Know How You Can Create Anticipation to Increase the Sales of Your Car Dealership

By now I’m sure you are acquainted with Reality Television phenomenon Susan Boyle and her Brittan’s Got Talent performance that captured 51,505,616 views and over 230,000 comments in just some months on YouTube.
If you haven’t watched this video that includes the frumpy 40 something woman who literally hits Ford Fusion Iihs Safety Rating it out the park her first time performing on the show, go online now and give it a look.
There are some powerful lessons you’ll learn from this viral success that may easily be put into action in your car dealership.After all, we always persuade our readers and training students to look beyond huge successes in the media or in business and see how you’ll be able to imitate those results Clear Bra Vs Ceramic Coating in your own store. Victory leaves clues, whether or not it’s a viral video, a quote or an off-handed remark about what’s working for someone else in a fully unrelated business. Asking better queries and digging for gold nuggets is the dirty work we do everyday… it’s what we live for.
So back to our case study on Susan Boyle.
This YouTube Video heard round the planet was initially posted on April 11th, 2009. Within four days, the video had over 9 MILLION views and had been commented on by over 50,000 people. After all the figures are still ridiculous and off the chart-but the big query is… why did this video get so much activity in such a brief period of your time?
What makes one video, one idea or one message spread around like wildfire and other messages (like your dealership’s marketing messages) go completely ignored in the marketplace?
Well we’ve identified 2 essential reasons for the speedy success of Susan Boyle’s video. Both which are easily duplicable and prepared to use instantly when marketing your local store.
The Video Creates Burning Anticipation
If you’ve ever studied an exceptionally successful viral campaign similar to this one, you’d see a video’s capability to make and maintain anticipation is one amongst the key common denominators behind its success.
In this specific video, the expectation builds heavily before Susan ever steps foot on stage. We hear her back story as we’re introduced to a frumpy and rather eccentric looking woman who evidently stands out from the other contestants in the race.
She’s then brought before the judges and you’re on the edge of your seat waiting to find out what’s going to go down. Are the judges going to laugh her off the stage? Will the audience love it or hate it? Is she going to be awful? Could she probably be any good? You’ll find out after these messages.
There’s a powerful headline bright promoters have used for decades. It goes something like, “All of them laughed when I did ________ (i.e. stepped up on stage, sat down at the piano, got behind the wheel), till I _________ (insert the wonderful thing the person just did). It’s a headline that gets read each time… and it’s the identical anticipatory force at work in this video.
On the other hand, it’s necessary to remember that anticipation is a type of desire. Yearning is something we all want our prospects and clients to have for our messages, our vehicles and our dealership. It’s truly easier said than done, but expectation is a very genuine kind of desire you’ll use to the benefit of your store.
Sadly, most dealers think they’re doing a nice job creating “desire” and “expectation” because every year the producer sends them a new model and some new banners to show off. What could be a lot more exciting…right?
Well friends, I hate to break it to you, but your new banners and poster boards showing off this year’s most recent minivan isn’t all that exciting to your customers. And used car dealers- you don’t even have the comfort of receiving these marketing “tools’.
Thus instead, a more reliable and successful method to form expectation would be to give your audience one thing they actually anticipate to. Sounds pathetically easy, and really it is. The secret’s to get inside the mind of your customers, work out what they really, truly need and tie it to a powerful endorsement that builds anticipation on what they’ll get by shopping at your store.

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