With the increasing demand for excellence in driving traffic, you better be looking at areas that are outside of the normal lines of advertising, market research, direct mail in the quest to make your advertising dollars go father and make your ads more effective.
A study was presented from a notable Market Research Company the other day to one of the ten largest Toyota dealerships in the country. When media selection or the dealerships buyers was reviewed it was apparent that NO Hispanic customers had been polled. For a dealership that currently sells to approximately 60% Hispanic customers why would a market research company not poll Hispanic buyers? The answer was – this particular research company did not know how to find or contact Hispanic buyers.
Great car ads can’t do all the work, there has to be someone who understands marketing and how to make the most out of everything possible in this day and age. The research company will remain nameless but it wasn’t a Strong Automotive Company or in any way related.
Moral of the story, hire the best because it isn’t easy anymore.