Category: Marketing

How to Make Car Buyers Come to You

We’re often asked for “Crib Notes” on what we’ve learned about dealership marketing and attracting customers. Many dealers want a “short course” in how to attract, convert, leverage and retain the right kind of customers…and how to do it immediately on a shoe-string budget. Here are three of the most important principles we’ve learned about attracting customers in an easy to digest, down-n-dirty format. Attracting customers is not a conventional process. If you don’t understand how it works, you could spend your whole life doing the wrong things, hurting your reputation, getting poor results and wasting tons of money....

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“No Price” Marketing Method: Hype or Reality? (Part 2 of 2)

Are you tired of competing in the low-price marketing game? We don’t blame you! Not only is competing on price a race to the bottom, where you and other dealers in your market are fighting over a few pennies rattling around in the bottom of the bucket, but it’s boring. Marketing is supposed to help you stand out. It should give customers a reason to choose you over anyone else, but if your ads look the same as all of your competitors, how can you hope to make that happen. Yet another reason why you need to get out...

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“No Price” Marketing Method: Hype or Reality? (Part 1 of 2)

Bastardized, plagiarized, homogenized and subsidized. That’s how experts are describing most automotive marketing and advertising seen these days. It’s a shame when you consider how much money dealers invest in marketing each month, each year. But it’s not far from true. Most automotive marketing looks the same. The express purpose of marketing is to cause customers to choose one over the other, you over your competitors. But if it all looks the same, what chance is there of that ever happening? The result, sadly, is that price-oriented marketing has become the standard. Most dealers see it as a necessary...

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How Giving the Gift of Knowledge Could Mean Big Bucks for You

Last week, as we were leaving our office in sunny Orlando, Florida, we noticed business cards shoved into all the car windows parked in our parking lot. Always curious, we grabbed one of the cards to see what it was all about. What we discovered was the following ingenious little piece of marketing. So what? You might ask. How could this little business card possibly be worth a second look. Well, sometimes big payouts come in small packages. First, let’s take a closer look at the card. At the top it has an eye-catching headline: “WARNING”. That’s sure to...

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What’s Working Now? Marketing That Drives Sales

If you’re like many dealers today, what you’re doing to attract customers is not working the way it should be—or the way it once did. There was a time when you could just buy ads, show up at the dealership or send a postcard and get traffic. That’s no longer the case. Haven’t you been wondering what’s changed? Where have all the customers gone? The extinction of buyers is two fold: 1. The traditional model is broken and the old way of doing things is worn out and ineffective. 2. Automotive marketing is plagued by copy-cats and reprints. Dealers...

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