DRIVING TRAFFIC
Radically Increase the Results of Your Advertising Smart dealers understand they are in control of their own destiny, growth, success and profitability this year and every year. The answer to the burning question about increasing sales and profits is better marketing, better response. What you really need to do is to dramatically increase your car advertising results. How? Good question. You must create marketing that grabs people’s attention, delivers value and causes them to be attracted to you, so you can start a relationship with them. We have found the best way to do that is to deliver information. You see, we live in the information age and to get people’s attention and get them to respond, marketers have to create marketing messages that look, feel, and sound like objective, unbiased, useful information that helps consumers solve a problem, fulfill a want or desire, make their lives easier or streamline their decision-making process. So why does information-focused marketing work radically better than traditional marketing? Because traditional automotive marketing is all about the dealership, the vehicles and the features, and nobody really cares about those things. Gravitational Marketing, the kind of marketing that uses information to attract customers, is built around education and solutions. The true goal of effective marketing and advertising should be to educate, to clarify and simplify, to help aid the decision-making process. Gravitational Marketing is about captivating, invigorating and motivating. All of those are accomplished through deliberately constructed content, not flashy images, misleading promotions, pink gorillas, window paint or clever slogans. Good marketing provides solutions. Solutions to problems your customers
face right now and want to alleviate. A well planned and executed Gravitational Marketing strategy delivers a muchneeded cure to the pain your prospect is suffering. If you can give your prospects the information they need to eliminate their problem and ultimately provide them with a clearly defined set of steps to take, you will win their business and create a customer you can keep for life. You will become the expert in their eyes and they will flock to you. Price concerns will be secondary to the solution they seek, making your profits soar to new heights. Why does this Gravitational Marketing approach skyrocket response rates and beat the pants off traditional marketing? By offering information, solutions and education in your advertising instead of trying to make the sale from a single ad, you give the prospect a low-risk way to respond and indicate to you they are interested in becoming a vehicle intender. Armed with their contact information, their permission to market to them further and the knowledge that they need and want your help, you can tell your whole sales story because you have their trust and attention. That makes your marketing job easier, your response rates higher and your marketing more cost-effective. If you have ever been single and tried to get a date, you’ve used this two-step approach. Think back to when you met someone you wanted to get to know better. What did you do? Did you offer to buy them a drink, go to dinner, a movie or coffee? A small next step? Surely, you didn’t go right up to them and ask for engagement, a one-night stand or marriage? Most dealers do just that in their marketing all the time. They go right for the big one without the romance or relationship-building.
Sales and profits are all about relationships. You don’t sell a car to sell a car. You sell a car to create a client. Or at least you should. A client is someone who buys from you multiple times in his lifetime, doesn’t nickel and dime you and refers repeatedly. That’s the kind of relationship you want to create with all your customers. And it all starts with the first point of contact. In today’s extremely cluttered marketplace, successful automotive dealers have to think like consumers and become marketers. In order to dramatically increase the effectiveness of their advertising, dealers must not look at every single prospect the same way. There isn’t just one group of people they are selling cars to, there are many. With the proper Gravitational Marketing message, you can attract non-intenders and pull them into the buyers’ circle today, dramatically increasing your pool of potential buyers. It gets better. Those new buyers you pulled into the market are 100 percent yours for the taking. You don’t have to split the spoils with anyone else because, if done right, they believe you are the only dealer who can help them now. So you don’t have to worry about losing them to the dealer down the street. Yes, there are many pitfalls and trip wires that can derail your success and keep you from reaching the goal – more ups, better quality ups, dramatically higher response to your advertising and increased sales and profits. It’s not all fun and games. But it’s not rocket science, either.
BY JIMMY VEE AND TRAVIS MILLER
JIMMY VEE AND TRAVIS MILLER ARE EXPERTS ON ATTRACTING CUSTOMERS AND THE AUTHORS OF GRAVITATIONAL MARKETING: THE SCIENCE OF ATTRACTING CUSTOMERS AND INVASION OF THE PROFIT SNATCHERS. FOR A FREE COPY OF THEIR CONTROVERSIAL NEW BOOK, VISIT WWW. PROFITSNATCHERSBOOK.COM AND USE COUPON CODE UCDM1211.
12
THE
IL_1112.indd 12
DEALER’S
EDGE
NOVEMBER/DECEMBER 2012
w w w. i l - i a d a . o r g
10/16/12 2:38 PM