Auto dealers need to switch gears…

They’re all the same. Nearly every auto dealer tv commercial shows the owner (who consumers will never see) spewing the same verbage all the other owners on the other auto dealer tv commercials do. Auto dealers need to quit treating consumers like we’re clueless to how their industry operates. Consumers know that they can negotiate the same deal on the same car or truck at every dealership. Consumers know they’ll never get near blue book value for their trade-in, once you peel away all the fine print from the new car purchase. Consumers know why car salesman try to get customers to focus on the affordable monthly payment instead of the actual purchase price. We all know how the game is played.
Auto dealers miss the mark when it comes to what matters most to potential buyers….the buying experience! The shiny new object in auto advertising on tv is the “mood” driving that vehicle will instantly put you in….give me a break!! Consumers want a more efficient and honest negotiation. Any auto dealer who can successfully convince potential car buyers that the car buying experience at their dealership will be so much more relaxed, pleasant and efficient….things like…

“no negotiation will exceed an hour”….. or “bring the whole family and the kids can enjoy our supervised play area” or “our sales reps have the authority to make every deal”…

Things that consumers really care about! Things that clearly differentiate them from their particular auto row. Killer messaging is on a mission to find just one dealership willing to put the typical ego-driven campaign aside and focus on what really matters to consumers. I double dare them!

If we can help your marketing R.O.I. with effective, activating messaging, contact us via email at dan@killermessaging.com or call (480) 322-2187. See much more at www.killermessaging.com