Auto Dealer Monthly, May 2013

ADVERTISING MARKETING TARGET YOUR CUSTOMERS New online marketing tools allow dealers to reach car buyers with targeted campaigns that show up on their favorite websites Traditional spray and pay advertising has a major shortcoming Its a one time eff ort that has no follow up actions for conversion and no strategy to constantly produce opportunities for sales In todays digital age we have the opportunity to create more targeted marketing campaigns It just takes a basic understanding of psychology and human nature Take Kathleen and Frank Th ey are a married couple in their mid 30s Th ey have a 15 year old daughter and are expecting another child in six months Th ey also just moved to a new city and purchased a new home but neither of them have any friends or 8 AUTO DEALER MONTHLY MAY 2013 family in the area Frank is an active military reserve and just took a new job at Westinghouse making twice his last salary Kathleen has accepted a position as a nurse practitioner at Bassett Hospital Why should you care Well I have put together a marketing strategy that speaks to them in the following ways Active and Retired Military Discounts on All Vehicles Dont Take a Chance on Your Childs Safety With Your First Car Expecting a Child Th en You Will Want to See Th is Feature Packed Vehicle New Homeowner Learn About Our Extended Service Hours and Free Loaners Westinghouse Employees Receive Special Discounts on New Vehicles Bassett Employees Receive Employee Pricing Rebates Th ose headlines wont appeal to everybody but they will get Kathleens and Franks attention And by geo targeting the campaign I know theyll see them Th is is the type of strategy you need to consider in todays digital age TARGETED MARKETING Now when Kathleen and Frank click on one of my ads and visit my Facebook page or website I will Traditi adverti ad coming co h th con cons nities f nit Paul Potratz is COO of Potratz Advertising and an industry speaker in digital mobile behavioral and social media marketing He shares his expertise weekly through online workshops and hosts the weekly video series Think Tank Tuesday which reaches more than 42000 automotive professionals PPotratz@ AutoDealerMonthly com By Paul Potratz ISTOCKPHOTO COM ADVENTTR