21 Apr 10 Two Automotive Marketing Untruths—Avoid These And Sell A Tons Of Cars Fast – Part 1
Times are changing and so is that the effectiveness of your marketing dollars… that is most likely why you’re reading this article right now.
What used to bring in clients to your car dealership no longer works. And the recommendation you’re obtaining from the self proclaimed “gurus” who are really just vendors hocking next the subsequent mail sale or automotive technology gimmick all appears to contradict itself.
Not to say, you’re probably being fed one among 2 huge lies concerning what you can expect and therefore the sort of results you must experience when promoting your automotive dealers during this “new economy”.
Thus before these lies perpetuate any further, let’s jump right in to the current article to line the record straight once and for all.
Myth #1: You Can’t Expect Results Overnight
If you can’t expect results overnight, how can you expect to remain in business?
Admittedly, there’s one sort of selling that can not turn out results overnight-and that’s building a rock solid brand like Coke or Pepsi where customers want only see the logo to feel inspired to buy.
In fact building a lasting and competitive brand image to that magnitude takes a heap time and a TON of money. Neither of which you probably have at your disposal right now.
However before you hang your head in sorrow because you don’t have precious time or resources to waste on long-term branding campaigns, there is hope for you in another type of advertising that’s rarely known (or understood) in the automobile industry.
That kind of advertising is hardcore, retail-oriented, direct-response, lead-generating, low-value, instructional based automotive marketing…and that will most certainly get you results over night.
In fact, that’s the whole purpose of direct response marketing. It conjures up prospects to take IMMEDIATE action to call/ visit your automotive dealership. Again, notice I said immediate action, because this is often not one thing you have got to attend months or maybe years to work out results.
If your system is sound, your ads are positioned properly and your marketing uncovers the emotions of your customers, the results can be instant. You’ll be able to flip it on and off sort of a light switch. And if you don’t see results immediately, one of these factors was faulty…guaranteed.
Brandscending
More good news! You can still embark on a nice branding campaign while not a million dollar ad budget and years to speculate within the process.
In fact, branding can be achieved while not even paying for it. Many individuals misunderstand our position about branding and believe we suppose “branding is bad.”
Not so. Paying for brand is bad – unless you have the time and cash to do it properly. Most dealerships don’t. And for those who do, it’s changing into increasingly troublesome due to the mass segmentation of the market.
But, building a brand at no cost could be a wonderful issue and relatively easy to do. We wish to call it “brandscending.”
Brandscending is the process by which your company carves out a clear and definite place in the minds of the people who care most.
But, there are plenty of things you must do to leverage this method:
1. Learn who the prospects of your automobile dealership are and what they want. Then give it to them. That’s being interested and that’s what counts.
2. Have an identical and unique image that’s connected to all of your “results” oriented marketing. Over time, this could help build residual brand effects.
3. Offer an experience that is fun, unique or risky. Do one thing that’s price noticing and worth talking about. As individuals start to notice and speak, your brand value will increase.
The secret’s this: never, never, never, never, buy a long-term ad with pretty graphics and nice font believing you “built a little brand” or “got your name out there.” You did not.
That sort of thinking causes you to ad agent’s dream. Everyone concerned in coming up with that ad will create money…except you. Please don’t fall for that trap once more within the future.
To get more traffic, sell more cars and make more net profit by making the car business fun again check out our FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
21 Apr 10 Two Automotive Marketing Untruths—Avoid These And Sell A Tons Of Cars Fast – Part 2
In the first part you might have learnt about the myth 1 now, let us discuss about the second myth that a marketer has to know so as to achieve success in his business –
Myth #2: “You Can’t Control Word-of-Mouth Advertising”
We genuinely feel sad for anyone who believes this.
We’ve polled thousands of folks and over 90% agree that the ideal form of marketing is word-of-mouth advertising.
Why? Because it’s FREE and it produces a higher primed view. Someone else basically volunteers to talk regarding their experiences and gives a great proposal for your store. They then encourage their peers to check you out and new leads flock to your dealership as a result.
What higher advertising could you ask for?
However nearly everybody thinks word-of-mouth is impossible to control. That’s nonsense proliferated by the pay-per-advertise media. They don’t wish you to search out that there’s a means to regulate the best advertising process of all – the one that’s 100% free.
We’re here to tell you that you just can. We won’t lie to you and tell you that it’s easy. It’s not. But it is free, and when it works, it works during a BIG WAY.
While I can’t get into all the details of controlling word-of-mouth advertising in this text, I will tell you that dealers who are successful in this space should be sensational. To do that you’ll want at least one of the subsequent key attributes:
1) Fun
2) Unique
3) Risk Taker
4) Interested
5) Visible
6) Credible
7) Spreadable
However bear in mind, the power to control this elusive and desired form of advertising is solely obtainable to people who have flushed their systems of all of the traditional garbage. These are the car dealers who learned how to work smart, not hard as it relates to their marketing.
And the good news is that you can be the dealer who capitalizes on word-of-mouth advertising this year.
This can be only done by the best of the best-or those fixing to be the best. By reading this info thus far, I’m visiting venture that you are in that category. Most people don’t do what you’re doing right now. Thus if you just take this data and use it, individuals can notice you. People can TALK ABOUT YOU! People can begin to gravitate toward you.
The trick is to position yourself as an professional and begin selling to folks who want to hear from you by solving their problems, building emotional bonds with them, connecting with existing emotional anchors and having fun whereas doing so.
And after all once you become that professional, that friend, that resource center or that consumer advocate, word concerning you and your store will unfold like wildfire.
Like I said, it’s not simple or designed for dealers stuck in a “status quo” frame of mine. There are multiple steps and layers to creating this happen, which again, can’t be lined in this simple article.
To get more traffic, sell more cars and make more net profit by making the car business fun again check out our FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
20 Mar 10 Idol Meanie Reveals Secret To High Profit Automotive Advertising
We recently saw an interview with USA Idol’s Simon Cowell that drove a major purpose home as it relates to the success and failure of automotive dealerships. This concept might be life changing for you, so bear with me a moment while I set the scene.
The interviewer was reminiscing of the days when US Idol was jut measly idea, instead of an American icon. Simon made the purpose that no-one thought that a talent show where the public decides who wins would be successful. “Maybe that is exactly why it absolutely was successful,” Simon explained.
Did you catch that! What a simple, however good, concept that is. American Idol was so outrageously successful specifically because nobody thought it absolutely was possible. In alternative words, it had been a risk for everyone involved.
The flexibility to take risks is the one amongst the key factors that sets apart rich dealers from poor dealers who constantly struggle to flip a profit year after year.
Risk is inherent in business. To even start in business is a risk. And certainly getting away from bed every morning is risky. But the kind of risk Simon and therefore the producers of USA Idol took is completely different than the sort most folks usually endure.
When massive production firms, record execs, and broadcast networks get together to supply a show, they are invariably risking money. And huge deal-they need lots of it. One show succeeding or failing doesn’t very create a difference within the grand theme of things for these massive companies.
But this totally different reasonably risk seems to transcend money. It goes straight to the core of who we are as intelligent beings: our ego.
Simon and the gang had plenty of cash to risk. The real leap of religion, though, was the potential ridicule they faced. Their name was on the line. Their strength was in the flexibility to keep going and focus their eyes on the large things that lie ahead…which was really all the encouragement they needed to face the naysayers and proceed with the event of the show.
Marketing a business or yourself is really no different. If you were to develop and refine a marketing campaign that was extremely successful and then ask all your friends, family, neighbors, customers, etc. what they thought of your campaign, you’d notice that nobody really liked the thing anyway.
It’s essentially the same approach the “gurus” and different self-proclaimed marketing experts shot down US Idol. All of them said it would flop-that no one would watch such a show. They felt the show was a large waste of money and encouraged them to quit while they were ahead.
But if you only get one thing out of this article, I wish you to perceive effective automotive marketing isn’t about what people like. Of course, effective marketing usually stings. It hurts. It makes you uncomfortable enough to move….and eventually take action!
To learn more about how to separate your dealership from the crowd, like the small used car dealer in a tiny Mississippi town who had to install a deli counter (take a number) in his single wide trailer to control the flow of traffic, request our FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
