RV PRO

December '17

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58 • RV PRO • December 2017 rv-pro.com B U S I N E S S Adapting to Advertising's Changing Landscape The field of conquest for a customer's attention in advertising has changed dramatically in recent years. Newspaper and telephone book ads are significantly less relevant to consumers today than they were even 10 years ago. Dealers need to constantly evaluate the best use of their limited advertising dollars. By Chuck Marzahn Chuck Marzahn is a partner with Marzahn & King Consulting, a well- known consulting and training firm specializing in the RV industry in Virginia Beach, Va. He can be reached for comment and questions at Chuck@ MarzahnAndKing.com. A dvertising. Marketing. Promotion. Shows. These terms all have a different context than they did even 20 years ago. Now, it's more along the lines of: SEO. CRM. Social media. The advertising game has permanently changed. Years ago, a mentor of mine, Jim Quinn, spoke to a group of us regarding how we should think about advertising. Jim was working on his Wharton MBA and was a more of a gusher than a flow of information. He also told us about value being a three-legged stool whose legs were price, convenience and perceived quality. You get to pick two, but can't have all three. The Four P's Quinn spoke about the "marketing mix" of product, price, placement and promotion. In the promotion part of that mix, he included adver- tising. He taught us that advertisement itself was a mix of media used to reach the customer with a message of value. He used to say that if: 1. You had a high-quality product that was either convenient or inexpensive, and… 2. You communicated that message aggres- sively through advertising… 3. People would beat a path to your door. The next part Quinn taught us was that we had to pick the best way to reach most customers with that message. That got a bit more technical.

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