Next Day Traffic

If you own or run a dealership you probably understand enough of the stock market, banking industry and investments to understand the following premise:
 
“Ad Dollars Are An Investment In Traffic”  
 
The money you spend will either allow you a greater return on your investment than you put in, or in some instances you could take a loss. Needless to say, you as an operator must have the mentality that you are investing money and you must measure the outcome.

“Business is in the toilet”

“Then why don’t you try something different?”

If the market is not responding your ads, at least one of three things is wrong:

1. The schedule did not have enough frequency to create traffic
2. The message was not right or was unable to move the market
3. The portion of intenders in the market was smaller than it should have been and no matter how good the message was, it was not going to be successful 

 
If you have experienced any of these, or at least have blamed a “bad ad” running due to one of these, make sure your media is planned on a vertical strategy. Don’t try to run 20 days of TV/CABLE/RADIO in a month. Narrow your schedule down to achieve an incredible frequency over just a few days. Build around Monday Holidays, Pay Period Weekends, and other dates/events that stand to yield the greatest return on your investment.

Who will grow in this “new market”? The dealer regardless of the brand who has a couple of things already in check will be able to prosper in a time of trouble. If you are a dealer who honestly believes you are good at the following:

1. Has a Solid System for stocking and selling Used Cars
   
2. Has taken amazing care of customers and earn a lot of repeat business
3. Has high sales penetration among your own brand in his backyard
4. Has very loyal and dependable people
5. Has used the past months to groom “well trained” managers and salespeople
6. Has tackled the processes and systems to build a solid internet department
7. Has a strong belief you have to advertise to create traffic
8. Has a positive attitude that they can make it through this market

So, what’s the catch?

The catch is: You cannot advertise less than your competition and you cannot retreat during this time to make your financial statement look better than all your 20 group members. Now is a time that you can grow your market and customer body exponentially than you can in a good market.