In a dealership, everyone from the newest porter to the most seasoned GM thinks they could do the marketing better if only they were given the chance. Some people do deliver when they get the chance. But it’s a big job that’s getting bigger and more complex every day. There are more channels, more capabilities available, and there is more at stake than ever before, and most dealerships are choosing to outsource this critical work to trusted agencies.
Marketing is one of the most important elements of a successful dealership and selecting the right advertising agency to deliver effective ads and audiences is a crucial step in improving your sales and returns. You want an agency that helps to build creative and successful campaigns, bring your audience to your doorstep and drives your business and sales forward. With so many companies promising to deliver all of this and more, it can be difficult to pick out which ones are worth your time and money, and which ones will fall short of your expectations. Fortunately, there are some tell-tale signs that will show if your agency is the right fit for you.
Do you have an open line of communication to a real person at the agency? An advertising agency is essentially an extension of your business, so you should have full confidence in the work that is being produced. You should enjoy the meetings you have together and feel free to express any praise or concerns. Ask yourself, would you hire the employees working at your advertising agency as employees at your own company?
How often do you review your strategy with your agency, and are they providing you with exciting new ideas that deliver? Regularly scheduled meetings are a must when working with an advertising agency. Environments, trends, and strategies can change daily based on inventory and incentives. Communication is vital to producing ads that are effective and get the message you and your audience want to hear. An effective advertising agency will ask for your input and have constant communication with you throughout the entire life cycle of your advertising.
Creativity is synonymous with advertising- or at least it should be. Customers can become numb to advertising that they see every day, so it is vital that your ads stand out from the pack. An agency that provides a one-size-fits-all campaign will not get the job done in today’s extensive and competitive automotive market. Paying for marketing that blends into the vast sea of car ads is a sure-fire way to waste your budget. Does your marketing agency produce ads that are memorable, adaptive, and efficient?
Is your agency doing what’s best for them or what’s best for you? There’s only one way to tell. Ask them why. If they can’t provide you insights to show why each strategy is right for you, then they may be wrong for you. It is impossible to have a successful marketing campaign if there is no data to back it up. Advertising agencies will tell you that they are using your data to create ads specifically tailored to you, but they often fall short of unlocking all the potential that your data has to offer.
A good advertising agency will understand the ins and out of your dealership. If the data they are referencing is not up to date, then there is no possible way for them to know just how effective your advertising actually is. Make sure you are working with an advertising agency that is using your CRM, DMS, Inventory and other first party data to develop your strategy and deliver personalized ads to the right customer, at the perfect time. Does your marketing agency know how many cars your dealership sold last month? How many you are projected to sell this month? How each lead source performed, not just in closing rate, but in gross profit? If not, it may be time to look for an agency that understands your business the way you do.
Working in the auto industry can have its ups and down. If we learned anything from 2020, it is that everything can change in a second. Your advertising agency should be able to handle whatever is thrown your way. When your marketing partner knows your strengths and weaknesses, it allows for a quick diagnosis and effective prescription. How long does it take your marketing partner to identify an issue? Can they spot trends before they have a longer-lasting impact? How quickly do they implement a solution? Make sure you’re asking these critical questions when choosing an agency partner.
Have the conversation with your agency and ask the tough questions. It’s your money they’re spending. Is it being spent with your interests at heart, or theirs?
If you find yourself realizing that your advertising agency has fallen short on some of these traits or are not sure of an answer to some of the questions asked – it may be time to reconsider your partnership. Set up a meeting with your advertising company to ask them any questions you have and to address any concerns that you have developed. If their solution is that you need to spend more money to increase your efficiency – that is an unacceptable answer.
At Driven Data, we have the resources and passionate team to make sure that every single one of our clients is given the attention they deserve. As a data-first agency we have access to all the data points that your dealership produces, and we not only provide you with a live view of your data in an easy to view and understand dashboard, but we also supply you with creative content directed specifically to your target audience. Think of us as your one stop shop for understanding how to improve operations at your dealership, draw in more customers, and ultimately, drive your sales.
Reach out to one of our sales associates to request a demo and to learn how we can help your dealership today.