I am a firm believer that I have never met a problem in a dealership that couldn’t be fixed with traffic. This thinking has guided me and my dealers through years of tough decision making, good and bad markets, recessions, recalls and tsunamis. At the end of the day all dealerships will struggle in certain areas and they are always fixable by supplying more traffic.
Marketing people are the worst about pushing the latest hot-and-hip digital marketing trends on dealers without much real world data to back up their claim that “this will generate traffic for you.” Most marketers like to use buzz words and hold seminars to try and make dealers and industry personnel feel less than intelligent about what is happening in the world of digital marketing.
We all realize that a majority of traffic today is coming from the digital assets that a dealership has at its disposal. Dealers need to realize that it’s not too late to catch up with the latest technology. It’s actually very simple if you think about your digital presence just as you would your traditional media presence.
The bottom line is this: You need audience saturation and heavy frequency with your digital marketing in order to make impressions on the largest amount of shoppers possible.