Clean up the Ad Budget

President of Dealer World, Troy "turbo" Spring talks straight about the Ad budget and spring cleaning it.

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Comment by Craig Lockerd on March 29, 2012 at 3:40pm: My friend you are soooo right! Takes me back to the last store I ran and you're right,lots of great "pitches" out there and some very hard to say no to,and I ended up having a huge budget that was just partially effective,based soley on getting lucky and hitting on a couple of the mediums that did work in my market

Great info my friend.

Comment by Troy Spring on March 29, 2012 at 12:29pm: Agreed David on all points.

Comment by David Johnson on March 29, 2012 at 12:23pm: Great advice Troy. Too many times we hear digital guys talk as if it's the end of traditional marketing and the internet is way to go. But as Bobby Compton said, "...in many markets; print, radio, T.V., mailers, digital and most advertising mediums work in conjunction with each other."

The real power lies in making all these mediums work together, after all digital marketing is just an ingredient, not the whole entree. Together though, with the right mix and the right chef, any dealership can create a tasty dish!

Comment by Troy Spring on March 29, 2012 at 12:09pm: Even our friend Bobby Compton by the way, or Andrew Myers with his videos... There are some great programs out there.

Comment by Troy Spring on March 29, 2012 at 12:07pm: Thanks for the comment Tom, I think that digital marketing is really important to every store right now. However, it seems to be shiny and new still to most dealers and most dealers really do not understand it. If you you are going to jump in that game and spend BIG dollars you need to have someone who really knows what they are doing to quantify that spend. Traditional media is still the RIGHT now, traffic on your lot today media that can even push your online websites etc. Take a guy like David Johnson, who you and I know so well and let him do his thing on the digital side of the budget and that would compliment a great traditional buy perfect. That is why I mentioned 80% -20% If you are a radio market and you spend 40K on radio, you still have 5-10 to spend on digital or other. I would never advocate not spending on digital, I would just warn dealers to be careful how much they depend on it for this weekends traffic.

Comment by Tom Wiegand on March 29, 2012 at 11:53am: Great advice, Troy! What advice do you have for the many dealerships investing more and more of their advertising budget in internet, yet when asked to define results don't have definitive answers? Direct mail is easily defined. Too many dealers tell me internet isn't.

Comment by Troy Spring on March 29, 2012 at 11:31am: Bobby, I see your point and always love your content. You are right about reach and frequency, but if the dollars are spent to thin it is hard to get any grip in one area. I think from my experience, owning a market in the strongest of mediums that market has consistently paid off. I am sure there are markets that are not as easily defined as a medium sized radio market like a Harrrisburg, PA. Those markets may in fact need a more diverse selection and spend. Thanks for your comment, I know we have enough mutual respect for each other to always share our thoughts openly... BTW love the black belt stuff.

Comment by Ernie Kasprowicz on March 29, 2012 at 11:07am: Terrific advice! What you are saying makes perfect sense. The time spent with what you are talking about will surely payoff.