New Year... Is the Party Over?
Happy New Year! We hope everyone survived the holiday’s festivities.
With 2017 behind us, it’s time to look ahead.
Are you asking yourself, “What does 2018 hold in car sales?”
Do you plan to keep doing the same campaigns?
As a company that works with hundreds of agencies (and hence thousands of dealerships), we have asked ourselves these same questions.
We know that changes are definitely coming to the industry this year.
Analysts had forecast that December would mark the 10th monthly drop of 2017….. Annual demand was projected to fall for the first time since 2009 while topping 17 million units for the third straight year and the fifth time in history. *
In some cases, there is a push for the saturation, which has its place, however, it is not an ongoing strategy. (ask us about our saturation)
We recommend a few changes on the data side:
1. Caution about the Dealer DMS data quality. Did you know that 25%-35% of the Dealer’s database contains vehicles that are no longer owned! NO JOKE! (See the ROI Here.) If you plan to mail these previous customers, at least be sure you know they sold/traded-in their vehicle so you can get the messaging right. And it goes without saying that you should be doing NCOA. There is nothing worse than a dealer mailing their own clients with the WRONG message.
2. Review of Year Make Model Selections. How do you currently choose the selects for your dealer’s campaigns? When was the last time you really spent time reviewing these selects? Can you uncover alternative/additional Makes or Models that would target NEW prospects? Our account management team can help - Contact us today.
Stay tuned for more in-depth YMM recommendations…
* Autoweek, JANUARY 3, 2018