Lucas Cars Returns Marketing Focus to New Jersey

Share Article

It's difficult to get a handle on where every segment of your total sales volume is going without taking drastic buyer survey measures. For Lucas Cars in New Jersey, they're trying to get a handle on what's happening with the help of a targeted marketing shift.

The constantly shifting condition of the economy, as well as the means through which people are finding new opportunities online, has brought many an industry into pretty drastic modes of change. In the case of car dealerships, new business opportunities can turn into new business ruts. Such is the case for Lucas Cars, pursuing every avenue to sell new cars and used cars in Lumberton NJ.

Any number of factors can dictate the general consumer desires behind traveling to purchase a car, and obviously it varies from region to region. As for how Lucas has been moving their used cars Burlington NJ drivers seem to be more interested in their wares than Philly drivers, so they've had to shift their internet marketing focus back to their more local region in the hopes of selling over target.

Previously, it was seen as fitting to market Lucas into neighboring Philadelphia, a market that seemed big enough and ripe enough for the plucking. However numerous factors apparently coalesced into a general malaise in Philadelphia car buyers, reducing the likelihood of their willingness make the trip over the Ben Franklin bridge such that for used cars Mt Holly NJ didn't seem a very appealing place to pay a visit.

Any number of factors could be primary contributors to this situation, competitive undercutting, a regional sales lull, or maybe just the nature of getting over the bridge. The fact remains, though, that the typically lucrative and successful tactic of targeting the largest and nearest market region proved unsuccessful.

Knowledge of this consumer lull came from a survey of their car buyers' home addresses, which proved to be, in a smaller margin than was hoped, from Philly. The majority of their interested and committed car buyers were coming right from their own back yard, and so it seemed that the only intelligent course of action was to redirect their marketing focus so that they can push their used cars in Bordentown NJ off the lot like they want to.

Admittedly, observation of the success of their shift will be even less precise, as they'll only be able to attribute success simply to an overall increase in sales if indeed the base volume of nearby buyers remains constant, and the new wave of internet buyers comes in to pile on. That's because they won't simply be able to measure against a proportion of buyers from a completely different area, i.e. Philadelphia. For now, more drastic measures like very specific buyer surveying have been eschewed, mostly because things simply aren't that dire.

Time will tell if their reallocation proves successful. Suffice it to say that they're ready to crunch the numbers as hard as need be to keep things humming along.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Evan Walker

386 871 6071
Email >
Visit website