ULTIMATELY YOUR MARKETING PLAN HAS TO BE JUDGED!
Did it generate immediate, accountable, and profitable sales? The success of your ongoing advertising will only be as good as the fundamental base of your marketing plan. I have always thought a river without boundaries is just a swamp. There’s just no way to find your way without some boundaries.
The following six-step marketing plan I have found provides an advertising strategies for the year.
Each advertising campaign should build upon the success of the preceding campaigns. By following each of the six steps in order and without compromise, you should expect more sales and profits for an improved bottom line in the year ahead.
STEP 1: DEFINE AND TARGET YOUR BEST POTENTIAL CUSTOMERS
Who are your best potential customers and what are their motivations to buy? What is the best way to reach them? Your best advertising money should be spent on getting new customers into your dealership. Social media will soon take care of your repeat customers by building a lasting relationship with them.
STEP 2: CONTROL THE THREE ELEMENTS THAT DRIVE SALES
Lay the foundation to control your sales, products and campaign strategy. All three of these elements must be present to have the most effective marketing.
STEP 3: ADVERTISE WITH A PURPOSE
Develop your campaigns to sell specific products to specific customers and relate the compelling reason why they should buy from your dealership. In your advertising, don’t try to be all things to all people.
STEP 4: ADVERTISING FOR RESULTS
Combine these four ingredients for maximum advertising dollar effectiveness:
1. Campaign strategy 3. High-impact production
2. Dynamic message 4. Strategic media placement
STEP 5: EFFECTIVE MEDIA MARKETING
Use your media placement as a marketing tool. Be sure to make adjustments to your strategy based on seasonality and product focus. Use lifestyle buying whenever possible. Your marketing dollars will be more effective.
STEP 6: MEASURE AND EVALUATE
Track your results and use them as a base to structure your future campaigns upon. Keep the winners and learn from the losers. Use all tracking tools you have. Don’t cut corners here. Data is the key to continued success.
These six steps are explained in greater detail in separate blogs. The pro-active effort invested in these six steps will substantially improve the effectiveness of your Conquest strategy.