I thought the date of 6.6.12 was just too cool not to go down in history with a blog post so here goes. While traveling today I got a call from a great friend and terrific partner that I had worked with through the years. Over the last couple years due to a change in dealership / location we had not been able to work together due to a previous commitment that I had but now in a new location we are back to promoting and retailing together.
While we were catching up and discussing current life events and the car business he asked me a question I hear constantly. “Whats working?” I took a long pause and thought about my answer. Then with just one word it came out… CONSISTENCY.
I told him of our dealers who were having the best years, with the best profits and biggest year over year increases all had one thing in common. They had all been consistent through the first half of the year. Funny how when you bling twice and it is now June, only 24 more days til the year is going to be halfway over, but in all honesty the dealers who are growing the most are the ones who have been the most consistent with their spend, media direction, creative angles, direct mail and interactive.
While some months are bigger than others and bottom lines vary with each passing 30 day cycle – in my mind CONSISTENCY is KING.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.