From data to driveaway
Written By Rob Mancuso | Vice President Midwest | Star Performance Marketing
Legacy Auto Manufacturers: The Hidden Sales Advantage Over Tesla
More than ever before, collaboration between your advertising agency and your dealership is not just a necessity—it’s a partnership that requires synergy, communication, and trust. While your agency is responsible for generating quality leads, it’s ultimately up to your dealership’s sales team to convert those leads into sales. However, this process can only succeed when both sides work together, combining their individual expertise to maximize your ROAS.
A critical element of this partnership is trust. Dealerships must be willing to share essential internal information, such as inventory challenges, sales trends, and customer feedback with their agency. This level of transparency allows the agency to better understand the dealership's pain points and tailor its marketing efforts to address specific needs. In turn, the agency can uncover additional selling opportunities and optimize the targeting of their campaigns. When both parties are fully aligned, the agency can create marketing strategies that not only generate leads but also produce the highest potential for conversion.
Beyond lead generation, an effective partnership involves real-time analysis of results. Dealerships should rely on their agency to continuously monitor the performance of campaigns and come forward with timely recommendations. As market conditions shift or new data emerges, the agency’s ability to analyze results and adjust strategies promptly becomes a significant competitive advantage. This ongoing analysis ensures that every lead is tracked, measured, and optimized from creation to sale, so dealerships can continuously improve their approach and maximize their ROI.
This collaborative approach means that both the dealership and the agency share the responsibility for keeping each other informed of any material changes in strategy or tactics. Whether it’s adjusting pricing, shifting focus to different inventory, or changing messaging based on consumer behavior, open and frequent communication is essential. Any delay in this feedback loop can affect the dealership’s ability to capitalize on the leads generated.
The cost of advertising is high—nearing $700 per car sold on average—and every dollar must be accounted for. The right agency, combined with a proactive dealership team, can ensure that every lead is handled with care and precision. Every step of the lead’s journey, from initial contact to final sale, must be measured, reported, and optimized. With clear processes, shared goals, and a strong partnership, both the dealership and agency can control outcomes and maximize profitability.
Ultimately, success in today’s market depends on this synergy. When dealerships and their agencies operate as a cohesive unit, combining resources and sharing insights, they not only maximize their ROAS but also establish a solid foundation for long-term growth. Star Performance Marketing knows how to finely tune this critical relationship, with dealer principals and experienced automotive personnel on staff.
