Buying two weeks of network television with 500 rating points per week in a 4-day flight and backing it up with 20,000 direct mail pieces to your owners is like having 6 lbs. of dynamite:
On paper it doesn’t do that much to impress you, but when you set it off it can create one hell of a bang. In this market, YOU can create one hell of a share of voice and have an unprecedented ability to draw traffic to your store.
This is the type of market where you have to be more focused and increase your frequency. You have to talk to the right group of people and spend the money to talk to them MORE than you do when times are good. But don’t ask me, ask some of these big name dealers who have owned multiple franchises for many years, spent millions on advertising and made hundreds of millions, if not billions. The share of voice and return on investment presents a great opportunity for you in this market.