Market share is an important consideration for how much to budget for marketing, said Lauren Donalson, senior director of national accounts for dealership marketing provider PureCars.
“If we can pivot dollars to work for you more effectively, perfect. … If that means that your overall ad spend reduces, and you’re still crushing your objectives and not losing market share, great,” she said. “That means that your ad cost per unit sold has effectively gone down, and more [profits are] in the dealers’ pockets.”
Bobby Sight, vice president of Rob Sight Ford in Kansas City, Mo., said his store’s marketing budget has stayed mostly consistent since last year. His goal is to keep the store’s order banks full so that vehicles turn quickly, giving the dealership the ability to increase its allocation from Ford Motor Co.
During the pandemic, Sight said he turned his attention to the service department, an area he hadn’t spent much to promote in the past beyond direct mailers. He said he has…
Source news autonews.com, click here to read the full news.