When it comes to retail advertising, your “best offer” might not actually be the right offer. Why? Because every market naturally sets its own pricing expectations within a given product category. Whether you’re selling home repair services or new trucks, in-market consumers have a sharp sense of what qualifies as a good deal—and what doesn’t.
If you fail to align your advertising with what the market expects, you’re not just missing an opportunity—you’re potentially throwing away thousands of dollars in wasted ad spend.
Take Dallas, Texas as an example—one of the more aggressive automotive markets in the country. Right now, competitive offers on a new Ford F-150 range from $12,000 to $15,000 off MSRP. If your dealership chooses to advertise a $5,000 discount on the same vehicle, you’ve essentially told savvy shoppers to look elsewhere. Whether you meant to or not, the message is loud and clear: Don’t buy from us.
So what do you do if you can’t—or won’t—match that market offer?
Luckily, retail offers come in many shapes and forms.
Advertising isn’t just about undercutting prices. There are many ways to position a product to drive interest: price, payments, trade-in bonuses, value-added perks, limited-time bundles, or even finance terms. But the first step is always the same—do your homework. Understand what the market is doing, what your competitors are offering, and how local consumers are responding.
Once you’ve gathered that insight, you can position your offer differently—perhaps it’s not $15,000 off, but a compelling low monthly payment or a lease special that still makes sense for value-conscious buyers.
Remember this: If your advertising isn’t stirring up at least a little heat, your retail message probably isn’t strong enough. A good retail ad doesn’t just inform—it disrupts, attracts, and compels action. And in a competitive market, that only happens when your offer reflects what the market actually values.
