By: Yasmine Syed
Information and communication technology users are as diverse as the range of technology available today. The Pew Research Center’s “Internet & American Life Project” divides technology users into two core groups: “Motivated by Mobility” and “Stationary Media Majority”.
The “Motivated by Mobility” group comprises 39% of the adult population. Their frequency of online use is growing as their reliance on mobile devices continues to increase. This group is made up of individuals who hold positive and improving attitudes towards mobile access and how it facilitates their availability to others. The “Stationary Media Majority” group is comprised of the remaining 61% of the adult population. These individuals are not enamored by the “always-connected” lifestyle. They are characterized by low-level usage of mobile apps and experience difficulty acclimating to new gadgetry.
Hallmarks of the “Motivated by Mobility” group are varied and are broken down into five sub-categories including: Digital Collaborators (8%), Ambivalent Networkers (7%), Media Movers (7%), Roving Nodes (9%) and Mobile Newbies (8%). Digital Collaborators are mostly male, in their late-thirties, affluent and educated. They enthusiastically use their tech assets to share and connect with others. Ambivalent Networkers are primarily male, in their late twenties, and are ethnically diverse. They use their tech assets to text, participate in social networking and for entertainment. At the same time, they fear that their devices may become increasingly intrusive and feel that it is necessary to take periodic breaks from online use and digital consumption.
Media Movers are mostly male, in their mid-thirties, have children and are middle class. Their online and media habits are varied and they share digital content (i.e. photos). Roving Nodes are the female counterpart to Digital Collaborators; they are mostly women, in their late-thirties, affluent and educated. They use their mobile devices to manage their social and work lives, they use a wide-range of mobile apps, send email, send texts, and use their mobile devices to enhance personal productivity. Mobile Newbies are mainly women in their late forties and early fifties who have lower education and income levels than Roving Nodes. They don’t have very many tech assets and cite that their most used asset is their mobile phone because it helps makes them more available.
The “Stationary Media Majority” group can also be broken down into five sub-categories including: Desktop Veterans (13%), Drifting Surfers (14%), Information Encumbered (10%), The Tech Indifferent (10%) and Off the Network (14%). Desktop Veterans are mainly men, in their mid-forties, affluent and educated. Because this groups skews older, they are content to use their desktop computers and high-speed wired connection to explore the web, connect with friends and family via social media, while allowing their mobile phones to take a backseat. Drifting Surfers are primarily women, in their early-forties, middle class and have average education levels. They have desktop computers and mobile phones but are infrequent online users. They use technology as a basic information-gathering tool and could forgo using the Internet entirely if given the option.
Information Encumbered individuals are two-thirds male, in their early fifties, have an average education and are middle-lower income level. Most individuals in this group feel that they experience information overload on a daily basis and although, they have cell phones, feel that technology is becoming increasingly intrusive. They are largely indifferent to technology and could easily dispense with it altogether. Off the Network individuals are, largely, low-income senior women and are predominately African American. Members of this group have neither cells phones, nor computers or internet access.
The project findings imply that many Americans are deepening their relationship with and dependence on digital resources and tech assets, while others stay stagnant in their consumption of digital resources and tech assets. Both of these groups will undoubtedly ask themselves and others, ‘How did I ever live without a cell phone?” A small percentage of Americans are content to keep technology on the periphery of their lives. They stand in stark contrast to the ever-increasing “Motivated by Mobility” group, whose demand for more and more online content is palpable.
What does this mean for your dealership? In terms of marketing, it means that it’s still important to maintain traditional avenues of publicity, such as radio and television commercials and newspaper ads. These are necessary to reach the portion of Americans who shun technology or still use traditional media to gather information. However, the growing number of people who seek information digitally means that a failure to provide online content is more costly than in the past. Soon, a lack of digital presence could spell disaster for your dealership.
By: Yasmine Syed
Information and communication technology users are as diverse as the range of technology available today. The Pew Research Center’s “Internet & American Life Project” divides technology users into two core groups: “Motivated by Mobility” and “Stationary Media Majority”.
The “Motivated by Mobility” group comprises 39% of the adult population. Their frequency of online use is growing as their reliance on mobile devices continues to increase. This group is made up of individuals who hold positive and improving attitudes towards mobile access and how it facilitates their availability to others. The “Stationary Media Majority” group is comprised of the remaining 61% of the adult population. These individuals are not enamored by the “always-connected” lifestyle. They are characterized by low-level usage of mobile apps and experience difficulty acclimating to new gadgetry.
Hallmarks of the “Motivated by Mobility” group are varied and are broken down into five sub-categories including: Digital Collaborators (8%), Ambivalent Networkers (7%), Media Movers (7%), Roving Nodes (9%) and Mobile Newbies (8%). Digital Collaborators are mostly male, in their late-thirties, affluent and educated. They enthusiastically use their tech assets to share and connect with others. Ambivalent Networkers are primarily male, in their late twenties, and are ethnically diverse. They use their tech assets to text, participate in social networking and for entertainment. At the same time, they fear that their devices may become increasingly intrusive and feel that it is necessary to take periodic breaks from online use and digital consumption.
Media Movers are mostly male, in their mid-thirties, have children and are middle class. Their online and media habits are varied and they share digital content (i.e. photos). Roving Nodes are the female counterpart to Digital Collaborators; they are mostly women, in their late-thirties, affluent and educated. They use their mobile devices to manage their social and work lives, they use a wide-range of mobile apps, send email, send texts, and use their mobile devices to enhance personal productivity. Mobile Newbies are mainly women in their late forties and early fifties who have lower education and income levels than Roving Nodes. They don’t have very many tech assets and cite that their most used asset is their mobile phone because it helps makes them more available.
The “Stationary Media Majority” group can also be broken down into five sub-categories including: Desktop Veterans (13%), Drifting Surfers (14%), Information Encumbered (10%), The Tech Indifferent (10%) and Off the Network (14%). Desktop Veterans are mainly men, in their mid-forties, affluent and educated. Because this groups skews older, they are content to use their desktop computers and high-speed wired connection to explore the web, connect with friends and family via social media, while allowing their mobile phones to take a backseat. Drifting Surfers are primarily women, in their early-forties, middle class and have average education levels. They have desktop computers and mobile phones but are infrequent online users. They use technology as a basic information-gathering tool and could forgo using the Internet entirely if given the option.
Information Encumbered individuals are two-thirds male, in their early fifties, have an average education and are middle-lower income level. Most individuals in this group feel that they experience information overload on a daily basis and although, they have cell phones, feel that technology is becoming increasingly intrusive. They are largely indifferent to technology and could easily dispense with it altogether. Off the Network individuals are, largely, low-income senior women and are predominately African American. Members of this group have neither cells phones, nor computers or internet access.
The project findings imply that many Americans are deepening their relationship with and dependence on digital resources and tech assets, while others stay stagnant in their consumption of digital resources and tech assets. Both of these groups will undoubtedly ask themselves and others, ‘How did I ever live without a cell phone?” A small percentage of Americans are content to keep technology on the periphery of their lives. They stand in stark contrast to the ever-increasing “Motivated by Mobility” group, whose demand for more and more online content is palpable.
What does this mean for your dealership? In terms of marketing, it means that it’s still important to maintain traditional avenues of publicity, such as radio and television commercials and newspaper ads. These are necessary to reach the portion of Americans who shun technology or still use traditional media to gather information. However, the growing number of people who seek information digitally means that a failure to provide online content is more costly than in the past. Soon, a lack of digital presence could spell disaster for your dealership.
I don’t know if you’ve noticed, but Honda has recently adopted a new advertising tactic. Well-known and well-liked music has taken a front sesat in their commercials. This makes them memorable and effectively grasps the attention of potential consumers. According to Honda, the reason behind this is to ‘conjure up the rush consumers experience when they first drive off the lot in a new vehicle’.
It seems to me that Honda is on to something. Music is a great advertising technique for any business, but it’s particularly practical for car dealerships. Of course, the songs being used in Honda commercials come at a high price,, but there are still opportunities for dealerships to include catchy theme music to help draw a consumer in.
Why is music a sensible element in a car commercial? Think about it this way: what is one of the first things you do upon entering your car? You turn on the radio. In my opinion, cars and music go hand and hand. Personally, I don’t drive anywhere without my music on. So why not take advantage of putting a catchy musical undertone to your commercials? As Honda says, driving and music go hand in hand, and having music in your commercial can help the audience relate to the car driving experience more realistically. Contact us now to see how we can help you make your commercials more memorable, and invoke that ‘rush’ for your potential consumer.
By: Kimberly Roselle
Simple fact: I take care of my cars. In the 17 years I have been driving, I have only had three cars. I am currently driving a 2005 Chevy Cobalt. I bought the first run of this car during Employee Pricing. Despite some issues with the fit and finish I have no serious complaints. But now after seven years and 120 thousand plus miles there are some issues. I can no longer ignore the fact that it’s time for a new car, and therefore the hunt has begun.
This weekend I test-drove three cars: The Chevrolet Cruze, The Ford Focus, and The Honda Civic. My experience at each dealership was as varied as the cars.
Lets start with Chevy Cruze. My husband and I drove onto the lot and quickly found the Cruze. We walked through and peeked in at a few. Then the salesman arrived. I will call him Junior Joe. He was full of energy and knowledge and was very excited; he actually reminded me of a puppy. I went for a test drive and I was honest that I was not looking to buy today. Today was all about test drives and gathering info. Junior Joe never pushed me, and before I left he gave me a brochure and his business card.
At the next dealership, we drove around and did not see a single Focus, so we decided to walk around and look at Fusions. While we were perusing, no one came over, so we walked next door to the Honda dealership. We barely stopped at the Civic when salesman Safari Sam approached. He was not overly knowledgeable about the car and barely knew any incentives. Before I left Safari Sam gave me a brochure and his business card.
While at the final dealership of the day, we found one Focus. We hadn’t even gotten out of the car when the salesman came over. I’ll call him Mafia Max. He kept pushing me to drive it and then during the test drive tried to insist that we stop so my husband could also drive it. This was problematic to me because I had made it very clear to Mafia Max that this was to be my car. We got back to the dealership and he tried to push for the sale but I stood my ground informing him yet again, that I am only researching. Before I left he gave me a brochure and his card.
We arrived at home and that’s when the true comparisons began. Of the three brochures. Ford was the worst, containing no specs and no details. Chevy and Honda were both comparable. As I was looking at the brochures I realized the Honda wasn’t for me and I quickly crossed the Civic off my list. Now it’s a duel between the Chevy and Ford.
As of now I have yet to make up my mind, but there are various factors to weigh before making my decision. Obviously this includes the features available for each of the vehicles, including fuel economy and safety. But, I have found myself also analyzing my decision based on the salesmen themselves and the experience they provided me while I was at their dealership. I have many factors to consider, but after reading this I’m wondering, which dealership would you choose?
By: Kimberly Roselle
Simple fact: I take care of my cars. In the 17 years I have been driving, I have only had three cars. I am currently driving a 2005 Chevy Cobalt. I bought the first run of this car during Employee Pricing. Despite some issues with the fit and finish I have no serious complaints. But now after seven years and 120 thousand plus miles there are some issues. I can no longer ignore the fact that it’s time for a new car, and therefore the hunt has begun.
This weekend I test-drove three cars: The Chevrolet Cruze, The Ford Focus, and The Honda Civic. My experience at each dealership was as varied as the cars.
Lets start with Chevy Cruze. My husband and I drove onto the lot and quickly found the Cruze. We walked through and peeked in at a few. Then the salesman arrived. I will call him Junior Joe. He was full of energy and knowledge and was very excited; he actually reminded me of a puppy. I went for a test drive and I was honest that I was not looking to buy today. Today was all about test drives and gathering info. Junior Joe never pushed me, and before I left he gave me a brochure and his business card.
At the next dealership, we drove around and did not see a single Focus, so we decided to walk around and look at Fusions. While we were perusing, no one came over, so we walked next door to the Honda dealership. We barely stopped at the Civic when salesman Safari Sam approached. He was not overly knowledgeable about the car and barely knew any incentives. Before I left Safari Sam gave me a brochure and his business card.
While at the final dealership of the day, we found one Focus. We hadn’t even gotten out of the car when the salesman came over. I’ll call him Mafia Max. He kept pushing me to drive it and then during the test drive tried to insist that we stop so my husband could also drive it. This was problematic to me because I had made it very clear to Mafia Max that this was to be my car. We got back to the dealership and he tried to push for the sale but I stood my ground informing him yet again, that I am only researching. Before I left he gave me a brochure and his card.
We arrived at home and that’s when the true comparisons began. Of the three brochures. Ford was the worst, containing no specs and no details. Chevy and Honda were both comparable. As I was looking at the brochures I realized the Honda wasn’t for me and I quickly crossed the Civic off my list. Now it’s a duel between the Chevy and Ford.
As of now I have yet to make up my mind, but there are various factors to weigh before making my decision. Obviously this includes the features available for each of the vehicles, including fuel economy and safety. But, I have found myself also analyzing my decision based on the salesmen themselves and the experience they provided me while I was at their dealership. I have many factors to consider, but after reading this I’m wondering, which dealership would you choose?
1. Set Goals
- When you think about your dealership, it might seem that the goal is obvious: to sell cars. While that is true, the important thing to remember is that a more specific goal and action plan is easier to obtain. Rather than the basic goal of “sell cars”, you have to develop a realistic plan and set specific goals for who is going to make these sales, what vehicles, when you need to meet this goal and how your going to meet it.
2. Track Your Progress
- Setting your goals is the first step. The second step is to make sure you are accomplishing those goals. It is important to track your progress to confirm whether you are meeting your pre-defined plan. This action is much easier said than done, but, you have to ensure that you are keeping an accurate report of which goals have been reached. Set a schedule of who will evaluate your progress and how often – then stick to it!
3. Evaluating Your Numbers
- The third step to effectively making sales is analyzing your data; is what your doing working? If not, your next step is deciding how to fix the problem. What efforts will you take to effectively meet your pre-determined goals? The important thing is to keep an open mind and remember to be willing to try various avenues to reach your set goals. It may seem like trial and error, but finding the right strategy will ensure that you meet your goals, and ultimately sell cars!
By: Matthew Klein
In the last installment, I discussed the importance of pre-production and how it, when played out effectively, positively plays into the rest of your production. This time, I’ll be discussing what it’s like to actually be working on a production set. I’ll go over some of the quick dos, don’ts, tips and tricks about the exciting life on set.
DO’S and DONT’S ON SET and HOW TO MAKE THE CREW LOVE YOU:
I’ve been on a bevy of sets, and it’s always funny to me how, despite the fact that everyone always seems to have their own little of bag of tricks to employ, there’s a quiet syntax of behaviors that are widely appreciated across any crew on any production. Below is a small list of the things you should probably be doing if you’re working on a set, no matter what your job may be.
1) Be Aware – BE VERY AWARE: Safety is a #1 priority on any set, and usually the key grip is considered the ‘Sheriff of Safetytown”. But that doesn’t mean that you shouldn’t be doing your part to make sure you don’t end up tripping over a cable, or getting your eye poked out by a C-Stand. So stay alert and be sure to pay attention, as things can get rather hectic.
2) Coil-ing All Cables: In an age when everything wireless – the film/video set has yet to make this leap. This becomes apparent when one takes into account ALL of the pesky cables that get left all over the ground during a shoot (your light cables, power strips, extension cords, sash-rope, ratchet straps and bungie cords – man, it is a JUNGLE out there). All it takes is one P.A. to stumble over an extension cord and down a flight of stairs into the basement furnace to end the whole show for everyone. A great way to prevent this is coiling cables! If you’re standing around, and you notice that the floor is riddled with random cables/wires all over the place, help wrangle those suckers! You can use the over-under method of cable-wrapping (http://techno-fandom.org/~hobbit/flipcoil/howto.html) or simply tidy them up as best you can! If you’re a best-boy grip, P.A., or anyone authorized to do so, you can also use gaffer’s tape to tape the cables to the floor so people are less likely to trip over them. This simple act greatly reduces risk, and is totally worth the effort.
3) Put Things Back: The larger your shoot, the more things you need to bring with you. Props, costumes, equipment, office supplies, computers, printers, paint, your camera lenses, de-glossing spray, sound blankets, batteries, coffee, coffee, more coffee, lots and lots of coffee and things related to coffee. As you can see, the sheer magnitude of ‘stuff’ that gets brought to set can be staggering. It can be seemingly endless. In the fast-paced world of production, organization is crucial, and more than often the most innocent of mistakes or misplacements can RUIN a shoot. One example: a tripod plate. You know, the little plate that holds the camera on the tripod? It’s this teeny little thing, but guess what? If someone loses that, NO MORE TRIPOD! And if you don’t have extras around, guess who is holding the camera for the next six hours? You got it, an infuriated camera operator who wants you fired – stat. So, moral of the story here is, if you use an item, ALWAYS return it to where it originally was. Simple lesson, but often ignored.
4) Stage Your Equipment: Many people don’t realize that when a crew gets to a set the first thing they do is unload and ‘stage’ their equipment before doing anything else. Basically, ‘staging’ is when you prepare every item of equipment as much as you possibly can without actually using it. That means every single light stand gets set up. Mic packs are fitted with new batteries. A charging station is set up for all of the walkie-talkies. Gels are set out and labeled. Each camera is prepared and rigged. Dolly tracks get lubricated. For the best way to tackle how to stage equipment, I would recommend researching how grips prepare their equipment for a production day! There are tons of videos on the web about this. Even C-Stands have a particular way of being ‘soldiered’ (large nuts on the right, small on the left, and stack them right next to each other so the larger legs overlay the smaller legs). This might seem rather silly, but when the sun is setting and you’re going to lose thousands of dollars in budget if you don’t get this ‘ONE LAST EPIC SHOT’ taking five seconds to grab a properly staged C-stand as opposed to taking two minutes to find and then stage one makes a world of difference to your crew.
5) Mission – Make Everyone’s Job Easier: In the end, you’ll notice that a reoccurring theme of the previous 4 tips has been ‘look out for your crew and try to help things move along as smoothly as possible’. This brings me to the most important thing I was ever told while working on a set, by the Key Set PA for the movie Unstoppable. He told me that with any job on set the point should be ‘to make everyone else’s job easier’. Adopting that policy translates to the people around you, and your crew will surely notice when you’re going out of your way to help, do your job, and lighten the load for them as well. Surely, they’ll be doing the same for you.
So there you have it! There are many more tips I could provide, but I find that these basic five are the most important and effective when working on a production crew. Blunders are avoided, and progress is influenced. Plus, the crew will love you.
In the next installment, I’ll be going over the basics of post-production. Until then, thanks for reading!
By: Matthew Klein
In the last installment, I discussed the importance of pre-production and how it, when played out effectively, positively plays into the rest of your production. This time, I’ll be discussing what it’s like to actually be working on a production set. I’ll go over some of the quick dos, don’ts, tips and tricks about the exciting life on set.
DO’S and DONT’S ON SET and HOW TO MAKE THE CREW LOVE YOU:
I’ve been on a bevy of sets, and it’s always funny to me how, despite the fact that everyone always seems to have their own little of bag of tricks to employ, there’s a quiet syntax of behaviors that are widely appreciated across any crew on any production. Below is a small list of the things you should probably be doing if you’re working on a set, no matter what your job may be.
1) Be Aware – BE VERY AWARE: Safety is a #1 priority on any set, and usually the key grip is considered the ‘Sheriff of Safetytown”. But that doesn’t mean that you shouldn’t be doing your part to make sure you don’t end up tripping over a cable, or getting your eye poked out by a C-Stand. So stay alert and be sure to pay attention, as things can get rather hectic.
2) Coil-ing All Cables: In an age when everything wireless – the film/video set has yet to make this leap. This becomes apparent when one takes into account ALL of the pesky cables that get left all over the ground during a shoot (your light cables, power strips, extension cords, sash-rope, ratchet straps and bungie cords – man, it is a JUNGLE out there). All it takes is one P.A. to stumble over an extension cord and down a flight of stairs into the basement furnace to end the whole show for everyone. A great way to prevent this is coiling cables! If you’re standing around, and you notice that the floor is riddled with random cables/wires all over the place, help wrangle those suckers! You can use the over-under method of cable-wrapping (http://techno-fandom.org/~hobbit/flipcoil/howto.html) or simply tidy them up as best you can! If you’re a best-boy grip, P.A., or anyone authorized to do so, you can also use gaffer’s tape to tape the cables to the floor so people are less likely to trip over them. This simple act greatly reduces risk, and is totally worth the effort.
3) Put Things Back: The larger your shoot, the more things you need to bring with you. Props, costumes, equipment, office supplies, computers, printers, paint, your camera lenses, de-glossing spray, sound blankets, batteries, coffee, coffee, more coffee, lots and lots of coffee and things related to coffee. As you can see, the sheer magnitude of ‘stuff’ that gets brought to set can be staggering. It can be seemingly endless. In the fast-paced world of production, organization is crucial, and more than often the most innocent of mistakes or misplacements can RUIN a shoot. One example: a tripod plate. You know, the little plate that holds the camera on the tripod? It’s this teeny little thing, but guess what? If someone loses that, NO MORE TRIPOD! And if you don’t have extras around, guess who is holding the camera for the next six hours? You got it, an infuriated camera operator who wants you fired – stat. So, moral of the story here is, if you use an item, ALWAYS return it to where it originally was. Simple lesson, but often ignored.
4) Stage Your Equipment: Many people don’t realize that when a crew gets to a set the first thing they do is unload and ‘stage’ their equipment before doing anything else. Basically, ‘staging’ is when you prepare every item of equipment as much as you possibly can without actually using it. That means every single light stand gets set up. Mic packs are fitted with new batteries. A charging station is set up for all of the walkie-talkies. Gels are set out and labeled. Each camera is prepared and rigged. Dolly tracks get lubricated. For the best way to tackle how to stage equipment, I would recommend researching how grips prepare their equipment for a production day! There are tons of videos on the web about this. Even C-Stands have a particular way of being ‘soldiered’ (large nuts on the right, small on the left, and stack them right next to each other so the larger legs overlay the smaller legs). This might seem rather silly, but when the sun is setting and you’re going to lose thousands of dollars in budget if you don’t get this ‘ONE LAST EPIC SHOT’ taking five seconds to grab a properly staged C-stand as opposed to taking two minutes to find and then stage one makes a world of difference to your crew.
5) Mission – Make Everyone’s Job Easier: In the end, you’ll notice that a reoccurring theme of the previous 4 tips has been ‘look out for your crew and try to help things move along as smoothly as possible’. This brings me to the most important thing I was ever told while working on a set, by the Key Set PA for the movie Unstoppable. He told me that with any job on set the point should be ‘to make everyone else’s job easier’. Adopting that policy translates to the people around you, and your crew will surely notice when you’re going out of your way to help, do your job, and lighten the load for them as well. Surely, they’ll be doing the same for you.
So there you have it! There are many more tips I could provide, but I find that these basic five are the most important and effective when working on a production crew. Blunders are avoided, and progress is influenced. Plus, the crew will love you.
In the next installment, I’ll be going over the basics of post-production. Until then, thanks for reading!
Procrastination
We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.
I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.
I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?
What Customers Want
Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.
In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.
Have you given your customers a reason not to wait? What are you waiting for? Contact us now and let’s get started!
Procrastination
We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.
I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.
I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?
What Customers Want
Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.
In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.
Have you given your customers a reason not to wait? What are you waiting for? Contact us now and let’s get started!
