Pub. 2 2013 Issue 2

Fall 2013 29 available that details a customer’s residence, VIN, current vehicle value, income, lease expiration date, credit assessment, current vehicle loan interest rate plus a whole slew of other demographic tidbits. Data taken from an average of 10 sales promotions a week for the past 3 months showed an approximate 15 sourced vehicle sales per 10,000 piece pro- motion. A reliable weekend event with 15 vehicle sales for just a $6,000 investment; is it worth it? Many General Sales Managers are beginning to decide that it is just that. So how should a dealership’s marketing budget be allocated? The importance of a dealership’s branding dictates that a sizable amount of the marketing budget should be dispensed to TV and radio advertise- ments and since 80% of auto purchasers’ start their search online, the maintenance and staffing to support a dealership’s website should also be fully supported. Now it is time to fill the service drive and showroom with customer traffic and the only proven way to reliably engage every active, inactive and potential conquest patron in your PMA is by utilizing direct mail. If used to its fullest potential, direct mail will provide continu- ous branding of your dealership to those customers in your community that will most likely require your services. Direct mail is targeted, timely, personalized, an inexpensive way to share your dealership’s message, and one of the fewmedia that shows immediate results. If direct mail is not in your dealership’s monthly marketing budget mix then countless custom- ers and the resulting revenue will continue to be left unclaimed. Dale Becker is President of Westates Automotive Promotions located in Buena Park, CA (www.westates.net ) and has been instrumental in providing marketing nationally for Automotive Dealers since 1970. JUST PUT IT ON THE COMPANY CARD…NOBODY WILL NOTICE. YOU’RE REALLY SHOWING OFF YOUR BEST ASSETS TODAY. I NEVER WEAR THE SAFETY GOGGLES. THEY LEAVE A MARK. THEY’RE WORRIED ABOUT OVERTIME. I’M JUST WORKING OFF THE CLOCK. 4747 Executive Drive • Suite 1000 • San Diego, CA 92121 • 858.597.9600 • www.laborlawyers.com ATLANTA BALTIMORE BOSTON CHARLOTTE CHICAGO CLEVELAND NEW ORLEANS ORLANDO PHILADELPHIA PHOENIX PORTLAND LOS ANGELES LOUISVILLE MEMPHIS NEW ENGLAND NEW JERSEY GULFPORT HOUSTON IRVINE KANSAS CITY LAS VEGAS COLUMBIA COLUMBUS DALLAS DENVER FORT LAUDERDALE SAN ANTONIO SAN DIEGO SAN FRANCISCO TAMPA WASHINGTON, D.C. The things employees say when you’re not around can cause legal troubles for you. Fisher & Phillips provides practical solutions to workplace legal problems. This includes helping you find and fix these kinds of employee issues before they make their way from the water cooler to the courthouse. What you don’t hear can still hurt you. FISH-216 NewsLinkAutoPub-7.5x4.75.indd 2 10/4/13 10:09 AM