We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Businesses spend thousands of dollars each month creating and distributing a marketing message hoping to attract customers. In a previous article, “Digital Marketing is still Marketing” I spoke about how to create a unique message. This article is not a rehash of that but showing you an example of a company who lost valuable opportunities due to confusion of their message
I was at a friend’s house prior to the 4th of July and as I looked through the local paper, I saw an ad for a local auto dealership with what I thought was a pretty unique approach. The name is not important so I will not be publishing it but here is the proposition they offered.
Their dealership was closed on July 4th but people would be able to walk the lot. On the evening of the 3rd of July, after hours every car on the lot would have a red tag placed on it. People could come on the lot during the 4th and if they saw a price they liked they could write down the ticket # and price and they would be able to receive it during the 5th and 6th, that weekend when the dealership was open no haggling, no questions.
It seemed like a great selling point. No one on the lot to bother you while you looked, everything you needed listed on the car and a price they guaranteed as long as you had the ticket number from the car because on the evening of the 4th all the tags were removed.
Pretty unique I thought so I decide to jump on their website to see what they said about this event. As I got to their home page I saw NOTHING about this event.
Actually it was a pretty standard OEM type-site with nothing about this sale. In fact it was a pretty bland site in terms of having anything stand out to tell me why I should by this brand from them, seeing as they were in a metro area where within an hour there were multiple other dealers selling the same brand.
So I thought that maybe it was just something blasting out on social media, but again, nothing on their Facebook page, in fact the last post was from May. What did that tell me as a consumer? That they let things drop, they do not follow through and this could be how I would be treated.
If you as a business are going to be creative and work on ways to drive traffic to your location, understand that traditional marketing drives people to the web. If I do not see the same information on your website as I do other places, it makes me think I am in the wrong place. It creates doubt instead of taking me one step closer to the sale
We must look at our marketing, as ways to take away concerns, not increase them.
Make sure all of your marketing aligns with your message. Make sure all your marketing is tweaked for the platform you are using but it has to be familiar and similar.
I feel bad for this dealership because I am sure they lost multiple opportunities to gain business and stand out in their marketplace.
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