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Small-Market Car Dealership Media Buys

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5 posts
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KipSmith
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We have a small car dealership client (community under 25,000 residents; sells about 15 new vehicles per month).

They are very committed to traditional broadcast media. Anyone have an idea of what typical media expenditures would likely be for a dealership of that size?

Thanks for any guidance you can offer!

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Jay Friedman
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This is two years old but still holds pretty true.  http://www.worlddealer.net/tag/advertising-expenses/. Around $750/new vehicle sold, but that includes ALL expenses, including your fees, signage, you name it.

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KipSmith
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Thanks, Jay: That at least provides some objective point of reference for us!

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Ginny
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Also factor in the type of promotion that is their lifeblood.  With a small geo, are they exclusive enough to do a low, consistent volume of image commercials all year--or do they live in the world of factory incentives, program cars, and deejay remotes, calling for higher frequency scheduling? I've had both, and the difference is 1x for the image guys, and 4-5x for the aggressive dealers.

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walterbriggs
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I used to work with a lot of car dealers. Ad budgets ran from $100-$450/car. Most commonly, they want to hold it in the $300-350 range.

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