With the Great Economic and Financial Recession that began with the U.S. in 2007 and 2008, standard business schemes are no more sufficient in the automotive industry. In order to return to pre-2007 numbers companies have to rely on specific new dealership marketing tools including specialized websites, softwares, social media, but also unconventional promotions and events.
One of the most vital dealership marketing tools are websites. On numerous classifieds and auto auctions on line you have the ability to browse through current inventories, send inquiries, chat with customer service representatives, and see the latest promotions, which is very convenient both for car sellers and buyers. The best thing is that these trade tools are public and anyone may register there for free, being assured that it is secured and reliable.
Additionally, in an age of the increasing use of smartphones and tablets, the websites must be optimized for use and viewing on smaller, mobile devices.
Another idea to run more effectively your business is using software to integrate and organize the essential activities of a car dealership. This aspect is also known as customer relationship management, or CRM. It is a great optimization of the whole process when through the company’s virtual business center, dealerships can promptly respond to Internet and phone inquiries with phone scripts and email templates, send electronic newsletters containing the latest sales and service promotions, follow up with customers who are yet to buy vehicles, and convert more equity-and-trade customers.
In the same order come such social network services like Facebook, Twitter, and LinkedIn, which are responsible for digitizing the establishment of interactions between people—whether for personal or business purposes. These places are platforms for auto dealerships to make themselves known, both to sellers and buyers, that is to say all users that are discussing car purchases or servicing online. Anyway the main purpose is to create trust with potential car sellers and car buyers, who eventually rely on such dealership as top choices for purchasing their vehicles or taking them in for service.
Finally car dealership should also be creative and fun. Everything that deviates from the banal schemes of attracting customers proves to be more effective. For instance, a fleet of cars can be branded as promotional vehicles and driven around the neighborhood in which the dealership is located, making a real advertising event from that. Other ideas include holding weekly contests, organizing competitions or concourses, hosting monthly parties or creating video testimonials.
It is good to notify all these suggestions and to try to implement them, remembering however that success depends on the car dealer's fairness, creativity and business intuition.
