If your store’s results are flat or off a little bit, it’s time you get out of your automotive mindset and start listening to the computer guy.

Does this story sound familiar?

“John Doe,” a software developer and digital marketer by trade, had never worked in automotive retail before and was surprised by the resistance he received from his peers at the dealership about digital marketing and advertising on new platforms.

“I was met with a lot of pushback,” he said. “They’d say, ‘You don’t know anything about cars. … It was a long fight. They couldn’t get out of that automotive mindset to listen to the computer guy.”

Although he didn’t know much about automotive, “John” knew computers, digital marketing and advertising.

So when the store had some months with less-than-stellar profits last year, the owner gave him a chance to try “something different.”

“John” cut most of the store’s traditional advertising, including all TV commercials, to focus on targeted, geographic-specific digital ads, using Google analytics and other platforms.

“We were spending ungodly amounts of money on traditional advertising,” he said. “We don’t have to do that anymore.”

The results?

How about a 57% increase in service and repair leads in the last 6 months! On top of that the store has increased car sales from 300 a month to 400, a 25% increase.

And he cut the store’s average monthly advertising spend by $30,000 from $175,000 to $145,000!

It’s all about working smarter, not harder. “John” thinks they can easily sell 500 cars a month.

If your store isn’t as big and you can’t afford a full-time person like “John,” you can outsource this function for about $1,500 a month.

For less than you’d probably spend on a newspaper ad, you can have a real digital marketing analyst provide you with the same services remotely.

What’s more, the insights and reporting they can provide you will let you know exactly what’s working and what’s not so you can maximize your profits and grow your dealership.

If you’d like to see for yourself how you can do this please give me a call at 949.910.0421 or email me at chip@torqueanalytics.com.

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