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Automotive Dealer Marketing Basics For Your Dealership

As the owner of a new or used car dealership, you’re bombarded with business decisions every day. Many of these decisions fall into these three categories: staffing, inventory and operations. Intuitively, most automotive dealers resolve these problems quickly to everyone’s satisfaction. But, what happens when you’re faced with complicated issues such as whether to expand or relocate your business, whether to bring in a diferent inventory or make a major purchase? At these times, a little marketing know-how goes a long way.

Follow these three marketing steps to ensure the success of your dealership:

1) Market Analysis
2) Planning
3) Marketing Tactics

Step One: Automotive Dealership Market Analysis (3 C’s)
The automotive industry is rapidly changing, and it’s exciting to offer new products and services to your customers. Your image is tied to staying abreast with customers. But, how do you determine which is right for your dealership? Start by focusing on the 3 C’s of Market Analysis: customers, competitors, and company. You’ll need to look at all three areas and see how they stack up to make an objective decision.

Customers
Look first to your current customers. Who are they and how do they make their purchasing decisions? Do they fall into a demographic that will utilize your inventory or services? Do they have the resources to pay for it? If your current customer base won’t do repeat business with you, how can you guarantee that new customers will?

Competitors
Now look at your competitors. Who are they, and what inventory and services do they offer? What are their strengths and weaknesses? Visit new dealerships in your area, and see how they’re positioning themselves. What do your top competitors do better than you? What is their strategy? How do they market themselves? Take a look at their prices, staff, and service menu. How does their ambience compare with yours? Find out as much as you can about them, and use that information to make changes that will benefit your dealership.

Company
Now take a hard look at your own company. What are your core competencies? What are your strengths and weaknesses? What is your financial situation? What is the culture at your dealership? Is your staff eager to learn and adopt new customers service skills? Are you adequately funded for major purchases? How about money for training? If you’re contemplating a move, will your staff go with you?

Step Two: Automotive Dealership Marketing Plan
This is when you set clear objectives. Consider which customer segments to target and how you’ll draw them to your service. How will you differentiate yourself from the competition and how can you sustain your market position? Brainstorm to come up with a list of benefits that you can use in your marketing campaign. Focus on the emotional impact of your product and service. Think about what your customers (or potential customers) value. Do they attach importance to great customer service, customized treatments, and personalized, human touch? How about value and saving money? Perhaps your customers prefer small, independent professionals over large companies and retail chains. With proper analysis, you’ll come up with a list of benefits that you can use consistently in all your marketing collateral, including your website and online marketing.

Step Three: Automotive Dealership Marketing Tactics (4 P’s)
This stage deals with the nitty-gritty of marketing tactics. You’ll look at your inventory, their prices, your promotions, and place (commonly referred to as distribution); and how they affect positioning your dealership. By focusing on the 4 P’s, you help shape the perceived value of your products and services in the minds of your customers, thereby eliciting a positive response. That should be your primary goal. Bear in mind that many outside and inside factors contribute to the overall success of your marketing campaign.

Conclusion: By answering some broad-based questions, you’ll have a clear idea of the major problems, opportunities and threats facing your company. You’ll be able to formulate a strategy to address these areas and devise a marketing plan to execute those ideas. Good strategic thinking should be based on careful market analysis. Never make the mistake of letting tactics drive strategy. Start your marketing framework with the 3 C’s, move on to setting your objectives, and then formulate your marketing plan with the 4 P’s. Following these three simple steps will help guarantee success.

Need help with your marketing plan? We have a "done-for-you" plan you just need to fill in the blanks. Call 866-927-0437 or use our contact form for more information