To run a successful dealership, it can be important to address different issues through marketing campaigns. Some types of auto dealer marketing are good for attracting new business, such as. B. Raffles, contests and freebies for anyone who wants a test drive, but it's also important to focus on customer retention. Specialized marketing campaigns by car dealers that target former customers can help boost future business. Some marketing tips that help with customer retention include sending mailers for free or discounted services or sending cards on holidays or the anniversary of the purchase of a car.
The dealership business can be very competitive, so marketing efforts usually play a very important role in building new customer relationships and maintaining old ones. Both types of customers are necessary for the long-term success of a business, so a good tip for auto dealer marketing is not to overlook either category. While it may be perfectly acceptable for a marketing campaign to spread one over the other, it is generally a good idea to do a variety of different marketing efforts to achieve maximum effect.
There are several ways that auto dealers can use marketing to drum up new business. Local television and radio advertising is popular, although it is important to keep the target demographic in mind when buying advertising time. Radio stations often have very specific demographics that can make it easier to target listeners who would be most likely to buy from a particular dealer. Sponsoring local charity events such as golf tournaments and auctions can also help attract business.
Giveaways, raffles and contests are also good marketing ideas for car dealers. Not every person who shows up for these types of events will be a qualified buyer, but many will be. As a condition of entering a sweepstakes or receiving a free gift, it's usually a good idea to request contact information. This should include an email address in addition to the traditional contact information, as this can provide the dealership with even more marketing opportunities. Offering free gas, service or other bonuses on all new cars can also help generate new business.
In addition to the many marketing campaigns that dealerships can use to attract new business, there are also many 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 these repeat sales over the long term. One way to do this is to keep in touch with past customers through targeted marketing campaigns. It can also be helpful to offer special incentives for trade-in or buyback programs for former customers.