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Creative Marketing, are you thinking outside the box?

This week Paul speaks about the importance of being creative with your marketing. While many commercials and ads focus on price, model, and payment sometimes it is an even better idea to create something broad and memorable for a larger audience instead of focusing solely on those who are looking to buy right now. Learn how to build your reachable audience and why it is important to be creative throughout your marketing campaign.

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Comment by Chuck Ardezzone on October 2, 2011 at 2:47am
This guy hits it right on  the head, you NEED to have different commercials, memorable commercials, so PEOPLE are talking about your brand everyday, be DIFFERENT, get out of the sea of sameness, here are some different commercials, look under reality TV on this website www.cardealerstv.com Thanx Paul
Comment by Tom Gorham on September 14, 2011 at 9:03pm
Paul, I really like the idea of branding your dealership rather than just advertising price with a call to action.  I was recently reading a blog by Keith Shetterly about Reputation Marketing and that flashed through my mind as I was watching your video.  Intriguing.  Thank for the great videos.  I try to watch as many of them as I can.
Comment by Stan Sher on September 14, 2011 at 7:14pm
I love these videos...
Comment by Paul Potratz on September 14, 2011 at 10:44am
Stephen, Thank you for taking the time to watch and read.  Have a Great Week!
Comment by Stephen Murphy on September 14, 2011 at 10:41am
Love that line....Sell by price, die by price. Also the point about sticking behind your creative by creating an atmosphere in the dealership that reflects your marketing/branding strategy. Its all about putting the puzzle pieces together to create the big picture. Nice post Paul, thanks!
Comment by Paul Potratz on September 14, 2011 at 9:44am

Thank you for the great comments!  Yes you can be too creative and lose focus on what you are trying to do if you don't really create a true strategy or a sales marketing funnel.  In other words I have seen many commercials that were funny, creative, or just plain bad that offered shock factor and that is where they stopped.  Again no sales marketing funnel.

 

It takes a lot of planning, thought, concept and experience to make it work but if you don't try where will you be? 

 

So Geico ads win awards and the company is profitable.

Verizon ads win awards and they are profitable.

Apple ads win awards and they are profitable.

I can go on and on...

 

Selling by price alone creates the conversation of price and does not separate a dealer from other dealers.  I could go on for hours and hope to be able to discuss this with you at one of the upcoming events I will be speaking at in Vegas and Canada. 

 

By the way Metro Ford has become the #1 Largest CPO Dealer in all of New York State and a couple other surrounding states.  They are a few behind to be the largest New Ford Dealer in NY State.  Service absorption is 106% and this has not always been the case.

 

Bill Rapp is also on top in several categories as is many, many other of our clients and they all have fun creative that stands out from other dealers.  However this has taken a total integration with digital, traditional, and in store experience.  So not only will creative win awards it turns profits on the front end and back end. 

 

So have fun be creative, make it a positive fun experience for customers and the money will follow. 

 

The Bottom Line is...

Selling by Price All the Time is a manipulation and counterproductive.  People get num to price and you have to fight the price battle every month to the point you can't go any lower and you are not making a profit.  SO WHY DO IT.  This is why the manufactures started failing and this is why so many dealers are failing and my dealers are taking the competitors market share.  Our strategy is not just creating a different TV commercial and this is not a sales pitch oooohhhh look at us I am just trying to make dealers think and say WOW I don't have to sell by price all the time.  Selling by price is a recipe for disaster....sell by price die by price.  Think Value!

 

Comment by Clifford VanMeter on September 14, 2011 at 9:33am

Couldn't agree more, Stephen. Burger King is a great example. My comment was to urge striking a balance between short-term and long-term goals. McDonalds is also a great example. They work hard at building brand as well as selling product and many of their products are designed to build brand as well (McCafe is one example). My company is an independent buy-here pay-here, so our "product" isn't really the vehicle, but the financing options we offer. So our focus tends to be on "making friends" and building trust in our audience, as opposed to pushing a particular make, model, or sales event.

 

Clifford VanMeter

Marketing Coordinator

http://www.expressauto.com

 

Comment by Stephen Murphy on September 14, 2011 at 8:26am

Though I do agree with many of your points, I think its very important to emphasize the product and offer in clear detail. I'll cite Burger King as a case study. A few years back they hired creative agency Crispin Porter Bogusky to reinvent their advertising. Their ads were a huge success, using humor and viral ad campaigns that created a lasting impression (the king, small hands, etc.)

 

However, they were still getting crushed by McDonalds, and recently hired a new ad agency. The reason? McDonalds focused on glory shots of their food combined with enticing prices. Though not as funny or memorable as Burger King's ads, they were effective at doing something more important: Getting people to buy more hamburgers. 

 

Moral of the story is to define what you want to accomplish with your ads. If you want to win awards, create buzz, and make a name for yourself, go down the creative road. 

Comment by Clifford VanMeter on September 14, 2011 at 7:51am

Clifford, thank you.  It's the same reason we follow-up with customers for 90 days or more when they've submitted a request for information or a quote.  Not everybody is ready "right now".  Businesses of any kind have to think both short-term profits and long-term investment.

Comment by Jim Maxfield on September 14, 2011 at 7:01am

I am a consumer sitting on a couch, I am trying to decide what to spend my money on...concert tickets, a new couch, a new cell phone...but wait I never thought I could get a car for 199 a month...today...time to go to the dealer....even in your examples, it is the price that is the focus to get attention.

 

The 4 E's are right on...but it is within the context of having something happening right now at the store...so consumers take action.  The gal and the Nissan...as a consumer...I am buying a couch this pay period as I know the gal will be there in two weeks.  My dealers want people to come in today...not in two weeks.  Ads, no matter the genre, need to have the gusto to drive action today...be they soft sell or screamers!  My bet is your dealers want to sell that consumer today not in the future.  better get a firm that knows how to get this done locally.

 

I liked the "looking for a deal to beat" ad...but again, why do I need to take action today?  if another Ford store convinced me something was going on this weekend (Big Truck Blowout for instance)  Hey, I would go there first, right...and if the average buyer visits 1.8 dealers before buying, Metro Ford has lost out...as 1.8 is my parents who visit 10 stores and me who visits 1!

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