Drive Dealership Traffic With Your Slogan!

March 8th, 2010 -

SoCal Ford took advantage of Fords and drove some traffic through social media.

Here are a series of posts you can use as a blue print.   Be sure to pass this post on to your social media director or your automotive ad agency.


 

Just click here to go to SoCal Ford’s facebook page.

Here is the post of the winners.  Three winners were awarded a $100 gift card.  The creativity was really neat to see!


At the end of the promotion they made sure everyone had a chance to see the photo’s.  I don’t know how viral this became but you sure can imagine these photo’s being passed on to family and friends!!!!
Let me know which one is your favorite!


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Leave a comment   CREATIVE, Cross Promotions, Events, SOCIAL   , , ,  

What’s The Buzz At Automotive Ad Agencies?

February 16th, 2010 -

There’s a buzz in the air and it’s not Buzz Lightyear.  

What’s the buzz about?

 

Digital!

  

Questions abound beginning with what does an integrated digital plan look like and how much should I spend.

It’s become very clear if dealers want to connect with the ever increasing digital customer you’re going to need to spend more in this arena.  

That’s the advice of Martin Sorrell, chief executive of  WPP.

 ”Don’t just do digital because you can,” he said. “You must do it because it is integrated. As a dealer you have to use digital to augment the sales process.”  Sorrell said he is seeing signs that automotive brands are increasing their online marketing budgets this year.

 He said WPP’s research shows 93 percent of prospective buyers compare vehicles online before taking a car for a test drive, using third-party and automaker Web sites. But dealers only spend 2 percent of their ad budgets on Internet display ads.

 We are in a business environment that operates 24/7.   You have to expand your thinking as it relates to digital marketing.  The future of digital involves mobile applications, social media, social forums and integrated media.

 Research says only one in five consumers start their search for a car  at a dealers website.  To gain market share you’re going to have to connect with these customers before your competitors.  Most dealers can do mass media in their sleep.  It’s the dealer who integrates it with digital who is going to dominate.

    When you see how all  the pieces integrate it’s very exciting.

  • The dealership blog ties to twitter and facebook.  Key search terms from your blog increase the ranking of your website.  
  • You build a powerful social network that has far extending fingers into the market place.  
  • SEO program drives your website, blog, facebook and twitter pages toward page one of selected key words.
  • Specials on your website tie to your mass media.  Mass media push traffic to your website.
  • Targeted banner ads connect with in market shoppers and drive them to special landing pages. 
  • Text messages promote these special events.   
  • Cross promotions with local media outlets get very creative. Everything touches everything. 

 Don’t hide from this new world.  Get in the game.  Get your automotive ad agency to recommend your next step.  Market share is up for grabs.  Up your digital spending with a well thought out plan and just watch as your market share grows and grows.

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Leave a comment   Banner Ads, Blogs, Budgeting, CREATIVE, Cross Promotions, Miscellaneous, SOCIAL, Text Messaging   , , , ,  

Presidential Giveaway Can Drive Dealership Traffic

February 10th, 2010 -

Drive dealership traffic with the help of a few Past Presidents.

If your looking for a traffic building promotion that is very flexible take a look what a few Presidents can do for you.

This is a cash for test drive giveaway.  It connects with the market place because of the upside.  The opportunity to walk away with a big cash reward.

Step One:  Determine your budget for the cash portion of your giveaway.

Step Two:  Determine your minimum test drive amount.

Step Three:  Determine the largest amount you want to give away.   This is your hook.  It could be as high as $500.  It’s up to you.

Step Four:  Count the number of cars you want to have participate in the promotion.  You could make it for the entire dealership or break it down to new or used.  You could drill down all the way to SUV’s,Truck’s or green cars. 

Step Five:  Create a cash voucher and insert the amount into an envelop and seal it. Have one of your managers place them in the glove box of each unit first thing in the morning.

If this was a Saturday sell the first person to test drive that vehicle on Saturday gets the Saturday cash.  Only one test drive cash per person.  It’,  first come first serve.

If you do it for several days in a row you’ll need to replenish the envelopes in the cars each morning.

There are several ways to market the Presidential Test Drive Promotion get with your automotive ad agency and figure out the best for you: 

  • Make it Saturday only promotion and advertise it on each and every Friday.  It can become just a part of your weekend sales strategy.
  • Make it a big three day promotion and hit it hard.  
  • Focus on a new product launch.  Make it a month long promotion.  It’s a good tie-in with a local radio station.
  • Use Social Media to promote it.  This is a low cost approach.  It will take a little while for it to take hold but thats OK.  Your cost structure is very low.
  • Finally it makes for a good midnight madness sell.  Test drive any car between 9pm and Midnight and get the cash in glove box.

I’m sure your brain is tossing many other ideas around.  Let me know how it would work best for you.

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Diamond Promotion Drives Dealership Traffic

February 9th, 2010 -

 

Another winning promotion I just need to share with you.

The name of this one is Driving for Diamonds!

The premise is simple come take a test drive and you could win a diamond. 

Like a lot of promotions of this type the devil is in the details. 

Rule #1 of any good promotion is to be sure it’s real and it’s not going to upset anyone.  The power of social media will make any mistake  you make front line news.  So be sure it is a legitimate  offer.

Here’s how to pull off this good idea! 

  1.    Tie in with a good local jeweler.  The bigger the name the more credibility your promotion will have.  Don’t be afraid to use their name.  You’ll need secure their permission to do so.
    • Determine how the promotion is going to work.  In this case the strategy was simple.  Put 75 envelopes on the wall.  Inside each envelope is a voucher for a diamond.  On the voucher the size of the diamond is listed.  ¼, ½, ¾ or even a one karat diamond.
    •  Do your math and figure out how many diamonds you can put up and what your budget is going to be.  You need one hero diamond.
    •   If you choose to, you can augment your envelopes  with other prizes.
    •    Once the customer has taken the test drive they come in and select an envelope.  The envelope is pulled down and opened.  The consumer then see’s the diamond or prize they have won

     

This promotion can run for any length of time just plan it out with your automotive ad agency.  It’s easy to promote in any media; television, radio, direct mail, email, or social.

Have you done a promotion like this? Let me know. 

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Leave a comment   CREATIVE, Cross Promotions, Miscellaneous   , ,  

It’s Time To Drive Traffic With Cross-Promotions!

January 26th, 2010 -

Cross promotions are becoming very popular for two very good reasons.

Advertising dollars are tight  for dealers and everyone is looking for added value items to offer their customers.  Cross promotions allow you to do both.  Share the cost of marketing and offer a unique value to your  customer.   How do you get started?  I find the best way to create a winning cross promotion is to brain storm. 

Here are 6 good cross-promotional idea’s to kick-start your next brain storming session.

  1. Develop a co-branded advertisement.  Try a lunch and service newspaper ad. Offer several service discounts and along with a lunch coupon from a local restaurant.  The offer is simple; take advantage of any of the service coupons today and get a free lunch.
  2. Here’s one doesn’t cost any money.  Social Media is going to a very effective strategy to create cross promotions.  Have your automotive advertising agency develop a local social media business group where you comment and promote each other on facebook and twitter. 
  3. Co-promote a give away using social media.  Once your social media group is up and running  create a promotion where you offer a give away of their products for a test drive, trade-in or referral.
  4. Create frequent buyer card. When the consumer buys a product of  certain value from each partner  and in return  receive a great prize or cash rebate. 
  5. Set up a display of their product in your showroom.  Try a College day where you have local Universities at the dealership to answer questions about admissions and scholarships.  Or try the old stomach approach.  Have a donut shop set up a small donut display on the weekends in the showroom.  Activity is key.  Plus, this is a great topic to promote socially.
  6. With every service customer staple a special offer or discount on the receipt from one of your local marketing partners.  Be sure it’s an offer they only get from you.   In return have them can staple a low, low oil change price on their receipts or into their sacks.

With the power of social media cross promotions will create a life of their own.  Every business in your market is looking for ways to capitalize on cross-promotions.

What great ideas have you seen work this year?

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Leave a comment   CREATIVE, Cross Promotions, Groups, Miscellaneous   , , , ,  

How To Sell Your Cross Promotion Idea To Drive Dealership Traffic

January 13th, 2010 -

If you want to get a cross promotion going with a local business start with a  personal email.

The more homework you do the better your chances of success.

Remember you’re not the first business to approach them with a cross promotion idea.

The person you’re prospecting is human.  So let’s make our communication personal.

If you build a relationship you’ll find  your success ratio will improve.

Before you go for the deal build that relationship.

Follow them on Twitter

Comment on their Blog if they have one

Find Articles that relate to their business

Don’t talk about yourself  during this first step,  show an interest in what they’re doing.  This activity needs to start weeks even months before you plan to throw out your idea.

Some ideas might be a quick sale but other will need this step. Start this step anyway because  you never know when you might have an idea that will require a relationship to get done.  Begin by identifying some prospects at various venues or companies and start a dialog.

Make your proposal simple and easy to understand.

People you’re attempting to reach are usually busy and have  little help with their daily duties. 

They don’t have time to figure out your proposal. 

The easier you can make it for them to understand and see the value in your proposal the more successful you’ll be at putting together cross promotions..  

Presentation That Stand Out

Provide your blog site and Web site for reference

Provide a special landing page for the concept with a distinct URL

If you can connect with them on the Web you don’t have to work for that first meeting

Put pictures or video on the site to sell your idea

Send a special mail piece enticing your prospect to go to the landing page built for them with your idea

Don’t Push Just Be Different

Don’t push your idea so hard that you harm your relationship.  Remember, your timing just may not be right.  I find  more success when an idea is unique, the presentation is well thought out and presented in a unique fashion.

Key Points

1)    Grab Their Attention Through Social Media, Build a Relationship

2)    Make a Unique and Meaningful Proposal… 

3)    Relate the Benefit To Your Prospect….What’s In It For Them?

4)    Ask for an Answer or Response… Or Set A Timeline

Make an annual plan of cross promotion ideas you would like to do during the year.  Begin to build those relationships and begin with an email.  Your  success will be greater than just relying entirely on a phone call and your charm.

Let me know what you think or any great cross promotions you’ve done.

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One comment   Cross Promotions, Planning, Research   , , , , ,  
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