We’re ending our second full week of the New Year. The challenge of continually promoting the “Dealership Name” across every aspect of the market has been on my mind for a couple of weeks now, and I’ve come up with a new term to describe the battle we’re fighting everyday – the Brand Canyon!
We held a company briefing this morning to give our people an overview of what to expect in the months ahead. As I jotted down notes on what to cover, my first thought was to focus on becoming better at what we do, and then I started listing the areas of focus. The list started with the traditional items of TV, radio and print and the importance of marrying these to the website presence. For digital media I mentioned the added emphasis of accurate and affective SEM and SEO. And then I targeted eblasts and social media marketing. Lastly, I discussed the importance of constant customer or the contact based on service, sales and conquest and the importance of developing POP to support the message when customers arrive at the dealership.
As a dealership when someone says, “You have to cover the bases,” they’re not talking about a bunt-single but a grand slam. Guessing is not a plan and hoping is not a strategy for 2013. There is a great deal of momentum right now and that’s a good thing for projected car sales. If you don’t make the greatest effort ever to stay on top, you’re going to fall into The Brand Canyon. Keep your name in-front of the market or you will be digging yourself a hole that is impossible to get out of.
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.