To the Editor:
The story of a dealer and his Web guy seeing things differently is all too common ("Twitter? Facebook? Where's the deal?" April 26).
Sadly, neither is right. No dealer has any business buying any advertising without a defined strategy that is clear to everyone on the team. We estimate franchised dealers are robbed of more than $1 billion each year from poor advertising purchases and improper execution.
The problem is understandable. Automotive retail is dominated by sales experts thrust into an increasingly complicated marketing environment.
Media options will continue to change over the months and years ahead, fueling even more arguments.
What will not change is the need to view those options through the lens of a holistic strategy.
When dealers start asking, "How will this investment contribute to my traffic now and branding objectives?" the path to good decision-making will be illuminated. Until then, precious profits will continue to be wasted, and dear friends will continue to be forced out of business.