Although every industry’s marketing techniques are bound to have their own quirks and differences in what makes a successful campaign, automotive marketing is truly unlike that for any other retail. When you’re selling such a large-ticket item, the thought process that your customer goes through is much different. You aren’t necessarily selling someone on an immediate basis, so your marketing must do two things at once: spur those who are currently ready to buy to come to your lot, and also plant your brand in the heads of those who are not yet ready to buy so that when they are, they think of you.

In addition to the contrast between regular retail and automotive sales, there are many differences in marketing for the different tiers in the automotive industry. For example, marketing for a dealer group that covers one brand in the entire southeastern United States requires a different approach than promoting a single dealership that works with multiple car manufacturers.

Here are some things to keep in mind when marketing for an individual dealership:

– The image for the dealership versus the brand – Whether you offer a single make of car or several at different price points, make sure that there is continuity between your image as a dealer and that being put out by the maker of the vehicles you offer. For example, if you offer luxury vehicles that are traditionally portrayed by the manufacturer as being upscale and sleek, a zany, silly commercial is not likely to serve you well because it conflicts with that image. However, an understated yet impactful style would perfectly complement this established brand image. This is not to say, however, that you cannot work to change the perception of your fleet; just that the changes should be incremental rather than shockingly abrupt.

– Consider your customer – What is important to them? Determine their values as well as the order of importance of these values, and reflect these in your marketing. For example, if your customers mainly desire a luxurious vehicle but are also concerned about fuel economy, then highlight the styling of your fleet while also mentioning efficiency.

– Differentiating factors between you and other dealers in your area – Why does someone want to come specifically to your dealership? There are many places for people to buy cars, and you need to make a convincing argument as to why your establishment is worth the trip. Analyze your competition and determine what traits you have to offer that they can’t match. For example, if most dealers in your area offer limited used inventory but you have an exceptionally large one, highlight that in your marketing efforts. If many of the dealers strive to be known as offering cheap prices, highlight the value and quality of your inventory instead.

These are just a few considerations to make when undertaking an automotive marketing campaign for an individual dealership. An experienced marketing agency will be able to provide you with further guidance that is specially tailored to meet the needs of your individual business, and to craft a marketing effort for you based on your industry, regional market, and more.

Author Bio: Kara Alcamo, online content editor for Action Integrated Marketing: http://www.actionim.com

Category: Business
Keywords: Automotive Marketing Ideas, Automotive Marketing, marketing