With newspaper circulation shrinking, and the cost of traditional marketing on the rise, car dealership owners need to focus their marketing efforts (and dollars) on prospects and leads in the car market TODAY!
Newspapers, billboards, yellow pages, cable spots are all unfocused. You pay for exposure to a far-flung demographic, when you only want to reach potential car buyers.
Smart phone technology equips dealerships to pro-actively promote new products and previously-owned inventory, push coupons and other incentives, and simplify the process of connecting with high-quality leads.
Still Buying Leads? So Is The Competition.
It’s not unusual for dealerships and dealer groups to purchase leads from brokers – data collection agencies that identify prospects. But finding the right prospects out of that long list isn’t hard science.
Even worse, the competition buys those same lists, so you haven’t gained an advantage. Everybody’s after the same leads, and the quality of those leads is sometimes questionable, delivering a puny ROI for a lot of expensive marketing.
Digital Dealership Marketing: Right On Target.When you snag a smart phone number, or an email address, from a lead – whether online or on the lot – you now have the means to pro-actively market each smart phone owner, tablet owner, computer owner – and that’s pretty much everyone.Using cellular, and other digital marketing, enables you to market one-to-one, to keep prospects interested, and build a solid customer base that uses your services and comes back for their next vehicle.
Having a smart phone ready website.Using QR Tags, MS tags or bar codes, and the camera function of a digital device, your prospects snap a shot of each smart tag, which then triggers an appropriate action – everything from downloading vehicle information to the tablet or computer owner, to dialing the service department for a tune-up after your friendly reminder.
What Can Digital Marketing Do?
What else? Save You Money ! Improve the quality of leads. Tether a satisfied buyer to your dealership. Maintain customer goodwill through the use of incentives, provide informational content that actually saves customers money. (They like that.)
When used in conjunction with smart tags, which are free and programmable by anyone, you program a QR tag or MS tag to perform one of four main functions:
Download contact information. Add a smart tag to every business card. Websites built with <a href=’dealerplatform.com’>dealerplatform.com</a>come equipped with features that post a QR code with your contact page, ad listing page, and directions page. Prospects take a picture of the smart tag and all contact information is loaded in that smart phone’s contacts file. Simple.
Dial a telephone number. Take a picture of a smart tag and that smart phone automatically dials a sales desk. Or the service desk. The parts department, or other profit center within your dealership.
Make it easy to get in touch and more customers will get in touch.
Receive “push” information. Pro-actively send prospects, and existing customers, individualized information. New prospect? Send regular updates of new inventory. Existing customer? A coupon for a free tire rotation with an oil change. Or, how about an informational article on seasonal car care? No sales. Just information that creates goodwill.
Access your website. If your website isn’t accessible via smart phone, tablet or computer (of course), you’re not taking full advantage of what digital connectivity does. Delaerplatform websites are automatically enabled to detect the browsing platform and display accordingly.
Remember, buyers are no longer chained to their desktops. They get information on the go, and you should provide some of that information to close more leads and keep that client base growing each year.
Get smart with digital technology. Update your marketing to make digital the centerpiece. Get a website that speaks to smart phone users. It’s the way to reach the highest-quality leads and put your marketing dollars where they deliver the highest ROI.