PCG Research is conducting a new research project on auto dealership's utilization and experience with Google advertising. Since U.S. dealers are shifting more of their marketing dollars to online advertising strategies, the data from this survey will spark new conversations on how Google agency partners can better serve the franchise dealer community. 

PCG is collecting feedback from U.S. franchise…

Did you know subject lines framed as questions get fewer open rates and replies?

Most people assume you SHOULD ask questions in your subject line in order to get more open rates when that’s not the case.  You can also increase the success of your marketing campaign by dropping the exclamation points! 

We know it’s hard to break the mold, and…

Way back during the Great Depression in the 1930's Walgreen Drugstores hired Elmer Wheeler to help them sell eggs.

You might ask yourself, "why the hell would Walgreen's be selling eggs?"

Well, they, like all drugstores back then had soda fountains inside the stores. They sold soft drinks, ice cream and most pertinent to this story, milkshakes and malts.

When shopping for anything, especially big-ticket items like cars, shoppers compare prices. It’s natural to try and find the best deal and save as much money as possible, however, times have changed, and the best price is no longer the sole determining factor when it comes to where and when consumers purchase. The ability to comparison shop online has made it necessary for dealerships to compete in areas other than price alone.  Instead, they must specialize in many of the other things that…

A universal challenge for business is the ongoing quest for quality feedback from our clients, customers and patients.  So often, almost in desperation, we adopt third party platforms that promise improved response results only to discover that the return on investment falls short of expectations.  …

I hate to break it to you, but if you run a for-profit business – like a car dealership – then your website has just two important goals:

• Goal #1 – Attract Visitors
• Goal #2 – Convert Visitors

Sorry, that’s it. Attracting and converting visitors are the only real value your website provides and the ONLY goals you should be…

Video content has pretty much become the preferred medium for consumers. Social media platforms increasingly give video content preferential reach and content producers have adjusted their strategies accordingly.

In retail automotive, video is used very effectively to market dealerships and their inventory, because the content successfully attracts consumers’…

This common saying is certainly one that everyone knows. And, whether it’s true or not, has endured time. Why? Because someone cooking for you is an intimate act that is satisfying and elicits fond memories. In essence, this act accomplished on a regular basis is supposed to be the recipe (pun intended) to win the love of a man, or woman. The gender of a person has little to…

Over the last year I have visited a lot of dealerships.  I’ve been asking advisors to sell me a product or a service; the results have not been stellar. One dealership in particular only asked for two brake fluid flushes in a twelve month period…After we did a feature benefit presentations on brake flushes,…

Study Shows That Car Shoppers Needs and Preferences Are Ignored in 40% of Dealership Sales

As more and more vehicles tout a range of exciting features, better safety, connectivity and the next best thing in car design, manufacturers and dealers will need to compete on a different sphere – the customer experience. The customer…

When I speak to sales groups, the subject of rejection comes up often during our Q and A sessions. Rejection is a natural part of the business of sales, and it is critically important to learn how to make rejection work in your favor. The way you view rejection will determine how you respond to each "no", "not yet", or "maybe" during your sales career. Your outlook…

There was a time when dealerships hated the internet.  I know, it’s hard to believe. What is interesting is that while most dealerships have learned to embrace the internet, many still feel it is an obstacle to overcome, a nuisance that interferes with the old adage: “Say anything you need to get them in here!” But here’s the deal- I am hearing that people are only…

You have done your research on prices, the best dealers, the car you want and everything else but what about the inspection? The car might look nice on the outside but you never know how good it is in the inside. If you are satisfied with your results after the inspection, don’t be afraid to walkaway. Sometimes even though the car might be cheaper, with all the repairs and maintenance you will have to do, you will be spending money more than you thought. So, inspecting the used car…

Search engine marketing is valuable tool when used correctly. But it's not the be all, end all of digital marketing. You need to be able to step outside of your comfort zone if you want to achieve digital marketing success.



If you haven't already begun experimenting with other tools; now is the time. The first tool you should start with is email marketing. Tap into your current database and gather more information about your customers.

On this episode, Paul explains how you…

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car and truck valuation trends and insights straight from the auction lanes. Click here to download…

Part III: Gather Data to Dominate

Hopefully you’re already convinced social selling has a lot to offer your dealership.  In fact, dealerships that want to win in today’s marketplace will need to get social—and fast—if they want to keep up with the competition.  In addition to building relationships with consumers and becoming a top-of-mind resource, by amping up your social media presence, your dealership can glean plenty of useful data that will come in handy when…

This Week in Social Media

News for the Week of June 27

Twitter Adds Live Button

Twitter recently added a new button for both iOS and Android that will allow users to broadcast on Periscope from Twitter.  Now users can go live simply by tapping a button in Twitter—without switching apps.  When starting a new Tweet, users will see…

Tired of boring fixed ops training for your automotive service advisors? sw Service Solutions offers online training sessions that are relevant, innovative and engaging. Check out Fixed Ops University at …

Have you ever considered targeting your sales and service customers simultaneously? Try placing a service offer in with your next sales mailer. I promise you’ll be happy with the results.

Service has become a highly competitive market. Shops now exist on practically every street corner. It’s hard to find a conquest customer who is willing to drive more than…