Why dealers should not cut ad spend during downturns

Transcript

When market conditions get uncertain, the first thing dealers examine is their advertising budget. And while it may seem logical to cut ad spend, this approach almost always backfires. Dealers end, up losing market share when they can least afford it. Mike Young, VP of Business Development here at Adpearance, recently shared why maintaining ad spend during downturns is really a strategic advantage. Here's what Mike told me every dealer should understand. First, when competitors reduce their advertising presence, dealers who maintain strong marketing visibility gain three significant advantages: less competition for ad placements, more market share per advertising dollar, and continued inventory exposure when in-market shoppers are harder to find. Second, consistent advertising builds long-term market share. During slow times, successful dealers treat it. as an investment in maintaining and growing market position. Third, the current market creates unique advertising opportunities. With new inventory harder to get and popular vehicles in short supply, targeted VIN-level advertising becomes even more valuable. Read Mike's full blog post for his complete strategy on maintaining competitive advantage. during market volatility. The link is in the comments below. And. if you want to work with Adpearance to optimize your dealership's ad spend, you can reach out to our team at sales@adpearance.com.