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.
×
Scott Joseph

Scott Joseph CEO and President

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

Quick way to measure the real uplift your advertising creates or doesn't create.

We all know that if we did nothing with advertising – no TV, radio, direct mail or email, there would still be a percentage of people that buy from us. There are some that would buy because they know us from our location, from their friends, etc. Of course it is a little more complicated than that because almost everyone does some kind of advertising. In addition, there are times we experiment or try new approaches.

So the real question becomes when you try these different approaches...

What is the real uplift it creates? What is the actual increase in sales or profit generated as a result of your advertisement? That’s the answer we really need to know, isn’t it?

There is a simple way to measure your success with email and direct mail. Regardless if you use mass mailings, segmented lists or decide to use data analytics to nail down your target list, you can do this simple test. Take your email or mailing list and pull out a minimum of 10% and use it as a control. That 10% should not receive the advertisement you plan to send to the other 90%. The goal is to see the exact ROI of the 90% you advertise this specific ad to; compared to your 10% control list that receives your normal communication message. For sales, measure the ROI over a 30-day period. For service, you will want to measure for 45-60 days depending on your offer.

"We would have sold or serviced these people anyways." How many times have you made that comment?

Hundreds of elements can be measured with direct marketing communications. An email or mail list, headlines, offers and creative can all be measured and need to be isolated to know the true impact each element has. But, to know from an ROI standpoint - did this advertisement provide more sales and profit over and above what you normally would receive… start measuring against a control list.

Below is a link to a very basic study we did using this control method that you can easily apply yourself.  Click on this link and go to the image at the buttom of the blog.

http://jandlmarketing.squarespace.com/blog/2011/4/16/how-to-measure-the-real-uplift-your-advertising-creates-or-d.html 

 

 Unlock all of the community & features  Join Now