There’s an old Chinese proverb that reads “Give a man a fish and you feed him a for a day; Teach a man to fish and you feed him for a lifetime.” This is true of dealers who are looking to dominate their primary market area, however – I’ll reword it slightly…
Do the marketing for a dealership and they’ll sell cars for a day; Teach a dealership how to market and they’ll sell cars forever. I firmly believe this to be the honest truth.
Dealers who largely outsource their marketing whether it be traditional, digital, or a combination of both will forever be at the performance mercy of the agency. There isn’t a single agency or vendor out there that can be 100% effective 100% of the time. There are too many staff, technology AND time limitations.
How can a dealership become proficient when they outsource all of their marketing? What incentive does an agency or vendor have to perform the best possible job, performed at the most efficient level?