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5 Ways Your Dealership Can Turn Tax Season Into Down Payments

By Hale Soucie on Jan 14, 2021 12:59:29 PM

Leverage These Strategies to Prepare Your Car Dealership for Tax Season

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Slay The Holidays With These 5 Dealership Marketing Strategies

By Hale Soucie on Dec 15, 2020 10:30:00 AM

The holiday season is here, and with it comes Americans’ readiness to shop the best deals of the season. While it’s common knowledge that US shoppers are ready to throw down serious cash for Christmas presents—around $1,000—it’s also true that they’re far and away more likely to buy a car at this time: Automotive sales spike in the end-of-year holiday season for both luxury auto brands, such as Tesla, Land Rover, and Lexus, and non-luxury brands:

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2021 Digital Strategies to Accelerate Your Dealership’s Sales

By Hale Soucie on Dec 8, 2020 9:00:00 AM

 As we continue into the second decade of the 21st century, there’s no denying that marketing has changed, especially in the auto industry. In years past, a dealership could put up a billboard or record a radio commercial and call it a day. However, today’s consumers are demanding more—more social media presence, more mobile-friendly websites, and more online reviews. And unfortunately, as soon as your dealership falls behind in those demands, your competitors will gladly take up the slack.

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How To Increase Leads During And After COVID-19

By Skip Soucie on Jul 14, 2020 8:00:00 AM

Regardless of how we all feel about COVID, it's become a massive part of our society in this current time. However, instead of looking at its impacts negatively, we want to focus on the strong opportunity the situation could present. 

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Keep Calm And Sell More Cars

By Skip Soucie on Jun 22, 2020 11:52:38 AM

Let's face it - these past few months have been hectic to say the least. However, regardless of everything that's been going on, things are looking up, especially regarding the COVID-19 downturn.

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Auto Industry Trends As Market Rebounds

By Skip Soucie on Jun 5, 2020 8:10:15 PM

Although the auto industry continues to face COVID-19 challenges, according to a recent forecast by Cox Automotive, May sales are expected to see modest but steady gains.

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The Auto Industry’s Shift To Online & Virtual Tools

By Skip Soucie on May 26, 2020 10:00:00 AM

With COVID-19 restrictions continuing to limit dealership operations, auto dealers are adjusting to the new normal. Many dealerships are still unable to fully reopen per local government guidelines. Alternatively, those that have been able to open their doors have discovered that rising online buying trends (even before the downturn) and reluctance to visit physical stores has resulted in buyer preference towards purchasing online.

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Tips For Dealerships Regarding COVID-19 Updates

By Skip Soucie on May 8, 2020 12:25:37 PM

There seems to be light on the horizon. This past weekend, a number of states began their own respective "Phase 1" of carefully reopening businesses and lifting restrictions.

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5 Simple Tips For Creating Great Email Marketing During COVID-19

By Skip Soucie on Apr 27, 2020 4:21:08 PM

Looking for ways to reach your customers effectively and maximize your marketing ROI during the COVID-19 Pandemic? Look no further than your CRM.

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Service Center Opportunities: Navigating COVID-19

By Skip Soucie on Apr 14, 2020 5:23:33 PM

With COVID-19 relegating everyone indoors and slowing down the economy, dealers everywhere are feeling the impact. It’s important to remember though that the downturn will pass.

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What Dealers Can Do To Minimize COVID-19's Impact

By Skip Soucie on Apr 3, 2020 4:52:47 PM

It's been nearly a month since the Coronavirus pandemic began in the U.S., and many industries are feeling the effects of it. While the automotive industry is no exception, there are many dealers taking extra steps to minimize COVID-19’s impact on their business.

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Getting In Front of COVID-19: Social Media Is Your Most Powerful Tool

By Skip Soucie on Mar 20, 2020 10:44:34 AM

COVID-19, or the Coronavirus, has caused quite a bit of concern across the world. Now more than ever, we understand the need for your dealership to be able to respond quickly and make marketing adjustments on the fly. With that in mind, we've outlined things you can do to be influential and proactive during these uncertain times. 

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Effectively Marketing Your Dealership's Used & CPO Vehicles

By Hale Soucie on Feb 24, 2020 11:54:30 AM

I think we would all agree that, at its core, effective marketing requires a clear understanding of who you are marketing to and what is important to that particular audience. 

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EDIFICE Automotive Is Attending NADA 2020

By Hale Soucie on Feb 14, 2020 5:14:36 PM

We are thrilled to be attending the National Automobile Dealers Association in Las Vegas this year. This will be EDIFICE Automotive's 14th year in attendance, and the 35th year in attendance for Founder and CEO, Skip Soucie. 

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Is Your Dealership Using Facebook Recommendations?

By Skip Soucie on Feb 8, 2020 12:37:45 AM

Facebook Recommendations are essentially consumer endorsements. Compared to Facebook Reviews, where consumers would leave a star-rating along with a comment, Recommendations are super easy to use and have even greater local reach. 

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2020 Digital Marketing Trends For Auto Dealers

By Skip Soucie on Feb 3, 2020 11:07:04 AM

With digital marketing changing at a shocking rate, it can be hard to keep up. At Edifice Automotive, it’s our job to help keep you informed about what’s trending in the automotive industry. We know how important it is for you to stay ahead of the competition as well, and we’ve put together some important strategies to keep an eye on in 2020. 

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The Best Car Dealership Email Examples To Re-engage Your Customers

By Skip Soucie on Jan 15, 2020 11:30:00 AM

An effective email strategy is by far one of the best ways to engage with your audience and boost your monthly sales numbers. 

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Local SEO For Car Dealerships

By Skip Soucie on Dec 20, 2019 9:58:38 AM

Local businesses are finding it more and more difficult to rank high on Google, and one of the more complex and competitive industries for local SEO are car dealerships. 

Car shoppers do most of their research online before they ever visit a dealership showroom. According to Google, the average car shopper only visits two dealerships when they’re searching for a new vehicle. With that in mind, it’s more important than ever for car dealerships to “show up” high in local search results. 

The challenge, however,  is that car dealerships have a more complex online presence than the average local business, which means their digital marketing strategies are more complex as well. 

For example, because a car dealership is essentially three businesses in one (new cars, used cars, and service & parts), dealers need a multi-faceted approach to local optimization. 

Adding to the mix, if you search for car dealerships in your city, you’ll probably find at least one dealership with multiple locations. These multi-location dealerships may be in the same city or in surrounding cities. 

Topics: Local SEO
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5 Holiday Marketing Ideas For Your Dealership

By Skip Soucie on Dec 10, 2019 9:05:20 AM

The season of giving is upon us! This means it's time to implement new strategies to reach more customers and close out 2019 strong!

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How To Deal With Negative Reviews About Your Dealership

By Skip Soucie on Dec 2, 2019 3:32:22 PM

Reviews are everything when it comes to swaying buyer's decisions. Research shows that 88% of people trust reviews like they trust personal recommendations.

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Why Business Listings Are Crucial To Your Dealership

By Skip Soucie on Nov 23, 2019 5:29:55 AM

Consumer perception and trust are major factors in the buyer's journey and purchase decision. Since 86% of buyers start their journey online, having an understanding of how and where people talk about your business should be a focal point within your digital marketing efforts. 

When a prospect trusts your dealership, they are more likely to purchase from you. One of the best ways to demonstrate sales and service credibility is by using local business listings to generate positive reviews and engage with people who've done business with you. 

Business listings also have a significant impact on local SEO. The more accurate and credible your business appears online, the more reputable Google, and other search engines, will “see” you. 

By managing local listings and your online reputation, you’ll see improved organic rankings and better placement in Google Maps overtime. 

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4 Genius Auto Dealership Marketing Tactics You Should Try

By Skip Soucie on Nov 19, 2019 1:00:00 PM

These days, buyers have seen everything under the sun when it comes to car advertising. While you shouldn't veer away from "tried-and-true" marketing methods, there are newer tactics that could help off-set your strategies and drive that extra 10% you might be missing. 

Topics: PPC
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The Car Dealer's Black Friday Marketing Checklist

By Skip Soucie on Nov 12, 2019 9:03:38 AM

Black Friday is just around the corner. Is your dealership ready?

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7 Brilliant Dealership PPC Strategies You Need To Run

By Skip Soucie on Nov 2, 2019 6:00:00 AM

Paid ads are a staple in any savvy dealership's marketing strategy, but are yours in need of a little inspiration?

Topics: PPC
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5 Easy Ways Auto Dealerships Should Use Google My Business

By Skip Soucie on Oct 25, 2019 10:00:00 AM

Google My Business is a necessity in the auto industry. We previously covered how important your listing is when it comes to increasing your Google ranking, but it's far from a "set it and forget it" aspect to your marketing.

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Long Term Loans vs. Short Term Loans: Which Should You Focus On?

By Skip Soucie on Oct 19, 2019 11:39:13 AM

What do you think makes your dealership more money on financing options for your customers - low monthly payments or less-costly payoffs? The answer likely varies based on buyer's specific needs (or at least it should), but research now shows one is likely better than the other when it comes to making more money.

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Vehicle Subscription Services: What Are They & How Should You Prepare

By Skip Soucie on Oct 11, 2019 6:24:35 PM

Everyone has Netflix because of how amazingly convenient and cheap it is. Pay a few bucks a month and enjoy binge watching to your heart's content. Now, imagine if dealerships offered cars like Netflix offers movies.

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Local Search vs. Organic Search vs. Paid Search: What You Need To Know

By Skip Soucie on Sep 25, 2019 3:04:23 PM

Getting your dealership to the top of the search results in Google is vital since 96% of all users never scroll past the first page.

Whether you're wondering if yours is at the top or how to get there, we've got some insights into local search, organic search, paid search, how they work, and what to focus on to increase your ranking for each area.

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5 Types Of Social Media Posts To Boost Engagement (With Examples)

By Skip Soucie on Sep 16, 2019 1:44:30 PM

Typically every car salesperson works social media into their repertoire, likely posting about a new sale or an amazing promotional they're offering.

However, while these posts are great, it's important to mix in fresh ideas and posts to get great engagement from your audience that in turn promotes your brand and grows your sales.

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What Can GeoTargeting Do For Your Dealership?

By Skip Soucie on Sep 6, 2019 3:17:07 PM

Marketing is all about "Delivering the right message to the right person at the right time", and paid ads have revolutionized this old adage. However, in order to get the most out of paid ads, a little creativity is needed.

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7 Tips To Fill Your Dealership's Service Lane

By Skip Soucie on Aug 24, 2019 9:54:23 AM

The service department is an unsung hero of the dealership. It's one of the most profitable areas and it has a huge role in delighting customers.

With that said, we want to talk about 7 tips that can fill your service lane with customers.

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3 Clever Ways Dealers Can Protect Buyers From Car Theft

By Skip Soucie on Aug 17, 2019 8:00:00 AM

Dealerships that set themselves apart from the competition are ones that take care of customers long after they sell them a car. One underutilized technique to do this is to educate and equip customers on the important topic of car theft and how to prevent it.

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What Can Your Dealership Learn From Car Buyers?

By Skip Soucie on Aug 9, 2019 10:05:25 PM

Buyers often provide valuable insights that can help dealers sell better. Listening to and adjusting your strategy to their feedback could do amazing things for your dealership.

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2019 Auto Trends: Key Tips To Make More Money On Used Cars

By Skip Soucie on Jul 27, 2019 8:56:37 AM

Earlier this year, we predicted used auto sales would continue to climb as they have for the past decade and 2019 has, so far, proven this to be true.

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Consumers Demand Transparency In Pricing

By Hale Soucie on Jul 22, 2019 10:22:40 AM

It's no secret that the internet has changed how consumers research, shop for, and buy products. Our industry is no exception, as shoppers are more informed than ever before about the vehicles they want to purchase.

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How To Increase Traffic And Save Money With Search Advertising

By Hale Soucie on Jun 20, 2019 2:39:46 PM

A lot of car dealers are taking advantage of the opportunities to catch shoppers higher in the sales funnel by using paid search advertising or SEM such as Google Adwords.

Topics: PPC
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Used Vehicle Sales Climb, While New Plateaus

By Hale Soucie on May 5, 2019 11:44:12 PM

One of the biggest trends in 2019 that is continuing to shape the automotive industry is with used car sales. So what does this mean for dealers?

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How One Dealership Is Using Uber To Build Its Word Of Mouth Reputation

By Hale Soucie on Apr 21, 2019 8:17:59 PM

Car dealerships are constantly looking for innovative ways to put their name out in the marketplace. One dealership has developed an interesting strategy benefiting from the popularity of transportation networking company, Uber.

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How Automated Scheduling Benefits Dealers And Customers

By Hale Soucie on Apr 12, 2019 6:17:27 PM

When a customer does business with your dealership, they expect that they are not just paying for your service, but are also paying to have a good experience. In today’s digital world, that simple truth applies not only to the human interactions buyers have with your brand representatives, but also to how easily they can navigate your automated processes.

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How To Grow Your Service Department's Conquest Customer Base

By Hale Soucie on Apr 8, 2019 12:58:05 AM

How many people in your local market drive your brand? How many of those local same brand owners are in your CRM?

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Google Maps Advertising Drives More Shoppers to Dealers

By Hale Soucie on Mar 22, 2019 11:26:04 AM

Dealers are already aware of the importance of advertising on Facebook and Instagram and for a good reason: your shoppers spend a lot of time on there. But what other apps do your prospects use?

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Facebook Triples Automotive Prospects with New Ad Format

By Hale Soucie on Mar 16, 2019 10:34:44 AM

Facebook recently rolled out a new type of dynamic ad creative that is allowing auto dealers to connect with even more shoppers on their social network.

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Retaining Customers To Grow Your Dealership

By Hale Soucie on Mar 12, 2019 9:53:43 AM

While the average age of cars on the road has risen steadily over the past decade, the average trade-in and repurchase cycle for vehicles sits between 48-72 months.

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Selling Cars From Your Dealership's Service Lane

By Hale Soucie on Mar 1, 2019 4:51:37 PM

Last week on the blog we discussed selling from the service lane as a way to increase your dealership's revenue. Due to the interest that post received we wanted to elaborate and lay out some examples of how your sales team can engage service customers.

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Quick Tips To Increase Your Service Lane Convenience

By Hale Soucie on Feb 23, 2019 7:37:59 PM

We have written in the past about how convenience trumps all to consumers. So here are two quick tips that will help your service lane run more effectively, make your customers happier, and even increase revenue for your dealership.

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How Dealerships Can Increase Customer Engagement With Creative

By Hale Soucie on Feb 14, 2019 12:39:17 PM

There's a lot that you can do to ensure that you have the best creative, and to extend its shelf life. Today we are focusing on the three most important practices to ensure your best ad delivery, increase customer engagement, and extend the life of your ads.

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Brand Loyalty: Challenges and Opportunities

By Hale Soucie on Feb 5, 2019 11:10:38 AM

According to reports released by Edmunds, only three car manufacturers have brand loyalty that exceeds 60%.

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Growing Your Business in 2019 with SMART Goals

By Hale Soucie on Jan 27, 2019 11:56:52 AM

Having just celebrated the new year, I'm sure plenty of us made resolutions for 2019 that we may or may not stick to.

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How To Use Turn And Earn To Increase Market Share And Revenue

By Hale Soucie on Jan 19, 2019 6:56:56 PM

Most dealers have heard of Dave Smith Motors in Kellogg Idaho. In the mid 1990's, this dealership was selling more Dodge trucks than anyone else in the nation despite its town's population of some 2400 people.

How did they do this? With turn and earn marketing tactics.

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Coaching Your Sales Team

By Hale Soucie on Jan 12, 2019 2:00:20 AM

According to a LinkedIn study, sales teams who received 3 hours of coaching per month had a 17% higher closing rate than teams who received only 2 hours.

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Does Demand For Your Brand Dictate Your Market Share?

By Hale Soucie on Jan 5, 2019 1:30:14 AM

Yes and No.

Yes, less demand for your brand means less of your brand might be sold in relationship to other brands in your market area.  That's a given. However, the demand for your brand does not have to limit your individual dealership’s performance.

Your dealership can increase market share even when demand for your brand is down in a couple ways:

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2019 Automotive Industry Trends & What They Mean For Dealers

By Hale Soucie on Dec 29, 2018 4:02:17 AM

The automotive market will continue along its 2018 pace in the coming year according to many analysts in the industry. Used vehicle sales show potential for significant growth as average transaction prices continue to rise.

Some analysts remain wary and project a potential “flattening” in the market, but this in itself is good news in a sense.

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A Very Merry Christmas From Our Family To Yours

By Hale Soucie on Dec 21, 2018 3:24:49 PM

For most, the Christmas holidays are an opportunity to pause for a moment and focus on the things that are most important to you.

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Should Your Service Department Service Other OEM's?

By Hale Soucie on Dec 7, 2018 6:24:38 PM

To edge out the competition and to increase revenue, more and more service departments are choosing to service other OEM’s.

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Car Buyers Report Lowest Satisfaction With Long Purchase Process

By Hale Soucie on Dec 1, 2018 12:16:50 PM

Negotiation time and the time to complete purchase remains the number one complaint of car shoppers.

According to a recent study that polled recent car buyers, the amount of time it takes to complete a car purchase continues to grind customers' gears.

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The Benefits & Dangers of Third-Party Car Shopping Sites

By Hale Soucie on Nov 17, 2018 7:16:05 PM

Over the last several years, third-party sites like CarGurus,, and TrueCars have become a popular tool for dealers looking to boost their New and Used sales numbers and the reason is obvious: sites like these are the most-used resources for online car shopping.

When shopping for a car online most New car shoppers start off on third party websites and end up on dealership sites while most Used car shoppers start and end their journey entirely on third party sites.

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How Hard Is It For Dealers To Influence Car Buyers?

By Hale Soucie on Nov 10, 2018 2:44:06 PM

According to a recent study, shoppers are spending less time in the market for a car than in previous years. With this in mind, how should your dealership go about capturing buyers in their ever-shrinking buyer's journey?

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Black Friday and What it Means for Dealers

By Hale Soucie on Nov 3, 2018 1:43:29 AM

Black Friday. Typically regarded as the first day of the Christmas shopping season, stores offer special prices and deals that result in a mad dash of frenzied shoppers the day after Thanksgiving. Some people dread the crowds and traffic, but almost a third of Americans in 2017 braved the mob to shop for Christmas gifts for loved ones or find sweet deals. 

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How Many Shoppers Do You Talk to Each Week?

By Hale Soucie on Oct 26, 2018 11:00:00 AM

People buy from people. Everyone in automotive retail will agree that it is impossible to sell a customer a car without ever talking to them. So how many people do you talk to each week?

Sales is a numbers game. The more people you talk to the more people you will sell.

So, what if you could have a conversation with 40,000 people next week? If you multiply that by your closing rate the numbers are pretty ridiculous, right?

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Are TV and Radio Still Enough for Car Dealers?

By Hale Soucie on Oct 19, 2018 11:01:25 AM

When I talk to car dealers about their digital marketing strategy, a lot of times I hear something along the lines of, “We’ve gotten along just fine doing radio spots, TV ads and direct mail, why do we need digital marketing now?”

They do make a good point. What they’ve been doing was good enough in the past, so it should still be enough… right?

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Car Buyers Say Brand And Price Are NOT The Most Important Thing

By Hale Soucie on Oct 12, 2018 5:44:36 PM

Amazon, Spotify, Lyft, Purple, Dollar Shave Club. You have heard of all these companies and chances are you use at least one of them on a regular basis.

All these products made a major splash when they debuted in the marketplace and many of them have grown into multi-million, or even billion-dollar companies. So, why are all these products so successful?

When you stop to think about it, are they really offering anything new?

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3 Tips When Selecting A Marketing Agency For Your Dealership

By Hale Soucie on Sep 29, 2018 8:46:01 AM

So, you’ve decided you want to step up your digital marketing game and bring in some outside help to reach more customers and sell more cars. You’ve seen ads for, and received dozens of emails from companies that claim they can help you do just that, so how do you choose one?

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Behavioral Targeting vs. Contextual Targeting: Which Is Better?

By Hale Soucie on Sep 20, 2018 3:34:08 PM

As a car dealer you have more than likely heard about Behavioral and Contextual Targeting when it comes to marketing, but if you’re like a lot of the dealers I have spoken to, you may not be entirely clear on the difference between the two.

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Analyzing Your Google Analytics Traffic: Direct/None

By Hale Soucie on Sep 13, 2018 5:39:19 PM

Google Analytics is an invaluable source for car dealers as it provides a lot of data and information about visitors to your website. However, sometimes the analytics program can leave you with more questions than answers.

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Convenience: A Strategy for Higher Dealership Profits

By Hale Soucie on Sep 4, 2018 4:30:00 PM

Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less that $3? The answer is in the name: Convenience.

So what does this have to do with you as a car dealer?

Simply put, if you are convenient for your customers, you can make more money.

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Facebook Remains Dominant Force for Automotive Marketing

By Hale Soucie on Aug 31, 2018 10:55:31 PM

Despite a rocky year with questions in how it handles its data and customer privacy, the Social Media giant is still king and won’t be giving up the crown anytime soon.

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How To Be A Salesperson Instead Of An Order-Taker

By Hale Soucie on Aug 25, 2018 12:01:17 PM

A shopper comes into your dealership. They ask one of your sales people the price on a model, the salesperson gives it to them they turn around and walk out the door. Sound familiar?

The thing is, it’s really not the salesperson’s fault. With the world getting smaller and smaller and consumers having more options, car shoppers are visiting fewer dealerships and instead spending most of the buying process online. The convenience this offers them has caused shoppers to want to spend less time talking to sales people and immediately push for the end-game: what is the price?

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Knowledge Is Power: Knowing Your Competition

By Hale Soucie on Aug 17, 2018 4:09:45 PM

“If you know the enemy and know yourself, you need not fear the result of a hundred battles."

-Sun Tzu’s Art of War

Other dealerships in your area may not be your enemies and you’re not exactly at war with them. However, we can all agree that they are your competitors meaning there is a competition, and in every competition, there is a winner and a loser.

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How To Offer Coupons And Not Lose Money

By Hale Soucie on Aug 11, 2018 9:16:35 PM

In a previous blog post we discussed Convenience as a Pricing Strategy. In that post we talked about how instead of discounting your services you can actually charge premiums by making your dealership more convenient for customers.

One of the most common questions we get from dealers (especially in response to that post), is whether or not they should be using coupons to incentivize customers with cheap oil changes and other services they offer. In the previous post we were not saying that coupons or discounts are a bad thing. Coupons can be extremely effective when used the right way.

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Pricing Psychology: A Look In The Mind of Shoppers

By Hale Soucie on Aug 4, 2018 1:34:05 PM

Today I want to try and give a little food for thought about your pricing and sales strategy by talking about one of my favorite subjects: pricing psychology. A good understanding of pricing psychology is a powerful tool for dealers because it shows that in the end it’s not the price that drives the customers behavior, it’s the perception of the price. In a sense, every pricing manager is also a perception manager.

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Customers Want To Feel Like They Are 'Buying', Not Being 'Sold'

By Hale Soucie on Jul 28, 2018 7:29:24 AM

You are a successful dealership. You've sold tens of thousands of cars. But, how many have you bought? When I say ‘bought’ I mean how many cars have you bought going through the same processes that your customers go through? Being in the car business affords you the luxury of NOT having to go through what your customer goes through and until you get that experience, you’re more in the dark than you could ever imagine.

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Optimizing Your Google My Business Listing For Better Traffic

By Hale Soucie on Jul 20, 2018 6:06:16 PM

Two weeks ago we did a blog post on the importance of managing your online reviews such as ones on your Google My Business Listing. After some feedback and seeing that some dealers were having issues with optimizing their My Business Listing, we thought it would be helpful to walk through some ways to optimize your listing, or if you haven't set one up already (very important), how to do so.

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The Law of Marketing and Maximizing ROI

By Hale Soucie on Jul 15, 2018 9:01:00 PM

The Law of Marketing: Repeated exposure to the right people yields results.

This hasn't changed. The internet adheres to it. Social Media adheres to it and everything that has not yet been invented will adhere to it. 

So how do you consistently get your product in front of the right people? Well, there are really only two choices to guarantee your message is delivered to the people most likely to purchase from you:

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Increase Your Dealership's Traffic By Managing Your Online Reviews

By Hale Soucie on Jul 6, 2018 6:55:58 PM

Shoppers spend more and more of their time online every year before ever making their way into a dealership. This has made managing your online presence more important than ever before.

Topics: Local SEO
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The 4 Most Influential American Cars In History

By Hale Soucie on Jun 22, 2018 9:42:30 PM

At Edifice, we're always looking towards the future, but this week we take a look at the past for a bit of American industry history. Fourth of July is just around the corner and in honor of Independence Day we will be looking at (in our opinion) the 4 most influential cars in American history. 

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Convenience: A Strategy for Higher Profits Part 2

By Hale Soucie on Jun 15, 2018 12:39:07 PM

Picking up on our discussion of convenience as a pricing strategy let’s examine the results of the convenience audit we provided and address one of the major issues it most likely revealed.

If you did not complete the audit or read part one, you can find those here:

Part One                Open the Audit

Most likely your audit revealed long wait times to get into the F&I office, as this is a common complaint among customers. 

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Car Marketing by Car People

By Hale Soucie on Jun 8, 2018 1:41:29 PM

At Edifice Automotive we not only have tons of experience in digital marketing, we also have years of experience in running dealerships. Several of the executives at Edifice Automotive have over 30 years of experience in the industry. This experience is what equipped and inspired them to create a company that offers solutions that specifically addresses your needs and goals as a dealer. When we partner with dealers, we make it a point to not tell you what you need, but instead to listen to your goals and design a tailored solution for you. We have found that this way of doing business not only helps us build a relationship with our customers, but it also helps them increase their sales and service revenue with the least amount of cost possible. Edifice harnesses the power of Big Data so that you can get more foot traffic to your dealership, an increased sense of trust from potential car buyers, and more monthly sales as a result.

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Convenience: The Best Strategy For Higher Dealership Profits

By Hale Soucie on May 21, 2018 9:00:00 AM

Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less than $3? The answer? Convenience.

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What Are Your Dealership's Goals? What Are You Doing About Them?

By Hale Soucie on May 14, 2018 11:00:00 AM

We’ve seen huge changes in the industry in the last 15 or so years that have forever changed how customers shop for cars, and in turn how dealers should be engaging and selling to them.

Now more than ever it is important to have a Marketing Strategy.


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What An Industry Titan Taught Me About Dealership Profitability

By Skip Soucie on May 9, 2018 9:00:00 AM

If you interview any Dealer Principals, Presidents, Vice-Presidents, and Executive General Managers of dealerships and ask them how they started out in the business and progressed to where they are now, and you will notice a pattern in most of their stories.

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What Is Consistent, Cost Effective Dealership Marketing?

By Hale Soucie on May 1, 2018 11:04:00 AM

First off, a dealership needs to keep an eye on their market share of both new and used cars. This should be done in at least two ways; against similar brand franchised dealers in their market and against all franchised dealers in their market.

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Reaching The Right People With Your Dealership's Marketing Efforts

By Hale Soucie on Apr 24, 2018 11:04:00 AM

Let's say there is a person who lives within a 15 mile radius of your dealership who is going to buy a vehicle sometime over the next six months.  Let's also say that this person is considering a brand you carry and let's also say that they are even considering buying from you.

Would you say that it would be to your benefit to have mail, email and perhaps Facebook (or other apps) delivering your message to this person on a consistent basis during the approximately 6 months prior to this person 'pulling the trigger'?

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Does Auto Brand Demand Dictate Market Performance For Dealerships?

By Hale Soucie on Apr 16, 2018 7:00:00 AM

Yes and No.

Yes, less demand for your brand means less of that brand sold in relationship to other brands in your market area.  That's a given. However, the demand for your brand does not have to limit your individual dealership’s performance.

Your dealership can increase market share even when demand for your brand is down in a couple ways:

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Month–to–Month is Killing Dealers' Market Performance

By Hale Soucie on Apr 9, 2018 12:12:47 PM

The car business is unlike any market in the world.  You are in a business where you sell something people want and need.  The potential for big success is highly probable, unlike a lot of businesses that have a low probability for success (restaurants for example). That being said, car dealerships will not run themselves and most assuredly can fail. There are many reasons that dealerships fail, but almost all of them can be narrowed down to one issue: a lack of planning and the ability to pivot as the market's demands shift.

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What Is Data Attribution?

By Hale Soucie on Sep 1, 2017 7:43:00 AM

So, you have decided to try and give your dealership a leg up on local competition by implementing multi-channel digital marketing (a very wise choice). 

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What is “Direct/None” In Google Analytics?

By Will Young on Jul 25, 2017 7:40:00 AM

Google Analytics doesn’t always recognize where a web visitor came from or the device they used. When that occurs, the analysis says “direct/none” even though the visitor may not have come from a direct source. There are ways to analyze the data anyway, and certainly ways to fix the issue so more data can be reported accurately.

Nearly every Google Analytics report has something that looks like “(direct)/(none) source” and the meaning behind this can be misleading. Visiting Google’s help center to learn what direct/none means or how to fix it might not shed much light on the meaning of this phrase. The help center says that this term refers to “users that typed your URL directly into their browser, or who had bookmarked your site”. In other words, most of the people who get to your site without following a link.

Topics: Edifice
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Are The Right People Driving Your Digital Marketing Campaign?

By Will Young on Mar 21, 2017 7:37:00 AM

Edifice Automotive stands out from the competition because we have a laser focus on helping dealerships sell more cars. When you partner with us, you can be assured that we have helped dealerships increase their sales by with our Multi-Channel Marketing Solutions. Edifice harnesses the power of Big Data so that you can get more foot traffic to your dealership, an increased sense of trust from potential car buyers, and more monthly sales as a result.

You won’t get these results from a digital marketing agency who works with just any type of client. Edifice knows the business of selling cars.

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CRM Revive™ Success Stories - Dealership Case Study

By Will Young on Mar 1, 2017 8:13:00 AM

If you’ve been having a hard time finding new leads, you may actually be sitting on some pre-existing leads that you’ve been overlooking. Have you checked your customer relations management (CRM) data lately?

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Attribution And Conversion: How Dealerships Should View Both

By Will Young on Feb 8, 2017 7:24:00 AM

Are You Focusing Too Much On Attribution and Conversion?

The way that people buy cars today has drastically changed as digital marketing itself keeps evolving. Just a decade ago, auto dealers used to buy leads that were hastily thrown together with only about a 3-5% conversion rate on account of most people filling out entry forms for sweepstakes rather than being interested in buying a car. The lead giant Autobytel sold millions of leads to dealerships around the country, but conversion was poor.

Lead generation efforts today require a little more effort. However, a mistake that dealerships keep making when determining a digital marketing campaign’s success is that too much focus has been placed on attribution and conversion. While these metrics are important, they don’t tell the whole story as to how effective your overall digital marketing strategy has been.

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How Dealerships Can Get The Most From Their Old CRM Data

By Will Young on Feb 8, 2017 7:19:00 AM

Why Reviving Your Dead CRM Data is Worth It

If you’ve been having a hard time finding new leads, you may actually be sitting on some pre-existing leads that you’ve been overlooking. Chances are that you’ve had several people come to your dealership and seem interested in buying a car, but who then didn’t follow through with a purchase. Those same people may actually be thinking about buying a car now, and you just don’t know it.

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Dealership Success Story

By Will Young on Jan 18, 2017 1:39:00 AM

Client: Atlanta Kia Dealer

Market: Atlanta, GA

Campaign Term: 12 Months

Campaign Type: Targeting Conquest and Retained Customers

Multi-Channel Marketing Strategy:

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MCM is Your Digital Champion

By Will Young on Jan 6, 2017 7:20:00 AM

When purchasing a new vehicle, buyers visit on average 9.3 websites. Those sites don’t sell YOUR dealership.

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Why Your Digital Marketing Strategy Needs Effective Email Marketing

By Will Young on Dec 28, 2016 7:14:00 AM

Coming up with a digital marketing strategy can be dizzying. There’s a lot of methods to choose from, like social media, content strategy, pay-per-click, influencer marketing, placement with prominent bloggers and ad networks just to name a few, and new methods seem to be created every other day. But there’s always email marketing, and it’s something that really shouldn’t be overlooked.

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Is SEM Your Dealership's Only Online Marketing Strategy?

By Will Young on Dec 7, 2016 6:54:00 AM

SEM is important as a component of a digital strategy, but should not be the entire strategy.

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Contextual Targeting vs. Behavioral Targeting: What You Need To Know

By Will Young on Dec 2, 2016 6:51:00 AM

Contextual targeting and behavioral targeting are not one and the same. Learn why they are different, and why Big Data makes such a difference when it comes to deciding which type of campaign to implement.

Contextual targeting is ad placement done smartly. Rather than relying on broad demographics, location, and simple browsing history, contextually-targeted ads connect the right message to the right person at the right time. Contextual ad campaigns show the user content similar to what’s on the page that they are currently browsing.

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Edifice Automotive Offers 'Adabilities' Sees Your Prospects

By Will Young on Oct 20, 2016 6:44:00 AM

Reach Your Prospects with Adabilities

Adabilities is Edifice Automotive’s powerful digital marketing platform. Dominate your market by targeting prospects that are actively shopping for your products and services.  Take a look at this video to get a better idea of what Adabilities can do.

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Effective Large-Scale Email Campaigns For Dealerships

By Will Young on Sep 23, 2016 6:42:00 AM

Email marketing is one of the most effective inbound marketing methods. Here’s a few main points to keep in mind when crafting an effective email campaign using data.

Simply put, email marketing is one of the most effective inbound marketing methods- if someone voluntarily gives you their email address and stays on your mailing list, they are a lot more likely to spend with you than someone who simply follows you on social media. So much more likely, actually, that email campaigns with existing customers are 40 times more effective1 than outreach attempts for new customers on social media.

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Reach Your Prospects Before They Reach Your Competition

By Will Young on Aug 29, 2016 5:59:00 AM

This morning, Jane applied for an auto loan online, and then browsed SUVs on several manufacturers’ sites. Now she’s at a football game – passing the time between quarters by comparing SUV reviews on her smartphone. It’s clear she’s serious about making a purchase.

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7 Do’s & Don’ts You Can Count On For Better Customer Acquisition

By Hale Soucie on Aug 8, 2016 5:54:00 AM

Digital marketers are looking to the future, hoping to expand their enterprise ever further. Just like in any other industry, the ability to grow requires a plan and the right tools for the job. We’ll be focusing on a few key tips that will help you take your marketing strategy one step further.

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Latest Production Trends In Digital Media And Email Marketing

By Will Young on Jul 25, 2016 5:31:00 AM

How are digital marketers making their electronic media a more cost-effective means to advertise their products and services? It’s all about valid data, correct and updated records, immediate results, and- believe it or not- suppression techniques that exclude customers not appropriate for your target lists.

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How To Contact Thousands Of Car Buyers In One Week

By Will Young on Jun 6, 2016 5:19:00 AM

Dominate your market with our People-Based Digital Marketing Solutions. People buy from people. Everyone in automotive retail will agree that it is impossible to sell a customer a car without ever talking to them. So how many people do you talk to each week? We’d like to introduce you to 1, 5, 10, or even thousands of new people in your market to start a conversation about your offers. To better explain our process, we put together a short 2 minute video that shows how we reach these customers on your behalf.

Topics: Edifice
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Buying Patterns: Then and Now

By Hale Soucie on Jun 6, 2016 5:12:00 AM

The way that people buy products has been changing drastically over the last 10 years.

In the past, once a consumer developed a need or desire for a product or service they would need to take a trip to a brick and mortar location in order to learn more about the product. From there they would find out more about the product or service through speaking to an associate or inspecting it themself. If they decided that they did indeed want to make a purchase, they would select the specific item that met their needs and proceed to purchase it at the store.

Today, the process has been changed entirely by the internet and the constantly expanding digital marketplace. Due to the vast supply of information constantly at their fingertips, consumers can discover, learn about, and even purchase a good or service from the comfort of their home.

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How To Reach 40,000 Car Buyers Next Week?

By Hale Soucie on Apr 14, 2016 10:48:00 AM

People buy from people. Everyone in automotive retail will agree that it is impossible to sell a customer a car without ever talking to them. So how many people do you talk to each week?

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Part Five: Annotating Your Google Analytics Data

By Hale Soucie on Apr 1, 2016 10:37:00 AM

Welcome to Edifice Automotive’s final week in our series on Google Analytics. Throughout this series, our aim has been to give you a better understanding of some of Google Analytics’ tools, along with good practices you should use in order to get the most accurate data about your website. In the first four parts of the series we have taken several steps to filter out all unwanted spam and irrelevant traffic. If you missed those posts you can find them here. Now that we have made sure your site is only recording relevant traffic, it is time for you to start interpreting your data to assess strengths and weaknesses in your website as well as the impact of your marketing efforts. This can take many forms, but the most important thing to do is recognize patterns in your traffic and how they correlate to specific events.

There are many events or factors that can affect your day-to-day traffic, and in the moment it can be easy to identify what may have caused a drop or spike. If your website goes down or under maintenance you may see a decrease, whereas changes to content or beginning a new marketing campaign may cause an increase in traffic. This is what makes Google Analytics so useful as you can see in real-time the effects your marketing efforts have on your site and the amount of customers and potential customers you reach. However in the long run it is almost impossible to remember all of these individual events and eventually you will only see drops and spikes in traffic with no idea what caused them. This defeats the entire purpose of Google Analytics and will have made all of your efforts to collect clean data be in vain.

Fortunately Analytics has a built-in solution so simple that it almost becomes an afterthought, but its importance to interpreting your data can not be stressed enough. This solution is Annotations, and utilizing it is one of the best habits you as a webmaster can develop.


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Part Four: Filtering Internal and International Traffic On Google

By Hale Soucie on Mar 23, 2016 10:28:00 AM

Welcome back to Part Four in our Google Analytics Series. Over the last several weeks we have learned how to take preventative measures against Ghost and Crawler Spam. If you missed any of the last three posts you can find them here: Part One, Part Two, and Part Three. Now that we have addressed the issues of Ghost and Crawler Spam you should start seeing cleaner reports and hopefully getting a more accurate look at how well your website is functioning. While this is good progress, there are still a couple more things that we can do to verify that you are getting the best and most accurate data about your site. This week we will discuss how to filter Internal and International Traffic from your reports.

Anyone who is running a website should be frequently visiting the site to ensure that everything is working properly. Unfortunately every single one of these visits will be reported by Google Analytics. To make matters worse, any time anyone from your company visits the site, their visits will also be recorded. This may not seem like a big deal, but over time this Internal Traffic will start to add up and contaminate your reports.

In addition to traffic too close to home, traffic too far away is also an issue. Blocking Ghosts and Crawlers from your website should have led to decreased traffic from other countries, but if your site is anything like ours, you may still be seeing some overseas traffic. If your company does business internationally this is a good thing and you have nothing to worry about, however, if you only do business domestically, this International Traffic is useless and will skew the rest of your data.


Fortunately there are solutions for both of these issues and they each take only a few minutes to apply.

We’ll start with filtering out all Internal Traffic.


Topics: Edifice
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Part Three: Blocking Crawler Spam On Google Analytics

By Hale Soucie on Mar 15, 2016 10:17:00 AM

To view Part One: Ghost and Crawler Spam click here.

To view Part Two: Setting Up Views and Blocking Ghost Spam click here.

Welcome back to Part Three in our series on Google Analytics. In the first week, we started off our series by familiarizing ourselves with the differences between Ghost and Crawler Spam and what not to do when trying to deal with them. If you missed the first week you can find it here: Part One. In Part Two we showed you how to set up views and remove Ghost Spam from your Analytics Reporting. If you missed the second week you can find it here: Part Two.

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Part Two: Setting Up Views & Blocking Ghost Spam From Google Analytics

By Hale Soucie on Mar 4, 2016 11:15:00 PM

To view Part One: Ghost and Crawler Spam click here.

To view Part Three: Blocking Crawler Spam click here.

Welcome back to Edifice Automotive’s series about removing Ghost and Crawler Spam from your Google Analytics. Last week we started off our series with an explanation of the different types of spam and how they work. If you missed that blog post you can find it here.

This week we will show you how to deal with Ghost Spam and remove it from your Google Analytics reporting. Before we do that however, we need to talk about setting up views.

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Part One: What is Ghost and Crawler Spam?

By Hale Soucie on Feb 26, 2016 9:31:00 AM

To view Part Two: Setting Up Views and Blocking Ghost Spam click here.

Anyone who runs a website that is being monitored by Google Analytics knows that eventually you must address the issue of spam.

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Automotive Digital Marketing Handbook

By Hale Soucie on Feb 11, 2016 11:41:00 PM


It’s getting harder and harder to keep track of every new platform and acronym in the modern marketer’s arsenal. That’s why we put together a glossary of the core terms and technologies we believe every data-driven marketer needs to know to understand all the techno-babble, look smart in meetings and stay on top of this crazy, complex discipline.

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Edifice Announces REACH: Stand-Alone Service Marketing

By Hale Soucie on Feb 4, 2016 8:55:00 AM

Edifice Automotive is proud to announce that it now offers a Conquest Marketing Solution designed specifically for service departments: REACH.

REACH is a multi-channel, turnkey solution that offers the opportunity for dealerships to target their competitor’s customers as well as inactive customers with attractive service offers.  Through Edifice’s Decisioning Engine and multi-billion record databases, customers most likely to be seeking service in the dealer’s area are identified.  Customers can be selected based on several different qualifiers, including but not limited to the make and model of the car that they drive. Once selected these prospects receive relevant and attractive offers delivered through Mobile, Social and Email Marketing.  As with all Edifice campaigns, marketing material is created in-house and made to match regional and manufacturer incentives.

Topics: Edifice
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Edifice receives CDK Global Approved Interface Certification

By Hale Soucie on Dec 29, 2015 5:04:00 AM

Edifice Automotive, a division of Edifice Group, Inc., has obtained CDK Global Approved Interface Certification for their digital suite of products.

Topics: Edifice
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Edifice Obtains Reynolds and Reynolds Certification

By Hale Soucie on Dec 29, 2015 4:52:00 AM

Edifice Automotive, a division of Edifice Group, Inc., has signed an agreement to obtain certified integration for Reynolds and Reynolds DMS for their digital suite of products. These products include the Win Program, Keep Program, Build Program, ReachService Program and ReachSales Program. The key advantage of this certified integration is that it ensures security, privacy and reliability of consistent data through certified interfaces for dealers.

Topics: Edifice
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