Digital Dealer - February 2018 - 23

YOU NEED ONE GOOD ADVISER WHO CAN
BALANCE TOTAL MEDIA INTEGRATION WITH YOUR
BEST INTERESTS IN MIND."
wagon is powerful, but
digital advertising, search
engine optimization, banners, programmatic, social page ads all have one
thing in common...they
are focused on share-ofmarket/recency. A shout
out to those in the market
searching right now. That
might be 15% of the marketplace. It might be 30%.
Traditional media such as
broadcast/cable television
and radio not only reach
those in the market today,
but help plant the powerful seeds of brand recall.
Radio still reaches 93% of
all Americans! A balance
of share-of-mind and
share-of-market is the
most effective marketing
plan you can have. For
the past year, like most
people, I've watched and
listened to a couple of
thousand ads for 'My Pillow,' almost to the point of
distraction. And then, on
a recent trip I sat next to
a couple who shared their
experiences with their 'My
Pillows' and their testimonials were so engaging
I was nudged over the
edge to make a purchase.
And yes, I like 'My Pillow.'
But I would probably have
never gotten into the
conversation without the
radio/TV ads.

5. POLISH YOUR
WEBSITE. You have

to have a good website

today. One that is easy to
find, easy to navigate and
one that is a convenient,
responsive portal to further communication and
information. You might
catch a referral (attribution) from a digital third
party, but you might also
bring potential buyers right
to your own site organically if you keep that URL
out there like a telephone
number. In most instances, website names are
easier to remember than
phone numbers. TIP: Radio ads are powerful tools
for bringing people to you
site. A Midwest friend of
mine does live call-in ads
every morning to a local
radio show talking about
a few of the used car
specials on his website
that are changed daily. He
says it's one of the most
effective methods he has
ever used, often selling
a vehicle over the phone
within hours of the morning advertisement.

your marketing folks and
ad agency's feet to the
fire on your budget. Your
goal is to sell more cars
with higher grosses at a
reasonable advertising
cost of sale.
REMINDER: If you'd
like a free 'white paper'
on a proven way to get
excellent response to your
in-house media habits
survey, just email me.

To your sales success
and profit in 2018!
JIM BOLDEBOOK is Founder of CBC Automotive Marketing, an advertising/marketing agency working with some
of America's most successful
dealerships. He has been in
the broadcasting, advertising
and marketing fields for almost 50 years. EMAIL: jim@
cbcads.com

5A. MAKE A BUDGET
AND STICK TO IT. You

can achieve amazing
effectiveness if you just
keep throwing tons of stuff
at the barn wall because
some of it is going to stick.
But it's no fun selling a
lot of cars if you're not
making any money. Listen
to all of the ideas out
there, but make a budget
and stick with it. Hold
D I G I TA L D E A L E R . C O M

FEBRUARY 2018

http://rosenfieldandco.com http://rosenfieldandco.com http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - February 2018