Third Party Providers & the Mountain of Money They Consume

Strong Automotive

The discussion has been going on now for years in the digital advertising space. Which third party sources are effective, worth the money and actually deliver traffic? While having lunch with our company’s most senior associates yesterday one of them asked me, “What is the biggest change you have seen with dealers in the last decade?”  My answer was very simple:

“Control and knowledge of what they were spending their advertising money on.”

Every day we get asked to analyze or look at the results from a third party source. There are too many to count, but the common denominator is usually that the cost doesn’t justify the traffic for the dealer. Let me be clear. This is not every case but more often than not it seems the reason we are being asked to look into these is because the dealers are not seeing traffic. They are paying mountains of money annually for another source that is popular in the digital age.

Having knowledge over every source of your budget when it comes to digital is what will separate you from the competition in the coming years. Being prudent while diligent in what and where you are spending will allow you to maximize the things that are working and stop the ones that are not working. Then comes the element of control. Having control over your resources allows you to maximize your traffic and keep as much gross as possible.

What I always like to tell someone who is questioning a third party source is to multiply the monthly cost x 12 and think about what you are paying that service for a year’s worth of traffic and business. Then tell me if you think it is worth it.


About the author

John Paul Strong:

As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising.

With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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