Did you know that in every 2 minutes a car is sold out with the help of Gravitational Marketing. We have spent over $96 million dollars in promoting and we have tested the results of our Gravitational Marketing strategies and campaigns with excruciating exactness.
Here are a few things we've found along the way that you can use to make your advertising and promotion more effective and draw more customers to your store naturally.
1. Take a position. In order to make your advertising to be effective and sell the number of cars you want it to sell, you must initially ask yourself this very important question: Since the customer has a thousand other choices, as to why in the world should they choose you? Should it be because you specialize in getting people approved who can't get accepted anywhere else? Maybe that you are a fun and family oriented place to buy a car or you give more in trade value than any other dealer. Maybe you are more moral or you cater to women. Should it be because you specialize in trucks or fuel efficient cars?
Your results rely less on what we would write in your commercial than how your dealership is marked at the right place in the minds of your prospects. Price, service and longevity don't count and don't sell. You must choose a GPS - Gravitational Positional Statement. A GPS is a statement that gives your marketing direction and your customers a road map to find you. Your GPS needs to be decided before any promotion is created or positioned. It may take research. The answer may be buried in your customers. Find it.
2. Big Hooks. The next most important decision is this: what can you promise a customer that will make him drop everything and come to your store? We're not talking about a slogan or a catchy phrase or a template. A hook is somewhat a big promise which delivers a really good benefit which solves a problem and also delivers an irresistible offers to the prospect. This benefit should be unique to you and it should be aggressive. And you must be able to deliver on what you promise. Most advertising offers no substance, makes no promises and offers, no big reasons why the customers should do trade with you. Same old lame marketing doesn't sell. It stinks. Without a hook you catch no fish.
3. A BIG Idea. The big idea is genuinely a unifying theme for a dealership. It gives the consumer a point of reference. This gives the consumer the ability to relate to your message and to you. Without a BIG Idea your marketing will be boring, puzzled and uninteresting. Boring ads are invisible. You need a BIG Idea in order for your marketing to grab your prospects by the throat and wake them up and get them to test drive, take action and buy. A BIG Idea is usually based on Ockham's Razor which states "All other things being equal, the most effective solution is the best."
BIG Ideas are not easy to create or identify. They come via flashes of brilliance while in the shower, midnight half conscious visions. Often unnoticed, not taken seriously or lost in a fleeting moment. Once captured, they start as a lump of coal that must be polished into a glowing diamond. BIG Ideas are worth digging for. A good one can be worth many millions and last a lifetime, like Gravitational Marketing.
4. Emotions sell. People buy from other people. They make choice based on emotions. How they feel about someone is a big factor in buying. Given a option they would choose to buy from friend or family. People don't get emotional over companies. Priority number one should be to put personality into your advertising. Stodgy, stiff and corporate-like marketing message don't vibrate - and they don't sell either.
5. They snooze, you lose. The major crime ever committed by an advertising company was creating boring advertising. It ought to be forbidden. Unfortunately it's done every day. Bad car advertising is basically an epidemic in the society. Most car ads are impersonal, lifeless monsters. Good advertising exudes qualities, confidence and attract. It impacts people at their emotional core. Make your marketing exciting, compelling and fresh by matching the internal dialogue your customers are having.
6. Don't sell vehicles. Promoting vehicles in your advertising is a bad idea. Cars are property. Every dealership has the similar cars, with similar options and rates. Marketing vehicles causes price shopping, haggling and terrible grosses. One should advertise something different other than the automobiles.
Sell the deal and the dealership. Stop selling goods. Start selling solutions.
7. Accelerate the market. Less than 8% of the total market is seeking to buy a car today. A small percentage that gets diced up and dealt to every supplier in town. Success manifests from moving non-intenders into the buyers circle today. You create your own instant pool of opportunities.
8. Clarity. Most advertising campaigns lack quality. They have more than one call to action. They are actually put under immence pressure to perform far too many duties. The result is poor performance in all areas. Favorable returns are only achieved when a single, clearly defied, essential promise is made with repetition and frequency.
9. Who's your agency. There are a lot of so-called experts, marketing people and agencies out there. Many are former car sales men, managers or media salespeople. These are not promoting people. They're sales people. Advertising is a science and an art. It requires a complicated mind-a dedicated student. It takes so many years of study, testing and failing. It just requires a bit of understanding of human psychology, salesmanship, persuasion and the copywriting. You must also know the car business.
A really good automotive adman better understands the psyche of the car buyer. This type of person is required to make automotive advertising work. Success comes from a passion and commitment to the craft. There are very few agencies on the planet with owners who possess these qualifications. We do.
Author Resource:-
Jimmy Vee and Travis Miller are the nation's leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important automotive advertising tips for FREE by requesting their FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting http://www.RichDealers.com.
![[Valid RSS feed]](http://article2008.com/images/feed-icon.png "XML Feed For RSS"){kind=icon}
![[Valid RSS feed]](http://article2008.com/images/icon_Rss.png "XML Feed For RSS"){kind=icon}
Category Rss Feed
Print This Article
Add To Favorites