Advertising Your Auto Dealership to Adapt to Buyer's New Habits

Lisa Schaetzel

Lisa Schaetzel About The Author

Mar 18, 2022 2:29:46 PM



In the automotive industry, supply chain and inventory issues continue to present issues with stock. Intent to buy new and used cars within the next year has returned to almost pre-pandemic levels, despite inventory remaining too low to meet this demand. Because of these supply and demand problems, automotive companies need to shift their advertising accordingly.

The following are some helpful car marketing ideas to help your business overcome the current challenges in this highly competitive industry.

View Our Checklist for Effective Advertising Creative

Target Your Core Audience

Different types of cars reach different people. For example, some prospective car owners may shop for luxury vehicles while others search for more affordable home models. Based on the differences between these types of vehicles, you must advertise them differently to connect with their respective audiences.

You can target your advertising more effectively by breaking down advertising according to demographics. Potential demographics include gender, age, location, income, lifestyle, and family status. You may find that you can divide your core audience into different segments, such as younger independent professionals and customers with families.

Based on these demographics and segments, you can create a variety of offers to reach your target audience. For example, you can target newly graduated college students with special rebates, while families benefit from financing options.

Continue Brand Awareness Campaigns

You should continue with brand awareness for your general audience to keep your company in the spotlight. However, you should also limit your call-to-action campaigns to your most loyal following. That will make sure people remain aware of your brand and come to recognize it, while you can boost sales among people who are most likely to buy.

With limited inventory behind your business, you'll want to prioritize specific audiences over others to get the best results from your campaigns. At this time, you should get purchase preference ahead of driving sales to new customers.

Remember that low inventory auto dealership advertising is crucial regardless of how much you're selling. The key is knowing how to adjust your campaigns to make the most of your available ad spend. With the right strategy, you'll make sure your company has the chance to appeal to new potential customers while making consistent sales. Even if you face certain hardships like the ones resulting from the pandemic, you'll be able to recover by continually advertising and raising brand awareness.

Nurture Leads and Build Trust

Online channels enable you to nurture leads and gain people's trust. They can engage your audience and provide them with the resources needed to research and understand what they want.

You can use a wide variety of online platforms to connect with audiences. For example, you can optimize your website to provide plenty of information about your inventory and offers. With good search engine optimization (SEO), people will be more likely to find your website over competitors' when researching automotive products and services. You can also request people to opt-in to a newsletter or enter the sales funnel through contact forms through your website.

You can then nurture leads through social media and email marketing to offer information via newsletters. Some of the topics you can cover include safety tips, vehicle information, and inventory updates. In the process, you'll be able to show that your brand values its customers and establish your company as an industry leader.

Use Ad Retargeting to Earn Loyal Customers 

To drive the best possible results from your advertising efforts, you must reach your loyal group of customers. These may include individuals who lease cars or trade-in for newer vehicles. Instead of selling new vehicles, focus on selling services to help current vehicle owners, such as waxing or oil changes. These can help improve your bottom line as you begin to restore your inventory.

One of the best ways to connect with loyal customers is to use digital retargeting ads. You can use digital display ads that follow people as they browse online, or you can launch email marketing campaigns to build brand awareness. It will encourage more of your existing customers to return to you and new customers to begin connecting. Eventually, you'll be able to boost loyalty to provide more steady revenue significantly.

Reach the Right Audiences with a Solid Advertising Strategy

The automotive industry is heavily competitive today, complicated by the challenges resulting from a disrupted supply chain. However, you can still gain a competitive edge and build your brand with the right advertising strategy. Many people are still in the market for vehicles that might be in your existing inventory, and you can focus on selling on the service side while boosting brand awareness. By incorporating a well-optimized strategy, you'll have the chance to flourish in this industry. Eventually, once you have the opportunity to restore your inventory fully, you'll be able to stay well ahead of competitors. 

New call-to-action

Topics: Digital Advertising