One of the positive items coming out of these tough economic times is our dealers (and I mean ALL of our dealers) Ford, Chevy, Toyota, Honda, Nissan, have quit asking about whether their advertising should be “Branding” or whether it should be aimed at the immediate creation of “Traffic.” Dealers used to not listen when I would tell them that every single ad they run is focused on their brand – the message and hook, or merchandising is what would create their traffic for them. Explaining to dealers that every ad is a representation of their brand is sometimes hard to do. Some dealers may be in a 20 Group “where ‘so-and-so’ ran the most successful ad campaign and never advertised a price, payment, down payment or what’s my trade worth. If they have been successful with this then more power to them. But if you are looking and asking for answers right now, you obviously don’t have the ‘silver bullet‘.
The ‘silver bullet‘ is a reason to buy, reason to buy tomorrow
and a reason to buy from YOU.
Anything else is not going to get you’re the return on your advertising investment that you need.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
