Marketing in a Recession
Jayco Dealer Homecoming
June 2009


Challenges
The obvious:
> Tighter budgets, budget cuts
> Slump in disposable incomes
> Decline in consumer spending
> Longer sales cycles
> Lower lead close rates

Opportunities
Success depends on your ability/willingness to evolve,
respond, and capitalize
> Growth of your market share
> Growth of your “voice” in the marketplace
> Development of better customer relationships
> Build your brand equity - awareness for your dealership

Importance of Marketing
Businesses that aggressively market themselves during
down times come out stronger after recovery.

Key #1: Spend Smarter
Marketing ROI - not from spending more, but from spending
smarter
> Identify core customers
 Who’s NOT a core customer?
 Think beyond past and current customers
> Focus on core products - What is your niche?

Key #2: Focus on Value
In a recession, value is most important to buyers
> Refocus or define your competitive advantage based on how
you offer more value
> Be a “Low Price Leader” based on the value you offer, not
simply the price you offer
> Avoid the middle
> Have a clear and sharp value preposition

Key #2: Focus on Value
5 things customers equate to value
> Makes the customer money
> Saves the customer time
> Allows the customer to avoid the frustration of doing stuff they
don’t enjoy
> Helps the customer save money
> Helps the customer feel better about themselves

Key #3: Be Flexible & Creative
Unique marketing approaches Alternative revenue generators
> “Trigger” marketing tactics > Parts/service
> Interactive marketing > Rentals
> Partnerships > Storage
> Events > Cleaning

Key #4: Sharpen Your Pitch
Evaluate your current marketing message (logo, tagline,
website, materials)
> Is your pitch relevant for RIGHT NOW?
> Do you integrate your value preposition?
> Geared towards your core customers?
> Emotional connection

Key #5: Communicate
Marketing is a two way street, talking AND listening
> Talk to sales prospects, ask them about their challenges,
needs, plans - Profile your customers
> Use technology to listen. What are people saying about:
 Your dealership?
 The products your carry?
 RVing, camping, the outdoors?
 The economy?
> Respond

Key #6: Be Aggressive
Now is the time to make a move
> Do you have a “shaky” competitor?
 Take advantage of their lack of preparedness
 Pinpoint their customers
> Be committed to growing your market share
> Take advantage of the decrease in “noise”
> Market consistently

Tools: Testimonials
Give prospects a “reason to believe”
> Prospects are more likely to trust someone else’s opinion of
you (or your dealership)
> Generate “legitimacy”
> Workable in a variety of mediums

Tools: Your Website
The average car buyer checks the web 7 times before talking
to a dealer
> Make your website a resource
> Provide relevant and current information
> Specials, offers, features
> Communicate your marketing message
> Create a two-way conversation

Tools: Social Media
Advantages Options
> Cost effective (FREE) > Facebook
> Huge reach > Twitter
> Connect instantly > Yelp
with prospects &
> Flickr
customers
> Digg
> Personal,
customizable

Tools: email
Advantages Options
> Cost effective > Campaign Monitor
> Easy to track - stats > Constant Contact
> Easy to follow-up > My Emma
> Provide a wealth of > Dealer Marketing
information Services

Final Thoughts
1. Recession presents challenges, but creates opportunities
2. Marketing in a recession
> Spend smarter > Evaluate your “pitch”
> Offer value > Communicate
> Be creative > Be aggressive
3. Harness new technologies, capitalize on cost effective
options