If Your Store Doesn’t Look Like You’re Having a Big Sale—You’re Not Having A Big Sale

You could spend all the money in the world on radio and TV spots screaming “Big Sale,” send out 100,000 direct mail pieces to every warm body in the county, and shout from the roof tops ’til you’re blue in the face trying to infect people with a little dose of car fever, make them emotional enough to ignore their logical excuses and make them excited enough to take action….now!

But the reality of your dealership has to match the perception all the Sunday Sunday Sunday monster truck announcers created in customers’ minds. If they drive onto your sales lot and it looks like it’s just another Thursday afternoon, their logical brain will start whispering doubts in their emotional mind’s ear.

Marketing is equal parts science and art, logic, and emotion. And the mathematics of marketing differ from the math you learned back in school, because of one important element: synergy. Synergy is the combination of multiple ingredients producing a result greater than the simple sum of the individual components. In short, when two plus two is greater than four.

When your traditional advertising and your digital advertising, the word tracks that your salespeople use, the way your receptionists answer the phone, and the posters and banners hanging on your showroom wall are all on the same page, pulling in the same direction, you create synergy, maximum impact and the biggest bang for your marketing buck.

However, when the atmosphere of your showroom doesn’t match the energy and excitement of your advertising, you lose a little something extra too.

If you want them to believe that your latest greatest sales event is a big deal, then your store has to look like something big is going on. Yes, it’s easy to poke fun at the dealerships with giant blue gorillas parked out front, crazy, blow up wavy arm guys twerking by the front gate and balloons tied to every vehicle as far as the eye can see, but there’s no doubt that those stores look like something big is going on.

There’s a reason you can’t walk into a Wal-Mart, Target, or Kroger without seeing hundreds of posters and shelf hangers reinforcing their weekly circulars. Display space and end caps are so valuable in these retailers that they actually sell it to the highest bidder just like they were selling TV spots or full page newspaper ads

From popcorn machines and hot dogs on the grill, to ringing the bell when you make a sale, to posters, banners, and mirror hang tags on the cars, the atmosphere inside your showroom is your last chance to advertise to car buyers. And the atmosphere your create is the last message you send while you’re trying to make the sale.

The atmosphere of the room creates the energy of the room. Energy builds excitement. Excitement creates urgency. And urgency closes deals!

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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