Author: Jimmy Vee & Travis Miller

Use A Real Personality In Your Marketing

Most car ads either feature loud-mount voiceover artist, a pretty spokesmodel, a dog or just pictures of cars. It shouldn’t come as a surprise that customers do not feel a connection to voiceover guys, spokesmodels, or pictures of cars. On the other hand, our members are enjoying increased results simply by using a real person in their advertising. Regardless of the media—radio, TV, web site, in store point-of-sale material—featuring a real person as the face, voice and personality of the marketing increases the effectiveness and drives more traffic. Why does a real person work better than a voiceover, spokesmodel,...

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Position Your Dealership As A Supporter Of People And The Community

Most dealerships appear to be about one thing—selling cars. Nothing wrong with that, but that position does not inspire very much excitement or loyalty among customers. A simple and effective way to get your dealership to stand out and see a big increase in traffic is to make it clear that you stand for more than just selling cars. What do you stand for? What are you about? What are your values? What do you believe in?Your answers to these questions should help you form a clear positioning message that makes it evident to the people in your town...

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Create Exciting Monthly Promotions That Are Relevant To The Current Conversation

Have you seen or heard any car ads recently? They’re usually pretty bad. A lot of screaming and yelling, loud heavy metal music, cars driving past, low prices flashing on the screen. And they all seem the same. In fact, they’re so bad that most dealerships have stopped advertising all together (other than online vehicle listing services). On the other hand, it’s still entirely possible to drive a huge amount of traffic to your dealership through traditional advertising (think radio or TV), but the promotional messages must be different than the typical. One approach that has proven to be...

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Create Compelling Offers That Motivate People To Buy Now Rather Than Later

Here’s the deal: everybody wants a nicer car, a newer car than they one they’re driving right now. But most people are comfortably inclined to wait until later to act on their desires. Dr. Maxwell Maltz called this the deferred life plan—meaning, most people generally put off till later the living they would prefer to enjoy today. Why do they wait? For a raise, for a new job, to lose weight, to start a new relationship, to get divorced, to move, to graduate, for their kids to start school, for their old car to break down, for a new...

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Give Customers A Clear Reason To Choose Your Store Over All Others

The one thing all customers are seeking more than anything else is a buying preference—a reason to choose one car over another, one dealership over another. In the absence of a clear buying preference, customers resort to choosing a dealership based on location, availability, or price. But it doesn’t have to be this way. Our members are seeing customers buy from them without visiting any other dealership or any other dealership web site beforehand. Why? Because they are providing a clear buying preference (a reason to choose them over all others) in their marketing. What’s the best buying preference?...

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