autoTRADER NPV Rates Are Going UP
Are you ready for your 2019 rate-up?
A couple weeks ago I met with an NPV rep and the guy who has my old OSC (Online Strategy Consultant) role (at a later date I’ll discuss how the way this role is positioned internally now is quite different from how it is presented to dealers) and I was told that TRADER will be upping NPV rates 10-15%. Now that figure MAY have been a scare tactic (which is a B.S. way to try and intimidate me for starters) but one thing is for certain… rates are going up early 2019.
Have you seen their performance improve 10-15%? Have there been any products that have improved your bottom line 10-15%? Have they improved their core NPV elements at all? Easy answer… NO.
You Have non-Kijiji Options
If your first answer is to spend more money with Kijiji, you’re thinking WAY too small.
Did you know that a combination of Kijiji and autoTRADER only drive an average of around 5% of your overall traffic to your website?
When your TRADER rep presents a product to buy and says that it’ll do wonders… do you really think that adding another $250, $500, $1000 or more to your bill each month will double your traffic from TRADER? Even if you doubled your TRADER traffic alone, the combined traffic might total 6-7% of your total website traffic.
Marketing Options
Marketing today is SO much more complicated & convoluted than 10-15 years ago and now requires real non-partisan expertise that isn’t associated to a brand (ex. Trader, etc.). There are options that take into consideration ALL of the IMPORTANT aspects of your marketing plan and incorporate input from all parties… such as yourself/dealer principle, OEM, marketing vendors (Kijiji, YP, etc.).
One of the key services that I provide is what I name as Advocacy. That means different things to different clients of mine but in essence I help put the processes in place in order to track, analyze & determine what marketing initiatives are truly working for a business. This is exactly where my business name came from. If a business has access to enough of the proper, non-partisan information, they can make their own, educated decisions on how/where to spend their marketing budget and not rely upon fancy charts and graphs presented by the various marketing vendors they use.
My Offer
Do you have a plan for 2019? Do you know how it should be revised compared to last year? For the month of November 2018, I will provide you a high-level direct competitive comparison report along with competitive best practices regarding your digital footprint/reach IF you answer 60 seconds worth of questions. I’ll get you this report within 30-45 days so that you are ready for 2019.
if your business is smarter, you will make better marketing decisions