You need to unlock your competitive advantages in this hyper competitive market place. The trouble is most dealers lock up their true competitive advantage in a difficult market and this is just the opposite of what you should be doing. Here are six keys for you to turn on the engine to more dealership traffic.
KEY ONE: CONQUEST SALES
Don’t stop your conquest marketing efforts. You must still invest in this process. With all the tools you have available there is no excuse to abandon conquest sales. So Today start planning how to capture sales from people who HAVE NOT yet considered shopping your dealership. Effective advertising always targets new customers.
Steal sales from the competition.
KEY TWO: THREE-FOLD DEFINITION OF ADVERTISING
1. Get the message to the masses – Target your audience.
2. Provide a valid opportunity to respond – Target your message.
3. Achieve results & sell product – Make it accountable.
YOUR ADVERTISING SHOULD SELL… NOT JUST TELL.
KEY THREE: PRINCIPLES OF EFFECTIVE ADVERTISING MESSAGES
1. Attention Getter 3. Logical Reason
2. Strong Statement 4. Urgent Call to Action
KEY FOUR: CHARACTERISTICS OF CAMPAIGN EXECUTION
1. Planning 3. Continuity
2. Contrast 4. Believability
Plan your inventory, plan your best days. With good branding you will have continuity in all your customer touches. Be creative and contrast. Nothing expands an advertising budget like good creative. Finally people are more cynical that ever and if your message is not believable your leaving traffic at the door.
KEY FIVE: ELEMENTS OF IMPACT PRODUCTION
1. Intensity 3. Execution
2. Consistency 4. Different
If you really want effective creative make sure it has these elements. I have always found that skimping on production makes no sense. Why put the entire media budget at risk because you want to save a few hundred dollars on production.
KEY SIX: MAXIMIZE THE SALES DRIVERS
1. Desirable Inventory
2. Motivated, Informed and Professional Sales Force
3. Honest, Ethical and Effective Advertising for Results
If you can’t say yes to these three items you might consider holding off on your campaign until you can yes to all three!