One of the most successful and profitable dealers I work with made a very profound statement this week. It happens to be one of my top five keys to marketing success.
He said, “In this day and age there are no silver bullets when it comes to advertising. You don’t just turn over a rock and all the sudden find the holy grail of traffic. You have to be consistent in your media and marketing efforts over time. Consistency will win every day of the week.”
I thought this was a very profound observation especially as this is annual planning time for my agency. We are talking to a lot of dealers about their 2015 forecast and goals for their dealerships. Some scratch their heads and say they haven’t thought about it yet.
That’s an answer reserved for someone who doesn’t understand or believe in consistency. If you try to be a jack of all trades in your advertising you can end up becoming a master of none. If you like to go in the lab and experiment from month to month on different tactics and vendors then your success in sales will look like an EKG monitor on somebody’s heart.
Some dealers like to be very thrifty with their advertising and not spend too much. Others want to dominate, win market share and grow their units in operation faster than their region and their markets. There is no one-size-fits-all business model but in this day and age you need to be consistent at what you do and how you execute or your results will be as inconsistent as you allow them to be.