategy are priceless.

Moving forward branding your store so that it matches your search and website startegy builds a long term payback. At a minimum you should have 30% of your marketingf budget aimed at your internet presence. That does not mean use your marketing budget for traditional tv, radio, and print then try and find resources to fund your digital marketing plan. My motto is "It is cheaper to get ahead than it is to catch up"

Christine Conley said:
We use Auto Revenue and I can agree with them... they do a fantastic job with email blasts and such... Always see a good ROI on ours and Matt ( our contact ) is a gold mine. Send him a basic idea and he comes back with a great format that is eye catching and professional.

Mitch Chatlin said:
Rob if you are looking for a service and sales retention tool than you should contact me. I am with Autorevenue and I promise yout that we are truly a "diamond in the rough" with our digital-multi channel marketing approach. I look forward to hearing from you.

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
Permalink Reply by David T. Gould on July 21, 2010 at 11:48pm
@ Craig, do you mean SEM? You've set a very high bar for SEO in a week. Good Selling, DTG

Craig Darling said:
The Best SEO and growing is Adzzoo. about 6K a year for 100 mile radius. Top search engine placement in about a week or money back. You can find a link to it on my web site www.viralmarketplace.com

David T. Gould said:
You would or you are! Go get'em Rob... Good Selling, DTG

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
Permalink Reply by MANNY LUNA on July 22, 2010 at 3:10am
Who sells the cars? The salesman!
2000 week is spiffs =8000
high gross deal of the week 500.00, most units sold in a week 500.00 two winner a week.CIF!!
4000.00 in pulls from 25.00 to 250 for cars sold and done! CIF!!!!
7995 for S.M.A Alliance Credit Union Dealers and for 8 news press releases to get your store rank #1 on the web. We will be you # 1 lead source !!!!!
We did this with Planet Ford 59 in Houston, Tx and they went from 60 used cars to 130 there first full month!
thats 16000.00 and this will be your best of them all!
Take some of whats left and train your crew !You will need it with Credit Union Customers, 1500 phone ups and over 450 email leads coming in.

Im just a car man !

PS. spiff your desk mgr too! you will get more out of them.
Manny Luna
http://www.smaauto.com/
Permalink Reply by keith millard on July 22, 2010 at 9:36am
TV-6 and 10 news, and internet banner ads
Permalink Reply by Stuart White on July 22, 2010 at 4:16pm
You could use the Google Optimizer Tool and/or Bing Ad Center to maximize your reach in the most cost effective way.

That would save you the cost of hiring an additional employee.

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.

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