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Consumers are interrupted on average of 2000 times a day with outbound marketing. That is why they use tools to block it. Caller id, spam filtering, Tivo and satellite radio just to name a few.
Outbound marketing techniques rely on pushing a message far in wide in an attempt to reach the proverbial needle in the haystack, people in the market today, with a message to get them into action, visit the showroom. The Internet is the ultimate inbound marketing tool in that it allows us to reach people who are looking for what we offer. It does not interrupt them, they seek out what we have when they are ready for it.
We have numerous vendors that help dealers get their inventory in the eyes of shoppers looking for what we sell, build websites that draw in consumers looking for us and give us tools to engage once consumers connect with us.
Traditional sources of interruption marketing create inbound inquiries and have been doing it for years. Direct mail, radio/tv commercials and newspaper ads help us find the needles in the haystack that raise their hand and ask to be sold.
The problem is there are fewer needles in the haystack right now. Dealers need to discover ways to reach more people who are asking to buy. This will come at the expense of their competition, because the pie is shrinking and the ones that do it right will be taking larger slices.
The features at www.drivingsales.com will help the dealer community discover ways to get a larger share of their market, discover the best tools to accomplish their goals and network with peers that are looking to accomplish the same goals.
If you have an idea on how to best take advantage of inbound marketing submit it to our strategy board to get other industry professionals feedback and opinion. If you are not already a member sign up today and get in the game.