R. I. P. Traditional Automotive Advertising
The car listings on the internet you've always bought don't work. The print ads you've been buying in the newspaper aren't pulling in the ups. You're scratching your head wondering what happened.
"This is the same marketing I've always used. The message used to work, " you say. Now you're scrambling for answers. You need to find the solution.
We understand. We've heard this tale all too many time before. It's a common and sad song being sung by many auto dealers today. But you deserve better. You deserve the truth.
The traditional model and methods are out the door. They are obsolete. It's time to move on. What you do today will have an impact on tomorrow. So what can you do?
Here is the solution that will make the difference this month:
Stop selling vehicles
You are limiting yourself by only selling vehicles or should we say marketing vehicles. Everyone in the car business “sells" vehicles. The same vehicles for that matter. The fact that you have twenty ‘05 Ford Escapes with low mileage and plenty to choose from isn't a big pull to come in to your lot. The potential buyer doesn't care. Most are not committed to a specific type of automobile.
If you market yourself to the buyer as only having certain makes and models, you're limiting their buying preferences. You've placed yourself in the middle of a sea of sameness and the commodity pool. That's when your ups go down and the bottom line suffers. You have to turn the tables and better your odds. Don't let the almighty Kelly Blue Book rule your business.
Start selling the deal and the dealership
You need to become the only and obvious choice. Shout it from the rooftops if you have to. Make the reasons clear why a car intender should choose you over the guy next door. Choosing the guy next door would be foolish and a waste of time.
You must be firm with your offers and show the powerful benefits of your dealership. Ask yourself, what are other dealerships missing that you can offer? Are your financing options better? Do you give a higher allowance on trade-ins? Do you offer any special bonuses like free oil changes for a year?
Think about your offer and back it up with a guarantee. You have to convince the customer that they will have an easy, no hassle experience at your dealership.
Keep in mind that we are not talking about spending truckloads of money on advertising that builds a brand or just gets your name out there. This is much more than that.
You must convey these ideas thru a truly compelling story or message that causes people to jump out of their recliners and take notice to what you have to say. You have to do this in such a way that you can measure the results.
Why haven't you heard of this before? Media and marketing agencies don't want you in on their little secret. They are afraid of you being able to track and measure the results of your marketing dollar.
You have to seize this opportunity. Run with it and you will dominate your market. Soon you will have so many ups you can take that extra week of vacation that you have been planning for the past three years.
Jimmy Vee and Travis Miller are known around the world as The Traffic Guys because of their uncanny ability to increase dealership traffic dramatically. They are world's greatest automotive marketers and the co-authors of Gravitational Marketing: The Science of Attracting Customers.
Learn more about attracting customers to your dealership by getting a copy of their FREE Business Exploding Toolkit which includes their Special Automotive Business Advisory For Car Dealers and Managers, a 32-page industry bulletin titled, How To Uncover The Hidden Wealth Buried In Your Dealership. To get your FREE copy visit http://www.RichDealers.com/hp
Visit their Free Automotive Marketing Advice Blog at http://www.AutoMarketingAdvice.com/blog