If you only had $40,000 dollars to spend for the month for advertising. Where would you use it to reach your targeted market. Would you target the 8 pm to midnight run on TV? would you run drive time on Radio. Would you Saturate your zone with mail? Would you bring in an event team. Let's read your thoughts.

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I surely would spend some of it on email-digital marketing targeting my own customers. That is the least expensive and most effective way to generate incremental revenue quickly.
Bill,

A lot depends on your market and your brand. The last thing I would do is bring in an event team if that was my total monthly budget. I say that as a man who owned a staffed event company from 1998 to 2005 and averaged 27 sales a month. What is your target audience? I would need some more information to give my detailed suggestion.
I would spend only a thousand with A Dealer's Journal.! A Dealer's Journal is the only automotive publication that offers three forms of advertising for one low price. We give you print, e-mail marketig, and online advertising starting below $200 per month. For more information call one of our sales team members at 786-601-2099 or log onto www.adealersjournal.biz.
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
The main medium out there today: Internet! I would make sure my website was creating enough traffic, perhaps purchase some online pat-per-click advertising on Google. Create and AD on the social media sites, Facebook, Twitter, etc... If my website was not up to par, maybe look into enhancing the site with a live chat to create more leads. Also to push the fixed operations, add a separate service website to add more "real estate" online and increase catching customers searching for oil changes or basic service needs. Lastly I would saturate my customer base with an email blast and if there was still some left over money, perhaps an employee incentive to bring in new customers.
I would put the money away until 2012
Rob if you are looking for a service and sales retention tool than you should contact me. I am with Autorevenue and I promise yout that we are truly a "diamond in the rough" with our digital-multi channel marketing approach. I look forward to hearing from you.

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
Actually I look at it this way....Let's say that is double what you normally spend and that is bringing you in 500 "ups" a month and you are closing 20% or 100 deals a month.....losing {pissing off} 400 people per month,spend $40,000 rather than $20,000 now instead of pissing off 400 now you are pissing off 800 potentially....... Forget the above example and just say 40k is your monthly "Ad Budget".....it always comes down to doing a better job with the traffic you already have......I know people that own marketing companies and ad agencies need to make a living but....wow....develop the people you have to take care of the clients you already have coming in your door now....when that is near perfect...THEN get new clients.
I'd spend it on modernizing customer retention and a contemporary sales training program like Grant Cardone's virtual sales training. Dealerships like the one I work at are sitting on a goldmine but don't really know the right way to mine the gold.
You would or you are! Go get'em Rob... Good Selling, DTG

Rob Fontano said:
I would finally commit to scrubbing and mining my data base, and setting up a customer sales and service loyalty retention campaign.

I would commit to an SEO / SEM strategy, probably turning to an industry leader to put my store in the best possible position.

I would make sure that my website(s) was all that it could be and that the right person or people were in place to keep it that way.

I would do all of those things so that I wouldn't find myself in the position of wondering what wall I would throw 40 grand at ever again.
$20,000 promoting sales event on primetime or 8-midnight
$7500 on local cable channels with specific ads targeting certain demographics to push slower moving or lower volume units (vans on lifetime or trucks on espn , outdoors, etc)
$5000 on mailer to internal database (with out email address) with buy back event or payment reduction. both seem to be working pretty well right now.
$0000 on email blast to internal database with email to match above campaign.
$3000 on the current highest closing ratio internet lead provider
$3401 on pay per click through google with ads targeting oldest used units and best new car offers
$500 for SOM
$500 for sales person with largest % increase from previous month
$99 for unlimited leads from CarShopMobile iPhone app and CarShopMobile.com
Hey Bill,
Being a fixed ops guy...I'm leaning towards the back end on this one. See if you agree with this strategy.
1st, every customer who had over 75000 miles would get an offer in the mail, on the website and at the service writeup for either $100.00 in gas or $100.00 in oil changes with every new car purchase. The gas and oil changes would only be redeemable at their service intervals eg; customer comes in for the 5000 mile service and elected to have the gas option, they would get a free tank of gas until the $100.00 was exhausted.Same with the oil changes.
2nd, every customer who had purchased a vehicle from the dealer would get a "Who do you know?" coupon in the mail to pass to friends and neighbors. This would also be on the website and in the service writeup area.
3rd, have a "By Invitation Only Event" for all the Service Customers who had not been in for any Service for past 2 years as well as any person who had purchased a vehicle 3 years or more ago and throw a "Welcome Back Party". With this type of budget you could have a very nice event to include giveaways and prizes as well as really nice food. Tie it in with a group you support (can be anything from Veterans Groups to Food Banks).
4th, sponsor a "Fastest Texter in the West" contest to see who can text the words "Biggest Sale Ever at (your name) on (featured model)" to the most friends in their address book and give away a scholarship or a gift card for $1000.00.
5th, spend some on building a completely new social media identity and budget for someone to continue the program.
The whole idea is to target the assets you have, your customer base, before chasing down fresh leads in the jungle.

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