What can we learn from Hyundai?

Yesterday Advertising Age Magazine announced Hyundai as the Marketer of the Year. The automotive company beat out the likes of Wal-Mart, McDonald's & LEGO for the 2009 award. If you haven't checked out the article on/in Advertising Age (Same article can be found on Automotive News), definitely take the time to read how Hyundai turned the current economic situation into a moment of redefinition and increased market share. This year Hyundai has increased market share from 3.1% to 4.3% while other auto makers have struggled. In 2009 Hyundai has staged a deliberate, edgy marketing coup that has capitalized on the "Big Three" giving up high visibility sponsorships and ad space. Combining these pivotal ad buys with a few key concepts they were able to turn consumer opinion and increase sales. Hyundai used a few key ideas to pull off this marketing campaign-all of which can be used scaled down at your local level.

1. Know your consumer. During the Superbowl & Oscars Hyundai rolled out their Assurance program. It spoke directly to the fears consumers had right then regarding job security & an unstable economy, and showed them they could help.
2. Create a plan and stick to it. I'm sure Hyundai didn't see an immediate spike in sales the Monday after the 'big game.' It's also been noted that on their new launch of the Luxury Genesis nothing happened over night-it took months of positioning and reinforcement to move the market.
3. Blaze your own trail. When everyone else ran out of the market and quit advertising they stepped in to fill the void. In addition to that Hyundai was able to secure long term contracts on high profile events for the future.
4. Take risks & Be forward thinking. When all the other manufacturers twiddled their thumbs waiting on bureaucratic red tape to clear Hyundai stepped up, backed their dealers, and started accepting Cash for Clunkers deals weeks earlier than everyone else.
5. Make your message different. Every car company has a website. Hyundai is the only one that also has a website completely devoted to what others are saying about them. What shows more credibility than a marketing campaign revolving around industry expert's opinions of products vs. the marketing department's opinions. Brilliant.

Congratulations to Hyundai and their ad firm Omnicom's Goodby, Silverstein & Partners.

What do we do with all this...traffic!?

Love it or hate it the C.A.R.S. program has ignited an interest in car buying again across the country. All week I've been hearing things like:

"Last month was close to, if not our best new car month ever." - Ford Dealer, Troy, OH

"July ended as our best month in a long long time and we're hoping August will be even better." - CJD Dealer, Chickasha, OK

One thing is for sure-traffic is up. New car, Used car, clunker traffic and lookers-with all the media buzz the public's focus has again shifted to vehicles. Now that your showroom is full again--what do you do with all that traffic!? Here are just ten ideas for making the most of the increase in traffic:

1. Get their email addresses! Many of these customers have probably never stepped foot in your store before, make sure the salespeople are going through the process and getting all their info--including emails! This is a great time to build your prospect database for future marketing.

2. Put your best foot forward. This program truly is unique and rare--make sure the dealership staff is making a good impression and building strong relationships that will outlast the current program and hype.

3. Reach out to your current customers. With all the commotion make sure your message is loud and clear to the people you've done business with in the past: "We appreciate you and want you back!"

4. Maintain positive attitudes. Things are crazy, and this is a good thing! Watch out for deteriorating attitudes as tensions rise on busy days.

5. Continue the momentum. With your marketing you always have to be looking ahead. Two weeks from now what will the showroom look like? Now that the first rush of Clunkers customers has come and gone how will you continue the steady flow of traffic? We've already developed some pieces for this time frame so give me a call if you'd like some ideas.

6. Refine your sales process. Over the past few months things may have become a little rusty, utilize your morning or weekly sales meetings to brush up on the basics.

7. Ask for referrals! Print up some fliars with the dealership info on them and info on a bird dog or gift for referring friends and neighbors. Again-basic Sales 101, but are you doing it at your dealership?

Shoot me an email if you'd like the final three ideas on what to do with the increase of traffic at your dealership. If you haven't seen the increase in traffic it might be a good idea to email too-we can help with that.

Advertising During Tax Season

It's that time of year again, the time of year that my industry colleagues and myself used to get so excited about. TAX TIME! This used to be a great couple of months, we'd start with a mailer in January that looked like a W-2 and work our way toward manila envelopes with a patriotic check peeking out from behind the window for the remainder of the first quarter. It was huge, every Tom, Dick & Sally in the nation were just sure imperative tax info was inside-and WHAM! they walk into dealerships across the country because instead they got an offer they couldn't refuse from ABC Motors. I'm here to tell ya brothers & sisters, the dream is over. And why wouldn't it be? The way we receive info, file our taxes and end up with the refunds in our bank accounts has all changed, it's time we do too! So how do you still capitalize on a time of year when some of the public does have an influx in cash? Stick to what you know. If you have a media, mail piece, email campaign, etc. that is working for you--stay at it, just add a few hooks about tax time. Automotive used to be one of the few industries that saw this time of year as a true opportunity--now a multitude of others have lined up--furniture stores, home builders, even a local grocery store here in Indy got in on the act last year. Just remember your marketing still needs to be about vehicles, not taxes.