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Jared Hamilton
From: Jared Hamilton
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DMEautomotive

DMEautomotive

Exclusive Blog Posts

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

The National Automotive Dealer Association (NADA) data for 2016, revealed that there are 16,708 franchised dealerships in the United States, who sold a rec…

Tips on Finding and Hiring Salesmen Who Have Experience

Tips on Finding and Hiring Salesmen Who Have Experience

Your dealership can't thrive without an experienced sales force. The trickiest part of this equation is finding "rock star" salespeople to he…

New Site Links from Google in Mobile Search

New Site Links from Google in Mobile Search

In thinking of a mobile first world, Google has rolled out new site links to the search results on mobile search.  Historically, Google would award…

What Your Dealership Should Look for in Insurance Coverage

What Your Dealership Should Look for in Insurance Coverage

When a person decides to start a car dealership, insurance needs to be part of their planning. It is a requirement for a dealership to have vehicle insuran…

The Power Of A Physical Location In A Digital World

The Power Of A Physical Location In A Digital World

Everything is moving to digital, does that mean that your location isn’t valuable? New research shows that your physical location could be your most …

Creating Consistent Messaging Creates Meaning for Your Customers

In my last blog, we discussed how having a “hook” or theme to your direct marketing campaigns must have a“pain” or reason to motivate your customers to visit your dealership and drive sales traffic.  We also discussed how your hook and pain must have a regular message for all your targeted direct mail (TDM) pieces.   Each of these stories or messages should contain one element that grabs your prospect’s attention and brings them into your automotive dealership.

So what message, story or images will you be using to make those doors swing on a consistent basis, while grabbing your customers’ attention?

Create a consistent story, of course.

What do you want your customers to think of when they hear your dealership’s name? Consider the following “cause-effect” messages when evaluating your TDMs.

  • Price – “Home of the Always Lowest Price”
  • Sales / Selection / Inventory – “Largest Inventory”
  • Customer Service – “Your Satisfaction is Guaranteed”
  • Service – “Most Service Bays in the Area”
  • Friendliness/Convenience – “Service with a Smile”
  • Trust – “Where the Handshake Makes the Deal”

Whether you’re a price driven or a service driven dealership, you will want to keep your message simple and consistent. But more importantly, it’s the message that creates meaning for your customers.  Is your message making them feel like they can’t be without your goods or services?

That “feel good” message should pop into mind whether they need brakes (“Best Certified Mechanics in Town!”) or they need a new car (“Largest Inventory and Best Prices Around!”). It should leave the customer with the feeling that they need not go anywhere else when making their decision.  As a car dealer-marketing specialist, always promote that real message consistently.  After all, it is the reason why the consumer comes to think of your dealership in the first place.

In my next blog, we will discuss The Power of Personal Communications in Automotive Marketing.

Happy planning…

~ Paul Ryan, Field Account Manager @ DMEautomotive

Bio: Paul Ryan brings over 25 years of experience in sales, sales management, marketing, and client services. He joined DMEautomotive in February of 2008, as a Regional Territory Manager. With proven success as an inside sales representative selling the FullCircle Solutions’ Bullseye program, he was recognized frequently as Sales Person of the Month and received the highest honor of Sales Person of the Year for 2008. In August of 2009, Paul managed, “Direct-To-Dealer” – Mail Division, responsible for overseeing the sales for the “Direct-To-Dealer” Mail Division. Currently he is traveling in the Midwest as Field Account Manager. Paul graduated with a B.B.A, in Business Administration from Iowa State University in 1982.

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