Branding is critical to success in the auto industry – not just for manufacturers but also for the dealerships selling their vehicles.  

However, many dealers struggle to build their image and rely too heavily on the brands of the cars they sell, finding themselves lost in the shuffle of a saturated and fast-paced market. 

Emerging from the pack and taking the lead from competitors requires a new strategy that makes the operation stand out to would-be customers. That strategy should include revamped marketing campaigns for car dealers. 

This article discusses four tips for designing that campaign. 

Building Marketing Campaigns for Car Dealers: 4 Strategies 

All car dealers should consider the following steps when designing a new marketing campaign: 

1. Identifying the Target Market 

The disparities between diverse target audiences are among the most crucial factors that car dealerships must consider. For example, an unmarried customer with no children will likely have a different list of concerns than a married couple with several children. 

Those varying factors might include: 

• Needs 
• Wants (i.e., optional features) 
• Objectives 
• Budget 

When laying out their marketing strategies, dealers need to consider this because various elements, such as messaging, timing, and media channel, need to be maximized for each category. 

2. Revamping the Dealership’s Online Presence 

Would-be customers are likely to research a new dealership online before visiting, and an outdated website with broken links or poorly maintained social media page might discourage them from making the trip.  

As such, dealerships must ensure that their online platforms are updated frequently and accomplish the following: 

• Maintain a courteous and professional tone 
• Highlight noteworthy events happening soon 
• Advertise new inventory 
• Include success stories with client testimonials 
• Use engaging photos   

Dealers should also leverage performance tools to analyze how these online activities fit the marketing campaign. One element of a larger strategy that includes online and offline touchpoints should be digital.  

The team can further focus on critical initiatives by developing an omnichannel strategy with an attribution model that can link social media, digital, and offline advertising to sales. 

3. Creating a Strong Brand of Sales Reps 

It can be a significant opportunity lost when managers do not give their salespeople a chance to establish themselves within the dealership.  

Individual reps should be free to let their personalities show through to the public. These expressions might come in the form of more informal online platforms (such as Instagram) where staff can:   

• Share images of their favorite cars on the lot 
• Take pictures with satisfied customers 
• Record fun activities happening at the dealership   
• Show examples of community involvement  

Not only can this improve client connections and humanize the business, it will also make salespeople feel more appreciated. 

4. Monitoring and Responding to Online Reviews 

Customers searching for a new vehicle are likely to read reviews of nearby dealerships and avoid those with consistently poor marks – making positive reviews extremely valuable. 

Dealers should make a concerted effort to acknowledge those customers who took the time to speak highly of their operation. A thoughtful gesture might be writing appreciative comments under the review. To make those remarks more personal and genuine, the dealer might consider mentioning: 

• A memorable moment during that customer’s experience 
• The salesperson who helped them 
• An interesting fact about the car they purchased 

Adding these customer-specific talking points can improve that relationship, promote brand loyalty, and make a good impression on potential customers reading those reviews. 

However, negative reviews become a near certainty at some point because satisfying every customer is nearly impossible. Dealers must follow a game plan for those uncomfortable situations, and the strategy should include responding positively to those criticisms. 

Even if the comments are difficult to understand or appear inaccurate, it is to the dealer’s best advantage to interact with those dissatisfied customers and take the feedback seriously. A positive, accepting attitude demonstrates a willingness to put things right. 

The Best Marketing Campaigns Need the Best Technology 

Remember that your brand’s reputation comes first and investing in a brand image that stands out from competitors is critical. After developing a distinctive experience for your dealership, you will establish a culture that encourages repeat business.  

However, establishing that culture requires the best digital solutions that identify and track the right prospects, deliver compelling content that covers them into leads, and ultimately, place them in your showroom.   

Contact us today and learn how Affinitiv’s innovative data-driven solutions can help you design marketing campaigns for car dealers that bring more foot traffic to your dealership and promote brand loyalty.