Toyota Dealer Advertising
In the current market, all dealers need to be attentive to on the lot merchandising. With registration numbers being down for all products (especially Camry and Corolla) Toyota dealers who want to steal market share from their competing dealers need to read the following:
It doesn’t matter where your store is located, but it does matter what vehicles are the most visible for your drive-by traffic and what vehicles are most clearly visible to the customers who come on your lot.
Put the hot products up front and hide the slow movers. You may be overloaded with Scions or Highlanders, but it doesn’t matter. No one goes fishing and uses a lure that the fish seldom bite. Hot Traffic will solve Cold Merchandise.
Perfect example: A store that hasn’t advertised a Yaris since October is leading their region in Yaris sales – WHY? The ad price on the Corolla is so low, the only logical flip for someone coming in on it is a Yaris.
Merchandise aggressively – Check your lot – Put the most popular pieces up front for the entire world to see. The reasoning, is no different than why a football team has cheerleaders, and why they usually are the best looking girls in school.
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.