Car dealerships need to focus on both attracting new customers and retaining old ones through various marketing campaigns such as giveaways, contests, and targeted mailers. Sponsoring local events and offering bonuses with new car purchases can also help generate new business.
In order to run a successful car dealership, it can be important to address several issues through marketing campaigns. Some types of car dealership marketing are good for attracting new customers, such as sweepstakes, contests, and free gifts for anyone who requests a test drive, but it’s also important to focus on customer retention. Specialized marketing campaigns for automotive dealers that reach out to former customers can help grow future business. Some marketing tips to help with customer retention are to send mailers for a free or discounted service, or simply to send cards on a holiday or on the anniversary of the day a car was purchased.
The automotive dealership industry can be highly competitive, so marketing efforts typically play a very large role in developing new customer relationships and maintaining old ones. Both of these types of customers are necessary for a business‘s long-term success, so good advice for car dealership marketing is not to overlook either category. While it may be perfectly acceptable to one-up marketing campaigns, it’s generally a good idea to maintain a variety of different marketing efforts for maximum effect.
There are several ways car dealerships can attract new business through marketing. Local TV and radio ads are popular, although it’s important to keep target demographics in mind when buying ad time. Radio stations often have very specific demographics, which can make it easier to target listeners who would be more likely to buy from a particular dealer. Sponsoring local charitable events, such as golf tournaments and auctions, can also help attract business.
Giveaways, sweepstakes, and contests are also good marketing ideas for car dealerships. Not all people who show up for these types of events will be qualified buyers, but many will. As a condition of entering a raffle or receiving a free gift, it’s generally a good idea to request contact information. This should include an email address in addition to traditional forms of contact information, as this can provide the dealership with even more marketing opportunities. Offering to provide free gas, service, or other bonuses with all new cars can also help generate new business.
In addition to all the various car dealership marketing campaigns that can attract new customers, there are also different ways to retain old customers. About half of all new car buyers replace their vehicles within five years, so it can be very important for a dealership to capture those repeat sales over the long term. One way to do this is to maintain contact with previous customers through targeted marketing campaigns. It can also help set up special incentives on trade-in or buy-back programs for previous customers.
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