With the news of dealerships closing, public companies making major changes and sales volume dropping dramatically there still is one thing that these times are great for… Gaining Market Share.
While some dealers will cut back to zero spending and zero share of voice in the market, others will pinpoint the most effective channels of advertising and dominate these, even though they must do it with less money than they have before. Inventory becomes a major factor and you have to spend more time now planning and ordering your cars than you ever have before because you are probably going to sell a few less of them.
Keep the right inventory, advertise in the right places and keep a heavy focus on creating traffic out of your owner body and you WILL gainmarket share in a time like this. You don’t have to blow ad money out the window. Be precise and know who you are talking to and set a course to increase your share so when the market comes back (which it will) you will be unstoppable.
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.