Advertising
Share a nugget of information that will help the dE community. Please keep it to 2 sentences. Short and sweet!
Replies to This Discussion
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Permalink Reply by Jamie Welch on -
"A man who stops advertising to save money is like a man who stops a clock to save time."
-Henry Ford
So, what does that tell you about what you should be doing during this challenging yet exciting time in the auto industry?
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Permalink Reply by Bobby Compton on
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Jamie,
I love it... Strong and to the point!!!
Jamie Welch said:"A man who stops advertising to save money is like a man who stops a clock to save time."
-Henry Ford
So, what does that tell you about what you should be doing during this challenging yet exciting time in the auto industry?
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Permalink Reply by Philip Zelinger on
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I am often asked -- "How much is too much? How many email marketing emails are too many? I know there is a fine line between email marketing and spam, but where should I draw that line?"
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Permalink Reply by Philip Zelinger on
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To answer my own question -- In my humble opinion, it's not the quantity of emails but the quality of content and messaging that counts. Relevancy is the secret to success on the Internet as customers use search engines to filter out the online spam and zero in to find sites and information that is relevant to them. Relevancy is also job one in using emails to communicate a shared opportunity with your customers in order to improve your open rate. If the subject line is personalized and suggests a unique opportunity meant for them as an individual vs. an email blast for the masses you will at least earn yourself a look. Of equal importance to address your question, you won't be filtered out as spam the next time you have a similar shared opportunity to discuss with them.
The subject line should personalize what is to come if they open the email and then a similar shared wisdom with internet proven best practices -- transparency -- should take over to improve your conversion rate of customer's responding to your message. In the case of an email, the transparency can best be accomplished by limiting the copy to specific relevant added values being offered to them with calls to action facilitated -- and monitored - through embedded informational links that allow them to find out more if their interests warrant it.
If the first email doesn't follow these rules then the second will be filtered out before they have a chance to read the third, fourth -- etc..
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Permalink Reply by Philip Zelinger on
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The Internet is the new media of choice, social media is the preferred channel and C2C conversations is the best message to sell your vehicles and service. The market has always been driven by the consumer, however, now they know it -- and so should you if you expect to earn their business!
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Permalink Reply by Mike Myers on
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My small piece of advice... we use an advertiser at my dealer group who is lightning fast with getting us graphics and images for website advertising as well as quality emails blast campaigns. I'd say, choose an ad agency that understands how fast a world we now live in so they keep you ahead of the competition!!!
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Permalink Reply by Michael Fritts on
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"American business owners are frustrated with their advertising because they keep trying to make it a science. Advertising is not a science. The assumption that an advertising salesperson can give you exclusive access to a particular group of people is simply rediculous. Every American is reached by multiple vehicles of advertising every day. Having the right message is what matters. It's not who you reach, it's what you say."
-Roy H. Williams, "The Wizzard of Ads"
Focus on the message within the ad mediums rather than the ad mediums that happen to contain a message.
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Permalink Reply by Philip Zelinger on
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Put your customers to work for you! Social media relies on the fact that the market is a conversation between customers that exists before, during and after their buying/service cycle. Tap into this viral marketing media by providing relevant information to your customers on their terms with no anticipation of reciprocal demands for their business and they will give it to you. After all, what are friends for!
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Permalink Reply by Candace Johnson on
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We have been seeing incredible results with our new Black Book buyback piece. My dealers are saying that it is the best thing that they have ever done!!!
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Permalink Reply by Ron Morrison on
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Phil's point is worth repeating/restating: Have your customers become your brand advocates. Ensure that you have a strong and simple value differentiator that they can easily repeat to their friends and family. It can be a point about your dealership or "messaging" in your advertising copy.
Have a SPECTACULAR day!
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Permalink Reply by Brent Abdulla on
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Balance your media mix! Advertising 205! Cross reference all media.
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Permalink Reply by Mike Pitkowicz on
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I'll add to Michael Fritts' comment "Every American is reached by multiple vehicles of advertising every day. Having the right message is what matters." Very true (multiple vehicles). I would modify it a little: Having the right message, at the right time delivered in a way that society communicates is what matters.
Advertising is a necessity however it is primarily a one way medium. Consumers are constantly intruded upon with information and able to quickly tune out ads.
Bottom line: Direct, targeted, timely ads that are requested by the consumer offer the greatest opportunity for increased conversion rates and profits. Plus the customer appreciates the convenience. Learn more at AutoServiceAlert.com.
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