AMERICANS ARE BUYING MORE ELECTRIC VEHICLES – WHY?

The underdog is up and coming – electric vehicles have soared to the top of the greatest trends in automotive. These past years there has been more and more interest peaked at the idea of buying an electric vehicle. Not only are they environment friendly – but cost effective. Americans want to reduce their carbon footprint, save money on fuel costs, and enjoy the quiet, smooth ride of an electric vehicle.

There have been many advancements of new technologies with electric vehicles. They are becoming more efficient, reliable, and affordable – making them a more attractive option than traditional gas-powered vehicles.

They have a significantly lower environmental impact. Electric vehicles do not contribute to air pollution or climate change. Additionally, electric vehicles are powered by electricity, which produce zero tailpipe emissions. Electric vehicles will help reduce our overall carbon footprint.

How EVs Can Save You Money

Although purchase prices tend to be higher with electric vehicles, everyday costs will be lower. American drivers tend to invest in a vehicle that will save them money on gas. Gas prices have been on a roller coaster this past year, and the idea of not having to worry about spending that money is a huge incentive towards buying.

They also require less maintenance than traditional gas-powered vehicles, which leads to a huge cost savings. Owning electric means, you never need an oil change, coolant flushes, and tune-ups. There are fewer moving parts which can help prevent parts failing and needing replacements. For someone who drives almost 15,000 miles per year, can expect to save an average of $600 per year on maintenance alone.

In addition, electric vehicles often qualify for federal tax credit and state and utility incentives, reducing the overall cost of ownership.

Who’s Buying EVs?

According to GetJerry.com, data found that millennials are more likely to purchase an electric vehicle. Second up are Generation Z, which 32% said they would drive one based on one thing – because they’re cool. EVs have stepped up their game, revamped their entire look, and are now catching the eyes of prospective buyers. 

With the improvements to the overall vehicle, and nationwide charging stations, 10% more Americans said they would “definitely” buy or lease an electric vehicle today than in 2020. EV sales rose 76% in the first quarter, compared with the same period last year.

From a demographic standpoint – males are more likely to hop on the EV trend over females. Younger adults are purchasing more than older adults. Americans with a higher education, higher household income, and who are living in urban areas are more likely to buy.

HOW TO EFFECTIVELY MARKET ELECTRIC VEHICLES

Digital to Dealer Direct (D2D) has worked to target several different audiences depending on brand, goal and trend. With the niche target audience of an EV buyer, marketing strategies has to be geared towards what will make those potential customers, want to buy. Knowing your audience is key and these buyers tend to be Millennial/Generation Z with higher incomes.

State The Facts.

These vehicles don’t work with the traditional automotive selling. This is not the audience or product for your average commercialized sales approach. It’s important to have EV specialist handling these types of sales. A lack of knowledge on potential EV benefits will lower the sales for these vehicles. Clear communication explaining the benefits of owning an electric vehicle will help guarantee the sale. OEMs need to step in to provide the correct training so that EV product “geniuses” can sell these vehicles the right way.

Prompt people to drive before they buy, so they fully understand the advantages that come with EVs. Converting from gas-powered vehicles to electric is a learning process. Demonstration in person is one of the best ways to bring EV sales up. Sometimes all it takes is a good teacher, and a test drive to convert someone to buy electric.

Make These Vehicles Present on Social.

People today tend to educate themselves via social media platforms. It is one of the easiest and quickest ways to get information across the masses. Having EV specials readily available on social will help build that customer relationship, and brand awareness. Continuing to create contact will help build a platform to reach more users.

Make videos. According to Think With Google, 80% of new automotive buyers took action after watching a video. There are many different types of videos you can create to engage with your viewers including highlights on features, demonstrations, test drives, vehicle walkarounds, how-to, ownership advantages, comparisons between charging and gas, and more! There are so many ways to educate and build brand awareness over social media videos.

Let these vehicles speak for themselves while incorporating all the benefits! If you’re looking for an automotive marketing agency to help get started, look no further! D2D is here to help. Shoot us an email or give us a call today at 877-958-4524.

To target your marketing, you need to know what demographic you want to reach and what will resonate with them. Of course, no one likes hidden fees, long wait times, or negotiating a better price, but there are certain characteristics that can be helpful when marketing to Gen Z buyers, specifically. Gen Z buyers are new to purchasing a car, so if your dealership handles the sale well, you could have a customer for life! At Digital to Dealer Direct (D2D), as an automotive marketing agency, we have decades of experience targeting buyer groups. 

Gen Z are those born between 1997 and 2012, or roughly 11 to 26 years old. It is becoming increasingly important to appeal to this generation, as half of them are now drivers. CDK Global surveyed over 1,100 people of all ages about the car buying experience and found that Gen Z ranked highest (81%) in wanting to take their time to understand all their options.

Some misconceptions about Gen Z:

• • They won’t have money for a luxury car.

    • Based on studies across generations, Gen Z was found to be more inclined to purchase a luxury car despite having less income. They don’t mind haggling the price, but they certainly don’t want to be hit with surprise fees.

  • They won’t want to purchase a car online.

    • Contrary to what you might think, the online generation actually has a harder time purchasing a car than Gen X or Millennials and want to be walked through the process of buying a car. They found online purchasing more difficult than purchasing a vehicle in person. This is likely because it is their first time purchasing a car and they are unfamiliar with the process.

Things to take into consideration when selling to Gen Z:

• • Be the expert. They want you to educate them.

    • More than any other demographic, Gen Z wants to work with a knowledgeable representative.

  • Don’t assume speed. They do not want to be rushed through the buying process. The most important element for Gen Z buyers is their ability to take their time and understand the car, fees, and process. Older generations tend to want to purchase their cars in a timely fashion, as this is not their first time.

    • Gen Z does not want to waste time waiting for a salesman or F&I manager or for delivery delays. Nor do they want to be hit with surprise fees. This is not unlike other demographics.

  • Limit Redundancy. There are many online tools available, and Gen Z has likely shopped online before coming into the dealership. Although they want the sales process to be thorough and informative, they have likely taken advantage on online credit applications, viewing inventory, and calculating interest rates prior to making their purchase in person. Dealerships should streamline their process to prevent Gen Z buyers from having to wait around for paperwork and approvals.

Gen Z, despite spending a vast amount of time online, wants to purchase a car in person, from an expert that can educate them on the car, the car’s features, and walk them through all the paperwork and insurance. This might be their first time purchasing a car and they appreciate someone who is knowledgeable about the experience to help make it seamless. They are new to the car buying experience and find it the most difficult. As a result, they are least likely to recommend their dealership experience.

Work with your automotive digital marketing agency to target these potential buyers and promote your transparency, excellent customer service and reputation to bring one of these buyers to your dealership. Since they do spend so much time online, digital marketing will be key and you’ll want to stand out from the competition with clean advertising and targeted campaigns. If you have questions on how to start advertising to this group, or any other targeted group of buyers, D2D is here to help. Call today or shoot us an email for more information!

Sources:

https://inspiramarketing.com/4-things-gen-z-hates-about-the-car-buying-experience/

https://www.autoweek.com/news/industry-news/a41317209/gen-z-car-buyers-arent-that-different-from-you-and-me/

The new year is a time for change, growth, and opportunity. Technology is transforming and becoming more and more integrated into our daily lives. As business owners, marketers, and civilians moving into 2023, we all need to be aware of the digital revolutions that are taking place around us. Google Analytics 4 is taking center stage in the new year in addition to artificial intelligence and the growth of visual content. At Digital to Dealer Direct, we are here to help you stay on top of the 2023 digital trends, so your dealership performs at its peak from day 1 to 365, and beyond!

Google Analytics 4 (GA4)

This July, Google will finally pull the plug on Universal Analytics, giving Google Analytics 4 its time to shine. Google has given users ample amount of time to set up GA4 accounts with the ability to capture year over year data, create new events, and explore the interface. GA4 is an event-based platform rather than its session-based predecessor. By focusing on events, we can see new metrics including Engaged Sessions, Events Per Session, Engagement Rate and many more. With less of a focus on just the quantity of users on the site and more of a focus on the quality of the user’s experience, will allow us, as advertisers and businesspeople, to provide the best possible user experience.

As an automotive digital marketing agency, D2D has already made the necessary steps to transition our clients to this new reporting platform. If your dealership needs any assistance setting up, learning about, or reporting with GA4, contact us today. We are happy to help!

Artificial Intelligence (AI) and Machine Learning (ML)

As we make advancements in technology, tasks become easier and more automated through artificial intelligence and machine learning. Artificial Intelligence is defined by Oxford Languages as “the theory and development of computer systems able to perform tasks that normally require human intelligence.” A common example of this in your everyday life is Siri or Alexa. Machine learning takes this one step further, with “the use and development of computer systems that are able to learn and adapt without following explicit instructions, by using algorithms and statistical models to analyze and draw inferences from patterns in the data” as explained by Oxford Languages.

ML can take AI to the next level by learning, understanding, and predicting next moves through algorithms. One example of this technological advancement is self-driving cars with sensors and patterns to safely get people from one destination to another. Although many of these advancements seem like futuristic luxuries, the reality is that with the continuous use of these resources, they will grow and develop until they are fully immersed in our everyday lives.

Visual Content

It is not new that we are living in the visual age with smartphones, computers, and digital advertising everywhere we look. Short and compelling videos have taken over the internet with platforms like TikTok and Instagram. These platforms are flourishing due to the exorbitant amount of time users are spending on the platform. In 2022, users spent around 45 minutes a day on TikTok watching a variety of content and if you are not currently utilizing this space, it could be a missed opportunity.

Engaging visual content with tight messaging is the key on short form video platforms, as attention spans are dropping. Simplify brand messages, offers, and incentives to pull potential customers into your social media pages, and ultimately your website. Take that opportunity to expand on your promotions and obtain lead information to retarget to them in the future.

With more refined data tracking in Google Analytics, advancements in AI and ML, and to the point digital content, we can achieve things beyond our greatest dreams. If you would like to hear more about 2023 digital trend topics or how to structure a marketing plan for your dealership, we encourage you to reach out and speak to one of team members. Happy holidays and happy New Year!

With the cold weather approaching rapidly (and do I dare say snow) now is the time to push service specials and vehicle maintenance. The average person may not be aware of the overall change a vehicle must go through when the cold weather hits. Cold weather requires different maintenance to keep things running smoothly on your vehicle as well as staying safe on the road. Take the opportunity to educate your customers and push service specials specific to the maintenance of a vehicle during the winter before the cold front comes.

 Educating Your Customers

We can’t assume every person who gets their vehicle serviced may know the full maintenance of a vehicle during the different seasons. This brings us to the first step which is educating your customers about why it’s important to keep your vehicle service during the cold months. Your dealership can advertise a banner on your service specials landing page and/or a homepage banner. These banners can give some key points of service suggestions and as to why they are important. Once the banners are created with information your dealership can back it up by adding service specials specific to what should be done!

Service Coupons

Here are some key service factors to consider when creating service specials geared toward winter weather conditions:

• • Tire check
  • Brake check
  • Battery check
  • Fluids check

Tires are key in the snow to prevent slipping and sliding by checking the tire tread depth to ensure there is enough grip. This instance would be a perfect time for promote a special for snow tire changes, tire rotations and an alignment check. Following tires, brakes are equally as important to check if there’s enough material left on the brake pads to help stop adequately. This would be a prime opportunity to run a brake pad service special.

Another key component for winter vehicle service sure your battery is accepting a good charge and it’s not drained. Having a battery test done is essential to make sure the battery cells are still good. Cold weather can be hard for your battery and can make it work harder therefore your dealership can promote specials for battery testing and battery replacements.

Lastly, fluids are vital to make sure your engine is working properly. Antifreeze over time can break down and lose its ability to keep your engine at the proper temperature. Washer fluid is a necessity to keep visibility clear when the salt gets on your windshield. Hoses also should be checked as they can become brittle and leak over time in cold weather. Service specials to promote can include an antifreeze flush and a washer fluid refill.

Service

Wintertime is a prime opportunity to educate your customers on the importance of vehicle maintenance while pushing service specials to boost your service business. Don’t let this opportunity of the season changes pass you by and start pushing cold weather service specials! D2D has managed everything from targeted automotive service campaigns, email campaigns, conventional media and so much more. If you need help making sure your dealership stands out against your competition, contact us today!

Have you ever been in the market to make a purchase and felt like just another customer? The sales associate viewed you as another sale and paid little attention to what brought you there, to begin with. It’s never a good feeling and can deter you from making a purchase, so why would you want your dealership to feel that way? The answer should be that you don’t! When done correctly, personalized marketing can help you stand out from all the others and entice customers to buy from you. Continue reading and we’ll talk more about the benefits of personalized marketing.

Successfully Target the Ideal Customer

To make the sale, you need to understand your customer. What marketing experience will really grab their attention and influence their purchasing journey? By having this knowledge and data, you can gain better insight as to how you can best serve them. The more knowledge and transparency the salespeople have the more responsive and better chance of a sale. It also can foster brand loyalty for your dealership bringing them back again and again.

Stand Out from the Rest

Chances are that you’re not the only local dealership the customers have the option to purchase from. Personalized marketing can help you stand apart from those other dealerships which then leads to a better chance of a sale. If a potential customer receives the right message at the right time, there’s a good chance that prospect will make it to your showroom floor. Today’s shopper doesn’t just want just a good deal they want a great shopping experience. Personalized automotive marketing can give your dealership that advantage over those other guys who stick to traditional marketing efforts with little thought about their customer’s individual wants.   

Build Brand Loyalty

When you have a good experience at a business, you’re more likely to return and make a future purchase. With personalized marketing it doesn’t just stop at the first sale, it now becomes a valuable tool to continue improving and building upon that customer’s experience. You build up brand loyalty because you learn more about this customer each time they visit and ensure they have the same top-notch service each time they come through.

There are many benefits to personalized marketing for both the dealer and the consumer. The consumer feels like they were heard, you understand who they are, and what their needs are. It improves the purchasing journey for the consumer, and not only gets the dealership a sale but hopefully increases the chance of future sales. Not only can personalized marketing work for new and used car sales but can also increase revenue for the service drive as well.

Interested in how Digital to Dealer can help with your personalized marketing? Contact us today to see how we can help your dealership!

How do you drive business to your dealership and build brand loyalty? Trust.

There are ways that dealerships can build trust with the modern car buyer to enhance their reputation. Unfortunately, car salesmen don’t have a great reputation.  A 2020 Gallup Poll found that only 7% of consumers trust car salespeople. By understanding what car buyers want and using technology to your advantage, you can give customers control of the buying process and build trust.

Give the customer control. Car shoppers want to do their research first and then come into the dealership to complete the car-buying process. It is important that your website is easy to navigate and offers information that customers are looking for. Create an atmosphere of transparency and trust on your website to boost confidence in the car buying process. Make sure your website contains all your inventory and current specials. Provide information that the customer wants like pricing, availability, delivery timelines, and additional fees. Customers can price compare as they shop and read reviews up until they make a purchase to gain reassurance that they are working with the best dealerships for their needs. Make sure your information is easy to find and that it is easy to contact your dealership to set up a visit.

Offer Expertise. When a customer comes into your shop after completing their research online, offer additional education about the information they need to know when purchasing a vehicle from your dealership. Customers most likely will have done their research before coming into your shop and will be able to ask informed questions as a result.  Your salespeople should be able to present additional information to fill in the gaps in the knowledge of their customers.  Salespeople can foster trust and add value to the car buying process by offering their expertise on the product that the consumer wouldn’t get shopping online alone. Successful salespeople not only offer transparent information upfront, but they are also experts on their products and add value to the car buying process. Salespeople can build trust by offering additional information on the vehicle’s safety, maintenance, and other facts.

Be Transparent. Make sure that the additional information the consumer is receiving at the dealership matches up with the information that they found online and that your salespeople are transparent when offering details, so there are no surprises. Consider how easy it is for customers to navigate working with your business.  Through transparent information on pricing, vehicle history, and safety, shoppers are armed with the information that they need to feel comfortable moving forward in the process with your dealership. When you give the customer the ability to shop online first, they are armed with information for when they meet your salesperson. Customers that feel they have control of their buying experience have a greater rate of satisfaction with the result.

Highlight your positive reputation. Solicit feedback as part of the car buying process, so that your customers can build your reputation for you. Reviews from other people on products and services have become very important to would-be customers. 90% of consumers read online reviews before visiting a business, and almost the same percentage trust these reviews the way they trust personal recommendations. More than half of shoppers say that the most important factor when choosing a dealership is the dealer’s reputation.  Most shoppers today will read and trust third-party opinions of a business and make an overall assessment based on what they read. If most of the reviews are good, then the customer has a sense that they can trust the dealership with their business.  There will always be disgruntled customers, but people can usually discern if this is the case with a poor review based on how the review is written or how the company responds to the review. Make sure to respond to reviews in a timely manner and stay ahead of your competition. People will often make a judgment about your business based on your reviews, so it is important to properly manage your reputation.  Highlight your positive reviews, as this feedback from a third party, will make customers feel more comfortable entrusting you with their business. 74% of people always use ratings and reviews to inform their decisions when shopping generally. This number is even higher among millennials (ages 25-39) at 80%.  Your reputation is of utmost importance and requires regular attention. This is something that your staff should actively work to maintain or improve.

Use Technology to your advantage.  Use digital experience tools to guide customers through the sales process by offering customers the ability to purchase a car from your website. More than three-quarters (76%) of car-buying customers are willing to consider a complete online purchase process.  Allow for open communication and provide a shopping experience with a mix of digital and in-person.  You can also utilize targeted marketing campaigns to follow up with interested customers so that you can reach your intended audience when they’re ready to make a purchase and build brand loyalty.

Digital to Dealer Direct offers reputation management, website management, and targeted marketing. Contact us today for more information! 

Digital Dealer Vegas 2022 was hands down one of the most session intense Digital Dealer’s I’ve attended! The expo hall seemed quiet when the sessions were running, and people were getting turned away at the door because the sessions were full! I don’t know about you, but I’ve never experienced that before! When thinking about why this was happening, I had a few thoughts I will share with you as I recap some key takeaways form the conference.

 

Social Is Going to a Whole New Level

One reason I think dealership personnel flocked to the sessions was to learn more about social media. One thing Covid taught us is that social media marketing is far from dead. In fact, it’s going to a whole new level. From Pinterest to TikTok to video ads, it’s all about being connected and being where your consumer is – which may in fact be Pinterest! Did you know that according to the statistics put out by Pinterest, 47% of all Pinterest users are 18+ and in market to buy a vehicle?

Here are a few other great social media stats we picked up:
 -Average user spends 2.5 hours on social media per day
 – 87% of Pinners are interested in connecting with local businesses
 – 75% of all moms in the US are on Pinterest
 
Analytics are Changing in a Big Way

It’s likely not news to you that Google Analytics is making a big change and in July 2023 the Google Analytics we know and have come to love and hate will be no longer! GA4 will be the new analytics and with that comes some major data changes. The main difference is that Google Analytics as it is now (Universal Analytics, or UA) is cookie based and GA4 will be based on user’s signals. Another way to look at it is that UA is session based – a user comes to website and tracks as a session and a cookie is placed on the user. GA4 will be event based – the user will trigger buying or conversion signals based on what they go to and what they do. GA4 will also be full cross-device capable meaning you can get signals from that user on their phone, desktop or tablet.

One other piece of this is, of course, the dreaded death of the cookie. Third party cookies will no longer work and for some this is a very scary move. If you’re unsure of how to use, track or set up the event base model of GA4 this could be a tough one for you. Google Chrome is also set to completely stop all cookies in 2024.

For the data nerds like myself, GA4 is pretty exciting. While the platform itself will take a little bit of getting used to as a totally different user experience than UA, the enhanced conversion tracking, signal attribution and server to server conversion set up could lead to an even better tracking model.

There is a lot to learn here, and I am not surprised that people were anxious to get all the information they could out of the conference! If you have an automotive digital marketing agency, they should be fully knowledgeable on the GA4 integration and should already be setting it up for you!

If you’d like to speak to one of our digital experts to make sure you’re ready to go when July rolls around (inevitably all too soon,) give us a call today at 877-958-4524 or contact us online.

Cover photo courtesy of DigitalDealer.com

DigitalMarketing.org defines a target audience as “a group of people defined based on their common characteristics such as demographics and behaviors.” Understanding and marketing towards that target audience needs to be a strategic and well-thought-out process. At Digital to Dealer Direct, we are here to help you discover and build your target audience, serve them eye-catching ad creatives, and turn them into customers.

Audience Segments

The term target audience is all-encompassing and needs to be broken down to better understand. One audience segment is demographics, which includes categories like age, gender, and geographic location. The second segment is based on consumer behavior and life events, including marital status, income, and interest in purchasing a vehicle. Based on users’ activities online, we can serve informative and relevant ads to potential customers.

Audience targeting capabilities are dependent on the advertising platform and user experience. For example, LinkedIn segments its audience based on professional traits, including job title, company name, and years of experience. Facebook, on the other hand, focuses more on interests and life events. Both are quality platforms to run advertisements; however, understanding whom you are trying to serve your ads to will ultimately allow you to decide where to spend your advertising dollars.

First Party Data

In addition to customized target audiences, there are a variety of other ways to reach your ideal customer. Uploading an owned customer list of names and contact information can help you target your current customers online. By adding your current customers, and similar audiences to your current customers, you can target those who will be more likely to engage with the advertising content presented.

Retargeting is another option that can be fairly inexpensive. Retargeting involves using first-party data by serving ads to users who have already visited your site in a given period of time. Unlike customer lists, advertisers do not obtain names and contact information of repeat users to the website, as that information is managed in the back end of Google’s products. Rather, retargeting can provide additional incentives or a strong hook to entice these customers back to your website and could lead to additional sales. After a form submission, contact to a dealership, or sale, these customers can become part of your customer list and be targeted for future deals.

Campaign Goal

As an automotive digital marketing agency, we are dedicated to achieving our client’s goals. The goals of your campaign will directly influence the audience you choose to target. New and used car campaigns will target different groups of people in the market for their next vehicle. As a specific example, imagine you are a young adult or parent of a young adult getting their license. Affording a new vehicle may not be feasible, so creating a campaign with the goal of advertising inventory under a certain price point would be useful. In this situation, a target audience could include young adults, college-aged students, parents of young adults, specified incomes, and those in the market for a used vehicle.

Campaign success is ultimately led by a well-optimized target audience. Learning about which audience segments fit your goals and then retargeting to those customers who reach your site will lead you towards reaching your campaign goal. With assistance in better understanding your target audience, speak with one of our digital strategists by contacting us today!

A prospective buyer walks into your dealership with 3 kids in tow and you can tell right away they need a good family car.  In the past, you might’ve sold a car based on the “fun factors” or special features. When it comes to selling and how to market a family car the selling points may be very different. The average family is likely looking for the following features:

– Lots of interior room and cargo space

– Cost-effectiveness

– Long-term reliability

– Practicality and fuel efficiency

– Great safety rating

Below are some tips for your sales team when selling a family vehicle.

When selling to a family one of the most important features may be the trunk space. With strollers, soccer gear, or maybe even the family dog, you need to make sure to emphasize this feature. Buying an inexpensive stroller, or having a staff member donate a used one, to keep for demonstration purposes could go a long way when selling a family vehicle.

Family cars tend to be a bit on the pricier side with things like extra space and lots of convenience features. It is important to know the budget before showing a vehicle. Being knowledgeable about the APR offers and best leasing offers will be very important to make the sale.

The vast majority of vehicles in this market have good safety ratings and it shouldn’t be too challenging to find a car that will satisfy your buyer. It is important to know the rating of each model you have in your dealership and what makes each one stand out over the other or of a comparable competitor.

Now, even if you have all this knowledge and the vehicles in your inventory you still need to get these prospective families in the door! Showing scenarios such as these will surely hit home with many parents:

• Crying babies in a bulky, rear-facing car seat
• Siblings arguing back and forth
• Angsty pre-teens — or teenagers — using the charging ports, multimedia interfaces, cup holders, and other comfort or technology features.
• Some cookie crumbs and a mess of toys
• A trunk stuffed to the brim with assorted gear including a massive stroller and a week’s worth of groceries

You want to relate to your customer, and these are probably real-life issues your buyer has to face on a daily basis. A great strategy is to market how your inventory could alleviate some of these struggles (at least within their mode of transport). Think of Subaru’s commercials with the family of dogs driving in a car, who doesn’t love dogs? This advertisement really captures the buyer’s attention all the while showing off the vehicle features which are selling points to families. So how else can you do this at the dealership level without a national ad campaign?

1. You can have a car all suited up in your showroom with one or two child seats installed, instantly displaying to your customer how their life can fit in this vehicle. Also be sure to add in upgraded vehicle accessories (all sold in-house of course) such as easy-clean rubber floor mats, trunk organizers, or even a roof rack with extra storage capacity. By using this marketing method, you don’t need to rely on the customer using their imagination, and instead they can see the possibilities with their own eyes! Automotive marketing goes all the way to the showroom!

2. Be sure to point out all the numerous phone/device charging points, which could be highlighted by signage inside the vehicle making sure no one misses them.

3. Giveaways- who doesn’t love free stuff? With inflation through the roof, now more than ever people would appreciate the help of maybe a free tank of gas, or a week’s worth of groceries paid for. Sending out mailers promoting such giveaways will put your dealership right in the homes of the families looking or their next vehicle.

4. Are your customers bringing their kids to the showroom while car shopping? Going to the dealership has a reputation for taking a while and having entertainment for children could be a serious difference maker. Having something like Disney+ or toys/activities in your waiting area will make your dealership stand out against your competitors who are still offering stale coffee and news on the TV. In fact, having a distraction for your customer’s children can give you the extra time you need to close the deal and sit down to do paperwork. Advertising this on your websites homepage or sending out emails will help bring families in and give you a real edge.

5. Many salespeople aren’t given a chance to create an identity within the dealership – and this is a missed opportunity. Your buyer wants to feel connected to who they are purchasing a car from. If you maximize your social media presence and share small personal details about your employees, your buyer might feel more comfortable with who is helping them with this big purchase. Making sure your website Staff page is up to date is key. This helps put faces to names and allows the buyer to feel even more connected to your business.

If you sell a lot of family vehicles and want help marketing to this audience, D2D is the right place to start. As an automotive digital marketing agency, we know this audience inside and out. We can help you strategize, build creative and execute campaigns. Give us a call today at 877- 958- 4524 or contact us online!

Labor Day is right around the corner, and this year it’s more important than ever before to take some time to think about how you’ll advertise your dealership for the holiday. In previous years it seemed simple. You’d get your lowest leases, and your marketing agency would come up with some great graphics to promote your low prices. As you know, things have certainly changed. The factories aren’t really offering programs, and if they were, you probably don’t have the car to sell. However, that doesn’t mean you can’t market your dealership to those looking to buy a car.

What’s the goal here?

The first step to defining any marketing strategy is to determine the goal. Without many new cars to sell, there are still so many ways to increase your dealership’s performance. Do you want to increase Ros in the service drive? Do you want to sell more used cars (who doesn’t)? Would you like to acquire more trade-ins to start the end of the year off with a bold inventory?

Choose a direction (or two) that will help you determine the next steps for your Labor Day advertising. Make sure your goal is realistic. If you currently sell 50 used cars per month, you’re probably not going to get up to 100 just by doing some holiday ads. Your holiday goal can be tied into a long-term goal though. For instance, if you want to sell 5 extra used cars in September and then 10 in October, and so on, this is a great way to use the holiday for a jump start to a great end of year.

Get your creative juices flowing!

Once you’ve established your goals, it’s time to get creative. As we mentioned, this is not the year for pushing low leases and buy-now pricing. You’ll have to try something new to get auto shoppers in your showroom. Service can be a great way to build up your dealership’s revenue and is often the last thing General Managers have time to focus on during the rush of the sales side.  Have your service manager come up with aggressive seasonal specials you can advertise. Search campaigns and social media can be very effective ways to advertise service specials. Ask your automotive digital marketing agency what they recommend in these spaces to fill your service drive!

Offering complimentary service with the purchase of a vehicle is a great incentive for someone to buy at your store whether new or used. Additionally, we all know gas prices are killing our wallets these days. Consider offering a gas card with purchase to help offset the money they will be spending to purchase. It’s also just a great way to set yourself apart from the competition.

Aggressive used car pricing is of course key to selling these vehicles. However, holidays are a great time to offer additional discounts, added value incentives and additional promotions.

For more in-house incentive ideas, especially to keep current customers coming back, check out our blog “Offering Rewards and Incentives.”

Don’t leave new cars in the dust…

As if they’d be around long enough to collect dust! BUT, if you have the new car inventory someone is looking for, you want to make sure you get it out in the market so people know you have it, so make sure you’re advertising in key digital areas like search, social, and email marketing. This doesn’t necessarily mean you have to spend a fortune in these areas, but make sure you have your bases covered. Talk to your automotive marketing company to make sure you’re where you should be.

Electric vehicles are so important not only to the environment but to cut down on shoppers’ gas costs. As these prices soar, people are looking for alternatives and electric vehicles are getting more attention than ever right now. Setting up a separate budget for advertising your EVs is crucial. You’ll want to advertise any electric inventory you have in all the major digital advertising spaces and highlight on your website! Our Account Coordinators can help you get your website up to speed with our website watchdog program.

Timing is everything.

It might only be August 1st, but we are just a few weeks away from Labor Day, and the time is now! Sit down with your managers and determine your goals so that you can get your marketing plan rolling for a successful Labor Day and September. Whatever you decide to focus on, Digital to Dealer Direct can help. If you need ideas, graphics, or campaign execution, our team is here to help with unmatched service and exceptional results. Contact us today!