Fierce Competition Calls for Modernized Marketing Plans

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Dealers in highly competitive markets must check to see if their old marketing strategies still make sense. Print and broadcast advertising play an important role, but newer strategies need to be implemented in order to compete successfully. Using technology and the Internet and seeking out expert help can maximize returns.

All too often, dealers in highly competitive markets automatically renew advertising contracts year after year, without checking to see if their marketing strategy still makes sense. Dealers who need to rise above the crowd and attract customer attention can no longer afford to be behind the marketing curve.

Zeroing in more quickly on quality leads and appealing more directly to customer desires usually requires expert help. Marketing has become a sophisticated science that expands beyond the simplification of what works and what doesn’t. While print and broadcast advertising play an important role in any marketing plan, newer strategies need to be implemented in order to compete, even on the local level.

Retailers have learned some hard lessons that are now driving marketing strategies. Messages that are customer-driven, rather than product-driven, require focus on customer wants and needs. Knowing who walks through your door is as important as understanding why they walk through your door, what drove them there, and why they chose your dealership. Understanding customers by listening to their feedback and learning all you can about them are critically important. That information is the key to more effective advertising of staffed events and other promotions.

Computerized information management and the Internet represent the most dramatic innovations in automotive marketing. A user who shops dealer inventory on an interactive website, attends a staffed event, or fills out a survey provides a wealth of information about customer needs and desires. The technology puts the dealer in a position to get the customer’s help in marketing the product more effectively. The power of database management programs to segment the market puts more effective direct mail, staffed events, and online promotions within the dealers’ reach.

Sales360, the leading provider of automotive consulting and marketing, supports dealerships of all sizes in all markets. Sales360 focuses on technology and web-based solutions to enhance traditional lead management and guarantee successful staffed events. Innovative software and web applications enable dealers to acquire more qualified prospects and measure the effectiveness of their marketing campaigns during staffed events and other customer contact points. In addition, Sales360 maximizes the return on broadcast advertising by offering a wide array of production capabilities and professional staffing to assist in getting the lowest rates, uncovering unsold inventory, and reinforcing the client’s message.

With so much at stake in successful marketing, such expert help is a must for keeping ahead of the competition.


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Mike Paine
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