July 2018 – DealerRefresh | DealerRefresh Automotive Dealer Forums

Digital Marketing: It’s Time for OEMs to Rethink Their Co-Op Programs

Digital Marketing: It’s Time for OEMs to Rethink Their Co-Op Programs This article was not written to be cute or semi-controversial. It was also not written for dealers to read, nod their heads and then do nothing. It was written for dealers and OEM executives to get beyond the bullshit being fed to them by …

Best Practices Dealership Marketing

3rd Party Classifieds Battle to Win-the-Click

One of the questions I receive most often from dealers is whether or not they are overpaying for their third-party classifieds. The dealers overall agree that third-party classified sites (*TPCs) are a foundational element in a successful digital marketing strategy, however they are concerned as the pricing has continued to climb over the years. It seems to …

Dealership Marketing

Does Your Automotive Marketplace Pass the Friction Test?

Let’s talk about friction. Friction doesn’t just play a critical role in physics. Removing friction from the automotive shopper’s journey is the key to automotive dealerships prospering in an industry fraught with challenge of running a modern dealership. Twenty years ago, an automotive retailer needed to be proficient with one-to-three traditional media outlets to promote …

Opinions & Advice

Stop Chasing Shiny Objects

Stop Chasing Shiny Objects – and Start Selling Cars! At Digital Dealer 13 (held in October 2012 in Las Vegas), I delivered a presentation titled Stop Chasing Shiny Objects (and Start Selling Cars)! It was well-received, and it helped the 100 or so in attendance understand that the loudest voices in automotive digital – those …

Dealership Marketing

4-Point Checklist Before You Send Your Next Video

WE’VE LAID OUT ALL OF THE ESSENTIALS FOR YOU! Don’t press record without scanning through these four pillars of making a successful video. The biggest mistake salesmen, (and women), make in sending videos is focusing on just one or two of the categories below. If you’re someone who’s looking to reach full potential in using …

Best Practices Dealership Operations & Processes

Assumptive Selling

Assumptive Selling Certainly, you’ve heard the saying: When you assume, you make an ass out of ‘u’ and ‘me.’ Cute, even funny… but not at all applicable in sales. Not today. The typical car buyer today has already gathered all the information before they ever step foot on your lot or pick up a phone …

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July 2018 – DealerRefresh

Digital Marketing: It’s Time for OEMs to Rethink Their Co-Op Programs

3rd Party Classifieds Battle to Win-the-Click

Does Your Automotive Marketplace Pass the Friction Test?

Stop Chasing Shiny Objects

4-Point Checklist Before You Send Your Next Video

Assumptive Selling