Knowledge is power, and the more information
you have about your own marketing, the better it will work.
Knowing starts with being able to measure results. Guessing
is what most people do because they haven’t taken the
time to implement tracking or measure strategies.
Direct response campaigns like Infomercials are the easiest
sources to measure. Typically the leads respond to the marketing
via phone or website, both of which are easily tracked.
For direct mail, you can measure the results by simply comparing
a current sales report with the list manifest. See Sold
Report.
For other media such as TV, Radio and Newspaper…consider
a survey. Many dealerships have uncovered valuable information
from surveys filled out by customers at delivery. You can
calculate and analyze the data in-house or purchase an outside
service that specializes in doing this. Visit www.autoadmax.com.
