Category Archive for: Market Share Growth

Paying big bucks for anecdotal evidence – a costly trap

Here is an experiment that has some telling implications. Ask 100 people who are looking at cars on your lot and in your showroom over the next few days where they are. Don’t ask people in service as they are more likely to be paying attention to where they are because they have already committed…

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In Marketing – There is NO SILVER BULLET

Stop looking for it, stop trying to make one out of the latest ‘thing’ that you have been sold and let’s put together a road map of how an automotive dealership actually does increase their market share. First: Establish your month to month actual market share. Look at the monthly sales of new and used…

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Market share

The 2 best ways to measure the success of direct marketing

No, the first one is not how many people came in with a mailer or to get a premium. That would be called anecdotal evidence; we’re looking for actual quantified results of your performance in relationship to how much you spend. 1. Determine the ratio of INFLUENCE the direct marketing against your dollars spent. INFLUENCE…

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