Auto Dealers: NOW is Your Time to Shine.

The iron is hot and itamp8217s time to strike The next few weeks are pivotalWith price and policy adjustments in the works your dealershipamp8217s future success will be directly affected by what you choose to do NOW Letamp8217s talk about how you can position your dealership for shortterm success and longterm growth during this crucial timeYour inventory is a shortterm opportunityDealerships across the country have an average of 96 MDS market day supply significantly higher than this time last year Market supply is in great shape right now With aggressive manufacturer incentives rolling out like Fordamp8217s amp8220employee pricingamp8221 and Stellantisamp8217s formerly Fiat Chrysler Automobiles US LLC very similar amp8220employee pricing for allamp8221 offering employeelevel discounts on new Chrysler Dodge Jeep Ram and Fiat vehicles to US customers on select models that inventory is incredibly lucrativeCurrent incentives are expected to drive substantial sales as pricing adjustments ahead are still fuzzy at this point We know that vehicles manufactured outside of the US are subject to a 25 tariff as of last week Most questions are more centered around vehicles that are partially manufactured outside the country or those with imported parts Automakers are still trying to figure out what that means for future pricingNow what should you do Most importantly Stand on the value of your own name Build market share for your dealership while youamp8217re helping manufacturers move products throughout market pandemonium Itamp8217s going to be tempting to rely heavily on lowfunnel targeted tactics that reach consumers in the buying cycle at this moment but thatamp8217s only one piece of a polished resultsdriven strategyLongterm success is in your dealershipamp8217s storyThe manufacturer has one goal in mind sell more of its products It doesnamp8217t matter if itamp8217s sold by you or your competitorsRemember your dealership is your business and you have a voice of your own outside of your makes and modelsAs a dealership selling new cars itamp8217s possible even probable that you rely on your manufacturers for advertising guidance You probably have a plethora of manufacturerbacked digital advertising opportunities to choose from With certified advertising providers or programs and automatic coop submissions they make it easy to move more metal with sophisticated targeting techniques and premade ad templates Almost too easy right These resources save time but at what cost Theyamp8217re simply focused on the product not your dealershipYour road to sales now and in the futureWhy do customers buy from your dealership Is it because your inventory is deeper than your competitors Maybe your new vehicles are sold with amp8220lifetime powertrain warrantiesamp8221 vehicle service contracts These are great tactics but are they your customersamp8217 why Probably notThe point is itamp8217s not the price that keeps your customers coming back itamp8217s the buying experience People buy from people and businesses they like Use this knowledge to refine your USP unique selling position and craft your messages around it This strategy makes your dealershipamp8217s name more memorable which strengthens the impact of your advertisingYou can strategically customize your messages this way and still collect coop Remember to be mindful of coop guidelines and include sales event logos of course Next letamp8217s talk about where to place these messages to drive salesStep 1 Build the foundationBased on its effectiveness in building awareness and overall low CPM traditional TV is a powerful building block to use in the foundation of a strong automotive ad campaign New car shoppers spend an average of 96 hours watching traditional TV every week Scarborough 2023 Release 2 New Vehicle HHLD Plans to Buy in Next 12 MonthsOptimum Media offers traditional TV in 21 states with placements on top networks like Fox News CNN ESPN TBS Discovery HGTV News 12 and more Our experienced automotive advertising professionals know your market and can share tools and insights that help you build a solid advertising foundation that promotes return on ad spendStep 2 Hold steadyLongevity is the key to success While your ad investment may vary monthly itamp8217s vital to stay the course and keep your message visible at all times Maintaining consistent messaging is one way top dealers gain their competitive advantage They have established brand awareness Awareness takes time to build and will exponentially increase your sales down the roadConsistency helps make your dealership memorable to consumers midway through the buying cycle as theyamp8217re researching products and dealerships Streaming TV is a highly effective way to reach customers who are in this research phase These placements allow you to target based on browsing behaviors demographics vehicle registrations and other definitive characteristics that can help refine your audienceOptimum Mediaamp8217s streaming TV offerings include placements on platforms like YouTube TV which is the fourthlargest paytv platform in the US as well as free adsupported platforms like Pluto and TubiStep 3 Drive them homeThis is the fun part motivating inmarket consumers to choose your dealership Adding lowfunnel highlytargeted placements on platforms like mobile and online video are the perfect way to capture the attention of customers in the buying cycle and hereamp8217s where the previous tactics we talked about come in This type of advertising often labeled amp8220lead generationamp8221 is drastically improved by building brand awarenessOptimum Mediaamp8217s mobile AdMessenger product allows you to reach inmarket customers where they are anytime anywhere and drives 5 times higher engagement than traditional mobile advertisingClosing the dealThe sale doesnamp8217t stop when your customer signs the bill of sale No matter what market conditions are one common denominator will always remain Itamp8217s still about people Customers crave personalized memorable buying experiences Buying a vehicle is one of the largest purchases your customers will make itamp8217s a milestone Having a comfortable lounge area refreshments and a friendly courteous atmosphere help your customers feel more at home and welcome throughout the process especially if they have small children And with a solid multiscreen advertising plan you can expect to see more new customers and watch your business growNow is the time to grow your dealershipamp8217s brand awareness and prepare for a successful future Are you readyThis article was written by Jennifer Fritz Optimum Media Marketing ManagerPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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