"I may cut back on major media advertising, specifically TV and radio, and I will save up for a big push in the fall when the 2005 redesigned A6 arrives."
Question of the day: What are you doing to cut costs?
"One of the things we are really trying to do is stock the right inventory to move it as quickly as possible. The other thing we are trying to do is cut advertising costs and make sure we are effective in the dollars we are spending on advertising. Other than personnel, those are my greatest two costs."
"We are trying to provide a better customer experience with the same cost by expanding customer care with the resources we have. For example, at our BMW store we have taken two service schedulers and made them client assistants - like ombudsmen, where customers start when they don't know where to go."
"We are reducing our advertising budget, but whether that's the right thing to do, who knows? Probably 50 percent of your advertising works, and the other 50 percent doesn't work."
American Service Center
"We are more closely evaluating the different advertising media for return on investment. We have not made any decisions, but we know we have a lot of analysis to do in that area. We are trying to evaluate costs more than we have in the past. A lot of dealers advertise just because other dealers are advertising. There are so many media choices available that we have to be more conscious of how we can optimize that dollar."
"By increasing spending on the technology side of the business and knowing on a daily basis where value is or isn't. We are doing this in different ways - like using computer programs to track each associate's expenses."
Flemington Car & Truck Country
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