Complete Dealer Solutions

Is your marketing solely consistent of vain advertising?

Vain advertising is when your only promotion is trying to sell something.

I see dealerships solely doing this.  Many of whom have 1,000s of customer’s e-mail addresses, and they only send them advertisements.  While this works well for stores like Best Buy who every week publish ads of what’s on sale, dealers have a different type of industry that could be better supported by keeping yourself in contact with your existing customers until they are ready of their next purchase.

While it takes a little time and effort to create a newsletter without any selling, the positives exponentially outweigh the inconvenience.  For example, people will continue to read when you offer them information over sales.  Does that mean you cut out the sale completely?  No, they can both co-exist.

For example, you publish a newsletter with a short article about the importance of summer (or winterizing) your car.  If your A/C is running up to snuff, it could be a hot summer. If you coolant is clean, it will be even harder on your engine (and who wants to be the person pulled over with steam coming out of their hood).

While your articles just explains why your car needs these tune-ups, backed by experts in the field and the manufacturers maintenance plans you state your case.  Then along the bottom, you strategically place coupons for just that type of work.

Now, you have just informed the customer.  You’ve also offered your service in case they need it.  I particularly don’t need any, but knowing that I need to pay attention to my coolant may have been calling and asking questions later.  It wasn’t an in-your-face come buy a new car advertisement that after one or two I’ve had enough and click the dreaded opt-out button.

Think of your customers as not just an immediate sale. 

- Aaron

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