As we head into January, there's always a plethora of to-dos - each with a higher priority level than the other - all vying for our attention before the New Year begins and everything hits the fan.
January is a notoriously slow month and, as we observed in a previous blog, most dealers will pull back on ad dollars in January.
But, this is a mistake.
This is How You Guarantee Consistent Traffic & Sales
As a dealer, there's always pressure to hit month-to-month goals and stay ahead of the competition.
This forces you to focus on the here and now and prevents you from considering long-term solutions that could solve these short-term problems - like a slow January or even a slow first quarter.
It leaves dealerships in a constant state of reactive marketing that can put unnecessary pressure on sales teams and result in a negative customer experience. These short-term marketing strategies or monthly budget adjustments can serve a purpose and can be the caffeine boost your dealership needs to hit your goals, but they don’t have the be the only solution.
[bctt tweet="This is How to Boost Slow Months Without Hurting Your Budget" username="JandLMarketing"]
Long-term marketing strategies provide a consistent source of leads and allow dealers to be proactive with their marketing rather than reactive.
In addition, they allow you to out-market other dealers who continue to play the month-to-month game and aren't prepared for slower months.
Here's How You Need to Plan if You Want to Win 2019
In the world of long-term marketing strategies, there are more than a few options out there for dealers like you to choose from as you head into 2019.
The biggest issue is choosing the one (or two, or three) that will work best for your dealership.
As you work to find an option that will deliver the results you need, it's important to remember your goals.
For many dealers, this is higher website engagement, more leads, higher quality traffic, and (ultimately) more vehicles sold – but remember, the map to all of this may look different from what you would imagine!
Here are a few strategies you might want to consider as you search for a quarterly or long-term marketing plan:
1. Digital Marketing
Digital marketing is a key marketing strategy that every dealer should be incorporating at this point. If you’re not, then you know what to do.
Under the umbrella of digital marketing are many proven strategies – some of which are a little out of the ordinary!
For instance, if you’re seeking increased brand awareness, higher quality traffic, and even more vehicle sales, the best long-term marketing strategy for you might not be what you’d think.
This is because more revenue and sales exist in your service department than anywhere else in your dealership!1
If you’re looking to boost showroom traffic and sales, don’t overlook digital marketing strategies that reengage lost customers and win new customers through your service department.
On the sales side, one unique strategy is VIN-specific advertising.
This can be in the form of a paid search advertisement – like when you search for something on Google and see an ad relating to your search.
I, personally, like these a lot. The ads that are shown are tied to a specific vehicle on your lot. When the ad is clicked, visitors are sent directly to the vehicle details page on your website. This type of marketing generates leads and if you’re having trouble getting traffic from online to your dealership, this is the way to go.2
This can also be done with remarketing – which is what happens when you shop on Amazon or other major retail websites and later see ads for the items you viewed following you around online.
You can also increase leads from website traffic by using banner ads on your website. Get the right offer and call-to-action and you can seriously increase your website leads and, ultimately, showroom traffic.
However you choose to utilize digital marketing, it’s important to understand one thing. These advertisements are two-fold. While you will definitely see more website engagement and more leads from your digital marketing efforts, the biggest impact of digital marketing is oftentimes simply that your information is available and helpful to vehicle shoppers.3
You might not sell a car for every search made or advertisement served, but every interaction a shopper has with your dealership, whether it’s on Facebook, or Google, or your website (or another digital channel), is an important aspect of their ultimate decision to visit your dealership.
And that’s why I consider digital marketing to be a great on-going marketing plan for dealers.
2. (Virtual) Sales Events
Confused? Believe it or not, this is a marketing tactic that’s both consistent and efficient.
As a dealer, you are probably aware of, or have experienced, event fatigue. This is what happens when you target the same people time and time again with similar marketing messages and begin to see diminishing results.
This is happening across the board with traditional marketing offers.
Shoppers have learned that they can miss any given month’s sales event and still get the deals they want because they start their shopping online and make their decisions there. There’s no urgency and no reason for them to visit your dealership unless they’re ready to buy a car and they want to buy it from you – which leaves your marketing useless.
By allowing shoppers to enjoy the benefits of a sale without having to visit your dealership to discover information they would rather find via third party sites, you'll catch their attention. They'll visit you when they're ready to buy - but you'll win their business long before they reach that point.
This kind of event can take the successful elements of traditional sales event marketing, and combine them with today’s technology and trends.
You'll be able to reach shoppers with marketing they can’t refuse. And the best news is, this strategy will work month, after month, after month.
3. Get the Most Out of Your Traditional Sales Events
Anniversaries, seasonal service opportunities, Martin Luther King Jr. and Presidents' Day sales, and more are all great traffic and sales-boosting opportunities and can all be missed if not planned accordingly!
As you probably know, sales events are a great way to increase traffic and sales on a slow month or to capitalize on holiday shopping mentalities. Similarly, service events are a great way to bring in current, former, and even new customers who would otherwise turn to third-party mechanics.
The thing is, these campaigns tend to perform better during certain times of the year. If you want a marketing strategy that keeps your showroom busy and your sales up, then you might want to consider planning your short-term marketing strategies further ahead of time.
By planning in advance, you’ll give you and your team the chance to meet your goals each and every month.
These Long-Term Plans Can Make 2019 Your Best Year
Whether you choose to utilize digital marketing for long-term sales and service, reach shoppers with a non-traditional approach, or choose to create a careful combination of it all, you’ll love the results.
Even on the slow months, you’ll know you’ve done everything possible to set you and your team up for success. And, on the busy months, you can jumpstart sales for the next month by having a constant stream of leads coming from one of your base methods.
There are always things in the automotive world that are unexpected and unplanned, but preparation and planning is helpful even during the most unusual months.4