Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Brady Irvine

Brady Irvine Marketing Guy

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Secrets Revealed: The BEST Place to Advertise...

Not a day goes by where I don't see (or hear) a lot of discussion about the effectiveness of different advertising methods.

Which websites are the best for delivering traffic?

Do I need to be on Auto Trader, Craigslist or Kijiji?

Does radio still work?

Am I optimized for mobile searches?

Am I using QR codes effectively?

Does anyone read the newspaper anymore?

What the hell is a QR code again?

And so on...

While this debate carries on, many dealers jump from bandwagon to bandwagon, trying to be on the “cutting edge”, afraid to miss out on the next big thing... After all, you don't want to be left in the dark ages while your competition gobbles up your market share do you? Of course not, that's a scary thought. (Which is why the nice person selling the advertising to you doesn't forget to ask the question...)

So, we are going to answer a question right here and now which will free you from getting sucked into this debate in the future.

Where do I need to be advertising?

The quick answer is it really doesn't matter WHERE you advertise as much as it matters WHAT you advertise. The method is a distant second to the message. (Although anything you're doing in the area of braille advertising is probably a waste of money...)

Now before you discredit everything I'm saying, yes of course a site where people are actively searching for a new vehicle has a more targeted audience so it's a better place to advertise (if you're doing it properly). But, if your ad on those sites is simply your logo with no attention grabbing headline, call to action, or any of the other requirements of an effective ad, you are losing money. Even if you currently have a positive ROI, the missed opportunity should keep you awake at night.

Think about it. Whether you produce a multimillion dollar Superbowl ad, or scribble graffiti on a mens room wall, it's going to be seen by someone who owns a vehicle, and will get another one some day. Actually I can guarantee that I would sell more vehicles with the mens room graffiti than the Superbowl ad. (And with an infinitely better ROI)

So the next time someone is selling you on the next big thing in advertising, don't make your decision based on fear of being left behind. Think about who will be seeing this ad and if you can get a message in front of them that will get their attention and engage them enough to contact you. If it fits, use it. If it doesn't fit, don't worry... Your competition probably won't use it effectively either, you aren't missing anything.

 Unlock all of the community & features  Join Now