People frequently see car dealership commercials and ads on TV stations, billboards, and online. Unfortunately, people may see those ads so often that they all seem similar, making it difficult for your dealership to stand out. If you want your auto dealership to stay in your audience's minds over competitors, being creative and having a good strategy in place can make a difference.
If you want to learn more about how to market your car dealership effectively, consider these auto dealership marketing tips to differentiate your brand.
1. Use a Targeted Approach
TV can be a great marketing outlet to reach people at a broad level, but over-the-top (OTT) ads are better for hyper-targeting your demographic. Consider the fact that around one in three potential car buyers knows what they want. Using highly targeted advertising that reaches the right people at the right time, you can help people make that buying decision that brings them to your dealership.
OTT ads enable you to target specific online video streaming programs and reach many audiences who aren't watching traditional TV. Using these ads, you can target more specific demographics, including:
- Geographical location
You can also target the audience of competing dealers in your location that might benefit from your services or inventory.
2. Incorporate Digital Ads
Digital ads are also essential to use in addition to TV and OTT ads. The fact is that automotive consumers tend to visit as many as four websites when deciding whether to purchase a vehicle. Digital ads can help you reach these people and keep their attention throughout the buying process. These ads are ultimately a great way to appeal to anyone online who might be in the market for a new vehicle.
Some of the different types of digital ads you can use include:
- Banner ads — These ads will show up on a web page's top banner to grab people's attention once the page has loaded.
- Social media ads — You can post image or video ads on social media that appear in users' news feeds on Facebook, Twitter, Instagram, and other platforms.
- Paid search ads — Ads appear in search engines above organic search results, grabbing users' attention as soon as they perform a relevant search.
A combination of these can help you reach as many people as possible and stand out from the stiff competition your dealership likely faces.
3. Deploy Customized Email Campaigns
Using email marketing campaigns, you can send out offers that may bring people back to your dealership, regardless of whether they're currently in the market for a car. Email can be an effective way to meet your audience in the middle and make sure your brand has some staying power among your audiences.
You can send personalized emails to your audience that speak directly to them as prospects or existing customers, which further helps your emails break through the noise in their inbox. Another benefit of using email is the ability to track these campaigns, which can help you gauge which campaigns are performing well and require additional optimization.
4. Create Unique Marketing Materials
Dealership marketing often looks the same, with many dealerships pulling the same tricks and using similar ad formulas to attract their audiences. As people become over-saturated with dealership ads and commercials, figure out ways you can stand apart with your marketing materials.
Take a look at what your competitors are doing. Ask yourself what makes their ads seem to blend, and try to decide what you can do to make your marketing materials more memorable. You can then invest the time, effort, and budget necessary to create marketing that effectively establishes your brand.
5. Retarget Previous Customers
It's necessary to retarget existing customers with your marketing if you want to maximize retention. You can use retargeting ads along with email campaigns that remind people to come back to you. For instance, people who purchased a vehicle from you and visited your website may encounter future ads that help them consider returning to your dealership for additional features or services.
Retargeting ads can also reach people who may not have made a purchase yet but browsed your website in the past. Meanwhile, emails can remind past customers to take their vehicles in for service when getting an oil change or another service.
Get the Most from Your Dealership Marketing with the Right Strategies
Using any of these strategies to differentiate your dealership and attract customers can ensure your marketing spend doesn't go to waste. Implementing a unique approach and appealing to all of your audiences can help you improve your ROI. You can also work to keep existing customers coming back to you as you maximize retention. If you would like some help developing a winning dealership marketing campaign for your business, consider working with a media partner to better target your audience.