“Last week was incredibly slow and many of you reported that your car count dropped way off. We have seen this before as many customers are just worn out and spent out after the holidays. Plus, we can’t ignore that there is still a great deal of anxiety over the economy.

I once again want to address online marketing and how we can make an analogy with traditional marketing. According to a new study from the MIT Sloan School of Management, “Online advertising can be much better at targeting certain demographics than its traditional media counterparts, but as more competition enters the space, these advantages do not automatically translate into greater profits.”

Customers are hungry and searching for value like never before but in our industry trust trumps discounts most of the time. How do I know that? 21 years of experience has shown me that and especially the last two years have. I have customers who are just knocking their numbers out of the park. It is not because of couponing but because they marketed who they are over and over again and were willing to wait it out. See, marketing the right way takes time and patience. Unfortunately, many shop owners aren’t willing to take the time and are usually sucked in quick by marketing gimmicks that produce quick results but lack endurance.

My advice to you is take your time and grow your business the way you envisioned when you first started. It may not be easy and certainly nerve racking when you have bills to pay. But when we do get out of these tumultuous times, you will be better off.”

Written by George Zabrecky, NWZ WORX

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