Dealership Marketing Strategy
The layer above the channels: what you are trying to do, who you are trying to reach, and how to tell whether the mix is working.
Most dealership marketing decisions are made one channel at a time. The mail drop gets approved because last year’s worked, the digital spend renews because it always renews, and nobody asks the question underneath both — what is this month’s traffic actually supposed to do, and which part of the store is going to handle it when it arrives. This library is about that question.
The other libraries on this site go deep on single channels. Direct mail covers lists, formats and the cost arithmetic. Sales events covers the staffed and hosted formats. Digital covers search, social and the website. This one sits above them: strategy, the buyer, honest channel comparisons, and the mistakes that show up in every store we walk into.
A note on the comparisons. We sell mail, events and BDC, and we are not going to pretend those are the right answer for every store or every month — a comparison that always concludes in favour of the thing being sold is an advertisement, and it is worth nothing to you. Where a channel we do not sell is the better fit, the articles say so. If you want a view of your own numbers first, the profit evaporation assessment is ten questions, and car dealership marketing is the service overview.
The library 8 articles
Strategy and planning
Channels compared
Still looking? The frequently asked questions answer the short version of most of this, what dealers say covers the results side, and Auto Industry News is everything we publish in date order. Or start with the full resource index.
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