The auto industry can be an incredibly competitive one and with tight margins on new vehicles, it's crucial for auto dealerships to use their marketing dollars wisely. So which types of advertisements provide dealerships with the greatest bang for their buck? Read on to learn more about some of the most effective (and cost-effective) advertising methods for an auto dealership.
Even in an era of satellite radio and Bluetooth streaming, radio advertisements are a time-tested and reliable way to get your dealership's name out there and let prospective customers know about any available deals. Radio ads are generally available at a fraction of the cost of television advertisements, and this low cost can help you stretch your marketing dollars to span over several different advertisement types.
The key to a successful radio advertisement is its ability to command the listener's attention. Too long or too boring and the listener is apt to reach for the radio dial; but a 15- to 30-second advertisement that leads with an attention-grabbing line and includes the name of your dealership, any current deals you're offering, your website address, and your physical address or location should be all you need to increase your foot and website traffic.
It's important to remember that radio advertisements aren't a "set it and forget it" option. Instead, you'll want to concentrate on at least a few distinct ad campaigns each year (such as a President's Day sale, Fourth of July sale, or end-of-year closeout) to ensure that your ads don't just become white noise in the background.
Targeted Social Media Advertisements
Your dealership may also be able to benefit from social media advertisements that are targeted to individuals in your geographic area, those who have "liked" your dealership's Facebook page or Twitter account, or those whose search history indicates that they're in the market for a new vehicle. Today's ad algorithms are more sophisticated than ever, and it's no longer necessary (or even wise) to advertise to hundreds of thousands of people in hopes that a much smaller fraction of these people will physically visit your dealership or request a trade-in quote.
Instead, by paying for targeted and tailored advertisements on several social media sites, you can shop your dealership around to those who are already considering a new vehicle, who are in your general geographic area, and who may be excited at the prospect of one of the money-saving deals you can offer.
For more information, contact a company that makes automotive commercials for radio.