More IMC: Don’t Leave Consumers Hanging, Bring Them in for a Nice Soft Landing on your Website
When integrating your marketing efforts, remember to keep in mind that all roads should lead first to your website, and then to your lot. Your website has all the space you need to provide the details your consumers want and need. Use all your marketing efforts to direct consumers to your website “for more details.” Your website should be your main hub and should ALWAYS be up to date, informative, and easy to navigate.
It’s important to keep in mind that a large percentage of your potential clientele will spend one month or less shopping for their vehicle- thanks to the Internet. That month-long sales cycle is made possible by the only marketing media that spans all the steps of the sales funnel, your online marketing. It can raise awareness, develop familiarity and trust (consideration), and encourage consumers to visit your dealership and buy a car.
Other marketing elements like print, television, radio, etc. should be used to supplement your main marketing tool, your website. Each element will reach some consumers that the others will not. Each part has its specialty demographic and is therefore valuable. It’s up to you to decide how valuable, but recognize that the worth of each of your individual efforts increases when it plays a roll in a well thought out network of IMC. Conversely, the value diminishes when an effort sits in isolation.
More next week and I’d really like to hear your comments, stories and questions about IMC and your dealership.