Digital Dealer - December 2019 - 42

M A R K E T ING & ADVERT ISING: Ad Sp e n d

By Melanie Borden
VP of Marketing,
Celebrity Motor Cars

A Case for an
Efficient 2020
Dealership
Advertising
Budget
The end of the
calendar year is upon
us! 2019 holiday events
are ramping up, dealerships are laser-focused on
hitting year-end objectives,
and dealership leadership
teams are working on
getting rid of the remaining
2019 inventory sitting on
their lot while beginning to
think about what the next
year will bring.
For those in a dealership leadership role like
myself, planning your
2020 marketing budget
and strategy is at the forefront of the horizon. We
do not use an agency at
Celebrity Motor Cars; we
made the shift from agency to in-house in early
2018. All of the marketing
strategy, events, budgeting, and planning is done
by myself in conjunction
working side by side with
Celebrity's CEO and COO.
To get ahead for 2020,
I started working on our
marketing plans much
earlier than I did in 2019.
There are many factors
42

DECEMBER 2019

in determining which media
you should focus on for
2020. The following are
some examples of considerations in determining where
you go from here:
„ Performance of your

„ Performance of
third-party leads
„ PMA changes
„ Overall sales and
service performance of your
dealership(s)
„ Community outreach

GRASSROOTS
MARKETING INVOLVING
LOCAL BUSINESSES IS A
STRONG PRINCIPLE OF
OUR CEO'S BUSINESS
PHILOSOPHY, AND IT HAS
BEEN ELEVATED TO ALL
OF OUR MEDIA."
current advertising
„ Gross profit of units
sold - tied back into the
specific channel
„ The efficiency of your
advertising - visible through
your CRM
„ Budget
„ Restrictions you may
have with a specific vendor
„ How many total vehicle
units were sold as a result
of your campaigns by media
source

D I G I TA L D E A L E R . C O M

One of the changes many
dealerships are making in
this evolving landscape is to
place a strong emphasis on
local community outreach
and PR. In our changing
industry, this is a way to
differentiate yourself from
the competition. Grassroots
marketing involving local
businesses is a strong
principle of our CEO's business philosophy, and it has
been elevated to all of our

media. In an earlier Dealer
Magazine article this year
I wrote about some of the
benefits of leveraging PR
for your dealership. Some
of those PR benefits
include:
„ Your competitors are
leveraging PR (especially
the auto groups nearby).
They have a team of PR
professionals in-house
or within their advertising
agency.
„ You need PR across
all marketing channels.
Won an award? Have a
foundation? Hit a milestone? Tell everyone on all
forms of media - website,
social, email, advertising,
press release, TV, etc.
Consistency is key.
„ Search Engine
Optimization. There is a
substantial advantage that
your press releases have
in the SERP. You will see
instant organic changes in
the search engines.
The state of the economy and the automobile
industry going into 2020,
depending on your market,
may also be a component
in the end result of any
marketing plans.
MELANIE BORDEN,
a Fashion Institute of
Technology graduate, has
spent the majority of her 14+
year marketing career in the
automotive tech industry.
Melanie has worked in various
atmospheres from social
media startups to a public
tech company in consulting,
marketing, and business
development roles. Presently,
she is the VP of marketing for
Tom Maoli's Celebrity Motor
Cars auto group where she
develops and implements
all facets of the marketing
strategy and built the in-house
advertising agency.


http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

Table of Contents for the Digital Edition of Digital Dealer - December 2019

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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