On May 22, 2012 I wrote a blog asking the public if GM made a wise choice dropping its 10 million dollar advertising spend from Facebook. (For the entire blog visit: http://deliverymaxx.wordpress.com/2012/05/22/did-gm-make-a-wise-decision-dropping-facebook-as-an-advertising-medium/ ) My position then as it is now is that GM and many automotive dealerships are not utilizing Social Media Marketing correctly in particular Facebook.
In my youth, I lived in a small country town in Texas for a few years. Often, I would hear the expression, “you can put lipstick on a pig, but it is still a pig…”Decisions regarding advertising by GM look like they are changing, but marketing strategy looks to be the same when you wipe away the “lipstick”.
Often, I quote Albert Einstein’s definition of insanity which is “doing the same action continuously and expecting different results.”
Companies have two schools of thought as to whether it’s worth the investment for paid advertising on Facebook or bypass it and continue using their business fan page which doesn’t cost anything to use instead. This blog is not entertaining this debate; it is stating that to take part in this particular debate would be the wrong battle to fight altogether.
Advertising 101 says that the more eyes that view your product will give you the exposure to help you sell your product. It is a law of numbers. Marketing 101 tells us that the best message that resonates with your audience will help you sell more of your product. When GM spends hundreds of thousands of dollars in their next advertising & marketing retreat developing the direction of their message, I can’t help to think about how the answer is right in front of their nose.
Let’s discuss Advertising 101 first. The more eyes that view your product will give you the exposure to help you sell your product. Taking this principle to the core- Facebook has over 900 million active users. Facebook is the world’s largest URL. Facebook has captured over 75% of Social Media Users. Your read this correctly. FACEBOOK is NOT the ONLY GAME in TOWN! Business must utilize Social Networking sites to market to their potential consumers. GM needs to develop a strategy that encompasses all of the market. Most companies try a shot gun approach without truly diving into the analytics of consumer behavior within the confines of Social Networking Sites. Web 2.0 will allow companies to create a strategy that will weave throughout the web to reach your desired audience. The key is to create a net large enough that will reach all of your potential consumers.
Now for the Marketing 101 discussion, I am not going to pretend to have all of the answers for every company’s needed message that they should deliver to the audience. However, I will stick to the basics. If a company has a good product or service, a fair price, and exceptional customer care then their brand and reputation will fly through the air like a Michigan cold front in October. The consumer will be the companies best (or worst if one of the three business principles are not met) marketer.
Assuming a company has a good product or service, fair price, and exceptional customer care it is necessary to combined Advertising and Marketing like peanut butter and jelly into a strategy that will create the unique taste the consumer is looking for. Companies need to look at creating a forum (see advertising 101) for their consumer (see marketing 101) to share the benefits and advantages of their product or service.
Key results for automotive dealerships (but you can replace automotive dealerships with any type of company) include strong CSI scores, increased sales, repeat business, more referrals, additional fixed operation revenue, domination of the web or Search Engine Optimization (SEO) value, published positive online reviews or strong Online Reputation Management (ORM), and overall exceptional Customer Loyalty and Retention. It is about the emotion of the sale isn’t it? Why not take advantage of what you do the best, and have your customers work to help you sell more vehicles (or product).
DeliveryMaxx understands the needs of Automotive Dealerships. They create real customized solutions that utilize both traditional media and innovative technology that helps dealerships realize tremendous results in turning “one-time customers” into “LIFE-TIME CUSTOMERS”.
For more information, visit http://deliverymaxx.com