How can you get 2x the advertising for the dollar?
“BE CREATIVE”
- Brad Benson
(lower right)
Tonight, I attended a Business Marketing Association of NJ event where Brad Benson former NY Giant and owner of Brad Benson Auto Group spoke about his business and marketing.
I love hearing business owners tell their stories. We all have our stories. I use football analogies all the time.
Through the clever, entertaining and insightful stories Brad had to share with us, it became apparent that Brad Benson’s approach stems from standing out of the crowd.
1. “Trip a trigger for someone to notice you.” – Brad’s business (just like our business) has a plethora of competition. Why is it that people would travel from out of state to buy from Brad? They pass several dealerships on the way. Brad attributes this to his electronic advertising and marketing. His radio spots “trip triggers” so people remember him and his personality transcends to his business.
2. “There are two types of businesses: those who hang in there and those who make it” – Those who hang in there expense their way into profit. They will spend and spend on marketing until they reach that profit. Those who make it, carefully and consciously make decisions to spend your way into profit. Interesting viewpoints on how to look at marketing and advertising and it speaks to the culture of your business. Is marketing/advertising an expense or a spend for you?
3. “The best way for repeat customers is through the service department” – Brad does do small happy birthday mailers to his current customers, but that’s not why his customers stay loyal to him. What’s more effective is live human interaction. Getting customers back on the road through good scheduling and coordination, calling customers back, and making the experience of dealing with the dealership as pleasant as possible.