Proactive marketing is what will give you an edge on your competition and encourage visits to your dealership first.
Today you simply must be proactive. If you rely on customers wandering into your showroom six months from now, you’ll be six months too late.
Dealers have to wash and polish their image online the way they wash and polish the cars in their showroom every day. Car buyers are likely to engage with the dealer who looks best: who’s at the top of their mind, who they’ve actually heard from and who has earned high customer ratings.
Using your CRM system you can reach your audience in a variety of ways; with emails, telesales campaigns or even text messages. Use your database to tailor specific messages to audience segments: by the cars they drive, by region or gender, or by other details you choose. Better still, put some irresistible offers on your website, Facebook page and Twitter feed. (You are keeping active in social media, aren’t you?)
This kind of proactive marketing is what will give you an edge on your competition and encourage visits to your dealership first. Nobody minds seeing an offer of £1000 off their ideal car when they’re not in the market. They’ll remember you when they are in the market.
*J.D Power and Associates/Compete, Inc 2011