Nobody wants to pay too much. More importantly, nobody wants to feel like the sucker who paid too much. That’s why the perception of low price is more important—and dramatically more profitable—than having the actual lowest price. WalMart figured this out a long time ago, and is the largest retailer in the country. Amazon’s also figured it out, and last year it cracked the … [Read more...] about How to Create the Perception of Low Price at Your Dealership
There was a lot to get distracted by at the NADA Convention in San Francisco this year, as there always is. Cable cars and sea lions. Golden Gates and inescapable prisons. Wining and dining. And that’s all before you even entered the convention center, where you encountered hundreds of vendors. Dozens of speakers. Beautiful women in short skirts and beautiful cars in long … [Read more...] about After NADA 2015, What’s Your Business Plan?
I was driving through Alabama this past summer on the way to the Redneck Riviera for our annual family beach vacation. As I drove down I-65 listening to the radio, every city I passed through had one thing in common—TrueCar radio commercials. Huntsville, Birmingham, Montgomery, Enterprise. In every city, on every station I listened to, TrueCar owned the radio. You couldn’t … [Read more...] about When It Comes to Advertising, Bashful Car Dealers Have Skinny Children
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 … [Read more...] about Your Marketing Needs Every Tool in the Shed to Get Job Done
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 … [Read more...] about If Your Store Doesn’t Look Like You’re Having a Big Sale—You’re Not Having A Big Sale