First, A Question
Before I jump into things, let me pose a question to dealers, agencies, and vendors: How well do you know your customers / your dealers’ customers? Do you know them well enough to put hard cash on those insights with an advertising strategy? How about $1,000? $10,000? $100,000?
Follow-up question: How about your competitors’ customers, on-brand and off-brand? Do you know them well enough? Are you in their mind?
OK…I’m approaching creepy territory now, but I think you understand the point I’m trying to make: We can throw our full weight and wallet behind what we think we know about our customers, but, man, it’s important to truly know who we’re marketing to at a fundamental level. And, for that, we need some solid data to back us up.