Making that Buzzer Ring
In some retailers, it is a pressure-sensing device under the floor mat near the entrance. For others, it is an electric beam that gets broken by passing legs. Sophisticated retailers use cameras with integrated motion sensors. But whatever the scenario, the ear-perking ‘ding-dong’ is the first step in making the cash register go cha-ching. The problem 12-volt retailers face is driving store traffic, but our most effective weapon against Internet sales is an in-car demonstration. So we need to make that buzzer buzz – consistently.
It’s a terrific feeling to have your installation technicians working right now, but having them stand around tomorrow waiting for a customer is a frightening proposition. Not that nothing needs to be done in any shop. When all else fails, installers can work on the soundboard, organize the stockroom, or heaven forbid, clean up the bathroom the techs use in the back of the shop.
Guerrilla Marketing and Social Media
Retailers who are winning are combining the tried-and-true methods of guerrilla marketing along with social media to succeed. I never found anything wrong with advertising at the high-school or junior college parking lot to get at that key 18-year-old demographic, but other events can lead to even more sales. High school sports events and carnivals are perhaps the best place to get eyeballs on a demo vehicle in a tight-knit geographic community. With today’s options in the aftermarket 12-volt world, it is easy to offer something for parents, students, and younger siblings simultaneously. A demo vehicle outfitted with aftermarket electronic safety, rear-seat entertainment, convenience, and a killer sound system will please all ages. Once they lay eyes on your beautiful creation, you are just one step away from getting them to ‘Like’ you on Facebook. How about a promotion, that if you ‘Like’ the install in front of us, we’ll enter you in a contest for us to do the very same thing for your car? Sounds like a pretty quick way to garner 500 or so people in your neighborhood who have an interest in mobile electronics. Granted, some are cheap and will probably not become customers. But maybe you can get one out of five – or their rich friends.