How to Maximize Co-Op Dollars for Automotive Advertising
As a dealership, your marketing budget is precious. Every dollar counts, and in the automotive world, one of the most valuable resources is your manufacturer’s co-op advertising program. Co-op dollars—funds provided by manufacturers to support local advertising efforts—can stretch your marketing budget further, drive more traffic, and increase vehicle sales. But many dealerships leave money on the table because they don’t fully understand how to leverage these funds effectively. I’m Danielle Verderame, owner of a boutique marketing agency here in Lynchburg, Virginia. I began my career in automotive advertising working with AutoNation dealerships, starting with John Elway’s group in Denver. [...]
How to Get More from Your Marketing Team
There's a reason why The Shop Shop is built around weekly emails and regular, scheduled meetings. Projects don’t stall on their own. They fall into the abyss because of communication issues, personnel problems, or process barriers. Below are the most common areas that project managers need to address. How to Get More from Your Marketing Team Whether you have an internal marketing team or work with an agency, optimizing their performance can significantly impact your bottom line. However, it's not uncommon for marketing projects to face roadblocks. Common Issues that Stall Marketing Projects Lack of Clear Objectives Without well-defined goals, marketing [...]
The Pros and Cons of Launching an eNewsletter for Your eStore
Maintaining a strong connection with your audience is crucial for any eStore. One effective way to achieve this is by launching an eNewsletter. However, like any marketing strategy, it comes with its own set of advantages and challenges. Let's explore the pros and cons of launching an eNewsletter for your eStore. Pros of Launching an eNewsletter 1. Direct Communication Benefit: An eNewsletter allows you to communicate directly with your customers. Unlike social media platforms where algorithms can limit visibility, eNewsletters are delivered straight to subscribers' inboxes, ensuring your message is seen by your intended audience. 2. Cost-Effective Marketing Benefit: Compared [...]
Want to Improve your Email Marketing Open Rate? Think of Yourself as an Uninvited Guest.
How is the open rate on your emails? The click-throughs? Improve your email marketing open rate with a different approach. You have to realize that you want to be welcomed into their inbox, like an uninvited guest. You’re Unwelcome If you are going to burst into someone’s inbox, you must give them a reason to let you stay. Otherwise, that “delete,” “spam,” or “unsubscribe” button annihilates your message. Building great emails… Starts with an updated, edited distribution list Includes a worthwhile offer Capitalizes on the first click immediately Prepares for data collection to inform future communication Consider every marketing email [...]
14 Eye-catching Words for Your Next Sales Promotion
One of my pet peeves in the client review process is when someone does an informal survey. Essentially, the client takes a sales promotion and passes it around their office (or sends it to their spouse or their mom) looking for feedback. Methodology aside, this really only works when the reviewers have the same point-of-view as your target audience. Otherwise, you’re just taking a poll of random opinions over drafting marketing materials with intention. They weren't a focus group. They're just people giving their thoughts without any stake in the success of the project. You Are Not Your Customer Sometimes [...]
Online Store Insights from Birchbox’s Founder Katia Beauchamp
As everyone in retail knows, it's harder to find a first-time customer than get a repeat purchase. So, how did Birchbox approach this? Get their subscribers to pay for high-quality samples then, shop their site for the full-size items. What is Birchbox? One first of its kind, Birchbox is an online monthly subscription service for beauty in skincare. They send subscribers a box of up to five samples of makeup and other beauty-related products. Birchbox doesn’t pay for the samples it includes. Instead, it works with several dozen brand partners, like bareMinerals, Stilla and Kiehls, to stock the boxes and [...]
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