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.
×
Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

Today I was meeting with a dealer and we were discussing how much advertising has changed in such a short period of time. 


We then started talking about traditional advertising and how the days of only radio, broadcast TV (before cable), direct mail, billboards, and Yellow Pages covered all the staples of advertising. 


He then proceeded to tell me that he canceled his Yellow Pages Advertising.

 

WHAT!!!!!  You are doing WHAT I said as I picked up my notebook that I dropped in all the excitement.


He said "yes we canceled it no one goes to the phone directory any  more"


You can't do that... canceling the Yellow Pages is like leaving Old Yeller on the side of the road and the Yellow Pages has been around since 1883.


He laughed and said come on Mr. Connected iPhone, Goog411, Google Map Gadget Guy.

I know many of you would agree with this dealer and this definitely not the first time I have heard a dealer make this statement and it won't be the last time but let me provide some background since this thought also crossed my mind when I became a Google Groupie some years back.


Background: We work with dealers in the Northeast, Midwest, and South and I can lay fact to one thing.  THE BIG YELLOW DRIVES CALLS!  In fact big yellow is a lot of times the 2nd to 4th leading source of call traffic into a dealership.  WE TRACK IT!


Back to my story: I asked how did you determine the Big Yellow has to go?


His Reply: No one uses it


My Reply: You mean you don't use it


His Reply: Our agency said it was a waste of money and we should cancel


My Reply: You mean you said that and they just repeated it back to you since they felt that's what you wanted to hear.


The Bottom Line: Don't cancel advertising that you "feel" no one uses.


Track and record your phone calls to know the facts.  Is Big Yellow driving Sales Calls or Service Calls and once you know these facts you can cut back on headings.


Granted advertising in 8 directories for the same area does not make sound financial sense so pick the biggest and oldest and invest in some 800 tracking numbers to have the real facts.


Also don't fall into the mindset you need the biggest page, color, and 27 different headings....now that is a waste and I say this based on Fact

 

Paul Potratz

 

POTRATZ | www.ppadv.com | Follow me on Twitter | Be a Fan on Facebook   

 Unlock all of the community & features  Join Now