Two Automotive Marketing Untruths—Avoid These And Sell A Tons Of Cars Fast – Part 1

Times are changing and so is the effectiveness of your marketing dollars… that is probably why you’re reading this article right now.

What used to bring in clients to your automobile dealership no longer works. And the recommendation you’re obtaining from the self proclaimed “gurus” who are really just vendors hocking next the next mail sale or automotive technology gimmick all appears to contradict itself.

Not to mention, you’re probably being fed one among 2 huge lies regarding what you can expect and also the type of results you must experience when promoting your automotive dealers in this “new economy”.

Thus before these lies perpetuate any further, let’s jump right in to the current article to set the record straight once and for all.

Myth #1: You Can’t Expect Results Overnight

If you can’t demand results overnight, how can you expect to remain in business?

Admittedly, there is one type of selling which can not turn out results overnight-and that’s building a rock solid brand like Coke or Pepsi where customers would like only see the logo to feel impressed to buy.

After all building an enduring and competitive brand image to that magnitude takes a ton time and a TON of money. Neither of which you probably have at your disposal right now.

Nonetheless before you droop your head in sorrow because you don’t have precious time or resources to waste on long-term branding campaigns, there is hope for you in another kind of advertising that’s rarely known (or understood) within the automotive industry.

That type of advertising is hardcore, retail-oriented, direct-response, lead-generating, low-value, educational based automotive marketing…which will most actually get you results over night.

In fact, that’s the full point of direct response marketing. It inspires prospects to take IMMEDIATE action to call/ visit your car dealership. Again, notice I said immediate action, because this is often not something you’ve got to wait months or maybe years to see results.

If your system is sound, your ads are positioned correctly and your marketing uncovers the emotions of your customers, the results can be immediate. You can flip it on and off like a light switch. And if you don’t see results immediately, one of those factors was faulty…guaranteed.

Brandscending

More good news! You’ll be able to still embark on a nice branding campaign while not a million dollar ad budget and years to invest in the process.

In fact, branding will be achieved without even paying for it. Many folks misunderstand our position regarding branding and believe we tend to assume “branding is bad.”

Not so. Paying for brand is bad – unless you’ve got the time and cash to do it properly. Most dealerships don’t. And for people who do, it’s changing into increasingly troublesome due to the mass segmentation of the market.

But, building a brand free may be a wonderful thing and comparatively easy to do. We like to call it “brandscending.”

Brandscending is the method by which your company carves out a clear and definite place in the minds of the individuals who care most.

However, there are plenty of things you need to do to leverage this process:

1. Learn who the prospects of your automotive dealership are and what they want. Then offer it to them. That’s being interested and that’s what counts.

2. Have a regular and unique image that’s attached to any or all of your “results” oriented marketing. Over time, this can facilitate build residual brand effects.

3. Provide an experience that is fun, unique or risky. Do something that is worth noticing and value talking about. As folks begin to note and talk, your brand price can increase.

The secret is this: never, never, never, never, get a long-term ad with pretty graphics and nice font believing you “built a little brand” or “got your name out there.” You probably did not.

That kind of thinking makes you ad agent’s dream. Everybody involved in planning that ad can build money…except you. Please don’t fall for that entice again within the future.

To get more traffic, sell more cars and make more net profit by making the car business fun again check out our FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com