How to Get More Out of Your Dealership's Advertising
Buy advertising that spans several medial modalities, such as print, radio and Internet., Include clear instructions in every call to action in all of your dealership's advertising., Get the name and contact information of every single person who...
Step-by-Step Guide
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Step 1: Buy advertising that spans several medial modalities
Each ad should contain the same call-to-action code or other identifier so that you will learn which ad campaigns generated the most leads.
A specific special or discount, such as 15 percent off one item or a free trinket with each purchase, is a good choice for this.
The discount will help people to remember and the different discounts will clearly identify which marketing initiative brought a customer in. -
Step 2: such as print
Don't just present your name and what you do.
Rather, invite people to come in
-- maybe even on a specific day
-- to specifically buy what you have to offer. , Use that information to create a "tickler list" that sends advice, advertising or other news to all list members every 1 to 2 months.
Contacting people on your "tickler list" less often won't keep your name in their minds.
Contacting more often risks annoying them and getting filed as "spam" in their minds. , All marketing initiatives will take a while to develop traction.
If you abandon your dealership advertising every 4 to 6 weeks, you'll always be stuck in that development phase.
If you need to cut back, buy smaller instances of your existing dealership advertising rather than cancelling a specific ad.
For example, you can cut a radio spot from 30 seconds to 15, or reduce a newspaper ad from 1/4 page to 1/8 page. , Make your marketing initiatives going forward based on what has worked in the past. -
Step 3: radio and Internet.
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Step 4: Include clear instructions in every call to action in all of your dealership's advertising.
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Step 5: Get the name and contact information of every single person who calls or visits.
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Step 6: Maintain any given campaign for a minimum of 4 to 6 months.
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Step 7: Review the performance of your dealership advertising every quarter
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Step 8: based on the real responses you keyed from your call to action.
Detailed Guide
Each ad should contain the same call-to-action code or other identifier so that you will learn which ad campaigns generated the most leads.
A specific special or discount, such as 15 percent off one item or a free trinket with each purchase, is a good choice for this.
The discount will help people to remember and the different discounts will clearly identify which marketing initiative brought a customer in.
Don't just present your name and what you do.
Rather, invite people to come in
-- maybe even on a specific day
-- to specifically buy what you have to offer. , Use that information to create a "tickler list" that sends advice, advertising or other news to all list members every 1 to 2 months.
Contacting people on your "tickler list" less often won't keep your name in their minds.
Contacting more often risks annoying them and getting filed as "spam" in their minds. , All marketing initiatives will take a while to develop traction.
If you abandon your dealership advertising every 4 to 6 weeks, you'll always be stuck in that development phase.
If you need to cut back, buy smaller instances of your existing dealership advertising rather than cancelling a specific ad.
For example, you can cut a radio spot from 30 seconds to 15, or reduce a newspaper ad from 1/4 page to 1/8 page. , Make your marketing initiatives going forward based on what has worked in the past.
About the Author
Jose Campbell
A passionate writer with expertise in practical skills topics. Loves sharing practical knowledge.
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