Giant inflatable gorillas? Waving arm tube men? Strings of balloons?
If your dealership is still wasting monthly budget on these gimmicks, it’s really time to reexamine your marketing strategy. It’s 2019; the age of the informed shopper. Nine out of 10 people walking into your showroom know exactly which model, trim, color, and even stock number they want to purchase.
So how do we adapt? By creating an online giant inflatable gorilla. With a well planned digital strategy, you can still draw the eyes you want without all of the gimmicks that will drive away millennial shoppers. Personally, my last three new vehicle purchases were almost entirely online or 100% via email (I even secured financing through e-signature). Spending your money wisely on digital advertising and creating a quality customer experience will far outweigh the cost of a gimmick that will attract tire-kickers and people wanting a free hot dog.
After a decade in the automotive industry, I’ve broken my personal “top tips” into these three main bullet points:
- Connect with your community and create lifetime connections with customers; let them become advocates for your dealership. Whether it’s through philanthropic means or by doing a “you scratch my back, we’ll scratch yours” marketing campaign for a local business – it will take your numbers to new heights.
- Drop the gimmicks. It’s 2019 and people are educated. You should be honored that someone even set foot in your showroom because a majority of shoppers have done their research and decided that YOU are worthy of their time, energy, and eventually their money. Treat them right.
- Spend your marketing budget on digital. Focus on in-market shoppers using 3rd party data and hammer them with quality, unique, and engaging ads and content. The trifecta of Facebook, Instagram, and SEO will far outweigh the mailers and fake keys you’re spending an arm and a leg mailing out every single week. As the late and great Mitch Hedberg once said, when presented with a flyer or junk mail, you’re basically saying “Here, you throw this away!”
While there may be some old-school dealers who shake their heads at these tips, the dealerships with the drive to succeed will implement them into their business in the way that’s best for their teams and their customers. It’s time to get with the program and ditch the gorilla.
