DWM Marketing

Business owners. If you were a Chrysler Auto Dealership how would you handle this meltdown, assuming of course you were not one the of the 800 dealerships closing? Perhaps signs would be going up around your lot advertising “blow out sales”, “everything must go”, or value adds such as movie tickets and dinner coupons for test drives. Embrace the free PR and grab the opportunity to turn this media disaster into free advertising. If the media is somewhat accurate most people haven’t been shopping for Chrysler products lately. So keep your prices standard and hang your shingle high…People are going to start noticing those surviving dealerships along Main Street and stop by. Most are probably expecting great deals and bargains so play the car salesman game you got into business with and sell some units…Turn the new wave of “ups” that are paying attention to your lot into volume and manufacturers vouchers.

Marketing 101: (Brand awareness+call to action)*correct deliverable= increased revenue…well maybe this is formula if your annual revenue is consistently above $10mm, or is it?

When should you consider your company large enough to invest in brand awareness? Maybe the better question is when does your market place dictate that you should invest in your brand. As the economy shrinks in the early upcoming months in 2009 businesses are forced to make decisions on where to cut the budget. Upright overhead, inventory, marketing, product development, etc…Perhaps when it comes to marketing the decision is easier, cut the branding campaigns and focus on getting customers through the door with sale prices or discounted loss leaders. When you evaluate your market place consider what competitors are doing and what message they bringing to the market. Fortify your company’s brand and stake your claim. Branding is the most important tool to a firm wanting to grow market share. Don’t just broadcast sale prices, stick to your plan and see it through.

Branding campaigns do not have to be expensive and should not be sacrificed when the balance sheet isn’t smiling back at you. Branding holds your company’s market share against your competitors. To your customers your company is only what you tell them it is. When marketing cuts their budgets and only speaks to the target customer in sale price, call-to-action messages what is the real message being sent? Hold your products value and increase your customer service. Keep your branding campaigns in place but reduce the spend level to compensate for a leaner budget. Marketing is never a solo act; customer service, product value, and good management will make a successful company even in difficult economic times. Use your sale priced campaigns sparingly to avoid roller coaster revenue or else your customers will stop paying your regular prices and wait for one of your sales.

Use professional advertising resources when developing your brand to avoid throwing good money after bad by doing it yourself. Focus on your business and let the professionals focus on your marketing.

Want to talk more about branding? We do to! www.darkwatermedia.com