FTC cracking down on Auto Dealers advertising
If you read any of the automotive industry trades, you’ve probably noticed more articles related to the FTC and deceptive dealer advertising. This is no coincidence, the FTC recently announced they would be stepping up efforts to crackdown on deceptive advertising, fraudulent add-ons and improper loan modifications…Operation Ruse Control is now in
full effect.
Dealerships that push the envelope and utilize questionable tactics in their messaging are risking a lot more than a unhappy customer. The FTC is handing out big fines for even minor infractions. We always recommend to our clients to play by the rules and create compelling communications that inform the customer and are 100% compliant with FTC guidelines. When clients don’t take that advice, we respectfully decline to work with them. It’s not worth the risk.
Have questions about FTC guidelines? Give us a shout. We’d be happy to walk you through what we do and how we do it.
Key to a successful agency relationship: Define swim lanes
A clear and concise scope of work is one of the most important documents when beginning an agency/client relationship. As the relationship matures and the ways of doing business change, how often do you revisit the scope of work? What should an agency be responsible for? Has that changed with technology and increased business pressures?
The concept of swim lanes isn’t new, but it’s the best term to define the problem and opportunities faced in automotive marketing. The roles of Marketing Communications Companies, Internet Manager, and BDC Managers are becoming blurred. Is the agency responsible for selecting 3rd party lead providers? Is it the BDC Managers’ responsibility to make sure inventory listings are up to date with correct pricing and information? Is it the Internet Managers’ responsibility to update website with correct incentives? Best answer to all these questions: It depends.
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Google’s power play into lead delivery: Are you ready?
Well it’s finally happening. After nearly a year of beta testing in San Francisco, Google is expanding its automotive lead delivery program to include the entire state of California, with other states reportedly soon to follow.
So what does this mean? As automotive marketers, it’s our job to figure it out and provide our clients with a strategic point of view on how this will impact their business. Changes in technology and “new” ways to retail cars are in the headlines daily. But when it’s Google making the waves, you take notice and do some homework.
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