Edmunds’ Post

I ended up doing a mystery shop the other day to help out a coworker - I haven't done one in probably 5 years. Let me tell you - if that payment calculator was not working FAST and quickly could get an idea of payments/terms, I was SO annoyed!!! I can't even imagine as a shopper how annoyed I'd be. It was truly eye opening to the way car buying has advanced so rapidly in the last few years.

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WOAH!! Social media is the cheapest on that list as well. Why isn’t every dealer diving in???

I wonder though, how much budget is being allocated to those channels? How well are dealers that are basically pushing ads working versus ones that have a healthy organic presence and using paid ads like throwing gas on a fire? I personally have always had the best results with a mixture of them. Thoughts on that Car Dealership Guy?

Good points and helps explain why the most successful dealers are not reactive but proactive. Don't wait until someone's in the market to buy a vehicle then compete for their business. Give a good enough offer to put them in the market and where they belong, on the lot.

Yet so many dealers don’t put any time into their content + social strategy 🙂↔️

Car Dealership Guy even industry employees are leaning on alternate methods to learn their product. I was talking with a young sales person just last week who just clicks through the GM monthly trainings, and instead learns product through TikTok videos.

YouTube and TikTok for walk arounds, product demonstrations, test drives, hype videos dominate the space for influencing a car buying decision at the moment—at least for the younger demographic (this doesn’t me under 25, it’s under 50). Those with nicely done video work in a digestible format are truly winning right now.

You've got guys like Alexander D. dominating the YouTube space and generating millions of views on walkaround and products insight videos, which lead to sales. Jon Frederick you guys need to interview him, he'll give you an industry masterclass.

I would love to understand the methodology and how they are measuring exposure of traditional media. What does the modern car buyer journey look like?