According to CrossSell reports, Joe Machens Ford in Columbia has led the state of Missouri in new car sales for quite some time. They sell more new cars than any dealership in St. Louis or Kansas City.
I haven’t noticed, but I’m certain they’re having a Father’s Day sale this weekend.
I haven’t heard or seen any of their multitude of ads that run daily in newspapers and on radio and television, but I’m certain of it because they have a different sale every weekend.
They own the transactional business for what must be 100 miles in every direction.
Good for them. They’re not our client.
Our client’s a Ford dealer 25 miles to the north of Columbia in the smaller-sized town of Moberly.
For almost two years, we’ve been slowly increasing our market share by not attempting the obvious.
We can’t out-Machens Machens.
Our campaign’s targeted – through our copy – the relational buyer.
Listen, we can offer pretty much the same deals. I just want you to like Moberly Motor Company the way I’ve learned to like Moberly Motor Company, and we don’t have the budget to re-invent the wheel every week.
So, as we’ve done every month for the past two years, we’re telling you another story about how things work in the magic of little moments in your life and in your vehicle in the same consistent, easy delivery with which you’ll drive home your new car.
We’re celebrating fathers, too, but all month long, and in in an altogether different fashion than a weekend sale.
And, to be fair, we’re having an event tonight – with food and music and one of them live remote DJ radio broadcast things. We’re even running additional ads to promote it.
And to promote something, you gotta be fierce, right? Yell and scream? Lots of High Energy? Add some ball-busting urgency? Lots of prices and discounts and APRs?
Right? That’s what Machens does. It works for them.
You can’t out-Machens Machens.
So, why not march to the beat of your own slower drummer?
Celebrate doing what you do with what you have where you are.
Dad would be proud.
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