Part Two: 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:
Brand and image advertising doesn’t sell cars this weekend. Most car dealers don’t spend enough money to create truly lasting brand awareness. Cola brands require cola company budgets. Traditional branding is even too big a financial hurdle for large multi-store dealers.
Create a cohesive look and feel to your marketing and advertising. You can create a small amount of residual value and market awareness. You can drive retail sales this weekend and create a small amount of brand awareness.
We call it Brandscending. It transcends traditional branding by stimulating sales today and leveraging the momentum to create a small amount of residual brand awareness. Put this on steroids by becoming the brand yourself.
The dealer who can inject the most personality into their marketing will end up with the lion’s share of the business.
A king concept is a unifying theme or big idea for a dealership. It gives the consumer a point of reference. This gives the consumer the ability to relate to your message.
Without a king concept your marketing will be flat, confused and boring. Boring ads are invisible. You need a king concept in order for your marketing to grab your prospects by the throat and wake them up and get them to test drive, take action and buy.
A king concept is usually based on Ockham’s razor which states “All other things being equal, the simplest solution is the best.”
King concepts are not easy to create or identify. They come via flashes of brilliance while in the shower, midnight half conscious visions. Often ignored, not taken seriously or lost in a fleeting moment. Once captured, they start as a lump of coal that must be polished into a radiant diamond.
King concepts are worth digging for. A good one can be worth many millions and last a lifetime, like Gravitational Marketing.
People buy from other people. They make decisions based on emotions. How they feel about someone is a big factor in buying. Given a choice they would choose to buy from a friend or family.
People don’t get emotional over companies. Priority number one should be to put personality into your advertising. Stodgy, stiff, and corporate-like marketing messages don’t resonate—and they don’t sell either.
This information comes from the results of tests conducted in the automotive market and in several other industry types. Next month, we’ll share even more of what we’ve learned over the years.
These findings are what we call broad stroke standard conventions that we follow when we create advertising for 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—A Complete Marketing, Management & Productivity System For Creating A Rich Life & An Amazing Business. Vee and Miller are the nation’s leading experts on attracting customers, the authors of Gravitational Marketing: The Science of Attracting Customers and their new, controversial book Invasion Of The Profit Snatchers. Request your FREE copy at www.ProfitSnatchersBook.com. Use coupon code DMM1303.