Car Dealer Marketing — Stop Mass Marketing in a 1-to-1World

Smart Thinking from OneCommand

The car deal­er mar­ket­ing land­scape has changed dras­ti­cal­ly due to the intro­duc­tion of new social media sites, the sophis­ti­ca­tion of SEO log­ic, and the need to incor­po­rate mobile capa­bil­i­ties into every cam­paign. The world of mass mar­ket­ing through news­pa­pers, TV, and radio is over. To real­ly reach your cus­tomers and keep them com­ing back, you’ll need to uti­lize a one-to-one mar­ket­ing approach, where­in the mes­sag­ing your cus­tomers receive is spe­cif­ic and per­son­al to them.

Here are three ways you can ensure your mes­sage reach­es your cus­tomers in a mean­ing­ful way to build own­er loy­al­ty and reduce mar­ket­ing costs.

Lever­age a Mul­ti-Chan­nel Cre­ative Library
One easy way to save on mar­ket­ing costs is by lever­ag­ing a mul­ti-chan­nel library. Typ­i­cal­ly, these types of pro­grams offer email, direct mail, and an assort­ment of oth­er types of cre­ative graph­ic and edi­to­r­i­al con­tent. By tak­ing advan­tage of a cre­ative library, you can reduce your graph­ic design costs and typ­i­cal­ly deliv­er your com­mu­ni­ca­tions faster than start­ing from scratch and work­ing with your local ad agency. OneCommand’s Cam­paign Tool Kit offers our clients four to six cam­paigns each month and each of these cam­paigns is designed to ensure you receive max­i­mum results with min­i­mal effort.

Seg­ment Your Data to Ensure You Reach the Right Cus­tomers
The old mass mar­ket­ing mod­el was to deliv­er the same mes­sage to every cus­tomer, but the truth is con­sumers typ­i­cal­ly drown these types of com­mu­ni­ca­tions out. Now, more than ever, con­sumers want mes­sag­ing that is spe­cif­ic and rel­e­vant to them and their needs. So, deliv­er­ing a pro­mo­tion for the new 2014 Mus­tang to a cus­tomer that just bought a pre-owned Focus prob­a­bly won’t res­onate well; they will think of the mar­ket­ing as imper­son­al, un-tar­get­ed, and most like­ly a com­mu­ni­ca­tion like this will hurt your chances of gain­ing their loy­al­ty. If you think about it hard enough, you may find that a lot of the mass mar­ket­ing mes­sages you send to cus­tomers aren’t help­ful, impor­tant, or rel­e­vant to their cur­rent needs.

Save Mon­ey by Lay­er­ing Com­mu­ni­ca­tions
The OneCom­mand team has been at this “deal­er­ship mar­ket­ing thing” for awhile and through our expe­ri­ence, we’ve found that deal­ers are always look­ing for ways to save mon­ey. So, the next time you decide to run a mar­ket­ing cam­paign, think about uti­liz­ing dig­i­tal com­mu­ni­ca­tions first, like voice, email, and text mes­sag­ing. Then, lay­er in direct mail for those cus­tomers who did not respond to your first dig­i­tal mar­ket­ing effort.

Since dig­i­tal com­mu­ni­ca­tions are cost effec­tive and typ­i­cal­ly deliv­er the best response, start your mar­ket­ing cam­paign by deliv­er­ing these to your cus­tomers; then, if you need to, lay­er in a direct mail cam­paign to entice cus­tomers even more. This process will help you receive the most out of your mar­ket­ing dol­lars.

Next time you decide to deliv­er a mar­ket­ing mes­sage to your cus­tomers, remem­ber we live in a one-to-one mar­ket­ing world and these types of com­mu­ni­ca­tions are more per­son­al and rel­e­vant to your customer’s needs.

For more infor­ma­tion and help with your mar­ket­ing cam­paign, vis­it us at Read the here.



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