In order to succeed in automotive advertising we have to recognize that we all have to change to succeed. In this world of communication on steroids we have to embrace it and engage it. We all have to learn and study everyday.
There’s a saying that hits this nail on the head. Learners will be uniquely qualified for success and those that have not learned will fail faster than they have ever have before.
The question is are you going to be a constant learner or not? It’s only your future!
I have great respect for Tim Williams. He is the author of the book Take a Stand for Your Brand, an important read for every small-to mid-size agency CEO. In a recent Advertising Age article he writes,
“… we’re at the nexus of the Great Recession and the Great Transformation of Marketing. In circumstances like these, a strategy of “just try harder” won’t take you very far.”
Here are 10 ideas I have paraphrased from Tim’s article and applied to driving dealership traffic.
1) You can no longer just observe the changes occurring in automotive marketing, you have to engage. If you wait you’ll just fall behind the leaders even further.
2) A digital plan is just that..what you really need is digital competency, if you want to be the leader in driving dealership traffic.
3) You can no longer have the focus of your message be “one to many” you have to make it “one to one.”
4) Don’t sacrifice brand-to-consumer communications at the expense of consumer-to-consumer communications.
5) There are too many ways to track success today. You can track everything so don’t be caught with a lack of analytics and tools to measure your effectiveness.
6) Everything you do should be connected to other forms of advertising. Don’t ever let one piece stand alone.
7) Think in terms of channel plans instead of just media plans. This is a must to stretch smaller budgets into automotive dealership traffic.
8) Change your perspective today from just placing media to creating media.
9) Don’t hold your hopes out for one big idea but think in terms of “big multi-channel ideas.”
10) You have to allocate more money to creative and creative media and not just media.
Extra Credit: Beginning 2010 you must have a plan that includes social media as a primary component to generate more dealership traffic.