Launching a new marketing campaign for your automotive dealership can be daunting. There are many factors to consider, from your target audience to your budget. With careful planning and execution, your campaign can be a success. Here are a few things to do as you plan your next automotive marketing campaign.
Define Your Message
As any experienced automotive marketing professional knows, one of the most important things to do when launching a new campaign is to define your message. What are you trying to communicate with your advertising? What do you want your target audience to take away from your ads? Without a clear and concise message, your campaign will likely fall flat.
Fortunately, you can take a few simple steps to ensure your message is on point. First, take some time to research your target audience. What are their needs and wants? What kind of language do they respond to? Once you understand who you’re talking to, you can craft a message that will resonate.
Additionally, make sure your message is laser-focused. Don’t try to accomplish too much with one ad; instead, focus on a single key benefit or selling point. Keeping your message clear and concise will give your campaign the best chance for success.
When launching your next automotive marketing campaign, it’s important to take inventory of your digital assets. This includes your website and any social media platforms or other online channels you may be using.
It’s also important to consider any direct assets, such as print materials or television commercials. Once you have a good understanding of the available assets, you can start to develop a plan for how to use them best.
If you have a limited budget, you may need to focus on utilizing just one or two channels, but if you have a larger budget, you can afford to be more aggressive and create a more comprehensive campaign.
In either case, taking the time to assess your digital and direct assets will help ensure your campaign is as successful as possible.
One of the things you’ll want to check is your targeting settings in your Dealer Management System (DMS). By default, many DMSs will target trade-ins to entice customers to visit your dealership. However, this could be missing out on a large potential market of non-trade-in customers.
Adjust your targeting settings to reach a wider audience with your marketing messages. In addition, take a look at your dealer group’s standards and see if there are any adjustments you can make to ensure compliance.
By taking these steps, you can be sure that your automotive marketing campaign is firing on all cylinders.
Set The Dates
This may seem like a simple task, but there are actually a few things you’ll need to keep in mind. First, you’ll need to choose your campaign’s start and end date. For example, if you’re running a sales promotion, you’ll want to ensure that your campaign doesn’t start too early or too late. You’ll also need to take into account any holidays that may fall during the time you’d like to run your campaign.
Finally, you’ll want to ensure that your campaign doesn’t conflict with any other significant promotions your dealership may be running. Additionally, this will allow you to monitor the results of your campaign so that you can gauge its effectiveness. Moreover, setting the dates will enable you to allocate your resources more strategically.