Part Four: How to Create Automotive Advertising that Sells
Our marketing has been responsible for selling over two million cars and every two minutes a car is sold using our Gravitational Marketing® campaigns and strategies. We’ve tested the results of our Gravitational Marketing® formula with excruciating exactness. Here are a few more things we’ve discovered:
Most websites don’t sell. They are online brochures or car ads. And they take up too much time in a commercial for the value they deliver. If your site doesn’t put your customer in front of a salesperson, then it doesn’t belong in your radio commercial.
Good websites offer very few options, have a clear and concise call to action and collect the contact information as top priority. Inventory browsing before the opt-in is utter insanity. We’ve helped clients increase their online conversion by 500 percent with a few tweaks. Some require major overhauls or complete rebuilds. Everything you think you know about websites is probably wrong.
The everyman, who becomes a crusader for injustice and a righter of wrong, can be extremely effective. The delivery must be straightforward, the message clear and sincere. It is critical to create an ‘us vs. them’ feeling, where you’re on the side of the customer.
It’s been our experience that when it comes to marketing, most dealers just aren’t hitting enough people enough times with their message. We’ve heard statistics that say you need to hit someone with your message anywhere from 7 to 21 times before they will buy. Honestly, we don’t know what the magic number is. But what we do know is that it’s more than one and that most dealers don’t hit it with their marketing.
You may be asking, “What about the messageisn’t that important?” And the answer is, absolutely. But it doesn’t matter what message you use if your prospects don’t hear it enough times. Why? Because it could be the best message in the world, but if your prospects don’t hear it or see it enough times, then they won’t even get the message.
Frequency in marketing is essential. You have to be constantly communicating with your prospects, customers and past customers. And it’s best if you use multiple media methods to do that.
Here’s a caveat. You must dominate one medium before you spread yourself out. Dominate one thing then add the next. Growing your presence is a stacking plan, not a replacement plan.
People listen to radio for news, talk and information. I’ll bet you thought it was all about the music. Ninety-six percent of all traditional radio stations have some kind of talk component. If most people wanted music only, then everyone would listen to CDs and the radio would disappear. But it hasn’t.
Music is important. But it’s the relationship people make with the disc jockeys and the ability to connect with the outside world that gives radio its staying and selling power.
Make your commercial seem more like information and less like background noise. Your message will stand out more and your response will be greater.
This information comes from the results of tests conducted in the automotive market and in several other industry types. These findings are what we call broad stroke standard conventions that we follow when we create advertising for our clients. Is this everything? Not even close. Certain situations call for certain tweaks in thinking and execution.
We have separate and specialized findings based on market size, number of locations, media mix and others. But this special information is classified top secret and is revealed only to clients of Gravitational Marketing®.
Jimmy Vee and Travis Miller are the founders of Rich Dealers®, the nation’s leading experts on attracting customers and the authors of Gravitational Marketing®. To get our latest eBook, 4 Ways To Bring Your Dealership Back To Life, go to www.ZombiesNoMore.com or call us for a free Strategy Session at 888-243-1707.