THE EDIFICE BLOG

Car Marketing by Car People

Hale Soucie

June 8, 2018

At Edifice Automotive we not only have tons of experience in digital marketing, we also have years of experience in running dealerships. Several of the executives at Edifice Automotive have over 30 years of experience in the industry. This experience is what equipped and inspired them to create a company that offers solutions that specifically addresses your needs and goals as a dealer. When we partner with dealers, we make it a point to not tell you what you need, but instead to listen to your...

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Convenience: The Best Strategy For Higher Dealership Profits

Hale Soucie

May 21, 2018

Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less than $3? The answer? Convenience.

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What Are Your Dealership's Goals? What Are You Doing About Them?

Hale Soucie

May 14, 2018

We’ve seen huge changes in the industry in the last 15 or so years that have forever changed how customers shop for cars, and in turn how dealers should be engaging and selling to them. Now more than ever it is important to have a Marketing Strategy. DON’T CLICK AWAY JUST YET.

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What Is Consistent, Cost Effective Dealership Marketing?

Hale Soucie

May 1, 2018

First off, a dealership needs to keep an eye on their market share of both new and used cars. This should be done in at least two ways; against similar brand franchised dealers in their market and against all franchised dealers in their market.

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Reaching The Right People With Your Dealership's Marketing Efforts

Hale Soucie

April 24, 2018

Let's say there is a person who lives within a 15 mile radius of your dealership who is going to buy a vehicle sometime over the next six months. Let's also say that this person is considering a brand you carry and let's also say that they are even considering buying from you. Would you say that it would be to your benefit to have mail, email and perhaps Facebook (or other apps) delivering your message to this person on a consistent basis during the approximately 6 months prior to this person...

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Does Auto Brand Demand Dictate Market Performance For Dealerships?

Hale Soucie

April 16, 2018

Yes and No. Yes, less demand for your brand means less of that brand sold in relationship to other brands in your market area. That's a given. However, the demand for your brand does not have to limit your individual dealership’s performance. Your dealership can increase market share even when demand for your brand is down in a couple ways:

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Month–to–Month is Killing Dealers' Market Performance

Hale Soucie

April 9, 2018

The car business is unlike any market in the world. You are in a business where you sell something people want and need. The potential for big success is highly probable, unlike a lot of businesses that have a low probability for success (restaurants for example). That being said, car dealerships will not run themselves and most assuredly can fail. There are many reasons that dealerships fail, but almost all of them can be narrowed down to one issue: a lack of planning and the ability to pivot...

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What Is Data Attribution?

Hale Soucie

September 1, 2017

So, you have decided to try and give your dealership a leg up on local competition by implementing multi-channel digital marketing (a very wise choice).

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What is “Direct/None” In Google Analytics?

Hale Soucie

July 25, 2017

Google Analytics doesn’t always recognize where a web visitor came from or the device they used. When that occurs, the analysis says “direct/none” even though the visitor may not have come from a direct source. There are ways to analyze the data anyway, and certainly ways to fix the issue so more data can be reported accurately. Nearly every Google Analytics report has something that looks like “(direct)/(none) source” and the meaning behind this can be misleading. Visiting Google’s help center...

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