Where Do Vendors Fit in The Three Tiers of Automotive Advertising? Naked
Have you heard the phrase, “Work smarter, not harder?” It’s likely that you have encountered teenagers who don’t particularly enjoy working. They do have a point, however lazy it may sound.
The management of a dealership can be a busy endeavor. You can be losing money for your dealership by failing to coordinate the three tiers of automobile advertising among all of this commotion.
Keep in mind that each level of your advertising speaks to a different audience and has a distinct function. But without coordination between levels, there’s a chance that your own advertising campaigns would compete with one another or send out competing messages. Here, it is beneficial to “work smarter.”
Before we do that, let’s quickly review the three types of car advertising and how they are different from one another.
At the national level, OEM advertising is dealt with on a large scale, and campaigns and activities aimed at raising brand awareness are promoted. Although this tier rarely directly involves dealers, it undoubtedly influences local dealer advertising through OEM compliance and messaging alignment in its ads.
The regional level deals with marketing intended to support national advertisements while promoting local dealers by offering bargains that are only accessible at certain dealerships nearby. This tier can be the most difficult to negotiate in many respects since OEM and individual dealer concerns collide on issues like ad content and finance.
Dealership-specific brand awareness, activities, and campaigns are promoted at the local level. In order to encourage part sales and vehicle servicing, this advertising is directed both at consumers who are currently in the market and at your dealership’s current client base.
It can be tough to strike a balance between national efforts and local ones in terms of tone and content, and securing OEM support for funding at the regional and local levels frequently necessitates dealers taking advantage of complex co-op schemes. In other words, the difficulties can arise suddenly.
This is why having a dependable advertising partner who adds value to your business enables you to “work smarter” and concentrate on your strengths is beneficial.
What Value Vendors Add
It might be challenging to strike a balance between an OEM marketing program intended to create brand loyalty and a marketing strategy tailored to your needs. In order to maintain compliance and co-op funding, adhering too strictly to OEM marketing guidelines might actually harm your local business by eroding the reputation of each dealership.
At that point, collaborating with an informed vendor can assist you in marketing your dealership’s objectives. Of course, you can’t fully disregard the manufacturer’s instructions or regulations, but a skilled vendor can assist in striking a compromise.
The main advantage of working with the appropriate vendor, of course, is that you may increase the potential impact of your advertising while lowering the possible cost, making your organization more profitable overall.
The secondary advantage is that you can utilize the extra time and resources on jobs that are more immediately profitable, like selling automobiles and services, because you won’t have to spend them on managing the technicalities.
Utilize the resources that are at your disposal. Maximizing your dealership’s productivity and reducing stress on your store are both achieved by leaving the technical details to the professionals. Of course, it’s only wise if you hire a vendor who has already shown they can perform this duty.
So, take a cue from those “lazy” adolescents and locate a vendor who can handle your car marketing strategy while maintaining OEM compliance. They should also be able to personalize it to the local level. “Working smarter, not harder” no longer strikes me as being lazy.
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