Mastering Marketing for Your Community - AutoSuccessOnline

Mastering Marketing for Your Community

The idea of marketing is quite complex. It may be best to describe advertising as a perception. Regardless of the direction you are headed with your message, be cautious that you are branding your business and dealership. Keeping the theme consistent is best so that one does not confuse the audience and ensures the message you want to convey is the content you deliver to the future customer.

What is marketing? The word has multiple definitions and can be tied to numerous opinions. Merriam-Webster Dictionary defines marketing as follows:

“1A: the act or process of selling or purchasing in a market, 1B: the process or technique of promoting, selling and distributing a product or service.  2: an aggregate of functions involved in moving goods from producer to consumer.”

In my humble opinion, marketing is the difference between selling a vehicle or not. Many teams have mastered the art of assisting a customer from the “meet and greet” handshake to the “thank you, enjoy your new vehicle, safe travels and see you at your first service appointment” handshake. All of that is the easy part. The more challenging portion is finding those customers prior to all the handshaking. I believe the solution to this task lies in your creative abilities, effective placements to maximize reach and, of course, how often this message is drilled into their consciousness by way of frequency.

The concept of marketing can be analyzed from many points of view. The spectrum ranges from deeply analytical perspectives to simple, fun actions and contains a wide variety of viewpoints in between. Two notable methods that often conflict today are conventional versus digital. I will offer a third (as well as my favorite) category to contend with the former two: unconventional marketing techniques. For me, the best solution to the challenge of marketing is to simply make a friend! Why? It’s because people enjoy working, spending money and spending time with other people that they enjoy being around. This points the finger to grassroots marketing.

Around September 2015, Toyota Motor Company President and CEO Akio Toyoda challenged every single Toyota dealer in the United States to become the “Best in Town.”  Akio then created a fund that every U.S. Toyota dealership can use strictly to benefit their primary marketing area (PMA), otherwise known as their community.  This means a local Toyota dealership can give money to almost anyone with a valid request for a donation or sponsorship in their designated PMA without impacting the dealer’s financial statements. Such requests included money needed for local children’s sports team’s jerseys, community festivals, covering the deficiency balance for a local school’s child lunch fund or simply providing meals for less fortunate families during the holidays. This platform creates a win/win scenario for the future customer, the recipients and the dealership.

The automotive industry tends to lean more towards conventional and digital methods of marketing and advertising. However, being extremely familiar with your PMA and the best ways to efficiently penetrate it with your story and message is a very important strategy.

For example, in the Shenandoah Valley of Virginia, the market is best reached via a radio strategy.  In this community, folks are forced to drive “to town” at an average of 15 to 20 minutes of travel, and most people keep the radio on during this commute. Therefore, radio gives the highest frequency with the widest reach and ensures the message is memorable if the creativity supports it.

The idea of marketing is quite complex. It may be best to describe advertising as a perception. Regardless of the direction you are headed with your message, be cautious that you are branding your business and dealership. Keeping the theme consistent is best so that one does not confuse the audience and ensures the message you want to convey is the content you deliver to the future customer.

You May Also Like

Ways to Save on Credit Card Merchant Transaction Fees

A processor should lessen your workload by handling merchant processing. They should free you up to focus on the customer, while feeling confident that your processing remains compliant and safe.  

By Richard Rodgers, Dannah Investment Group, LLC, and Aaron Cott, TRUECard

Cash or card? Apple Pay? Chip or swipe? Email receipt? These questions are asked of consumers at most businesses today at the time of payment. Credit cards are the primary payment method, requiring business owners to have efficient and reliable machines to process credit cards. Where employers get stuck is by assuming they have no say or option in the merchant fees associated with processing credit card transactions. What if you could find a way to save money each month simply by changing your credit card processing company?

How End-of-Year-Sales May Impact Auto Finance Digital Transformation Strategies

We still have a very paper-driven culture but we need to continue to shift focus to digitization to reduce risk and liability.

The ROI of Giving Back

The key place to begin for any type of giving-back initiative is to determine what drives you and inspires you.

5 Technologies That Have Transformed Automotive Transportation

Recent advances in transportation offer efficiencies for drivers and carriers and provide peace of mind for customers. These improvements often offer cost improvements, as well as reduce liability for the carrier.

car carrier Ship.Cars
Skip the Stip: Lending Without Stipulations

New AI-powered technologies are creating more access to credit opportunities without the need for these stipulations and lengthy supporting documents.

Other Posts

You Want Me to Pay for WHAT?!

Arming yourself with this firsthand knowledge will let you make informed decisions and allocate your budget toward increased profitability in ways you simply cannot hope to when you’re playing telephone with your manager charged with executing on marketing.

Wikimotive, trade shows, marketing,
Crafting a Cohesive Brand Identity

Upholding a cohesive brand image is vital. Learn how photography plays a pivotal role in reinforcing a dealership’s professionalism.

Crafting a Cohesive Brand Identity The Impact of Professional Photos in Maintaining Consistency Across Marketing Materials
Is Marketing Both the Problem and Solution for the EV Market?

Marketing can answer consumers’ questions and demystify the EV buying journey.

Is Marketing Both the Problem and Solution for the EV Market? myAutoIQ article
Scalpel or Machete? Cut Marketing Wisely

Understanding which of your marketing efforts is actually performing and where to cut safely is critical to success and growth this year.

December 2023 cover feature-Understanding which of your marketing efforts is actually performing and where to cut safely is critical to success and growth this year.