The last and most important part to growing your market share of walk-in traffic is your message. I think of this as the most important part of any plan because it’s what I do. Every message, every ad, every piece of creative must be set to drive traffic.
I have dealers ask all the time, “Should we advertise our brand and our image or advertise the price of the product?”
Price and product wins hands down.
Nobody cares about the image of an automobile dealership. Nobody trusts you anyway. And there’s nothing you can do in a 30 second or 60 second ad to change that. They care about what they’re going to buy and how much they’re going to pay for it. And what it does to they’re monthly budget.
Your message is the last and most critical part to growing your market share of walk-in traffic in a world where that market share is naturally shrinking.
To sum up the parts of traffic traffic traffic, there’s never been a more critical time in history to focus on: your owner body, your digital presence, your UPs accountability and your message. When you factor in those four things you are spending a fortune every month, every week, every day on them.
Make sure as the market share of traffic is shrinking that you are growing what you’re taking of this market and that money money money will be there for you.
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.