This is awesome!  Good job Sanda.

I thought I would write a small blog about Advertising and Public Relations so everyone can make the greatest use of your Ad dollars and make them work for you.  Please read on...this is not a sales pitch.

Ultimately, the goal is to sell more cars and gain market share.  The most effective way to do this is through Advertising, Word-of-Mouth and incentive programs; but the campaign that is overlooked most of the time is your Public Relations campaign.  A good PR program doesn't have to be expensive.  Something as small as sponsoring a little league team can go a long way in perpetuating your standing in the community.  And remember, the best and cheapest advertising is a referral.  Look into what you can do at local fairs, schools, police and fire depts, or local hospitals and libraries.  Maybe a blood drive, they're free!  Give back to the community that has giving you so much and it will return the favor 10 fold.  Donating a car to a local charity is a great way to get your name out and you can write it off your taxes.  Whatever you can do to better the community.

Unlike Public Relations, Advertising is a more aggressive campaign that will not yield you passive results.  Advertising should be budgeted monthly.  Just like your electric bill, YOU NEED TO BUDGET, AND USE YOUR BUDGET!!  One of the first things that go when times are lean is the AD budget.  In fact, you should advertise more in the slow times (sounds funny I know).  Advertise in as many places and mediums as you can.  Understand that the more money you spend doesn't mean that you will get better results.  You can make a great impact on the bottom line and really stretch your AD dollars if you make the right decisions with where you advertise.  Craig's list is a free website, and it's not difficult to post ads.  A company website is a great tool.  The Internet is a great tool, so companies like the Auto Trader, Autotrader.com, cars.com and ebay are effective.  Don't make the mistake of dismissing Print as a viable medium.  There is a comfort feeling with Print, and things are not going to change any time soon.  T.V. and Radio are very effective but expensive.  It's my opinion that a good campaign encompassing Print and Internet, combined with a good PR campaign, can yield fantastic results.  Pay attention to detail, know who you do the most business with, or who you prefer to do business with, and reach them.  If you where selling hammers, wouldn't you advertise in trade magazines?  Lastly, one thing to remember is that consistency in your campaign is critical.  You should have a consistent message in consistent mediums to establish your branding message.  You are special and not everyone knows that, you need to make the consumer want to do business with you.  Maybe it's a free oil change, great customer service, pricing, who knows? 

If anyone would like to discuss their campaign strategy, or if you need a strategy or just some ideas to generate sales...Let me know; I'd be glad to look things over.

Good Hunting,

Michael Lee

Auto Trader Magazines

214-734-1045