Digital Dealer - February 2018 - 22
By Jim Boldebook
Founder,
CBC Automotive
Marketing
// Advertising
& Marketing
5 Ways to Power-Up
Your Advertising
Effectiveness!
There are a lot of
ways to power-up
your ad effectiveness.
Here's my top five!
1. RESEARCH. Now,
more than ever, you need
real-time feedback on
the media habits of your
customers to get some
sense of the cumulative
attribution leading to your
sales. Surveys and polls
from outside firms don't
cut it. Keep it short...
no more than 40 questions on one page. TIP:
Do it in finance or within
the delivery timeframe.
Not every customer will
participate, but if you can
get accurate compliance
on 50% of deliveries,
you'll have a substantial
competitive edge. If you'd
like a free 'whitepaper' on
a very effective process
of 'ambassador research,
email me and mention this
article.
2. GET THE RIGHT
ADVICE. Advertising
agencies have changed
dramatically over the past
20 years. Some have kept
up with the digital wave.
Some haven't. Some
agencies have vertically
integrated complete digital
22
FEBRUARY 2018
services within their firms.
Some have partnered
with other vendors. In
that same time, scores of
digital companies have
emerged, each claiming
to deliver the holy grail
of attribution. You need
one good adviser who
can balance total media
D I G I TA L D E A L E R . C O M
integration with your best
interests in mind. Most
importantly, someone who
can work within a budget.
3. GET THE TEAM
INVOLVED! I've recom-
mended this strategy in
numerous articles over the
past 20 years and have
had great feedback from
dealerships who took the
advice seriously. Whether
you have 30 employees
or 300 or more, you have
an opportunity to engage
your employees in one
of the largest and most
important line item spends
on your statement. Your
employees represent an
excellent cross section
of economic demographics. First of all, they are
working! Most drive a
vehicle and probably most
live near your dealership.
Most, if not all, engage
in some kind of digital
social networking, as well
as traditional media. Lay
out your marketing plans.
Discuss your 'brand' with
employees. Ask for their
feedback on media habits.
How do they shop? How
are they influenced?
Include everyone in every
department. How about a
marketing advisory team
with members from every
department meeting with
your advertising person
once a quarter to offer
feedback on both creative
ideas and media spend.
4. DON'T ABANDON
TRADITIONAL MEDIA.
Yes, the digital band-
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - February 2018
Digital Dealer - February 2018
Contents
Letter from the Show Director
Seven Ways to Become More Coachable
Succession Vision Quest
Diseconomies of Scale: New Normal for Many Growing – Decentralized Groups
The Greatest Opportunity Comes at a Time of Shortage
A Blueprint to Sales Training
5 Ways to Power- Up Your Advertising Effectiveness!
Digital Dealer 24 Conference & Expo Featured Speakers
Pay Plan? I Donno It - I Just Get a Check Dude
EPA Administrator Scott Pruitt: Growing Business and Protecting the Environment
5 Reasons Car Dealers Should Be Concerned with Fraud
10 Reasons Every Dealership Needs a Written Content Strategy
3 Key Metrics for New Car Success in 2018
What the Hospitality Industry Can Teach Us About Dealerships of the Future
Digital Dealer - February 2018 - CT1
Digital Dealer - February 2018 - CT2
Digital Dealer - February 2018 - Digital Dealer - February 2018
Digital Dealer - February 2018 - Cover2
Digital Dealer - February 2018 - 1
Digital Dealer - February 2018 - Contents
Digital Dealer - February 2018 - 3
Digital Dealer - February 2018 - Letter from the Show Director
Digital Dealer - February 2018 - 5
Digital Dealer - February 2018 - Seven Ways to Become More Coachable
Digital Dealer - February 2018 - 7
Digital Dealer - February 2018 - Succession Vision Quest
Digital Dealer - February 2018 - 9
Digital Dealer - February 2018 - 10
Digital Dealer - February 2018 - Diseconomies of Scale: New Normal for Many Growing – Decentralized Groups
Digital Dealer - February 2018 - 12
Digital Dealer - February 2018 - 13
Digital Dealer - February 2018 - The Greatest Opportunity Comes at a Time of Shortage
Digital Dealer - February 2018 - 15
Digital Dealer - February 2018 - 16
Digital Dealer - February 2018 - 17
Digital Dealer - February 2018 - A Blueprint to Sales Training
Digital Dealer - February 2018 - 19
Digital Dealer - February 2018 - 20
Digital Dealer - February 2018 - 21
Digital Dealer - February 2018 - 5 Ways to Power- Up Your Advertising Effectiveness!
Digital Dealer - February 2018 - 23
Digital Dealer - February 2018 - Digital Dealer 24 Conference & Expo Featured Speakers
Digital Dealer - February 2018 - 25
Digital Dealer - February 2018 - 26
Digital Dealer - February 2018 - 27
Digital Dealer - February 2018 - 28
Digital Dealer - February 2018 - 29
Digital Dealer - February 2018 - 30
Digital Dealer - February 2018 - 31
Digital Dealer - February 2018 - 32
Digital Dealer - February 2018 - 33
Digital Dealer - February 2018 - Pay Plan? I Donno It - I Just Get a Check Dude
Digital Dealer - February 2018 - 35
Digital Dealer - February 2018 - EPA Administrator Scott Pruitt: Growing Business and Protecting the Environment
Digital Dealer - February 2018 - 37
Digital Dealer - February 2018 - 5 Reasons Car Dealers Should Be Concerned with Fraud
Digital Dealer - February 2018 - 39
Digital Dealer - February 2018 - 40
Digital Dealer - February 2018 - 41
Digital Dealer - February 2018 - 10 Reasons Every Dealership Needs a Written Content Strategy
Digital Dealer - February 2018 - 43
Digital Dealer - February 2018 - 3 Key Metrics for New Car Success in 2018
Digital Dealer - February 2018 - 45
Digital Dealer - February 2018 - What the Hospitality Industry Can Teach Us About Dealerships of the Future
Digital Dealer - February 2018 - 47
Digital Dealer - February 2018 - 48
Digital Dealer - February 2018 - Cover3
Digital Dealer - February 2018 - Cover4
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