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So you may be wondering why I am wishing all of you a Happy 4th of July. I can hear the comments..."We are just finishing up April". "Doesn't he mean Memorial Day"

No I do not. I mean are you planning for the cars you are selling only 9 weeks from now? 

Dealers are so focused on the 30 day cycle that they forget that the things they are putting in place right now will affect sales at the end of the summer. In many of my workshops, I quotes statistics showing the buying cycle for autos has compressed to about 3 months. That includes all of the customer's research time online. So those people who today begin their search fall into the timeslot of purchasing mid July so possibly what you are offering around the 4th may lock them in.

Now I understand you don't know exactly what discounts you may offer but all of you will be having a "BIG 4th of July SALE". Are you putting out content telling people to look for your event? Are you putting out a video saying you will be having special pricing so "Check back over the next 9 weeks"? I am not saying be specific with price but build content so when customers search for you or even "4th of july sales"

Here is a snapshop from adwords keyword tool. 

40K people are typing in this phrase so why not have your content come up?

I stress this because what you do today will fall into the research process of customers. If you wait till mid July, you lose. Too late in the world of search. 

If you need help, or would like a free assessment of your strategy, feel free to reach out to me personally but don't wait. 

Sorry, Memorial Day may be too late, so on to the 4th and then June 1 being to move on to "Labor Day". (40K looking for that as well)

Hope this helps. Feedback appreciated.

Good Selling to all.

Views: 383

Tags: Digital, Glenn, Internet, Marketing, PCG, Pasch

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Comment by Glenn Pasch on April 27, 2012 at 6:48pm

Thanks Ralph and to all others who commented. I appreciate the feedback and agree it may seem a bit odd to look so far ahead, but marketing is never a last minute thing. Hope this month is GREAT for all of our dealer friends out there. 

Comment by Ralph Paglia on April 27, 2012 at 2:11pm

Mmmm... I still like "Memorial Day Madness" with giant blue gorillas on the roof, jumpy-jumps and free hot dogs and tacos.  Hey, is www.MemorialDayMadness.com available???

It is! Check out www.MemorialDayMadness.com

Comment by Ken Beam on April 27, 2012 at 12:26pm

Hey...... lol......... MERRY CHRISTMAS!!!!! Makes sense to me now!!!! I just told Pat that we need to launch our Douglas Xmas Extravaganza TODAY!!!! Early bird gets the worm........ or Liver.....right??? Manny if you have time for case studys well then knock the ball out of the park pal! Two words come to mind when planning events way too far in advance........ Wasted Energy.

Boys have a good weekend!~ I`ve got a "date" with my shotgun and some Wild Turkeys tomorrow at daybreak then chasin` Shad in the Delaware later. Enjoy the weather.

Ken- 

Comment by Ralph Paglia on April 27, 2012 at 11:58am

Ken, I remember driving on the GSP one Monday night of Memorial Day Weekend at MIDNIGHT and the traffic was a parking lot, stop and go, mostly stop... Because of the millions of people returing from the Jersey Shore... Again, traffic was jammed for 50 miles at MIDNIGHT!

I also can share my experience selling plenty of cars on a 4th of July promotion at Red McCombs Ford and Red McCombs Toyota and thinking that with the $150,000 we spent on advertising the sales event, that the results might have been even better on a non-holiday weekend.

However, I am a realist and regardless of results, car dealers, like many other businesses will ALWAYS use holidays and the fact that people have a day off from work as a basis for big promotional events... Having been on the line, desked deals and managed sales teams both on the floor and in the Internet Department, I just wish holiday sales events would work as well as everybody always seems to think they are going to work.

With all that said... Glenn Pasch is right about creating online content in the form of web pages, articles, press releases, tagged photos and videos... Doing so in advance of the event, far in advance, results in a competitive advantage... Glenn, thank you for a thought provoking post.

Comment by Ken Beam on April 27, 2012 at 9:57am

lol! They don`t have the Jersey Shore down yonder boys!~ lol! 

Comment by Keith Shetterly on April 27, 2012 at 7:20am

I'm with Ralph and Ken on this one, and Manny, too.  

Ken, quid pro quo:  I remember the sounds of the customers. First, I tried to free them.  I opened the door to free them, but they just stood there.  I took one customer and ran away as fast as I could.

Manny sold the rest of them!  :)

("Silence of the Lambs" reference, for any confused).

Comment by Glenn Pasch on April 26, 2012 at 5:29pm

Thanks Ken .You made me laugh as well. The point it, that people are researching and if you want to be first to the dance and show up in search you can't expect things to rank and be there just by putting them up a week or so in advance as you would traditional marketing. I am sure over your 24 years you have seen things change in terms of marketing and my point was to make sure there is long term planning along with short term focus on who is in front of you on whatever "holiday" or day it is they walk in. 

And for the sake of ful disclosure: I have never sold cars but I have been in a dealership looking for a car on the 4th of July on my way back from the Jersey Shore. 

Thanks for the response. 

Comment by Ralph Paglia on April 26, 2012 at 5:13pm

Ya' gotta love Ken Beam's comment... Made me genuinely Laugh Out Loud... Dr. E was asking me "what's so funny?".  Ken, it's not just New Jersey; I've sold cars in California (Kearny Mesa), Texas (Red McCombs), Arizona (Courtesy Chevrolet) and New York (Gambino Ford), and in all those places, no matter how much we pushed our big 4th of July, Memorial Day, Labor Day, MLK Day, Mother Against Drunk Driving Day, etc. and the stronger the holiday, the less effective the sale event was.  Personally, I like the marginal holidays for sales, such as Columbus day, President's Day, etc. since they give you a cause without competing with Back Yard Barbecues, the beach, girls in bikinis and boys in Speedos... However, the holiday America REALLY needs is "Everyone Buys A Car Day"... THAT'S the Holiday i am willing to vote for!

Actually, how about a national holiday that mirrors the Cash For Clunkers Federal Program? A "Cash For Clunkers Day" would be a great boost to our economy and get a lot of smog polluters off the roads.

Comment by Ken Beam on April 26, 2012 at 4:24pm

Say Glenn........ you`re from Jersey like me right??? Well I gotta tell you something, I don`t know if you ever actually sold cars, but I have done so for the last 24 years in New Jersey. I have to tell you, in all my time doing this, I can count the number of times that we had a really "Huge-turnout". As a matter of fact, if you look out your window Glenn, you will see where the vast amount of people in NJ will be congregating...........Noooo....it`s not a dealership, it`s called the Jersey Shore my friend. I would have to surmise, that yourself and Brian also wouldn`t be found at a dealership on Fourth of July weekend. Just makes sense.

Now as for "are you planning for the cars you are selling only 9 weeks from now".....I must be missing something here marketing-wise. Can you explain how this creates a sense of urgency???

When you say to advertise 9 weeks in advance for a weekend, that from my personal experience in New Jersey is not a "Barn-Burner", it`s just doesn`t add up in my book.

You know what Glenn? We`re entitled to our own opinions obviously, however I presume that your opinion is based on your extensive research, while mine is based on over two decades of heart-felt experience from being on the "Front-lines" of New Jersey car dealerships that are open 4th of July weekend. As a matter of fact, I don`t think I can remember a 4th of July weekend where they didn`t let us go home early.

So I hope you and the PCG gang enjoy your Napa Valley beverage and have wonderful 4th of July.

I myself will be enjoying a liver, fava beans and a nice Chianti.....ffffffff......fffffffffff.........ffffffff

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