Best Car Dealership Marketing Strategies and Plan 2022

Car Dealership Marketing Strategies

When we talk about car dealership marketing strategies or car dealership marketing plans, we talk about structured marketing actions that ultimately bring in big sales.

Every company wants big clients and revenue – but sometimes making that statement is easier said than done, from doing newspaper ads to posting on Facebook to contacting customers answering cold calls. Maybe you’ve done a lot to market your business, but you’re still not seeing great results.

The success of your car dealership depends on you, so how do you make it happen?

To determine the best car dealership marketing strategies, we will take the following steps.

  1. Analyze the car market
  2. Consumer behavior analysis
  3. Choose the best marketing method
  4. Create a car dealership marketing plan.
  5. Some recommended tools for promotion

Analyze the Car Market

In 2020, the auto enterprise in the United States offered about 14.5 million mild automobile units. This parent consists of about 3.4 million automobiles retail income and is more significant than eleven million soft truck units.

Lower gas consumption
There are many types of mild cars reachable in the United States. Light-duty motors are famous for their utility and multiplied gasoline economy, making them the best preference for savvy consumers. As of 2018, the mild car producer with the first-rate typical miles per gallon was once Honda with 3.4 gallons of gasoline required to entire one hundred miles on the road.

Higher manufacturer satisfaction
When requested about mild automobile satisfaction, buyers in the United States have been most relaxed with Volvo, Lexus, and Lincoln models. Another survey quizzing respondents on their stance related to the leading automobile manufacturers indicated that Lexus was among the most reliable manufacturers primarily based on the wide variety of issues stated per one hundred vehicles.

This 2020 sales information desk appears at month-to-month sales overall performance for automobile manufacturers in the United States on a month-to-month groundwork for the complete yr so far. It consists of all essential manufacturers sold in the U.S market, and you can see that the month-to-month manufacturer income traits. Seeing the individual company sales overall performance in this way offers you a good feel of the momentum.

Sales performance for automobile manufacturers in the United States
Sales performance for automobile manufacturers in the United States 2020 (by goodcarbadcar)

What is the effect of the corona virus on car sales?

In 2021, NADA anticipates new car sales of 15.5 million units – an expansion of 7.2% from 2020.

Headwinds for the car market in 2021 encompass persisted will increase in COVID-19 cases, which ought to lead to manufacturing disruptions alongside the car provide chain; a world scarcity of semiconductor microchips used in many aspects of auto production; and tight stock on supplier lots, specifically for pickup trucks. Alternatively, tailwinds for 2021 encompass an achievable monetary growth in the 2nd half of of the year, as soon as a coronavirus vaccination is extensively handy and Americans can return to work; endured purchaser preferences for non-public automobile possession over rideshare offerings and public transportation; low-interest rates; and a gradual return of fleet demand for new vehicles.

Consumer Survey on Car sales

Globally, consumers’ intent to purchase vehicles is shut to pre-COVID-19 levels, fueled using fine outlooks in the United States and China: Intent to buy new and used motors over the subsequent 12 months is almost back to pre-COVID-19 stages (new vehicles at 94% versus pre-COVID-19 stages and up by 7% over September 2020; used automobiles at 97% versus pre-COVID-19 levels, up by way of 1% in contrast to September 2020).

There are extensive increases in buy intent for EVs, especially in Europe and China, encouraged by government incentives and an elevated focus on sustainability. Prospective consumers are less inclined to choose to engage with sellers at automobile dealerships. That decline in desire is falling throughout all regions and age groups—especially for consumers between fifty-five and 70 years of age, who now consider online shopping a practical alternative to visiting dealers.

Interest in buying automobiles online stays flat at 59% globally with regional variation. The outlook for aftermarket services continues to improve. More excellent clients have been getting maintenance and repairs done alternatively than waiting in the last few months. The subsequent month suggests sizeable uptake in net intent. (McKinsey June 1–4, 2021 Global COVID-19 Auto & Mobility Consumer Survey).

Understanding Customer Behavior

To determine the best marketing methods and strategies, we must first understand consumer behavior to choose the proper techniques, tools, and techniques. In today’s era, there are generally two marketing methods, namely conventional and digital. Traditional marketing refers to offering products or services directly through person to person, banners, brochures, and the like. In contrast, digital marketing refers to marketing methods that utilize digital technologies like email, social media, TV, radio, telephone, landing pages, and the internet. The like. Then which way is right for Car Dealership Marketing Strategies?.

When people want to buy a product, they will also see who the seller of the product is, either a brand or a trusted person. So it’s not just doing massive marketing, but we also have to build a brand or consumer trust.

Choosing the Best marketing method for selling cars

In general, there are currently two known marketing methods, namely conventional marketing, and digital marketing. Traditional marketing refers to direct person-to-person marketing methods, brochures, banners, door doors, and the like. At the same time, digital marketing refers to marketing methods by utilizing digital technology. Then which one is the best?. See the following comparison:

Conventional marketing vs digital marketing

Conventional marketing

excess:

  • Can build relationships with customers closer because they meet each other.
  • It’s easier to build trust.

deficiency:

  • Requires a relatively more expensive cost
  • Marketing reach is limited in time and cost.

Digital marketing

excess:

  • Costs tend to be cheaper than conventional
  • Marketing reach can be very wide

Deficiency:

  • It is more difficult to build consumer trust.
  • Knowledge of the technology and platform used is required.

So which is the best marketing method?

Currently, we recommend using these two methods where digital marketing is used to market products widely, and conventional marketing focuses on building customer trust. Then how to do it?. Before going any further, let’s decide which tools we will use for promotion.

Create a Car Dealership Marketing Strategies and plan

To determine the best car dealership marketing strategies and car dealership marketing plan, let’s focus on our goal, which is to promote our product as widely as possible, as cheaply as possible, and of course big sales, and to achieve that, we must target the promotion to the right people and build trust.

To promote widely, we will use digital marketing methods. There are many options, such as social media, email, tv, radio, internet advertising, and others. We will also make conventional promotions to build consumer trust further.

Let’s start by building social media than creating a landing page and then marketing through the internet or tv and radio ads; we will also make billboards and advertisements on dealer buildings.

  1. Social Media

Building a network on social media will make it easier for us to build a community that will make repeated purchases of our products and recommends our products to their friends. You can create a Facebook page or group. For example, you create a particular Facebook group for Volvo car lovers or Ferrari cars. With this, you will gather people interested in the vehicle, and then you only need to direct them to buy the car they like at your place.

2. Landing Page

Build landing pages. The landing page is a web page that will display details about your car dealer. With this, people will know what a dealer is like without having to come in person. You can display a list of the cars you sell, dealer locations, management team; you also have to include contacts such as telephone numbers, emails, or live chat so that consumers can easily ask questions about the car they are looking for.

You can also build a lead generator to collect the phone numbers or emails of people who visit your page on the landing page. The way is to provide a popup form where your web visitors can fill it out with their email or telephone number to get special offers, discounts, or other exciting information.

3. Internet or tv ad

You were doing advertisements on the internet or tv. If you advertise on tv, you can direct consumers to your dealer’s address; you also don’t need to advertise to all regions in your country; you can promote your dealer to locations around your dealership because, in general, people will prefer to buy a car in an area around their residence unless you sell an exclusive car, where only you or very few dealers sell the car.

The best way in our opinion is to advertise on the internet. The internet here also includes social media, youtube, google, Netflix, or other websites that people often visit.
For internet advertising, it would be better to direct consumers to the landing page. You can collect visitor information using a lead generator on the landing page containing email or cellphone numbers because when someone sees your ad, they don’t want to buy a car, and by having their contact, you can offer them a car at any time; besides that, you can also make a more personalized offer.

4. Direction board

We will place advertisements on billboards BUT not introduce our brand or dealer name or show contact numbers and addresses. But we’re going to make a signpost ad. where this ad will show people the direction to your dealer.

5. Advertisement in the dealership building

This is one of the essential things that many people overlook. The appearance of your dealership will determine the quality of your service and, of course, will affect the level of consumer confidence. For example: if your dealership looks dirty, people will think that the car in your place is not cared for properly, so it will break down more quickly; even though this is not true, this is most likely in the minds of consumers.

This also applies to banners, brochures, and other advertisements at your dealership. Suppose the brochure you hand out to consumers looks luxurious and professional. In that case, consumers will think your dealer is very professional and trustworthy; even if the customers don’t find the car they want, they will still remember your dealer and refer it to their friends or family.

So make sure what you display at your dealer looks professional and trustworthy. If you don’t have the know-how, you can look for professional car brochure references on the internet or hire an expert to create one.

Of course, the above car dealership marketing strategies may not fit your budget or location or even your place, or maybe you have already done the things above. For that, here is a video on how to create a marketing plan. You can learn it and make your car dealership marketing plan recipe.

How to Create a Marketing Plan | Step-by-Step Guide

Recommended tools to promote car dealers

To complete our car dealership marketing strategies, we will look at some tools that we can use to make our work easier. Based on what we learned, you can use this tool to make it easier to promote car dealers. The first is 1. Hootsuite is social media management, and the second is 2. constant contact with email marketing. You can read the Digital Marketing Automation Platform Masterclass 2022 (best marketing platform) to understand more about digital marketing automation and choose marketing tools that suit your desires and goals.

Infographic of car dealership marketing plan and strategies

car dealership marketing plan and strategies
Infographic of car dealership marketing plan and strategies

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FAQ

What are the best car dealership marketing strategies?

To determine the best car dealership marketing strategies, let’s focus on our goal, which is to promote our product as widely as possible, as cheaply as possible, and of course big sales, and to achieve that, we must target the promotion to the right people and build trust.

Five best car dealership marketing strategies
1. Social Media
2. Landing Page
3. Internet or tv ad
4. ……..
5. ……..

What is the 2021 car sales analysis?

In 2021, NADA anticipates new car sales of 15.5 million units – an expansion of 7.2% from 2020.
Headwinds for the car market in 2021 encompass persisted will increase in COVID-19 cases, which ought to lead to manufacturing disruptions alongside the car provide chain; a world scarcity of semiconductor microchips used in many aspects of auto production; and tight stock on supplier lots, specifically for pickup trucks.

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