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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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What are your 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.

DON’T CLICK AWAY JUST YET.

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What I Learned from an Industry Titan

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

Interview Dealer Principals, Presidents, Vice-Presidents and Executive General Managers of dealerships. Direct these people to tell you how they started and progressed in the business and you will notice a pattern in most of their stories. Most, if not all, started selling cars. Most grew up in the Variable, Sales, side of the business. I was one of those people. Like those people, I was trapped in a perspective of the business based on my experience. Then I met and went to work for Roger Penske.

Topics: Edifice
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What is consistent, cost effective 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.

Topics: Edifice
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Touching the Right People

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'?

Topics: Edifice
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Does demand for your brand dictate your market performance?

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

Does demand for your brand dictate your market performance?

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:

Topics: Edifice
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What is Attribution?

By edificeauto on Sep 1, 2017 7:43:00 AM

Hale Soucie

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

Topics: Edifice
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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.

Topics: Edifice
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CRM Revive™ Success Stories

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? An effective CRM system can increase customer retention by 27%*, and seemingly dead leads can present a surprising amount of opportunity. Reviving dead leads that you already have in your system costs far less than generating completely new ones, and it’s pretty simple and effective using our CRM Revive program.

Topics: Edifice
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