“In the lifelong journey of always looking to improve and finding a better way, sometimes you need to take a step back and respect the process and execution that has made you a success.”
This phrase is one I thought of after a meeting this week where an incredibly successful, multi-generational dealer who is the most aggressive advertiser that I know was rethinking all of his marketing. His concerns were over viewer wear out and over saturation of a market. Most dealers would laugh at even the notion of having this problem but for one dealer it was very real.
The number of his dealerships has grown to almost 10 and are all in the same market. We had achieved a 27% Share of Voice in the automotive market in a DMA just for one dealer. We presented new options, new methods and new budgets all aimed at reducing the overall scope. At the end of the day, he and I both agreed that moving too far from the direction we were going in would be a “train wreck.”
The point of the message is while you always have to look for a better mouse trap you never need to throw the baby out with the bath water. Make adjustments and be as finite as you can but never forget to dance with the one that brought you.