Category: Marketing

The Experts Are Wrong (Part 2 of 2)

Now that you know that experts are wrong about hiring voice-over talent, the next natural question you should be asking is “what else are they wrong about?” An excellent question! It’s an easy answer as well—there’s another common advertising “fact” that is nothing more than a myth, and that’s the theory of “spray and pray”. What is “spray and pray” you might be asking. It’s the plan to try and hit as many potential leads as possible by diversifying your advertising budget across a variety of platforms. Running ads across television, radio, internet, and print will get the leads...

Read More

The Experts Are Wrong (Part 1 of 2)

Owning and running your dealership puts a lot on your plate. At any given time, you are thinking about inventory, staff, expenses, and of course, advertising. It’s difficult being an expert at everything, so it would be nice to rely on the knowledge of professionals out there, particularly when planning and executing your advertising. But be careful! Some of those experts are pushing you into cookie-cutter solutions that they think will work no matter what you sell—from insurance through televisions and shoes. They don’t understand that buying a car is fundamentally different than those other products, and their oversimplified...

Read More

Don’t Blend In—Make Sure Your Customers Can Spot You

I never understood the Where’s Waldo? books growing up. It might have been fun to pick out Waldo in his blended environment, but really, who wants to blend in? Isn’t it better to stand out? I thought that then, and when I consider business now, standing out is a must. When you are looking to sell anything (particularly cars), you need to do everything you can to reach your customers in a crowded marketplace. The hard truth is that customers do most of their shopping and decision-making before they set foot in a dealership. So your mission should be...

Read More

The Buzz From NADA100

Last weekend more than 23,000 auto executives and solutions providers gathered in New Orleans, Louisiana for the 2017 NADA Conference and Expo, bringing dealers and vendors from across the country together and kicking off the celebrations for the trade association’s 100th anniversary. With more than 68 workshops and the non-stop party of Bourbon Street, the event didn’t disappoint. Once again NADA put on an amazing show, with keynotes from industry bigwigs Jeff Carlson, Mark Fields, Mark Scarpelli, and Keith Crain, as well as special guests, comedian Jim Gaffigan and world-class adaptive snowboarder Amy Purdy. “It was a blast!” Chris...

Read More

The Balance Between Value And Price

Last month in an interview with The Associated Press, Ford CEO Mark Fields said, “It always has to start with the customer. The customer demands a certain level of price and value.” And Fields is right. We must meet (and occasionally exceed) customers’ expectations in terms of values and price. But wait, are we changing our tune? Are we finally telling you that you must compete on price in order to remain competitive and attract new customers? ABSOLUTELY NOT! In fact, we believe that Fields’ statement is a resounding endorsement that you can and should balance the price you...

Read More