Here we are with just a few weeks left to close and deliver every deal you can to make your 2004 sales goals. Are you close enough to make them? Have you already made them? If so, great but if you aren’t making your numbers what are you going to do different in 2005?
Those Motorola dealers that are going to Italy for winning Pinnacle Club aren’t just lucky, they do what it takes to make their numbers and you can to by renovating your dealerships marketing. How? Stop doing the same old things. If they didn’t work last year or the year before, why do you think they will work next year?
There are 2 Main Reasons for Renovating your dealerships Marketing: Marketing has Drastically Changed and Most Land Mobile Dealers are not just “two-way radio” dealers anymore.
Marketing and advertising were long confined to broadcast media. That's the equivalent of shouting in a large, noisy room, "Anyone interested in me?"
Most dealers don't care enough to measure if anyone answers affirmatively. Most shout their message louder and more frequently, hoping eventually those interested in learning more will find their way through the crowd to the offer. This approach is archaic in the context of the Internet and changing media consumption patterns.
Push and Pull
Traditional forms of marketing are based on “Pushing” information out to prospects hoping they are interested. Think of making a paper plane (hopefully very well designed) with you message on it an throwing it into the wind (to a very targeted audience).
Interactive marketing is based on prospects “Pulling” information from you that they are searching for. Think of a prospect or customer using a rope to pull information right out of your dealership.
Which would you invest more of your advertising budget on?
Hewlett Packard Case Study
Why has HP Recently Started Bidding on Tens of Thousands of Search Terms?
On November 10 th Mary Bermel with Hewlett Packard said: “HP has recognized there has been a marketplace revolution and that consumers now control advertising content.” In addition, she said the company has made sweeping changes to address that new reality and she warned that other marketers ultimately had no choice but to do the same - or be left behind.
HP Results so far: Increased ROI to 100-to-1 and increased sales by $1 million a month.
“Cost-to-sales ratio below 1% - meaning that for every $1 HP spends on marketing through search, we generate $100 in revenue. ” Mark Eddings, Internet Manager - HP Americas eBusiness Web Merchandising Unit
Now HP is far from the only company that shares the view that marketing has drastically changed. Last month at a Advertising Convention in New York the following statements were made:
"Mass marketing today is a mass mistake" Larry Light - Global Chief Marketing Officer at McDonald's
"The consumer wants to be in control, and we want to put them in control." Roger Adams - General Motors
"The consumer now has absolute power." Kevin Roberts - Saatchi & Saatchi Chief
The Yellow Pages are Giving Up
Today, most every major Yellow Page Directory is now promoting “Search” even more than their own paper directories! Go see this for yourself. What Yellow Page directories do you currently advertise in? Go online to those directories and try to find information or rates for placing an ad in one of their paper directories. If like Dex, Verizon, or Bell South you will find that they list Search at the top of their advertising options and their directories at the bottom of the page. Here is a quote from Dex Yellow Pages: “Why Internet Advertising? Your customers are surfing the Internet - make sure they find you there. ” Just recently, BellSouth Corp.'s Yellow Pages and online directory unit signed a deal to sell ads on Google, a move that highlights the growing emphasis by Internet search engines to reach local advertisers.
Your Dealership’s Marketing must now include an Integrated Marketing Mix of both Print and Digital Media to be successful now and especially in the long-term
To your success,
The Opt-In Wireless Team
To learn more about how Opt-In Wireless can use science, data and facts to develop an actionable marketing strategy and increase sales for your dealership, contact us today:
sales@optinwireless.com
Midwest Office 219.756.6227
West Coast Office 503.372.9029
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