It’s real easy for your dealership to becme victim to your own Advertising. This is because many advertising angencies and represenatives sell you on the idea your store need to advertise because . . . . you need to advertise. And they want to sell you “typical branding” advertising rather than “response” advertising. The difference is obvious. In fact, it’s right in the name. Branding advertising like Nike, Coca Cola, or Hp Computers. This style of advertising has you spending big dollars, but you cannot measure any of your results or Return on Investment. They tell you that when someone is ready for a new vehicle or service requirements, they will choose your dealership. If your dealership falls victim to only this style of advertising – 'YOUR LOSING MONEY' The only companies that can afford this type of advertising are the big companies like Nike, Coca Cola or HP Computers.
What you want to do is to go for - emotional response advertising -. That’s advertising where every dollar you spend is measurable and accountable. Doing this will allow you to control your ‘Cost Per Lead’ or ‘Cost Per Appointment’ or ‘Cost Per Sale’. Many dealers have no clue when it comes to these very important numbers. You must know what they mean, and how to calculate them. I don’t know about you, but I like predictability when I invest money in anything, especially marketing. This requires some education and definitely some effort and focus to get it right.
No comments:
Post a Comment