This is the one month of the year when dealers can be on totally different playing fields from each other. They are either completely sold out of 2013s and are starting to advertise 2014s, or else they are so buried in 2013s they think there is no way they will ever be out of them by Christmas.
Here is the simple solution:
- Do not advertise the problem vehicles. Advertise what sells the best. “Hot traffic solves cold merchandise.”
- Focus your message on the deals. Don’t advertise your image. “Hot traffic solves cold merchandise.”
- If you are buried in 2013s, advertise the best price and biggest discounts. “Hot traffic solves cold merchandise.”
- If you sold out of 2013s and only have 2014s in stock, advertise that you have the newest/freshest cars. Find some compelling reason for customers to buy them. “Hot traffic solves cold merchandise.”
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.