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Discuss Managing Your Marketing in the Blogging and the Car Business forum at Car Dealer Forums; How are you managing your marketing? Or should I ask, are you? Some of the ...
  1. #1
    Senior Member
    Join Date
    Oct 2009

    Default Managing Your Marketing

    How are you managing your marketing?

    Or should I ask, are you?

    Some of the fatal mistakes automotive dealers make is the shotgun marketing approach, hitting all your customers as many times as possible. I know you have heard this all before, but I am going to say it once more - you don’t want to make your customers numb to your message. One of the critical steps in managing your marketing is to determine why you are communicating to the customer.

    Are they due for service? Most of you are on an automated program that communicates to your customers during their vehicle lifecycle. These campaigns are timed by business rules that are based on the vehicle needs, driving habits, etc. Just because they are automated does not mean you cannot improve your results and market more efficiently. Review your reports to see who you are targeting and how or if they are responding. A customer data driven mapping tool can be a great way to help you see a snapshot of your customer database You can view which zip codes have the higher response rates and customer spend with just a mouse over. Review your enrollment detail in the program. You can adjust your radius after seeing how far your customers will travel for service. You need to own your 5-10 mile radius around the dealership for service. Are your offers relevant and priced comparatively with the market? A reasonable priced offer is more effective than a percentage off. Remember – your customers may not know your prices so a percentage off offer doesn’t give them an idea of value.

    Are you trying to build traffic? Alright, I fibbed – I am going to say it once more…you don’t want to numb your customers to your message. Therefore, depending on the relevancy of your offer, you may want to consider suppressing the above-mentioned customers from your custom campaigns. Sales prospects will travel further for a perceived value offer - keep the radius open on this communication. Track your campaigns to see which offers and formats have a higher response rate. Refer back to those formats when creating new campaigns.

    Ok now that I have said not to blast your customers with too many messages, I am going to put a twist on this. There have been tests that prove receiving the same message across multiple channels increases your response rate. How do your customers want to be communicated to? Email is a more cost effective channel and more and more customers prefer to receive emails, but don’t forget about those customers that just prefer a letter. Keep in mind the demographics of your target audience.

    Stay involved…manage your marketing.

    ~ Marcie Hopey, Product Manager @ DMEautomotive

    Marcie has 15 years of extensive experience, of which 10 are in the automotive industry, with strategic planning, market research, media and events. She has a successful track record for implementing new marketing plans to expand market share and grow revenue. Marcie possesses a forward thinking approach to business with an emphasis on bottom line results. As DMEautomotive’s Product Manager Marcie is responsible for the company’s Direct to Dealer Program, product development and data analysis, client services, and customer retention.

    Original blog location: Automotive Direct Marketing: Advice from the experts at DMEautomotive: Managing Your Marketing

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  2. #2
    Join Date
    Sep 2010


    When a small business plans on beginning to market their business over the Internet, it can be very difficult finding what is necessary to create an effective marketing campaign for their business. A variety of places on the Internet specialize in Internet local marketing for communities, but it can still be tough to find what is necessary to make the company successful.
    Many small businesses assume that Internet local marketing is a simple process that takes little effort, which causes disappointment when their business fails during its launch online. Over the course of the last decade, a variety of different marketing ideas and tools have become available to small businesses, making it much easier for them to succeed in the virtual world.
    There are a variety of Internet local marketing services that are available to most local businesses. One of the most popular marketing ideas is SEO or search engine optimization. This is still a rather new technique, but it is one that is beneficial to any size of business.

  3. #3
    Junior Member Local Auto Marketing's Avatar
    Join Date
    Sep 2011


    Absolutely Finnegan! If a dealership is internet driven, focused on driving traffic to their website, and then to the dealership lot..I would say to apply as many SEO techniques as possible, or outsource to somebody who can. However, there is only so much that you can do to your content, meta, title tags, backlinks, reviews, & blogs that can generate organic traffic. It is important to monitor monthly traffic & make sure it stays consistent, & page rank will increase over time.

    Therefore, if you are really geared towards generating online traffic that will convert into sales, then discontinue direct mail ads, newspaper or trader mag ads, and radio... Continue with tv placements once a month, and focus all of your attention & budget on internet / Search engine advertising. The big players in the major markets are spending in the area of $20,000/mo!! Yes, $20,000 a month!! Don't fret, that is not a budget every small dealership has to consider, just an idea of how important it is to advertise online. Manage your budget, control your key phrases, balance long-tail keywords with short-tail bids, & you should see an increase in ROI.

    -Management, LocalAutoMarketing dot com

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