How to Live Happily Ever After with Your Agency   - AutoSuccessOnline

How to Live Happily Ever After with Your Agency  

Your agency should be your partner, assisting you, helping grow your business and taking the burden of everyday marketing intricacies off your plate.

As a media buyer who deals exclusively with automotive clients, I understand the tremendous pressure dealerships are under to keep budgets in line. There’s a constant push and pull from your OEMs all the way down to your market reps on how that money should be spent. With endless marketing opportunities, it can be difficult to pinpoint where those advertising dollars should go. So, who do you listen to? Who has your best interest at heart? The answer to that is simple: Hire an agency! Let them educate you, advocate for you and help you navigate the ever-changing marketing landscape.

Unfortunately, far too often these partnerships start out halfheartedly. I know it can be uncomfortable to have someone come in and start poking their noses in your decision-making process. Giving up control is difficult — especially when it’s something as important as the marketing budget for your business. But it’s imperative to overcome this jockeying for control and work together, versus treating your agency as a third-party vendor. Your agency should be your partner. Your agency should assist you, help grow your business and take the burden of everyday marketing intricacies off your plate.

When you boil it down, all you really need is trust, communication, honesty and respect to build the foundation of a successful partnership. Communicate your concerns and ideas. Discuss strategies that seem to be working and learn from those that don’t. Be open to new concepts. Trust the process and share your thoughts in an honest and productive way.  Respect one another’s role within the partnership. You as the dealer have invaluable insight into the inner workings of your dealership. Share that knowledge and trust in your agency’s ability to implement and execute marketing strategies.

Agencies want to help you succeed. They don’t intend to swoop in, take over your dealership and laugh evilly as they rake in the commissions. I know trust needs to be earned and that everyone has encountered a few bad apples in past relationships, but don’t let those experiences harden or limit your potential for future partnerships. A truly great agency will be your watchdog; it will keep an eye out for the best marketing opportunities, weed out the bad ones and advise you on strategies that garner the best results.

New relationships are often tricky. The beginning can be a bit awkward. You’re still in the process of trying to get to know one another. There’s a lot of uncertainty. Will this work out? Will they treat me the way I should be treated? Well, if each person plays to their strengths and relies on one another to reach a common goal (more sales and profits for you), it will only help the relationship grow stronger. Keep an open mind and allow your agency the opportunity to do the job you hired them to do. Allow them to be your partner — to be part of your team. A dealership that views its agency as a partner rather than an adversary will set the groundwork for a long-lasting and mutually beneficial relationship.

You May Also Like

The Dealership Flywheel: A Perspective from X-Amazonian

Customer obsession is key. Every dealership must have processes in place to never fail a customer.

service customer and mechanic

As your dealership heads into 2024, it’s common to reflect back on the previous year and identify possible areas of improvement. As you reflect, consider things like whether or not you’ve had about the same number of people coming into your service department each day of the week or month of the year. As you reflect back on this past year’s sales and inventory hurdles, you undoubtedly know which months your store sold the most used or new cars.

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

Are there certain age/gender demographics with a higher propensity of purchasing any specific set of VPPs? This study sheds light on consumer preferences and priorities when it comes to safeguarding and maintaining vehicles.

study about age and gender differences - man and woman
How Generative AI Is Impacting Auto Lending Compliance

What is often left out of recent headlines, is the extraordinary power of AI to reduce harm, including fair lending and discrimination risks.

5 Predictions for Front-Line Chat Solutions

In the next few years, prepare for a chat solution that must act like a personal greeter to every customer who visits your digital showroom.

Maximizing Fleet Uptime: A Dealer’s Guide

This guide provides actionable insights for dealers to ensure their fleets are always on the move.

Other Posts

Are You The Captain Now?…or Is Bad Marketing Steering Your Ship?

It’s time to get out of the mindset of cut, cut, cut, and into the mindset of spending wisely for your long-term success.

Is Bad Marketing Steering Your Ship?
New Survey: Design of Dealership Important

ChangeUp surveyed 1,200 consumers in the U.S. who purchased a vehicle in the last three years.

You Want Me to Pay for WHAT?!

Arming yourself with this firsthand knowledge will let you make informed decisions and allocate your budget toward increased profitability in ways you simply cannot hope to when you’re playing telephone with your manager charged with executing on marketing.

Wikimotive, trade shows, marketing,
Crafting a Cohesive Brand Identity

Upholding a cohesive brand image is vital. Learn how photography plays a pivotal role in reinforcing a dealership’s professionalism.

Crafting a Cohesive Brand Identity The Impact of Professional Photos in Maintaining Consistency Across Marketing Materials