Take A Free Ride - AutoSuccess Magazine by Ralph Paglia

1. sts fos ls ms sf fis RalphPaglia
marketing solution
Take a Free Ride
Co-op Advertising Aids in Reducing Cost per Sale by Over 50 Percent
The BDC at the same co-op advertising reimbursements cooperative advertising management. Not
Courtesy Chevrolet are available not only for traditional media, but only do we generate higher closing ratios with
has positioned our for digital marketing as well. We participate in SEM leads (compared to third party leads),
dealership as a premier all areas of co-op advertising, and commonly our cost per sale on SEM leads is a low $135,
eDealer by generating receives over $3,000 a month in refunds. compared to our third party lead cost per sale
over 4,000 online sales of $350. Aside from the reduction in current
in one year and reducing our cost per unit Marketing Mega Bucks advertising expenses, co-op advertising has
sold by over 50 percent down to $135 - but According to marketing research and allowed us to increase the quantity and quality
we’re not doing it alone. Through an online analysis conducted by eMarketer, automotive of advertising while spending less on design
cooperative advertising management strategy, advertising will account for $2.69 billion of and production because we use OEM branding,
we are capitalizing on the marketing muscle online advertising this year with estimates images and messages as our cornerstone.
and advertising incentives of our OEM. reaching $1.06 billion on search marketing
alone. With the majority of consumers now Automotive manufacturers and automotive
turning to the Internet to begin their buying retailers have one common goal in mind -
Cooperative advertising is simply the sharing process, search marketing has become the most to sell cars. It seems fitting, therefore, for a
of costs for locally placed advertising between effective component of Courtesy Chevrolet’s collaborative marketing strategy to exist for
a dealership and a manufacturer. Many OEMs advertising strategy. We are redirecting the mutual benefit of both the OEM and the
have an allocated budget of cooperative advertising budgets away from traditional dealer. If your dealership does not currently
advertising funds available each year which media and investing in the power of digital have a cooperative advertising agreement with
are distributed to dealerships that participate marketing strategies – media-enriched Web your manufacturer, contact your OEM rep for
and comply with the manufacturer’s specified sites and microsites, banner advertising and specific criteria and guidelines today to sign
marketing logos and messages. There are landing pages, Google Ad Sense - all with the up to get on board for your “free ride.”
many benefits involved in co-op advertising; financial help of OEM cooperative programs.
however, manufacturers report that much of Ralph Paglia is the CRM/eBusiness
this money goes unspent, as relatively few Benefits of Co-op Advertising director at Courtesy Chevrolet. He can be
dealerships take advantage of cooperative We have seen tremendous results with our contacted at 866.883.9250, or by e-mail at
agreements. Many dealers are not aware that advanced search marketing strategies and rpaglia@autosuccessonline.com.
F&I manager
given 30 days
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“We're the car guys helping car guys!”
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