In the last decade, the vehicle purchasing journey has evolved tremendously and dealerships have been hard at work developing strategies to enhance their online presence. A 2015 survey of 10,000 consumers by Accenture revealed that:
- 80% of drivers seeking to purchase a new vehicle use digital technology in their search
- 62% initiate their vehicle buying process online
Many dealerships utilize SEO (search engine optimization), paid digital advertising and social media strategies to connect with both existing and potential customers. However, when using traditional methods, such as direct mail, to reach out to the consumer they miss an opportunity to combine the two facets of vehicle purchasing into one harmonious experience.
Integrated Marketing utilizes tools such as QR codes or Augmented Reality to direct your customer to your online platforms. For example, a dealership sending out a direct mail piece highlighting deep discounts on current inventory may include a QR code that, when scanned, brings the customer directly to the inventory page of the dealership’s website. This not only conveniently completes the first few steps of the online car buying journey for the consumer, it also helps to ensure that the dealership is the first (and possibly the only) site visited.
Integrated marketing can also be used for advertising Service and Parts specials. A direct mail piece containing oil change, seasonal preparedness or tire specials could include a call-to-action trigger that brings the consumer straight to the online service appointment scheduler. Of course, direct mail is not the only medium in which Integrated Marketing can be delivered. Promotional items, print advertising, and daily stock items such as dispatch hang tags can also be used to increase the likelihood that your online presence will be top of mind.
For more information on integrated marketing and other techniques to boost your online presence, contact your ASB representative. To find your local representative click here!
Over the years, the wardrobe of dealership employees has changed dramatically. In the past, most sales personnel wore suits and many technicians wore coveralls. Most dealerships have now moved to a more approachable apparel policy with button down and polo shirts for their staff. While the fashion at the dealership has become more business-casual in nature, brand standards still have to be upheld. Whether your standards go as far as determining garment color and embroidery location or are as simple as just sticking to one logo, American Solutions for Business has the ability to tailor an apparel program for you.
As summer fades into fall, it’s time to start thinking ahead to your winter automotive marketing plans. Preparing for the seasonal changes and deciding what winter promo products to include in your marketing plan will set you apart from your competition. Here are 3 perfect winter promotions to get you started on developing your winter marketing plan.
Fold down ice scraper with frizzy bag – This must-have winter accessory extends for extra reaching and detaches for easy storage. The microfiber bag can also be used for cleaning your dashboard or windows and is machine washable.
September marks the debut of our new Automotive Promotions catalog! This catalog is a collection of over 50 automotive-inspired promotional items designed to bring awareness to your dealership brand. Our new Automotive Modular Display Systems are also featured, along with apparel and other display items perfect for any dealership event.
Many may not know that a dealership can be a great venue for Halloween fun and a great way to increase public exposure. Hosting a Trick-Or-Treating bazaar inside your dealership or business provides a safe, fun environment for children to enjoy the holiday and introduce parents to friendly sales staff and new vehicles for sale.
Operating a business can be a very demanding task regardless of the department you manage. Handling customer service issues, employee management, scheduling and other duties often leave you little time for your other responsibilities – including operating your forms supply . Luckily, American Solutions for Business can help you manage this process to help you reach your business goals!
Operating a dealership is very much relationship-focused, and anything hurting your customer service hurts the relationship with your valued customers. An American ACES site (American’s Customer-centric eCommerce Solution) allows you to order the goods necessary to keep your dealership operating smoothly, and minimize the time spent away from your customers.