Car dealers (the whole automotive marketing industry for that matter) are just an example I will use, but this is about a lot more than the automotive industry and car dealers. It applies to the automotive market, anecdotally, but this is mostly about overlooking the reasons people would want to buy from you, and being blind to what people are really looking for.
Without understanding people’s motivations and expectations, it is nearly impossible to deliver what they want. In the cases where you are able to reach the market and get the sale, it is usually only a small slice of the pie, and it is more blind luck than marketing talent. It is like driving a car with your eyes closed … you may not crash the first time, but it is just a matter of time.
Picture the car dealer for a moment. Maybe you know one who is doing things different and better than the rest, but it is pretty typical that they are looking for the immediate sale. They do a whole lot of advertising, but often lack a sustainable marketing strategy. Sure, if you throw out enough ads for the lowest priced cars, you will make a few sales (at the lowest possible profit), but sustainability suffers. The dealership marketing suffers in multiple ways, and here are just a few to consider:
- The profit really stinks, because you are spending a lot of time and/or money to reach people based largely on their motivation to get the most for the least amount of money. Price is a motivator, but certainly the least profitable motivator.
- Advertising without a people-focused sustainable marketing strategy diminishes the sustainability of referral business which comes with brand-loyalty.
- Outbound marketing (marketing without ears) lacks the sustainability that comes with people having a reason and willingness to talk to you about your brand. It is important to realize that only a small number of brand-loyal customers and angry customers will tell you what they really think. When that limited information is what you use to make your marketing decisions, it is easy to make future mistakes.
I have criticized the automobile industry for their marketing shortsightedness, because it is a pretty easy target, and one that many of us can relate to. As an industry, they largely have a hard time looking beyond the next 30, 60, and 90 day cycles of their business. You can read more about my thoughts on that in my article titled “Topeka Kansas Car Dealer Social Media Marketing Case Study” which talked about car marketing and their self-centered approach.
Auto dealers’ urgency for more business stunts their vision, and diminishes their recognition of why people really buy cars. This is a challenge common to many industries. As I described in a recent article titled “7 Reasons That Your Marketing Sucks“, people buy cars for reasons such as freedom to roam, fun road trips, family safety, peace of mind, personal status, comfort, pride, dealership reputation, brand reputation, and other things. Buyers are not usually brand-loyal because of the screaming idiot in your commercials, and things like inflatable gorillas and guys in bad suits are tactics of the past. Today’s version of the loud mouth in the bad suit is to tweet and facebook your latest specials and hope it lands in the right place.
Automotive Marketing Goes Internet
These days, it seems that a lot of industries tend to mock the old-school marketing tactics of the pre-Internet automotive industry. Perhaps the flashy, screaming, “in-your-face” style of advertising was just all they knew, so they mocked it in hopes that it would work. It led to a significant amount of noise, but noise at a higher volume is still just noise.
While all of those “car dealer types” are out there making noise, it is a good time to move forward and market differently, using foresight, and giving people something compelling. The contrast between the good and the pathetic is stronger than ever, and for those who address the customer, the benefits are great. You know, the kind of marketing that addresses the things people want. The kind of marketing that doesn’t turn them off and allows them to feel comfortable enough to tell you why they are or are not buying from you. This is the kind of marketing that shows customers that you are listening.
On today’s “scan-and-click” busy Internet, you will have a lot less time to reach your market with your goods or services. Maybe you will blame “the Internet”, but let’s face it, if you are blaming the Internet; you are looking at this all wrong. The Internet affords companies amazing opportunities to reach their market and to create brand-awareness and loyalty, but it will require looking at things from a different perspective than it used to. It requires looking at things from the customer’s standpoint and discovering what it is that truly motivates them. This means you must listen to them.
Successful marketing today means that you have defined and delivered what the consumer wants. That means being able to look at yourself through their eyes and without your preconceptions and greed. You can have your greed back later, but you have to put it on the shelf at least long enough to make good marketing decisions.
Marketing Cars is Not Just About Cars and Car Dealers!
I use the automobile industry as a harsh example of short-sightedness and self-centered thinking, because many of us can relate to that. Now, regardless of your industry, just imagine what I said about some of the reasons people buy a car. Use it as an exercise and try to imagine how you would reach the people who may be in the market. Maybe their car keeps breaking down. Maybe they have a class reunion coming up and want to look good. Maybe they are not looking at all, but if they connect with somebody they like and that person happens to work in the industry, they may feel more loyal to a particular brand.
There are so many reasons for people to buy what you offer, but if you are trying to market to the wrong ones, at the wrong time, and with a message that is all about you and mostly addresses your interests, most of it will fall on deaf ears.
Perhaps instead of the same old price-boasting and deal-pimping, a look from the consumer’s standpoint is in order. How will you address them on their terms and based on their desires? How will you find what motivates them and makes your brand more interesting? If you want to sell more cars (or anything else) try thinking more like the buyer.
These are just a few of my thoughts. What are yours? I’m listening.
