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Auto dealers have tried everything in the past (and, to be honest, even now) to increase sales. You name it: catchy jingles, humorous advertising, tent sales, enormous inflatables. In today’s digital age, auto dealership marketing is crucial. While some practices are fading away, others that are just as ineffective frequently replace them.

Have you switched to digital ads from print, radio, and/or television commercials? How has the experience been for you? PPC advertising can be futile unless you spend enough to ensure top placement in every online search. However, you still need to figure out how to draw clients, both online and offline.

What, then, should an auto dealer do? Don’t attempt to rush things to start with. Auto dealership marketing is a long-term tactic. Yes, you do desire the following sale. However, you also want that client to return repeatedly and to refer their family and friends.

When you control the marketing budget, you have several alternatives to attract potential clients to your auto dealership. You must constantly attract potential car buyers to your showroom and use proven methods to get them behind the wheel of your vehicles.

You should also read Rory Vaden’s book “Take the Stairs: 7 Steps to Achieving True Success”. It’s an excellent book that tackles today’s ‘escalator mentality’ and urges you to ‘skip the stairs,’ avoid shortcuts, and persist through difficulties.

Are you ready to launch a more effective auto dealership marketing plan? Here’s how to mix auto marketing strategies effectively to increase client appeal, long-term customer retention, and dealership profitability.

Why Conventional Auto Dealership Marketing Frequently Fails

Auto dealership marketing has become more complex as consumers’ attention spans shrink and the Internet floods with information and purchasing options. Print, radio, and other outdated advertising methods no longer work, while PPC and other newer methods are often unproven or inefficient. Even if traditional marketing strategies provide a temporary boost, they often have a limited shelf life and fade after a month.

The Advantages of a Client-Centered Free Maintenance Program in Auto Dealership Marketing

The focus on long-term growth is defining the future of automotive loyalty, even as traditional auto dealership marketing loses ground. Conventional client acquisition methods like direct mail and online advertising differ greatly from contemporary customer retention methods like complimentary maintenance programs, and neither should be disregarded.

A complimentary maintenance program should ultimately serve as a comprehensive customer retention strategy. Customers visit your dealership not only for their first auto purchase but also to return for service and their next purchase. If you keep them satisfied, they’ll recommend you to friends and family and post about you on social media.

A customer’s initial degree of comfort progresses into a commitment over time, turning a transactional value into a lifetime value. Free maintenance plans have proven to be effective at boosting client loyalty and service revenue. You’re advertising your auto dealership and brand by offering tailored packages that meet the specific needs of your clientele, setting yourself apart from the competition.

Are You Spending Money on the Wrong Audience?

Public advertising rarely targets your specific client model, and you must pay a premium for that placement. As a result, traditional advertising rarely gives most dealerships a significant return on investment (ROI).

On the other hand, a successful auto dealership marketing program stands out by being both focused and affordable. By offering options like prepaid, discounted, or loyalty programs, you effectively target vehicle buyers and meet their diverse needs. Before making a sale, the typical dealership spends $628 on traditional advertising for each vehicle. For about one-quarter of that price, a free maintenance program can draw buyers to your dealership.

Why Customer Retention Is So Important in Auto Dealership Marketing?

What does a consumer in the automobile industry pay? Well, that depends on the type of customer in question. Since attracting a new customer can cost up to ten times more than retaining an existing one, repeat customers are incredibly valuable. Experts predict that the top 20% of your current customers will generate 80% of your future revenue.

While most conventional strategies focus on attracting new customers, an effective supplementary marketing program also re-engages past customers for repairs and future sales. When your dealership understands the importance of client retention for your finances, the value of free maintenance will become clear.

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