How do you drive traffic into your showrooms in todays market?tv,radio,social,internet
Would like some feedback on different ways to drive more traffic into the showroom.
Replies to This Discussion
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Permalink Reply by Curt Kelley on -
Here is something I found online the other day, not an answer mind you because I don't think there is. I think you have to find the balance, all the pieces, for your store. The biggest thing is the ability to track. I was told once that "everything matters" in sales.
Anyway, just a little food for thought.
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Permalink Reply by Roger Sowers on
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Daniel, Don't overlook direct mail, print media, and special events. There is no one magic cure for the problem. Hiring outside marketing consultants is one solution with the caveat that they have their own interests to balance with your interests. They can be very useful in creating the framework of an adaptable marketing plan.
Stay true to who you are as a store. The things that make you special apply to all the available marketing channels. Special care must be used to coordinate all the channels with a consistent uniform message. Each channel builds and supports the others. Consider the strengths and weaknesses of each marketing channel and structure the message to leverage the strength. For example. Promote your image through the social an internet channels. Promote your products and services through the more traditional channels. Monitor and adjust as your market dictates.
Doing your marketing in house is time consuming. Just use good sense and all the resources you have available. Try not to give the store away and don't promise what you cannot deliver. There is no right or wrong in marketing only what works and what does not work.
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Permalink Reply by Daniel Tegeder on
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Great thanks Roger some good points
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Permalink Reply by JAY SHIELDS on
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Daniel, I agree with Roger - there is no "magic cure" Even though I am a producer of mostly Automotive spots and infommercials that air on television and some on the web, I have always told all of my dealer clients that they must be everywhere. You cannot limit your dealership marketing plan to just two or three types of media outlets. TV is great - don't get me wrong - but so is radio, web, social and even newspaper(really still strong in some markets). you just have to be consistent in your image and shape the product deals according to the outlet. Although as I said, I produce for air and don't sell airtime, I have been with many of the sales folks for airtime that I work with and hear them say "he's taking money from the TV buy and putting in radio" or something like that - and I tell them - If the dealer sells new and used - as most do - then everyone from age 16 to 70 is their audience so they have to spread their dollars around...they can't just use TV. In almost every market now you can find a great way to advertise to your customers in every medium. You may not be able to sell a unit to everybody...but with a little effort and research, you can get the message out to almost everybody to give you a shot first
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Permalink Reply by Carl H. Neuenhaus on
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It's a fact . . . you have to define traffic as it relates to your store. One dealer may be looking for qualified leads while another gives away free hot dogs. If your sales people typically blow off people who respond to contests, give-aways, etc. and consider these visitors mooches, you may want to educate and evaluate the situation before you spend money on "driving traffic". A good salesperson values every new opportunity to meet someone. I'm not sure of the math today, but in spite of "social media" most sales people do not have a huge circle of friends. If they consider each hot dog contact as a future source of business, and works them , soon they will have hundreds of people they can ask for referrals, be on the lookout for used vehicles, etc. If you have group of floor hawks . . . you will spend more on advertising because these guys and gals are not building any future customer equity. They eat what they kill.
Traffic may not be your problem, what you do with it is important. There are plenty of companies who can "drive traffic into your showroom". Make sure you track it . . . and know as a result, who and how, each opportunity was handled .
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Permalink Reply by JB Floyd on
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I have found that what really drives business for dealers are leads. Most of my clients prefer leads that turn into sales, instead of clicks or traffic. I try to focus on an holistic approach to marketing. I agree with all of the content above. There is no "One" answer. If there were, and I had it, I would own the a business in every niche there is and then dominate that niche.
Marketing is based on building blocks, constructed with several tools that are holistically connected and seamlessly working in conjunction with one another. They all have one goal, but the approach and desired result off each one is different. Bundling these services and making sure they maximize the results and do not in any way conflict is the secret. You should want to get the most out of each component.
To many times, I come into a dealer that has purchased media tools from A,B and C company and they have no idea what the other is doing. I want to meet with their other vendors, there is plenty of business for everyone and we can work together to make it better for the dealer. Everyone wins.
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Permalink Reply by Doug Kennedy on
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Carl's remarks are right on the money. Everyone jumps on social media, Emarketing, cable, etc and they tend to forget that the best marketing resource they have reports to the showroom every morning. Can you teach the lost art of prospecting? Can you coach your people realistically to develop their skills? If you help them make more, you make more and turnover decreases. It's not seminars and DVD's-- it's one-on-one coaching from every day sales situations.
Spend some "marketing money" on your front line people and you can absolutely measure these results.
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Permalink Reply by Steve Duff on
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Do lots of everything. And do it well.
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Permalink Reply by Tom Wiegand on
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Social Media Sharing. Not social media marketing; sharing. This is only done effectively between business persons of business and customers they continue relating with ongoing, allowing them to share their business persons with everyone they know. The uniquely better business aim becomes: "the constant and never-ending highest quality defining 'CPR' moments of team improvement" with every customer all the time. Our 1TeamSynergy CPR is Communication, Process and Relationship, at the very heart of every defining moment with customers.
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Love that movie!
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