Marketing in a RecessionJayco Dealer Homecoming

June 2009

Challenges

The obvious:> Tighter budgets, budget cuts

> Slump in disposable incomes

> Decline in consumer spending

> Longer sales cycles

> Lower lead close rates

Opportunities

Success depends on your ability/willingness to evolve,respond, and capitalize> Growth of your market share

> Growth of your “voice” in the marketplace

> Development of better customer relationships

> Build your brand equity - awareness for your dealership

Importance of Marketing

Businesses that aggressively market themselves duringdown times come out stronger after recovery.

Key #1: Spend Smarter

Marketing ROI - not from spending more, but from spendingsmarter> Identify core customers

Who’s NOT a core customer? Think beyond past and current customers

> Focus on core products - What is your niche?

Key #2: Focus on Value

In a recession, value is most important to buyers> Refocus or define your competitive advantage based on how

you offer more value

> Be a “Low Price Leader” based on the value you offer, notsimply the price you offer

> Avoid the middle

> Have a clear and sharp value preposition

Key #2: Focus on Value

5 things customers equate to value> Makes the customer money

> Saves the customer time

> Allows the customer to avoid the frustration of doing stuff theydon’t enjoy

> Helps the customer save money

> Helps the customer feel better about themselves

Key #3: Be Flexible & Creative

Unique marketing approaches> “Trigger” marketing tactics

> Interactive marketing

> Partnerships

> Events

Alternative revenue generators> Parts/service

> Rentals

> Storage

> Cleaning

Key #4: Sharpen Your Pitch

Evaluate your current marketing message (logo, tagline,website, materials)> Is your pitch relevant for RIGHT NOW?

> Do you integrate your value preposition?

> Geared towards your core customers?

> Emotional connection

Key #5: Communicate

Marketing is a two way street, talking AND listening> Talk to sales prospects, ask them about their challenges,

needs, plans - Profile your customers

> Use technology to listen. What are people saying about: Your dealership? The products your carry? RVing, camping, the outdoors? The economy?

> Respond

Key #6: Be Aggressive

Now is the time to make a move> Do you have a “shaky” competitor?

Take advantage of their lack of preparedness Pinpoint their customers

> Be committed to growing your market share

> Take advantage of the decrease in “noise”

> Market consistently

Tools: Testimonials

Give prospects a “reason to believe”> Prospects are more likely to trust someone else’s opinion of

you (or your dealership)

> Generate “legitimacy”

> Workable in a variety of mediums

Tools: Your Website

The average car buyer checks the web 7 times before talkingto a dealer> Make your website a resource

> Provide relevant and current information

> Specials, offers, features

> Communicate your marketing message

> Create a two-way conversation

Tools: Social Media

Advantages> Cost effective (FREE)

> Huge reach

> Connect instantlywith prospects &customers

> Personal,customizable

Options> Facebook

> Twitter

> Yelp

> Flickr

> Digg

Tools: email

Advantages> Cost effective

> Easy to track - stats

> Easy to follow-up

> Provide a wealth ofinformation

Options> Campaign Monitor

> Constant Contact

> My Emma

> Dealer MarketingServices

Final Thoughts

1. Recession presents challenges, but creates opportunities

2. Marketing in a recession> Spend smarter

> Offer value

> Be creative

3. Harness new technologies, capitalize on cost effectiveoptions

> Evaluate your “pitch”

> Communicate

> Be aggressive