Engagement MarketingCampaigns and strategies that drive showroom traffic
Auto dealers are often challenged when it comes to marketing, advertising and creating a well respected local brand. It’s not for a lack of entrepreneurial spirit, but creating marketing and advertising campaigns requires a different perspective. Silly commercials with screaming managers (see attached) joking around and yelling out low payments does nothing to build trust in a dealership and if anything perpetuates the perception of an unprofessional industry.
MARKETING PLAN OF THE MONTH
Remember the Book of the Month Club? Every month you got a brochure listing selections of popular books. If you didn’t select an alternate you were sent the main selection. You didn’t have to browse book stores or read the Book Review section of the Sunday paper, you had a “resource” that kept you up to date every month on your reading. Our program works in a similar fashion, but is thousands of dollars less than you would pay an advertising agency for similar functionality.
Every 8 to 12 weeks we send your dealership a marketing plan for a specific promotion, event, or internal morale and brand building program. We target different groups, leverage seasonal opportunities to make sure things are fresh, engage local organizations, and work to make your dealership stand out from the other “me too” advertising programs.
The plans provide a step by step guide to plan, implement, and execute the strategy for a successful promotion. When additional point-of-sale materials or advertising specialty items are called for, you have the option of enlisting our team to assist in fulfillment, or you can use any other resources of your choosing. Our team is available to provide guidance and answer questions about any of our marketing plans. Costs will vary and the decision to implement any of these programs rests with the dealership. If your dealership wants something special our team can assist in that area too. . . just ask!
TIME TO BREAK THROUGH ALL THE NOISE
Social media channels have lots of noise and most most of these platforms were not designed for advertising. More consumers are using ad blockers on their Internet browsers making it tough to get any message heard, especially when it is “the same old car dealer pitch.” This is where a targeted program focused on message delivered in a warm and friendly tone reaches consumers and in-market auto shoppers.
We believe there are not any bad advertising channels. Effective advertising is about sending the right message on the right medium to the right people. Since most customers live within 18 miles of the dealership, most efforts in engagement marketing should be targeted at the local level and use a combination of media and social channels.
YOUR ADVERTISING AMPLIFIES YOUR CULTURE (PERCEPTION IS REALITY)
There’s no shortage of auto buying prospects; you just have to engage them, get your message heard, and show them they can trust you to take care of them during the buying process. If you run commercials that are typical dealer fare, most of the viewers will perceive you as a typical car dealer. If you are not a typical car dealer then you need a new approach to change how people perceive you.
COST EFFECTIVE PROGRAMS
Want something special to stand out? We also have access to Hollywood talent to appear in your commercials and at in-person events. One of these actors appeared in the movie “42” about Jackie Robinson’s first year in the majors, and worked with Daniel Radcliffe (Harry Potter) in the new film Imperium, coming out in the fall of 2016.
Because our competitors are reading this right now we can’t share any more details here; but when you contact us we’ll be happy to share highlights and the real value of implementing a holistic program to match your dealership’s culture and market.
What are you waiting for? Call or text us at 216-978-0281 and lets get this show on the road.
Quite simply, we validate good dealers who care about their customers, their employees, and their communities.
Here’s a hint on some of the programs we will introduce and the markets we target for dealer clients.