Too many of us advertise without understanding why. We understand the what, or the goal of the advertising, which is to sell more cars, but today it takes more than a loud message or a cheap price to sell a car. The goal of your advertising shouldn’t be about car sales at all. People sell cars, not advertising. Advertising just gets your people the opportunity to do it. To get those opportunities you have to be relevant, add value and be timely to a diverse group of customers that are always changing. Larry Bruce will demonstrate how to stop advertising at people and start marketing to them. By changing your marketing strategy away from the old-school method of price and repetition and shifting toward building value and utilizing your marketing to convert opportunities for your staff, not only will you sell more cars, but you will break through the digital noise that consumers are being bombarded with and be more likely to be heard. You are no longer advertising for a showroom visit, you are marketing for an opportunity to inform and engage customers so they will choose you. Larry Bruce is sharing his expertise with you.
What action items will you take back to the dealership?
- A marketing strategy construct.
- How to determine the goals for marketing channels.
- How to integrate marketing channels & messages.
- How to measure success and continuously improve.
Larry Bruce, partner, MotorTrends Online, and president/CEO, MicrositesByU. Bruce has 20-plus years of retail automotive and technology experience including: partner, MotorTrendsOnline.com; VP, Managed Marketing Solutions Reynolds & Reynolds; founder, president and CEO AIMData; founder, president and CEO ClickBuyDrive.com; president CarmallUSA.com; GM, Sanddollar Autoplex; and finance director, Jay Marks Automotive Group.
We’re building out the agenda, selecting speakers and topics for more than 80 sessions that are laser-focused on all things digital – Your Best Bet for Success! www.DigitalDealerConference.com