Car dealerships are involved in one of the most cutthroat businesses there. The competition is tough, and it should make a lot of sales in a year (from a limited pool of potential customers) are expected to profit. The most crucial factor in getting those sales is giving people a reason to come through the doors, and this will require a focused marketing campaign. Often these campaigns are multi-pronged; let’s take a look at some ways successful car dealerships have brought their companies on the market.
Match send the message to the target. A successful business person goes to another idea of the perfect car than the young mailroom employee just starting to have; a senior has different needs than a twenty-something. In each locale, there will be a wide range of people with an even wider range of requirements when it comes to a dealer. Any advertisement placed by a dealership should have the demographic of the medium in mind.
For example, if your dealer offers a discount or rebate on some models to post-secondary graduates, it’s a good idea to mention the opportunity in an advertisement in a local university or college newspaper. Recent grads jump at the opportunity for a deal, and this type of program always generates interest.
Radio advertising is another area where a target demographic can be identified. Air play formats are designed to appeal to a certain group; listeners often very similar in age, lifestyles and even gender. There is no point in advertising a sale on used or new muscles cars on a station that caters to women with families; In the same spirit, there is no better place to advertise truck prices than on a country station.
Make a Memory. Catchy jingles that get stuck in a person’s head may seem cheesy, but they tend to work. People do not realize that they pay attention to commercials until they have a need, and the song they heard about what a great guy the owner of the local dealership is pops into their head. Guess where their first application for a service or sale is going to be? Do not underestimate the power of a hokey ad.
Try Local sponsorship. Another method is successful in promoting a dealership is in sponsorship. There are many charities and opportunities in each community, and it is in the interest of the dealer to lend a hand through loaning vehicles or providing some aspects of the services provided to these events. Name placement is the key here, and attaching your name to a charity.
Probably most of these ideas will sound old to you, but the fact is that they are tried and true. All of the methods that we are here to list part of a successful, integrated marketing strategy that will see customers come through the doors of a dealer interested in the stock. Now the staff of sales to make the pitch and close the deal.