4 Strategies for Maximizing Sales and Market Share Across All Rooftops
This session, originally presented by C-4 Analytics on the Digital Dealer platform, addresses a fundamental challenge for multi-rooftop organizations: dealer groups consistently leave deals on the table by failing to unlock their inherent marketing advantages.
The solution is not to treat each store as a silo but to implement four interconnected strategies that turn the entire dealer group into a single, cohesive, competitive force. Groups that implement these strategies experience a 10% to 15% increase in lead-to-sale rates.
The 4 Pillars of Dealer Group Success
1. Centralize Your Advertising
Centralization is about more than a single bill; it’s about full control and budget agility.
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Budget Fluidity: The key is treating the group's marketing budget as one pool of money. You must be able to move funds from a high-performing store (e.g., Ford) to a struggling store (e.g., Jeep) to maximize the group's overall performance.
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Eliminate Conflicts: You must eliminate competitive conflicts. An agency that works for your rival dealer cannot help you gain market share. Centralization requires the ability to unbundle services and have full control over your vendor's actions.
2. Cross-Promote Brands
Dealer groups have multiple brands (Honda, Toyota, etc.)—a massive competitive advantage that must be leveraged.
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Conquest Campaigns: The most effective method is running targeted conquest campaigns between your own brands (e.g., running Honda campaigns to target in-market Toyota buyers).
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Brand Halo Effect: Shared insights and success at one store should be applied to others, leveraging brand equity across the entire group.
3. Leverage Your Used Car Network
The used car inventory is a massive, unified pool of assets that should be treated as a whole.
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Group-Wide Inventory: Run centralized used car campaigns that pull inventory from all stores, increasing the available selection from 100 cars to 500 cars.
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Inventory Flow & Cross-Selling: This strategy ensures metal is moved where it sells best and maximizes cross-selling opportunities (e.g., a customer entering for a used Ford leaves with a new Jeep).
4. Use Your First-Party Data
First-party data is the group’s gold that competitors do not have.
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Pump-in Report Integration: The Pump-in Report (showing lost sales to rivals in your PMA) is a goldmine that must be used to inform and refine targeting efforts.
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CRM and Offline Data: Integrate CRM data (past purchases, service cycles) and offline data (phone calls, walk-ins) with digital campaigns to effectively target past customers with relevant sales and service specials.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM, watch the full webinar below.