Know The Two Automotive Marketing Untruths That Every Car Dealer Should Avoid - Part 1
Times are changing and so is that the effectiveness of your marketing dollars... which is probably why you're reading this text right now.
What used to bring in clients to your automobile dealership no longer works. And the recommendation you're getting from the self proclaimed "gurus" who are really just vendors hocking next the subsequent mail sale or automotive technology gimmick all looks to contradict itself.
Not to say, you're probably being fed one amongst two huge lies about what you can expect and also the type of results you must experience when promoting your automotive dealers in this "new economy".
So before these lies perpetuate any further, let's jump right in to the current article to set the record straight once and for all.
Myth #1: You Can't Expect Results Overnight
If you can't expect results overnight, how are you going to expect to remain in business?
Admittedly, there is one kind of marketing which can not produce results overnight-and that's building a rock solid brand like Coke or Pepsi where customers would like solely see the emblem to feel inspired to buy.
After all building an enduring and competitive brand image to that magnitude takes a heap time and a TON of money. Neither of which you most likely have at your disposal right now.
However before you suspend 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 kind of advertising that's rarely known (or understood) in the automotive industry.
That kind of advertising is hardcore, retail-oriented, direct-response, lead-generating, low-value, educational based automotive marketing...which can most actually get you results over night.
In fact, that's the entire point of direct response marketing. It conjures up prospects to take IMMEDIATE action to call/ visit your automobile dealership. Again, notice I said immediate action, because this can be not one thing you've 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 immediate. You'll be able to turn it on and off sort of a light switch. And if you don't see results straight away, one of those factors was faulty...guaranteed.
Brandscending
More good news! You can still embark on a great branding campaign without a million dollar ad budget and years to speculate within the process.
In fact, branding will be achieved without even paying for it. Many folks misunderstand our position regarding branding and believe we tend to assume "branding is bad."
Not so. Paying for brand is bad - unless you've got the time and money to do it properly. Most dealerships don't. And for people who do, it's becoming increasingly tough due to the mass segmentation of the market.
But, building a brand at no cost may be a wonderful thing and comparatively simple to do. We prefer to call it "brandscending."
Brandscending is the method by which your company carves out a clear and definite place within the minds of the folks who care most.
However, there are several things you must do to leverage this method:
1. Learn who the prospects of your car dealership are and what they want. Then provide it to them. That's being interested and that's what counts.
2. Have a standardized and unique image that's hooked up to all of your "results" oriented marketing. Over time, this can facilitate build residual brand effects.
3. Provide an experience that's fun, unique or risky. Do one thing that is worth noticing and price talking about. As individuals start to notice and speak, your brand price can increase.
The key is this: never, never, never, never, get a long-term ad with pretty graphics and nice font believing you "built a little brand" or "got your name out there." You probably did not.
That sort of thinking causes you to ad agent's dream. Everybody concerned in planning that ad will build money...except you. Please don?t fall for that entice once more in the future.
What used to bring in clients to your automobile dealership no longer works. And the recommendation you're getting from the self proclaimed "gurus" who are really just vendors hocking next the subsequent mail sale or automotive technology gimmick all looks to contradict itself.
Not to say, you're probably being fed one amongst two huge lies about what you can expect and also the type of results you must experience when promoting your automotive dealers in this "new economy".
So before these lies perpetuate any further, let's jump right in to the current article to set the record straight once and for all.
Myth #1: You Can't Expect Results Overnight
If you can't expect results overnight, how are you going to expect to remain in business?
Admittedly, there is one kind of marketing which can not produce results overnight-and that's building a rock solid brand like Coke or Pepsi where customers would like solely see the emblem to feel inspired to buy.
After all building an enduring and competitive brand image to that magnitude takes a heap time and a TON of money. Neither of which you most likely have at your disposal right now.
However before you suspend 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 kind of advertising that's rarely known (or understood) in the automotive industry.
That kind of advertising is hardcore, retail-oriented, direct-response, lead-generating, low-value, educational based automotive marketing...which can most actually get you results over night.
In fact, that's the entire point of direct response marketing. It conjures up prospects to take IMMEDIATE action to call/ visit your automobile dealership. Again, notice I said immediate action, because this can be not one thing you've 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 immediate. You'll be able to turn it on and off sort of a light switch. And if you don't see results straight away, one of those factors was faulty...guaranteed.
Brandscending
More good news! You can still embark on a great branding campaign without a million dollar ad budget and years to speculate within the process.
In fact, branding will be achieved without even paying for it. Many folks misunderstand our position regarding branding and believe we tend to assume "branding is bad."
Not so. Paying for brand is bad - unless you've got the time and money to do it properly. Most dealerships don't. And for people who do, it's becoming increasingly tough due to the mass segmentation of the market.
But, building a brand at no cost may be a wonderful thing and comparatively simple to do. We prefer to call it "brandscending."
Brandscending is the method by which your company carves out a clear and definite place within the minds of the folks who care most.
However, there are several things you must do to leverage this method:
1. Learn who the prospects of your car dealership are and what they want. Then provide it to them. That's being interested and that's what counts.
2. Have a standardized and unique image that's hooked up to all of your "results" oriented marketing. Over time, this can facilitate build residual brand effects.
3. Provide an experience that's fun, unique or risky. Do one thing that is worth noticing and price talking about. As individuals start to notice and speak, your brand price can increase.
The key is this: never, never, never, never, get a long-term ad with pretty graphics and nice font believing you "built a little brand" or "got your name out there." You probably did not.
That sort of thinking causes you to ad agent's dream. Everybody concerned in planning that ad will build money...except you. Please don?t fall for that entice once more in the future.
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