Dealership Marketing 101 The rule of 7

The other day, my colleague and I were discussing the differences between marketing in "the real world" versus marketing in the college classroom. I mentioned how much grittier and raw marketing could be when working for a customer as opposed to a professor. She thought college was harder. Working under the watchful eye of a professor who would oftentimes mark down what seemed to be a perfectly well-thought out marketing strategy simply because of a misspelling or lack of clearly defined goals, easily turning an "A" grade into an "F" in a matter of minutes. Practical application of marketing methods and theories were not just suggested, they were mandatory.

After this discussion, I started thinking about some of the most basic marketing rules I learned in college. "The Rule of 7" was one of those marketing methodologies that really stuck with me. 

For dealerships that struggle with regular conversions, I would like to share "The Rule of 7" with you in hopes of improving your internal marketing strategies.

What is "The Rule of 7"?

Dealer Marketing Magazine describes it like this,

"the Rule of 7 is a basic principle that addresses consumers’ need to hear and see a marketing message several times (at least seven) before they consider buying from you".

The rule of seven is one of the oldest concepts in marketing.

How can I implement "The Rule of 7" in dealership marketing?

1. Try every form of media possible. Be repetitive and persistent. Postcards, paid advertising, social media advertising, video, commercials, radio spots, guest blog postings, email marketing. 

3. Crash the party. In other words, show up wherever you think your prospects frequent, online and offline. Don't pigeonhole your efforts. Life happens outside of the virtual world, especially for a demographic that engages in powersports! For a dealership, this could be local events, trade-shows, local meetup groups.

4. Be the party. I can't think of a better way to test the waters. Run a contest. Host an event at your dealership. Get some live entertainment! Harley Davidson dealerships are known for this approach. Heck, if you can get them through the door - you are closer to closing the sale!

Will "The Rule of 7" work for my dealership?

Take a look at the numbers.

  • 2% of sales are made on the 1st contact
  • 3% of sales are made on the 2nd contact
  • 5% of sales are made on the 3rd contact
  • 10% of sales are made on the 4th contact
  • 80% of sales are made on the 5th – 12th contact

How do I get started?

If your dealership has an internal marketing person or group, start brainstorming. If your dealership does not have someone internally, Ride Marketing can help. We specialize in powersport & RV dealership marketing. From digital marketing to dealership website design and development - Ride Marketing is ready to help you get started.

Contact us using our online form or call us directly at (913) 317-8305.

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