I got a postcard the other day from a company offering their advertising services to help me grow my business. Nothing unusual about that. Except that it came from Google. So, here’s one of the largest digital advertising companies on the planet, a company that did $39.12 billion in revenue during the fourth quarter of [...]
In Part 1, I told the story of Craig Bendele, a dealer from Florida who increased his revenue 50% each year for the past 2 years, while at the same time drastically cutting his work hours. In this installment, I’m going to cover some of the strategies he used to get this impressive growth in [...]
There are two broad categories in advertising, and it is vital that you understand the difference. If you don’t, your campaigns are doomed to mediocre returns at best, failure at worst. These two kinds of marketing are called institutional advertising and direct response advertising. Direct response advertising will make you rich … image advertising will waste your [...]
Greetings Floor Dealers! In the previous installment of this series, I listed the three reasons most advertising fails floor dealers: 1) There is a ton of misunderstanding among floor dealers about advertising; 2) they are unaware of alternatives to "brand building" types of advertising; and 3) as a result dealers wind up copying each other. [...]
Greetings Floor Dealers! In the previous installment of this series, I listed the three reasons most advertising fails floor dealers: 1) There is a ton of misunderstanding among retailers about advertising; 2) they are unaware of alternatives to "brand building" types of advertising; and 3) as a result dealers wind up copying each other. This [...]
Greetings Floor Dealers! I’ve surveyed hundreds of floor dealers across North America. In my surveys I always ask these two questions: How are you promoting your business? The answer I virtually always get: Internet, newspaper, radio, TV, direct mail. What are your results? The answer I virtually always get: lousy, hit-and-miss, unpredictable, disappointing. In spite [...]
