The Five Deadly Sins Of Automotive Marketing (Part II) |
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Jimmy Vee & Travis Miller
27 April 2009
You may already be committing the first two deadly sins when you spend dollars marketing your dealership... but do you commit any of the remaining three? In this article you'll find out and we'll tell you what you can do to end the suffering and put your soul at peace.
We already know that a typical problem in the automotive industry is that an ungodly amount of cash is thrown into the advertising or marketing arena with less than stellar results. This article series has been designed to help you stretch your ad dollars and make everything you do more profitable by exposing the nastiest crimes ever committed in automotive marketing.
Marketing Sin #3: Not Using A Proper & Powerful Headline In All Your Ads
You may not know this... but your dealership name is NOT a headline. Let's repeat that again for the "hard of reading." Your dealership name is not a headline.
So what is a headline? Think of a headline as an ad for your ad. If you were trying to get someone interested in reading your ad what would you say to them? If someone asked why they should read your ad and you told them your dealership name and nothing else, do you think it would compel them to read the ad? Of course not!
You want to use a statement that will pique your prospect's interest and pull them into your ad. Something they can't resist like...
- How To Choose A Car Dealer
- The Best Vehicle You've Ever Driven Or It's Free
- Four Big Mistakes To Avoid When Choosing A Used Car
- Did You Make These Costly Mistakes When You Bought Your Last Car
An insider trick to really make your headlines pull people in is to tie your advertising and marketing into current events and pop culture.
The key is to tap into the conversation that is already going on inside your prospects' heads. If your message matches what the reader is already thinking and talking about it is going to be read by more people than if you try to create a new conversation altogether.
You see, it is much easier to sell a prospect if you are in sync with what they are already thinking and talking about. Plus, by tapping into their current thoughts and emotions your message will penetrate deeper and make a longer lasting and more powerful impact.
Marketing Sin #4: Competing On Price
It is amazing to us how many dealers spend so much time and money hunting down, fishing for and pulling in price-shopping customers. Many dealers try so hard to educate themselves in the business, spend countless hours picking out just the right cars at the auctions and still continue to compete on price.
"The best dealership and the best service" and "lowest price" do not belong in the same sentence, marketing piece and not to mention the same dealership. But many great dealerships end up pricing themselves out of business because they don't understand that consumers will pay more than the lowest price if you give them other reasons for choosing you. If left with no other differentiating factors, price is the only option.
If you do decide to compete on low price you should make sure you just give that level of service. It makes no sense to raise your level of service, expertise, education and experience but not raise your gross.
How much you can charge for something is all based on your ability to sell it, which means the more you learn about marketing and the more you utilize powerful marketing techniques, the more you will be able to charge for your vehicles.
Marketing Sin #5: Not Using Social Proof In All Your Marketing
One of the most powerful ways to promote and communicate the value of your dealership is by getting other people who think your dealership experience is great to say it to for you.
This is the whole concept of word-of-mouth advertising. Many people believe word-of-mouth advertising is not controllable, that it just happens when it happens and they're lucky to get it. Others believe is happens automatically by delivering good service.
Both of these statements are untrue but most everyone we talk to believes it. Word-of-mouth is controllable and can be greatly stimulated by a good system.
One way to generate more word-of-mouth is by packaging up your testimonials in the form of print, audio and video and using them in all your communication with prospects, ups and customers.
Put testimonials in your ads, in your consumer guides and in your yellow pages ads. Use audio testimonials on your website, in your radio commercials and your emails. Use video testimonials on your website and in a loop tape in your showroom.
You can have your sales people carry around video iPods to play actual testimonials of your past customers to their customers. Or play an audio testimonial CD in the vehicle during the test drive.
No one sells your services better to prospects than your really happy past customers. This is one tactic sadly underused by most dealers.
Put It All To Work
Reading good information isn't enough, you have to take action. Many dealers spend a lot of time waiting for the perfect scenario to run an ad, test an idea or make a change at their dealership.
The perfect time never comes and nothing ever gets done. Use these sins as a measuring stick for what you are doing at your store. Are you committing all five sins? If so, start making changes now to implement some of what you just learned.
While you won't burn for eternity for committing these sins, your business just might.