Your Marketing Needs Every Tool in the Shed to Get Job Done

There used to be a time, not so very long ago, when the ad plan for the typical dealership involved taking a phone call and answering the all important question…What do we want to put in the paper this week? The days when you could get away with just being in the paper, the 6 o’clock news and maybe a couple of radio stations for Saturday remotes are long gone.

The media landscape has been spread much thinner with multiple warring tribes: Traditional or Digital. Search or Social. Organic or PPC. And most of the time the answer is yes. Yes, you need traditional and digital; yes, you need search and social; yes, you need organic and PPC. And just as importantly, you need to have all your horses pulling in the same direction, on the same page, and delivering the same message for maximum impact. And at least some of the time, that message has to be you asking for the order, inviting them down to the big sale, making them an offer they can’t refuse.

In marketing best seller Jab Jab Jab Jab Right Hook, author Gary Vaynerchuk compares customer communication (especially via social media) to a heavyweight prize fight. Jabs to feel them out and soften them up. And a big right hook to close the deal.

Picture of wet kitten hanging on a window screen…jab. Inspiring motivational quote from someone you’ve kind of heard of…jab. Photo of happy customer getting keys to new ride…jab. But where’s the right hook, the knockout punch? When are you asking for the order?

You can bring the right hook to your social media and other digital efforts by integrating them with your offline, traditional sales event message. Take your TV spot promoting the Black Friday Sales Event and upload it to YouTube and your Facebook Page and Twitter. Promote it. Boost it. Build a campaign in AdWords remarketing that shows that spot to anyone who’s visited your web page in the last year and a half.

Take the graphic elements from your real world sales event and move them into the virtual world. Make a Facebook cover advertising your Giant 72 Hour Sale. Maybe a matching home page slider on your website.



Your “New Car Specials” and “Used Car Specials” are two of the most visited pages on your website, but at least half of the dealer pages I look at say “There Are No Specials At This Time. Please Check Back Later.”

No Specials?

You’re spending tens of thousands of dollars every month advertising your hot new model for $299 a month on traditional media, think about creating a graphic that matches that message for your specials page.

Create Google remarketing banners that spread the word about your “72 Hour Sale” across the web wherever your audience browses. If you’re not building your remarketing base, do that now. Between them and your social media network, you’re sitting on an audience of tens of thousands. Use it. A lot of media properties only wish they had an audience that size.

You have to use every tool in the shed to get the job done. Integrate your digital, social and traditional advertising to create maximum impact. And ask for the order. Right Hook!

Terry Lancaster is the VP of Making Sh!t Happen at Instant Events Automotive Advertising, father of 3 teenage daughters and a Beer League Hockey All Star, as if there could ever be such a thing. You can connect with Terry on FaceBook, LinkedIn, Twitter and Google

Terry Lancaster

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