At Marketing Coach, we refer to marketing strategies as Game Plans. Strategy is the highest level of marketing. An effective strategy will do more for your dealership’s success than any other marketing investment you make. The key to any good strategy is good information. Marketing Coach has developed a system to research and evaluate the customer touch-points of individual automobile dealerships. This information enables us to create a highly effective marketing strategy researched precisely for your operation. The plan will make sense, be easy to understand, easy to execute and increase sales.

Segments of the Game Plan development process include:

◊ Upper Management Questionnaire – Nobody understands your business better than you do. Your experience, perceptions and ideas are critical to building an effective strategy. This questionnaire includes approximately 125 questions designed to reveal the state-of-the-dealership as perceived by top management.

◊ Define your Ground-Zero Market Area© – The area where you have the best opportunity to earn new business (See Ground-Zero Marketing Page for more information).

◊ Customer Surveys – Your customers are the people who have experience doing business with your dealership. These surveys are conducted online and through the postal service. All of the questions are designed to collect data that will affect how you market your business.

◊ Employee Interviews – Your employees are your representatives on the front-lines. The information they provide during interviews is very valuable to the plan.

◊ Media Audit – Marketing Coach analyzes all of your media investments from the previous year. We determine the best investments based on coverage of your Ground-Zero Market Area©.

◊ Competitive Analysis - It can be very frustrating when, everywhere you turn, you see or hear advertising from a top competitor. It can really hurt if the guy is gaining market share in the geographic area you should be dominating. Our Game Plans are designed to defend your Ground-Zero Market Area©.

◊ Creative Analysis – Your plan will include a review of the creative areas of your marketing program: advertising production, branding, merchandising, PR campaigns, etc. Recommendations will be provided on how to strengthen the creative value of your ad campaigns.

◊ Sales Process – Marketing Coach will analyze and make recommendations regarding processes and systems. We will also attend and evaluate your sales meetings.

◊ Executive Huddle – This is a meeting of key dealership personnel. The meeting is facilitated by the coach and is designed to determine goals, tactics, core values, mission statement and other important elements related to your business.

◊ Analysis and Reporting – After all of the research has been completed, Marketing Coach will analyze the data, create the plan and produce the report.

◊ Presentation to the Dealer – The report will be presented in its entirety to upper management. At this point, management will determine if any parts of the Game Plan should remain confidential.

◊ Staff Presentation – An edited version of the plan can be developed to present to the entire dealership staff. The goal of this step is to invoke employee buy-in. This meeting is informative, unifying and motivational.