It is that time of the month. The end of the month. The time when we lean into next month. Trying to overcome intense inertia.
Getting our messaging to market as fast as we can. Delivering the hard-hitting calls to action that will fill showrooms with anxious buyers.
Nothing is more frustrating than clipping through the first 10 days only to find the website has not been updated, SEM and display ads are stagnant, even old.
Leading up to a successful month start, everything has to go just right. You may be surprised, but there is actually planning involved. Shocker!
I am amazed at how many people think the internet is run on magic, rainbows, and unicorns. That things just appear…..
Planning needs to be at least ninety days out. I like to see the year broken down into quarters and then working down to the months.
Most OEM’s have a predictable yearly cycle. ( except this year.. thanks Toyota ! ) Much of our messaging is inventory based and we can predict what models will be in play from
stocking levels either on the ground or inbound. By the time the OEM announces incentives, it’s a matter of plugging in the numbers.
Or you would think.
Depending on others really sucks.
Especially for pricing. You would think we were asking for something hard. Not that
it is rocket science or anything, but getting pricing info is made to be this mysterious
task, that only a few can accomplish. Such BS.
Speed to market is vital, but getting there is sometimes a battle. Fought behind the scenes each and every month.