The Best Cpr Methods Fro Car Dealer Marketing
If you’re like many dealers nowadays, your auto marketing strategy is on life support, one breath aloof from the grave. You as the owner or manager are most likely terrified, wondering “What can I do to resurrect my selling efforts?!” “What’s changed?” And most significantly-”Where have all the business, ups and traffic gone?”
Well those are nice questions that I’ll cover now as part of the necessary marketing CPR techniques you wish to bring health, life and vitality back to your auto business.
The “ancient model” of car dealer marketing is broken and not yields the results it once did. Call it the economy, call it the age of the internet…call it whatever you wish…however just understand times have changed.
The second drawback is that automotive marketing incest is rampant. Rather than testing the effectiveness of different marketing methods for themselves, dealers merely copy what everyone else is doing… and that they too get stuck during this dead, outdated model as a result.
Therefore how are you going to reverse the code blue and turn things around this year? Consider the following:
1. Focus on the WHY, not the WHERE of Advertising
Most dealers obsessively wonder, “Where should I place my ad?” or “What’s the hottest media right currently?” And when they assume they’ve found it, they recklessly spend cash while not knowing HOW or WHY that medium should work in the primary place. Till in fact they don’t see the results they wished and declare triumphantly, “______ does not work.” Fill in the blank with whatever media you have tried and were disappointed with. Then that media gets crossed off the list of attainable choices and you’re one step nearer to finding the magic media. Or thus you think.
Well I’m here to tell you it’s not the media that’s the problem— it’s the broken, ancient model of car dealership marketing.
You have got to stop thinking about where to place your ads and instead focus on WHY you’re buying them in the primary place. The earlier you move beyond the WHERE and into the WHY, the quicker you’ll pump out higher and cheaper campaigns than the magic media you’ve tried within the past.
2. Move Beyond Make, Model and Price
If you can’t assume of something else to put in your ads other than make, model and price you are in SERIOUS need of intervention and very close to flat lining in business.
Why? Because everybody sells vehicles and features. If you give customers no other reason for choosing you outside of make, model and price, you will land up right in the center of the commodity market where logic dictates the sale and you’re left short changed at the end of the day.
Therefore if you want to get rid of yourself from the commodities market and differentiate yourself from the competition, you’ll would like to….
3. Start Selling Outcomes
Rather than harping on the features of your products and services, specialize in the particular reasons a prospect should select you over everyone else and what they have to achieve by doing business with your store. Declare to the globe, “I am the obvious choice! Doing business with anyone else would be foolish.”
In fact this strategy is much more effective when you specialize in and build your marketing around something the customer wants. Thus how do you do that?
Ask yourself the following questions, “What are the big obstacles your customers face right currently? How will you fix them? What do individuals have to realize by working with you? What do they lose by going with the guy down the street? What are your competitors missing? What do you do probably higher than anyone else?” Package that up, tie it to a strong offer and you’re one step closer to resurrecting your car business from the dead.
Another “lifesaving” distinction I’d like to create as you perform emergency CPR on your dealership this year is that marketing under the new model doesn’t need buying ad space simply to “get your name out there” or “build brand.” That is traditional and tends to be a waste of money for smaller businesses.
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