Complete Dealer Solutions

One term that’s consistently thrown around as being synonymous is marketing and advertising.  They are not.  Marketing is not advertising.  Advertising is a part of marketing.

Marketing is mostly controlling what people perceive as your business.  And advertising plays an important role in this (if done properly).  But there is so much more.  It’s how your business is kept up.  It’s the attitude of the entire staff.  It’s what you do within the community.  It’s how you treat your customers.

Think of two men trying to sell a brand new, $100K BMW.  Both place ads in the newspaper and on the radio.  (So they are advertising).  When you arrive to look at the car, man #1 is in ripped jeans, hair all matted like he just woke up, and smells of booze and body odor.  The other man (#2), is dressed in a fine shirt, well kept and has a pleasant smell about him. 

#1 talks as though he doesn’t want to be there, refuses to unlock the car.  #2 gives you a complete walk around telling you of all the great features.  He hands you a business card and writes his cell phone # telling you to call him if you have any questions anytime of the day.

Both men have advertised, but only one is truly marketing himself.  #2 has considered everything from his appearance, to his presentation of the vehicle, to his ‘customer service’ going beyond the distance.

If your marketing solely consists of coordinating your advertising and press releases, then you need to stop and re-evaluate (and probably develop) your overall marketing plan.

- Aaron

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