A Message from the President
Real buyers are Smart buyers
Smart buyers need Smart Marketing
Real buyers are consumer smart. The process for buying a vehicle no longer begins on the lot ” it begins in the home at the kitchen table.
Your sales process must also begin at the kitchen table, if you are going to be one of the dealerships that remain bulletproof in a bad economy. You have probably already noticed that smart consumers no longer respond to the gimmicks, the tricks, or baseless hype.
Protect your margins and deliver more vehicles by adjusting your marketing strategy to reflect the new buying preferences of the smart buyer.
What is smart marketing? Smart marketing is the ability to transfer belief, to tap into existing desire and convert that desire into a purchase. There are several things that need to be working together for a marketing campaign to perform for you, and this process starts at the family’s kitchen table.
Smart Marketing Equation.
Engaged Impressions = Number of Pieces x Opening Rate
If your pieces are not getting opened, then you don’t stand a chance to make an impression, and without an engaging impression, you cannot sell a vehicle. Isn’t it frustrating to spend money on a marketing campaign that doesn’t even get seen by the person you mailed it to?
See, your prospects check their mail the same way you do. They scan and sort each envelope to determine if it’s a bill, junk mail, or something that is worth their attention. Everything from the envelope, to the stamp, to the address determines whether or not your mail will pass this test.
To earn an engaged impression, your mail piece needs to stand out from everything else. It needs to be appealing and intriguing to your future customer. When your envelopes are hand-addressed and stamped by real people, it is guaranteed to have the personal touch that not only gets your piece opened, it will likely get opened first.
Our Power Programs ™ guarantee a 100% opening rate. With 100% of your pieces getting opened, you earn 500% more engaged impressions than pre-printed mail. This explains half of the reason that our Power Programs consistently pull up to a 5% response rate.
Number of Vehicles Sold = Number of Engaged Impressions x Quality Score
Mastering the opening rate portion of the equation is like having your best salesperson sitting across the kitchen table inside of your prospect’s home. That is only the first step. The next step is determining what your best salesperson should say to the family on the other side of the kitchen table.
See, a marketing piece is like a conversation in an envelope. With a smart piece, you’ll find that your piece is just as effective as having a live salesperson talking to your prospects.
As you know, some salespeople are better at closing the sale than others. Even if two people say the same things, some people just have that magic touch and consistently outperform their colleagues. The same is true for your marketing pieces. Just because it got opened does not mean it’s going to close the deal.
The second half of the Smart Marketing Equation is the quality score of the piece itself. The quality score represents not just what you are saying, but also how it is being said. You wouldn’t have your salesperson start by spewing out deals and discounts, would you? So why would you want your conversation in an envelope do the same? You wouldn’t.
Our Power Programs ™ have the ability to transfer belief, to tap into existing desire, and convert desire into a sold vehicle.
Old-fashioned marketing and hype based tactics only capture prospects with red-hot desire, those who are aggressively in the market. With a smart marketing piece, you’ll have the ability to convert passive desire into a sold vehicle (in addition to those with red-hot desire).
When you are able to convert passive desire into a purchased vehicle, you find that you’re taking customers off the market before they become red-hot. Converting passive desire into sold vehicles is the cornerstone of our Power Programs ™; converting passive desire into sold vehicles is the number one reason our clients are having record months, regardless of market conditions, manufacturer sentiment, or “rock bottom” deals being thrown around.
Our Power Programs ™ are successful not only because they deliver real buyers; they are successful because they find real buyers in every crack and crevice of your market. Our smart tactics lift up the seat cushions of the market and find money that was hiding from you.
Marketing Cost per Vehicle Sold = Total Spend
We encourage all of our dealer clients to stop focusing on the price per piece and to start focusing on the total marketing cost to deliver one vehicle.
We have found the best way to create long term relationships with our dealer clients is to show them how quickly they can drive down their cost per vehicle sold while also increasing the number of vehicles they sell each month.
Using a combination of our Power Programs ™, we are able to strategically cycle through a market, using different techniques each time, and consistently succeed where other companies have failed.
Call us today. We would be happy to evaluate your situation and talk about some options that will excite you.
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