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 Look Before You Leap
Marketing is Measuring
Look Before You Leap
Plan first and plan on success.
As the saying goes, "A good plan today is better than a great plan tomorrow." Well, not so
fast. We all say it, but when it comes to your marketing plan, is it really true?
As an auto dealer, you are constantly marketing. Television, radio, newspaper, the Internet,
direct mail… you do it all. But why? Why have you chosen that specific approach? Why do you
spend X% of your budget on television, Y% on newspaper and Z% online? What is the best way
to approach customer acquisition or to entice past customers to return?
Putting together an integrated marketing plan for your dealership can answer these and more
questions and help you make the most of every marketing dollar you spend. But often times
strategy is swept aside or forgotten all together in favor of focusing on tactics. The "how"
takes precedence over the "what."
But Determining "what" to do (strategy) will always be more important than "how" you do it
(tactics). Without a great strategy, any success your marketing has is a matter of luck
__you're throwing darts in the dark.
So let's revisit the question we opened with? Is a good plan good enough? At Dealer Impact,
we don't think so. In fact, we think there's nothing more important than your marketing plan.
That's why we include expert marketing consulting with every contract our clients sign.
Because the difference between doing something and doing the right thing is quite a large
matter.
Marketing is Measuring
If you don't know your history, you're doomed to repeat it.
In order to know where you're going, it's important to know where you've been. It's the same
in life as it is in business. And in no area of business is that more true than when it comes
to your marketing. When you know how each and every aspect of your marketing is performing,
you can take control of your message, your sales and, ultimately, your dealership.
By using Dealer Impact's proprietary tracking and reporting system in conjunction with the
i-Deal Marketing System, our clients can see what aspects of their marketing mix are
bringing in the most leads and are begin converted into the most profitable sales. They
can see which members of their sales team are following up appropriately on leads and
evaluate their performance objectively. And, because they know which marketing approaches
and strategies are most effective, they are able to more efficiently allocate their
marketing dollars.
FW Wollworth is credited with saying, "I know that half of my advertising budget is wasted.
The problem is that I don't know which half." But none of your marketing budget has to be
wasted. It can go where you want it to go and achieve the results you want it to achieve.
It's happening everyday at Dealer Impact.
To learn more about how Dealer Impact helps it's customers plan and execute top-notch
digital marketing programs, email us or
contact your Dealer Impact representative.
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Sirius locks in DaimlerChrysler until 2012
November 1, 2005
Source: just-auto.com editorial team
DaimlerChrysler’s US operation has extended its exclusive deal with Sirius Satellite
Radio until September 1, 2012.
The agreement includes all Chrysler group and Mercedes-Benz vehicles as well as
Freightliner Trucks.
read more
Brazilian start-up offers minicar for land of SUVs
By Todd Benson
Sun Oct 30, 2005
SAO PAULO, Brazil (Reuters) - When a little-known company from California placed a $1
billion order for Smart minicars from DaimlerChrysler
last spring, the struggling auto giant said thanks, but no thanks.
So the company, an environment conscious alternative vehicles distributor called ZAP,
went shopping, and found what it was looking for -- in Brazil. There, a small start-up
called Obvio! was busy developing a sporty and economical minicar for export.
read more
Ford unveils the "mobile office" at SEMA
Oct 31, 2005
www.autoblog.com
If you’re in Chevy or Dodge’s truck division, this has to be one of those "Why didn’t I
think of that?" moments. Ford unveiled today its new mobile office system in the custom
"General Contractor" F-250 Super Duty on display at SEMA.
The mobile office package, which goes on sale in 2006, is a built-in computer with GPS,
wireless broadband, digital camera and printer that is designed to allow a contractor to
bid jobs, order and purchase parts and materials, and process payments while ‘on location’
from their truck.
read more
Check out the latest Virtual Dealership solutions from Dealer Impact Systems:
www.sheridanautofamily.com
www.sheridanmazda.com
www.sheridanfordusa.com
www.biggersmitsubishi.com
www.pearlautos.com
www.galenboyer.com
www.dicksmithford.com
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