Create a referral program that rewards existing customers for sending people your way. Offer incentives such as cash or complimentary parts and servicing to those who recommend you to their friends and family. Create a brochure explaining your program and give it every person you sell a car to. If your customers are happy with the service they get from you, there’s a good chance they’ll pass your details onto anybody they know who’s in the market for a new auto, especially if there’s something in it for them.
Expect to see more medium and large dealer groups introduce new vehicle buying alternatives. The new dealership programs will provide a different level of experiences and flexibility that will have a massive impact on the concept of vehicle ownership.
Outbound marketing is interruptive and attempts to place information in front of a potential customer, even if they are not expecting or looking for it. Outbound tactics include traditional ads in newspapers, radio, and TV as well as broadly targeted digital ads.
To gain preference in the automobile market, automakers have to get out of their own way and ask themselves the difficult questions. Too much of the marketing and branding in the automotive industry is thinking inside out, which usually only results in promoting product features and using clichéd themes.
China’s car market rules are already designed to help develop the local industry. For one thing, foreign companies are only allowed to operate in China’s automobile market through joint venture (JV) partnerships, with foreign equity capped at 50%; these equity restrictions have been maintained by the most recent version of the Catalogue Guiding Foreign Investment in Industry, released in June 2017. In recent years, there have also been allegations from foreign players that Chinese regulators have employed legislation, such as China’s Anti-Monopoly Law—which saw aggressive enforcement against foreign automakers for alleged price violations in 2014—as a tool of industrial policy to chip away at foreign market share, in order to give local automakers room to grow.
Let’s look at the industry as a whole, at least from a United States perspective. Recent research from the 2014-2015 Automotive Advertising Outlook suggests half of auto advertising budgets would be spent on digital. The impressive finding was that the amount spent by dealers, both franchised and independents, was to climb 21.8%. The automotiove industry represents the second biggest advertising industry in the U.S.
Not only does DX3 offer top of the line digital dealer services, but we also have years of experience creating traditional marketing campaigns. We build full advertising campaigns from the ground up to ensure your message is heard loud and clear.
A common belief among small and midsize retailers is that acquiring these capabilities calls for a substantial investment in multiple technologies. However, this myth couldn’t be further from the truth.
Strategy 8. Use customer service commandments to create good habits. Bates Ace Hardware store located in Atlanta created “Twenty Customer Service Commandments” modeled after the Ritz-Carlton hotels outlining specific behaviors employees are to demonstrate when dealing with customers and fellow employees. For example, “Accompany a customer to the correct aisle instead of pointing to another area of the store.” They print the commandments on a small card and employees carry it with them at work.
Most are paid solely on commission, so they need to be persistent in their efforts to make sales each day. Because they work with other salesmen trying to make their daily sales quota, competition is fierce.
There aren’t many automotive direct mail marketing companies out there who have the experience and knowledge that Paxton brings to the table. Every month they surprise us with professionally-designed unique auto mailers that speak directly to our customers and bring them right into our showroom with cash in hand—most of these pieces have eye-catching scratch-offs or pull-tab games, and are actually fun for the customer to interact with. They are even venturing into the automotive digital marketing field, and that’s somewhere our dealership wants to be. It’s refreshing to pick up the phone and talk directly with the team at Paxton and not have to deal with a switchboard or call center. They stand behind their work and I simply would not do business with any other automotive direct mail company out there.
According to a recent student by Invodo, 74% all of internet traffic in 2017 will be video. In addition, 52% of marketing professionals name video as the type of content with the best ROI. So, implementing a YouTube channel for your dealership into your marketing plan may not be a bad idea. You could use your videos to show new weekly deals, or get more creative by taking a video camera along on a test drive with a client to show their true reaction to some of your vehicles. After you’ve created the videos, display them prominently on your webpage so that they’re easily accessible by everyone.
A system and method for providing customized reports regarding pre-sale auto interest is enclosed herein. The reports are configured to provide pre-sale marketing research information about potential shoppers of particular auto models. The reports are also
Based on our experiences and analyses, we estimate that about 7 percent of the total cost to serve consumers, or nearly one-quarter of automotive marketing and distribution costs, can be reduced based on a typical traditional dealer operation. (See Exhibit IV.) cost reductions derive from three sources:
In a way, dealerships are the keepers of the brand’s flame, which is why we’ve always wondered why so many car dealership commercials are so amateurish and, often, ridiculous. What are they trying to achieve, other than copying Cal Worthington?
When I buy a car I research the bejesus out of the things and usually walk in with a print out of the exact model, package, and options I want. I’ve never actually bought a car on the lot, its always special order and I pretty much know what the negotiated price should be. I have a bank loan lined up and don’t need your credit dept.
Traditionally, the manufacturer fulfills this information gap for the buyer. This is supported by statistics uncovered by Google’s study citing “manufacturer interactions” as being the most significant touchpoint throughout the buyer journey.
CIOs have known for a long time that smart processes win. Whether they were installing enterprise resource planning systems or working with the business to imagine the customer’s journey, they always had to think in holistic ways that crossed traditional departmental, functional, and operational boundaries.
After WWII, it was basically defunct as US automakers wanted no part of it. Ford EVP Ernest Breech said it “wasn’t worth a damn” and its primary model, the Beetle, was considered laughable. It survived by producing cars for the British Army and gradually became the powerful European brand it is today.
As local search is an extremely powerful tool it is worth investing in SEO or being aware of what keywords you rank for. To receive a manual SEO audit report for your website, click here and see what your score is.
I hate to ask, but why are you getting rid of a 1 year old car? You’re going to get seriously hurt on trade in value and depreciation (especially on a domestic car which traditionally doesn’t hold its value well – sorry they sell a lot of them to rental companies).
Look for more action by the telecoms to get involved, as mobile devices will provide the missing link to V2V communications.Forward leaning metro dealers will skip the buy-online investment, and instead lay the framework for fleet management. As OEMs conspicuously move away from the retail model, committed dealers will be proactive in protecting the business they’ve worked so hard to maintain.