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.
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...
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:
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...
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).
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...
Edifice Automotive stands out from the competition because we have a laser focus on helping dealerships sell more cars. When you partner with us, you can be assured that we have helped dealerships increase their sales by with our Multi-Channel Marketing Solutions. Edifice harnesses the power of Big Data so that you can get more foot traffic to your dealership, an increased sense of trust from potential car buyers, and more monthly sales as a result. You won’t get these results from a digital...
If you’ve been having a hard time finding new leads, you may actually be sitting on some pre-existing leads that you’ve been overlooking. Have you checked your customer relations management (CRM) data lately?
Are You Focusing Too Much On Attribution and Conversion? The way that people buy cars today has drastically changed as digital marketing itself keeps evolving. Just a decade ago, auto dealers used to buy leads that were hastily thrown together with only about a 3-5% conversion rate on account of most people filling out entry forms for sweepstakes rather than being interested in buying a car. The lead giant Autobytel sold millions of leads to dealerships around the country, but conversion was...
