I was having coffee today at Starbucks on a business trip when I began talking to a stranger sitting next to me. We first talked about the weather and politics before he asked me what I did for a living. He became very attentive when I said I owned an automotive advertising agency. He was curious about what goes into the creation of car dealer marketing plans, but I think he was really more interested in finding an answer to what annoyed him the most.
He asked, “Why do some dealers run ad after ad after ad?”
My answer was simple…
“In advertising to generate retail traffic – especially retail automotive traffic – there is one thing you must do above all else. You must achieve a three frequency.”
He asked what that was and I said that it was the very thing that he had just complained about.
Then he said, “Well is that all there is to what you do?” I drank my coffee and said, “No. You never forget to advertise a PRICE.”