How was business during your Labor Day weekend? We’ve heard from dealers that had excellent weekends, crushing their goals despite not having much new inventory available. We’ve also heard about others that DIDN’T exactly knock it out of the park but DID save a little bit because they cut back their advertising, relying on fading residual interest in their stores and product. Are they becoming too complacent? That can be harmful to the perception and even existence of their brand.
You’ve probably heard what happens to pelicans (or bears or seagulls or deer) when they become too comfortable with humans feeding them. It’s much easier than hunting or scrounging, but unfortunately, it conditions the creatures to be reliant on that one food source. When the time comes that the humans move on or stop feeding them, the animal population tends to decrease from having forgotten how or becoming too lazy to provide for themselves.
Now we’re not singling out anyone as being lazy, we’re just reminding you to be cautious, and metaphorically speaking, don’t get so comfortable with fish jumping in your boat that you forget how to fish. When deals are easy, there’s a temptation to neglect operational processes and advertising. When we forget what made us successful, our customers will ultimately forget about us.
We get it, you don’t want to spend as much on advertising … so start NOW by re-evaluating your relationships with your vendors, such as digital agencies and digital partners and stop overpaying for tech or data that you don’t use properly or is not maximized. Also, freshen up your creative to stand out in the thousands of messages that consumers are exposed to on a daily basis. And finally, promote your brand value proposition. It’s THE most important thing to millennial buyers today.
Intermark Automotive can help with all of that. Contact us today!
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