Edie Wilson
The common error that car dealers make when choosing their supplies is they tend to purchase aesthetic items which temporarily make their cars more appealing when they should be buying accessories which spread their company’s message with a lot more enduring effect. If these dealers can refocus their supplies spending to distribute their brand’s message, they can produce more business from their current customers and discover new customers in their community. The secret is to purchase supplies with a longer shelf-life. But they need to allocate a larger portion of their supplies allowance to purchasing items that may more permanently brand their car dealership with their existing customers and produce more recurring sales and referrals.
Service reminder stickers are a wonderful example of a lasting purchase. Such decals must have your (blank) contact details. Simple stickers don’t develop loyalty. They simply persuade your client to get their vehicle maintained at the nearest and least expensive service shop.
License plate frames must be developed and chosen with some forethought. Highlight your internet site more prominently than your phone number. Your internet site is simpler to remember at a glance. Insert your website address clearly at the bottom of your plate frames. If your company’s company name is uncommonly long, reduce it to some thing memorable and place this name at the top of your plate. Plate frames get a lot of daily views from prospective customers. And over the lifetime of the vehicle, which may be around 12 years, you might receive seven thousand impressions for your company. So, it’s obviously crucial that this be designed correctly from the start.
There’s a lot of marketing opportunity on other locations of your customers’ cars. The trunk area is a prime spot to fit a decal with you company’s name. It’s normal for many customers to ask that the decal be taken off. But, you may be surprised by how many are happy to leave it on their car, especially if they felt they received great service when they bought their car. The stickers often get far more attention than plate frames, which can be entirely common. Vinyl graphics present you with the opportunity to send out a secondary message that doesn’t fit on plate frames.
So when you set a plan for marketing materials, be sure that a minimum of 50% of those items will have a significantly longer life than flags, balloons, and other temporary items. Invest for the long term, and you will be given long-term returns.
Ed Wilson is a marketing advisor to Applied Colors, a producer of professional paint touch up kits for car dealerships. He just recently wrote an article pinpointing the five most crucial car dealer supplies should invest in.