Here is a side-by-side a dealer principal can take to the next budget meeting. The salary figures are a typical Swedish example, not a quote; put your own numbers in.
A full-time marketing coordinator
- Salary: around SEK 40,000 a month gross.
- Employer contributions in Sweden (31.42%): about SEK 12,600 a month.
- Tools such as design, scheduling and analytics software: a few thousand kronor a month.
- Training and courses: spread over the year, around a thousand kronor a month.
- Time before they are fully up to speed: usually a couple of months at full cost.
All in: roughly SEK 55,000 a month, or around SEK 660,000 a year. And that is before a single ad has been paid for. The ad budget on Facebook and Instagram comes on top.
LaLista Standard
- €1,000 a month for up to 200 cars (around SEK 11,000–12,000, depending on the exchange rate).
- The Facebook and Instagram ads are included. There is no separate ad budget.
- No employer contributions, no training, no ramp-up of months.
- Billed monthly, cancel any time.
All in: €12,000 a year, ads included
This isn't the argument we most like to make. It is the one the finance side will make as soon as they see the two lines next to each other.
What the comparison leaves out
The honest counter-arguments:
- A platform doesn't know your local market. True. You do. What LaLista takes over is the operator work — an ad for every car, updated every night, sold cars removed overnight — not the thinking about your market.
- A platform doesn't build your brand. Also true, in the sense of brand campaigns. LaLista makes sure every car you have is seen by people nearby. Brand work is a separate line item, often better spent on a photographer or a copywriter for occasional pieces than on a full-time hire.
- A platform doesn't do your local sponsorships, newspaper ads or showroom events. Correct. It does Facebook and Instagram ads for your stock, and nothing else.
- You might still want a marketer. Perhaps — but then they spend their time on strategy, local partnerships and your own content, not on building and taking down ads.
Where the numbers look different
For a single dealer with up to 200 cars, the numbers above are hard to argue with. They look different for a group with several locations that already has a shared marketing team. There the question isn't "replace the marketer?" but "give the marketer this as a tool, so they can stop doing ad operations by hand". Groups with more than 200 cars or several sites can talk to us about the Group plan.
Whatever you decide, do the maths with your own salary levels, your own ad budget and your own number of cars. The difference usually becomes clear on one sheet of paper.
