Success Story
Liberty Buick New Sales Up 21%, Liberty Buick Increases Profitability with Integrated Marketing Strategy The car business is an intensely competitive industry. Dealers search tirelessly for the most effective way to reach the perfect in-market customer with the right message, bring that customer into their showrooms and service bays, and keep that customer coming back again and again. To accomplish this, many advertisers are shifting away from traditional mass media platforms like TV, print and radio, due to high cost and low measurability. Savvy dealers want a better return on their marketing dollars and are trending toward more targeted and digital mediums that include targeted direct email and mail and the internet. Dealerships that do not recognize the value and advantage of targeted and digital marketing mediums continue to see diminishing returns with traditional mass marketing that continues to be costly and nearly impossible to measure.
The most successful dealers are using a combined strategy that includes targeted and digital mediums that are less expensive, more measurable and give a better return on investment than traditional mass marketing. A fundamental aspect to this approach is to integrate all targeted and digital advertising to maximize results. Often, this also presents a challenge as the average dealer works with multiple vendors to execute their overall marketing which results in different messages and designs that too often are not integrated with one another – causing confusion among customers, and even employees. Å CONTINUED INSIDE