There is a lot of great advice from famous historical figures about failing to plan. Everyone from Vince Lombardi to Bear Bryant and Sun Tzu have offered timeless quotes about how lack of a plan leads to total failure. I keep these quotes handy in the office and read them often in order to stay focused.
While talking to a dealer this week, he mentioned how direct mail had gone from being the ultimate “headache pill” to part of his continuous advertising plan. This store has great presence in many areas. They dominate mass media and their digital dollars are spent wisely. In the past, direct mail was utilized only a couple times a year to boost a soft month or hit a large manufacturer objective. As we have progressed through 2012, this client has made direct mail a consistent element is his monthly advertising. Additionally, dollars spent on direct mail have also been reduced from the one/two times a year approach so that he can afford to maintain an ongoing presence. This client is experiencing consistently increased traffic month after month, and sales numbers have increased exponentially.
I’ve said it before and I’ll say it again: there is no greater source of qualified traffic than one’s owner body. There is also no substitute for an ongoing and steady flow of owner body traffic. As you look to 2013 and beyond, it’s time to consider making the “headache pill” part of your regular plan.
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.