>I saw these balloons floating high above a car dealership the other day. Suddenly, I had this strong urge to turn into their parking lot and buy a car.
I often wonder if that’s what car dealers think happens when they fly those elaborate balloon formations over their dealership. Somehow, the alluring hypnotic power of balloons will make you purchase a car when you weren’t intending to do so.
One local car dealer spends $3000 a month on balloons as part of its marketing budget. They assemble several large balloons together in an intricate formation called the “Sky King” and fly it 30 feet or more above the showroom. This well-crafted weapon can then be seen from a greater distance, thereby exponentially increasing its magical marketing powers.
Why do they do it? I think they learn it in car dealer school. They fly balloons, they fly banners, and have phony liquidation sales. They think that’s what they’re supposed to do because everyone does it. They are trapped by their own industry-think.
The same dealership that spends $3000 a month on balloons won’t spend $1200 a quarter to send a newsletter to its existing customers with money-saving service coupons. Why should they? That’s just not how it’s done.
So what balloons are you flying over your business? What’s your Sky King? Is there some marketing technique you are using just because everyone else in your industry does it? Maybe it’s time to try something else. Look at other non-related industries for marketing techniques that you could apply to your business. Why not be unique instead of just like everyone else?
For more small business marketing, see my website: www.themarketingspot.com