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How many TV's are in your Dealership?
What is on those TV's?
I ventured into a Toyota dealership that was just completely renovated. The manager said they spent over $2M on everything including 40' ceilings in the showroom that were amazingly accented by Toyota red walls and the thinnest TV's that I have ever seen outside of Best Buy.
And what was on those TV's? – SPORTS
Back in the lounge they had two more TV's – SPORTS
In the second lounge off of the service bay, more TV's – SPORTS
So, I had to ask. Why do you show sports on all your TV's. At this point, I realized that a meeting of the minds was going to be difficult, so educating myself was the primary goal.
The General Manager, who was related to the owner, said that the sales people watch them and on weekends they get good traffic from people wanting to catch the games during big basketball games and home football games.
The confused look on my face prompted the question, “Why do you ask?”
I hate it when people answer a question with a question, so I said, “Does having people come in your dealership to watch TV help sales?” (I can be a bit of a wise A**)
He said no, they come for the games, not the cars.
We can go on and on, but these 60” LED (not LCD) TV's were not cheap. Not everything you do in the dealership needs to have a direct ROI, and aesthetics is one of them. But, dealerships spend millions every year updating their facilities to make it more accommodating and it's been proven that same store sales increase after renovating.
TV's on the wall that admittedly have no value are indeed – of no value.
So what should a dealership do with these great new TV's. TALK TO YOUR CUSTOMERS. Tell them about products, services, specials, financing options, current marketing, and why your dealership is better then the others out there.
You can do this in several ways from a powerpoint presentation, a dvd loop, usb slideshow, or full blown digital signage/media broadcast. Make the message count by making it more about the dealership then about specials. The signage rule of thumb calls for a 50/50 split between advertising and content. Create value to your signage by calling on general car and service facts.
And by all means, I would strongly recommend not showing your TV ads inside the dealership. Those ads were professionally designed to get people into a dealership. Once they are already inside, the commercial did it's job – now it's time to substantiate your message with branding and marketing.
ESPN is great. If you miss part of it, you can guarantee an update within 15 minutes. But does it sell cars inside your dealership. If you want to show TV, and you have a setup like this dealership does, then maybe splitting the TV's with marketing – at least showing something other then 100% TV – show your message; relate to your customers; and the ROI will come in time.