You want to create Action?
Give cars away! Sell them for $6,000 below cost and advertise the hell out of the fact.
You’ll have to fight the crowd off. You’ll lose money on each deal. You’ll spend money on advertising AND you’ll soon go out of business.
Creating excitement is what you want, right?!! – Well stop it and start thinking logically.
Successful marketing strategies require consistency. It requires Logic and keeping your name and message in front of potential buyers on a regular basis. Face the facts, people buy when they are ready to buy – maybe from you – maybe from someone else. Your performance in the market (i.e. market share) depends on just a few people choosing you over your competitors. It’s a game of inches, not yards…or crowds…or the appearance of activity. To grow market share it’s a fine edge, not a battering ram.
Okay, so what should you expect from a marketing company? You should expect something logical and systematic.
And, how do you measure the effectiveness of your marketing? You measure by how it affects your market share…PERIOD. Any other form of measurement is the appearance of success, not the reality. And when I say market share, I’m talking new and used in a reasonable radius around your dealership. Most of my clients have me look at all the new cars that are sold (maybe in a 15 miles radius in a large market) and all the used cars from 2006 model year and newer. We eliminate the older used cars because those are not direct competition for most franchised dealers. When you look at the month to month market shares, we regularly see that the biggest gains by month do not always correspond to the biggest volume months. Hey, it’s the market! Markets fluctuate, you don’t have control over that. Some months people just don’t buy as many cars as they do other months.
Just keep your eye on the real ball and stop expecting miracles from the next best marketing ploy. If it’s not systematic, it’s just a bunch of hot air.