This document summarizes the marketing strategies and budgets for a car dealership from 2014 to 2015. It shows that the dealership blew up their old digital marketing approach, increased traffic while decreasing their budget. Their conversion rate increased from 3.23% in 2014 to 4.5% in 2015. Their annualized savings on digital marketing was $128,784. Their media budget decreased from $657,074 in 2014 to $419,898 in 2015 by reducing spending on television, radio, and other areas while maintaining key areas like spot rotations and Comcast. The document encourages embracing new business approaches and rules rather than clinging to outdated practices.

1. A Powerful Metaphor
Mike Udell
General Manager

2. Let’s Catch Up
From Boston

3. We blew everything up!
Increased our traffic
Decreased our budget

4. MARCH 2014
3.23%
CONVERSION
RATE

5. MARCH 2015
4.5%
CONVERSION
RATE

6. 2014
Digital Marketing
Amount 2015
Digital Marketing
Amount Savings Service Parts New Used
DEALER.COM $3,982.00 REMORA $4,000.00 $18.00 1312 720 1040 960
DOM $14,999.00 REMORA (acct mgmt.) $8,000.00 -$6,999.00 2560 1440 2080 1920
720 280 520 478
DEALER.COM/SCION $530.00 DEALER.COM/SCION $530.00 $0.00 170 95 138 127
DRIVE IT NOW $399.00 AUTO MARK INCL. -$399.00 450 449
PURE CARS $599.00 AUTO MARK $899.00 -$300.00
Call Source $599.00 -$599.00
Trade Motion $200.00 -$200.00 35
Traffic Builders $6,000.00 GS Marketing (no email) $1947.00 -$4,053.00 1200 400
BDC Angel $995.00 Auto Loop (Suite)
Time Highway $495.00 Auto Loop (Suite) $2,495.00 $2,000.00 800 448 650 600
Car Chat 24 (variable) $1100.00 Engage To Sell (Fixed) $1,295.00 $195.00 415 233 337 310
$29,898.00 Total $19,166.00 -$10,732.00

7. Annualized Savings
-$10,732.00 X 12 = -128,784,00

8. MEDIA 2014 COST 2014 MEDIA 2015 COST 2015
TELEVISION
New, Used, Scion spot
rotation
WZZM TV13
Wood TV8
WXMI Fox 17
Comcast
$517,755
TELEVISION
New Used
Scion spot rotation
Broadcast Television
Comcast
$379,950
RADIO
$24,800 ---------------- -------------
PRODUCTION
$19,500
PRODUCTION
$21,960
Misc. Promotional
TENT FOR SALE IN MAY $10,281
Misc. Promotional
TENT FOR SALE IN MAY $5,500
YouTube Pre-roll
$5,000 ------------------- ----------------
2014 Estimated Media
Budget $657,074
2015
Estimated Media Budget
$419,898

9. I left you with the challenge to
“Become This”

10. Today We Are Going to
Build That Bridge To Becoming
And Get You Set To
Make The Next Two Days
A True Growth Experience.

12. We are so tied to old business rules
that we created the void for
TRUE CARS & VELOCITY SELLING
& they were all too happy to fill,
and charge us for creating their
space.

14. The Brands would have transformed
the Franchise system decades ago if not for
FRANCHISE PROTECTION LAWS

15. 1955
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1955
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10
2015
1
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16. The current business rules
that are driving our business
are very different than the
G.A.B.P.
we hold onto.

17. We are so PLUGGED INTO
The Brick n Mortar Matrix
We actually fight to defend it by
ACCOMODATION INSTEAD OF
TRANSFORMATION

18. “Well, we need to use This Website COMPANY”
“We got the report that says our response time needs to improve”
“ We violated the brand covenant”

19. What red dress’ has distracted you from changing?

21. Confidence should be used as the currency to obtain
The knowledge that leads to greater success.

32. Who is more tied to the COMMERCE
MATRIX?

33. What does the customer see us hanging on to?

34. LE NET PRICING SO I CAN STEEL THEIR TRA
WHEN VALUE IS MORE EFFECTIVE
IN EARNING & RETAINING
CUSTOMERS?

35. Make sure there is “Leg” in
the payment!
When customer quotes
& full menu disclosure is
more profitable
& we all sleep better!!!

37. 1. Well planned inventory management
2. Proper intelligence on your key competitors
3. Fair dealing with a value proposition
Will keep us in business
for a long time!

38. THE CUSTOMER’S EXPECTATIONS
ARE SO LOW IT REALLY MAKES
THE VICTORY EASY

39. OUR BUSSINESS IS BUILT
ON
OLD RULES

40. When are you managing the first impression?

41. DO YOU REALLY BELIEVE IN VALUE SELLING?

42. ARE YOU STILL COUNTING “UPS”?

43. When do you think the customer says…

44. Why do you need to see
TRADE?

45. Why NOT have a
VIRTUAL FINANCE TU

46. How many “Go See’s”
happened at your dealership
last week?

48. 1955
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1955
1
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4
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2015
1
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49. When you are ready
You will know “IT”!

54. CONNECTS YOU TO YOUR FUTURE
CLARIFIES:
YOUR DIRECTION
YOUR PURPOSE
YOUR BEST INTENTION
YOUR FIGHT
YOUR RESOLVE TO – DO – BE – EXPECT
BETTER

55. YOUR IT MAKES YOU POWERFUL
IT TURNS BLINDING OBSTACLES
INTO PERIPHERAL DISTRACTION

56. All show the power
and personal risk
of “it”

59. $65,000 in bribes to NY City
Alderman’ launched the project
As many as 30 men died
with dozens more disabled
It was to join together the
4th and 1st largest cities
in the country

60. “It” without integrity will subject and destroy

62. Full understanding of your present position
Origin of your vision and:
Your Direction
Your Purpose
Your Best Intention
Your Fight
Your Resolve to – Do – Be – Expect Better
Your “at” is not your past