One of the only things holding up some Newspapers up is revenues from car dealerships. The Auto Industry spends more money on advertising than any other sector. For some reason Auto Dealerships are stuck on print. They are addicted. Once they realize how little print is doing for them and how Inbound Internet Marketing can give them they finally may end their dependence.
Here are five reasons why car dealerships should use Inbound Internet Marketing:
First reason why Auto Dealers should not be using print advertising: It is way too expensive. You are pouring thousands and thousands of dollars in to print ads. Yes it will drive people in the showroom but at what cost? How much does it cost you to get a body in the door? The latest stats show you have to pay $375 in print advertising to get a lead. With Inbound Internet Marketing you can spend $154 to get a lead (and I would agrue much better lead). If you give 41% of your print budget to someone working in Inbound Internet Marketing they can give you ROI and leads MUCH less then what you are paying to advertise in newspapers that no one is reading (and don’t get me started on newspaper websites and their $12 CPM).
Second, you are wasting your money on a demographic that is (to say the least) limited. The average age of a reader of the Boston Globe is 43 (43!). And that number is getting older by the day. You are missing man and women in the 25-40 age brackets. Let me say that again. YOU ARE TOTALLY MISSING THE 25-40 AGE GROUP (for Men and Women)! Inbound Internet Marketing pinpointed your advertising to any age group. You want Women 25-35 to see an ad. No problem. You want Men 30-40? No problem. You want Men 25-35 who love to watch football. No problem. And all this is MUCH cheaper then print and will come with solid ROI.
Third, you look dumb. There is a brave new world in advertising. And you want to look like you are at least keeping up with the new trends in advertising. Inbound Internet Marketing is being used by many businesses. They are getting terrific ROI and appealing to a high end audience that are social contectors. These social connectors will forward your message to other social connectors and that's how things go viral. There is a whole new generation used to using online tools in order to chose what car they want and where there are going to purchase it. Print advertising not only doesn’t reach this core demographic but the message is wrong.
Fourth, print causes you to relay a dumb message. Yes price is very important to the consumer. Print ads are screaming about your latest deals. But so is every other car dealership. You need to rise above the clutter. Inbound Internet Marketing lets you tailor your message and change it on the fly. You can do “test” messages for a very small fee until you find the right ad that will engage targeted customers. Instead of shouting your message from a very crowded mountain top you can use a forward thinking message that will engage a demographic you are not reaching with print ads.
Fifth, Inbound Internet Marketing will bring in a new sector of customers that are affluent, educated and are social connectors. All car dealers should know who much they need to spend in advertising to get a customer to walk in the door. Plus how many customers they need to attract in order to make a sale. With Inbound Internet Marketing you can drive customers to a web page that has an offer ($500 off a new car). The customer prints it out and brings it in. Proven ROI! Give us half of the print budget and we can bring in customers that are affluent with proven ROI. Plus the customers that Inbound Internet Marketing attracts will be social connectors and will spread your message to others.
The one caveat that Car Dealers need to understand that once Inbound Internet Marketing brings in the customer it is up to you to provide ridiculous customer service and become a trusted resource in your field. The end result will be well worth the trouble.
