How Relevant Is Your Dealership Today?

September 1, 2011

Have you stopped and really asked: How relevant am I?  Not how relevant  you’re as an individual, but how relevant is your business to the shopping public.

This is a key statement!  You need to begin looking at customers and prospects  as the shopping public.

Prospects are no longer prospects.  Customers are no longer customers.  They have become educated, informed, shoppers.  

Always learning!

Always sharing!

Always shopping!

If you want to be relevant ask yourself:  Am I making it easier for people to shop?

  • Are my messages relevant to the searches being made for information?  
  • Are my methods of communication relevant to the media channels that people desire to access information? 

Communication Channels

We have  dealers who will only use the telephone to communicate with our agency.  I know other dealers who still like the fax machine.  And there are those who prefer to handle things through email.  My point is we have to communicate with our dealers in the manner they prefer. 

Your marketing message must be relevant to the market place.  You need to be integrating Social Media, digital and traditional media into your monthly plans.  You can no longer treat each media channel as an isolated silo.  The shopping public isn’t behaving this way, why should you?  

Message

The shopping public wants to get the information they desire from the media channel they  prefer.

They also expect your message to be more relevant to their search or inquiry.

A great example of how dealers are not making their message relevant is the use of Google Ad Words.

Do a search.  Type in any product you like and what you’ll find is two major mistakes.

  1. The copy in the Google Ad does not specifically match the search.  It’s also so generic that it doesn’t relate to the time of year, the event in play or the product searched.
  2. 90% of the time when  you click on this ad you’ll end up on the home page of the dealer’s web site!  These dealers are asking the consumer to work even harder to find the information they thought they  put into a search bar.
The solution is Relevant Content.  Try creating landing pages that match your key search terms.  Give the shopping public the information they want.  Update the copy in your ads. Try just adding Fall Specials into your copy, it will make your ad more relevant to the shopping public.  Make everyone else’s ad look stale and old.
If you start thinking Integration you’ll quickly see how easy it is to become relevant to the shopping public.  It doesn’t take more effort, just the willingness to look at the market from a different view point.
The shopping public’s eyes!  Take a look and you might realize you’re not very relevant.
Give me call if you have any thoughts on Integration!  We’re always thinking here.
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Integration Of Automotive Marketing Is True Love!

August 7, 2011

Is it possible to have love and automotive marketing in the same sentence?

Yes it is….

Really it is.  We’ve been trained for years to think of each individual media as it’s own silo.  You don’t fall in love with any marketing plan if you’re constantly evaluating each effort on it’s own merit.

Did the mailer work?

Did the TV spot drive traffic?

Did my web site create leads?

Is Social Media driving any sales?

What’s this have to do with LOVE?

 

(Note:  There’s nothing wrong with tracking and holding your marketing effective.

 I highly recommend it.  See TDS Ad Tracker)

THINK ABOUT THIS FOR A MOMENT!

I’m sure your spouse is good at  something, not so good with others, brilliant with some but when you put this all together you have someone you can’t live without.

 You could  find different  people whom are brilliant at certain things.  You could spend time with the good cook when your hungry.  Call the  good dancer when you’re ready to go dancing.  And you call the spiritual one when you’re ready to attend church on Sunday.  

The problem is  you won’t LOVE any of them.  You’ll change them out like pieces in a puzzle before you would ever know if they might be a good match for you.  

Marketing is the same way.  If you want to love your marketing you must integrate all aspects of your marketing into one great plan. A plan with everything rolled up into one incredible automotive marketing effort.

  • Take your traditional advertising and integrate into digital and social.
  • Take your digital marketing and integrate it into social and traditional advertising.  
  • Integrate everything into one complete plan.

STOP… treating every marketing opportunities as  stand alone options.

The question you need to be asking is can I integrate this into other advertising channels and can it make something else more productive.  If you  answer yes…. add it to the mix.  Don’t let your automotive ad agency keep you from integrating!  So many do without even realizing it!  They maybe be too small and don’t have the resources or they just focus on one particular media.

If you want to learn more about effective integration go to We Integrate Everything.

If your ready to really love your marketing start integrating today!

 

 

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