Know-How Exchange : Advertising/PR

What your owners "feel" is probably not the best way to set objectives or priorities.

Where you need to begin is with a kind of brand audit to find out how your prospective customers feel about your brand and those of your competitors. You need to identify the strengths and weaknesses of your brand, and determine why your share is what it is ... why not higher or lower?

How do consumers decide what kind of car/truck to buy? And how do they decide which dealership to use for their purchase? Is it possible that the dealership actually takes precedence over the car/truck brand? What factors are most important to consumers when they make that purchase decision? And how does your dealership stack up against the competition?

It may also not be relevant to compare your market share to that of the other GM dealers (on the other side of the river). It may be that you're competing with all the automobile dealerships (including non-GM) on YOUR side of the river, and the guys on the other side of the river are competing with all the dealers on that side. If that's the case, you may have more (or better) competition than they do.

If the only objective is to increase share of GM dealer sales, maybe you should open some locations on the other side of the river, or perhaps more locations on your side. But I would think the relevant goal would be to increase volume and profit.

If that's the case, stop watching your share of GM sales and focus on growing the business. If total sales decline far enough, it won't matter what your share of GM is -- even if it approaches 100%. You don't put share points in the bank.

Start to communicate personally with your customers via social media. Engage them with contests via Facebook, provide fun tips and notes via Twitter. Give them a reason to visit your dealership to get to know your staff. People will buy when they know and like the people who are selling.

Forget Gail's advice and listen to Phil.

People inversting intrucks or cars don't care about twitter :)

They care about:

COST - I say cost not price because although some may be paying cash, most are financing. So as a buyer, what is my initial cash outlay and what is my monthly repayment cost? Even if my totla specnd is a little higher with another dealer, I might go for that if the monthly outlay is a little less.

Especially in these hard times, think about CASH FLOW.

They care about:
SERVICE - of course quzlity of service is always importnat and it can give you a little edge but it will never be more inportant than number 1 - COST.

They care about:
FREEBIES - Do I gat a free radio, floor mats, upgrade to a better tinit? free golf unmbrella, sun visor, a free pairt of OAKLEY SHADES so I can really look cool driving the vehicle?

What is the total package I will receive for my outlay.

I was about toadvise exactly what Phil mentioned before I read his comment - GO TO THE OTHER DEALERS and pose as a buyer. Understand their sales technique, what is their offer, what COST is involved? what extras do I get.

Once you full understand your competition, then you can beat them hands down and win 75% of the local market share for your brand.

DOn't just study your direct brand competitors also but check all the other dealerships, Toyota, Hyundai, Honda etc. etc. What can you learn from their approach

You can't change your product but you can change the way that youy sell it.

Good luck,

Matthew