Automotive Marketing For Car Dealerships

Automotive marketing is becoming increasingly complex. There are many different kinds of auto dealerships, each with its own unique needs, customers, and products. In addition to that, the landscape of automotive marketing is changing rapidly as technology evolves and new trends emerge. But with all these challenges facing you—from finding new customers to engaging them—you need help getting organized and keeping up with all the changes in your industry.

In this post, we review the aspects of Automotive Marketing For Car Dealerships, car dealership marketing ideas, digital marketing for car dealerships, and used car dealership advertising ideas.

Automotive Marketing For Car Dealerships

Automotive marketers face unique challenges not found in other industries: branding and designing vehicles is integral on how they perceive your dealership; consumers have dozens of places they can research before buying a vehicle; consumers expect better customer service than ever before since they’re communicating with brands more than ever through social media channels etc…

This guide will help you navigate the complexities associated with automotive marketing so that you can develop strategies specific to your dealership’s needs!

Marketing Automation

Marketing automation is a tool that helps automate your marketing efforts. It allows you to send targeted messaging and track the performance of those messages.

This makes it easy to see which messages are most effective and what types of content your customers respond best to, so you can make smarter decisions about how you spend your time and money on future campaigns.

Here’s how it works: You create different strategies or “campaigns” for each stage in the buyer’s journey (for instance, a lead generation campaign), then set up the parameters for when each one should be sent out based on information about the subscriber (such as their name or email address). The software will then send out these automated emails at specific times via an autoresponder service like MailChimp or Constant Contact’s ConstantContact platform—or even text message if you want!

You’ll also want to set up triggers so that whenever certain events occur—like someone visiting one of your websites—you’re notified immediately so that you can react accordingly with an appropriate response tailored specifically for that event..

Consumer Intent Marketing

Another type of predictive marketing is consumer intent. Consumer intent marketing allows you to target consumers based on their intent to purchase a product or service, and it can help you gain additional insight into your customer base.

Here’s an example of how it works: Imagine that your dealership has just launched a new website with a fresh look and feel. You want to see if all this work has paid off in terms of attracting new business by using Google Strategic Bid Management (SBMC), which allows you to bid on specific keywords through Google AdWords. However, there are no data points available for how often these keywords get searched for or what kind of traffic they typically generate (unless the keyword itself is brand-specific).

What if instead of bidding on those highly competitive terms directly related only with cars like “new car dealer,” “Used cars,” or even “auto showroom”? How do we know what our potential customers are really looking for? Well by looking at their behavior online!

Even though some customers may be searching for specific types of vehicles like sports cars or luxury SUVs; others may just be browsing around trying different brands such as Chevy vs Ford vs Toyota…or perhaps even buying something completely unrelated like home appliances instead.”

Google Partnerships

Google Partnerships are a great way to get your dealership in front of potential customers. When you’re looking for a new car, you probably use Google to find a dealership that has the vehicle you want. In fact, almost 60% of searchers on the web use Google first when they need to find something or someone.

Google Partnerships are a great way to boost your SEO because they help establish your company as an expert in their field through content marketing and link building work done by our team of professionals who know what it takes to rank high on Google search results. The more traffic we can drive towards your dealership website means more leads coming in through this channel – so don’t hesitate!

Online Reputation Management (ORM)

Online reputation management (ORM) is a way to clean up your digital footprint and make sure that your dealership is represented in the best possible light. Even if you don’t think you have much of a reputation online, it’s likely that the results from an ORM audit will show otherwise. A good place to start when cleaning up your digital footprint is with Google My Business, which allows you to control how customers find you on Google Maps or through local search results.

There are also third-party sites like Yelp! where people can post reviews about businesses they’ve dealt with—good or bad. If there are any negative reviews on these sites, they should be removed immediately; otherwise they could lead potential customers away from your company because they think it’s not trustworthy or reliable enough for them to buy cars from you!

Finally, there’s Facebook: many people consult their friends’ recommendations before making important decisions (like buying cars). If people see that their friends recommend one dealership over another when searching for information about car dealerships near them but don’t see any recommendations for yours—or worse yet see negative comments about what happened during past transactions at other dealerships—chances are good that none of those potential customers will choose yours either!

Lead Generation Website Optimization

Now that you’ve got an idea of what the modern car buyer is looking for, let’s talk about how to use your website to attract them.

Lead Generation Website Optimization:

You can run a successful lead generation campaign if you have a solid understanding of how your website drives traffic and converts leads. A marketing agency can help you get there by optimizing your website for conversions, search engines, mobile users and local customers. Here are some tips on how to optimize your dealership’s lead generation website for each of these categories:

  • Lead Generation Websites Conversion Rate Optimization (CRO) Strategies & Tactics – Using CRO strategies and tactics will help improve user experience so that potential buyers become more likely to convert into paying customers. If done correctly, this process will not only improve sales but also increase brand awareness going forward!

Drive sales with marketing automation and more.

Automotive marketing automation can be used to generate leads, increase sales and manage the customer relationship. It’s also a great way to create a consistent brand experience that engages and excites your customers.

  • Generate leads: Marketing automation can help you reach prospects you wouldn’t have been able to reach otherwise. Using email marketing, you can send personalized messages based on the actions they take online or in-store—such as visiting your website, requesting a test drive or filling out an online form. This helps generate more qualified leads than traditional methods of lead generation like cold calling or direct mail advertising could ever do on their own.
  • Increase sales: Once you’ve generated those leads using automated email campaigns (or whatever other method), it’s important that they convert into actual customers who buy something from your dealership—which is why it’s so important for dealerships not just to get people in contact with salespeople but also provide them with all the information they need before making any kind of purchase decision about buying new car vs leasing vs getting service work done at another shop down town instead (because let’s face it: nobody wants those headaches). Automated emails can keep track of who clicks through links within emails sent out earlier in order!

car dealership marketing ideas

It’s now time to get creative with your car dealership marketing ideas if you want your showroom to make an impact, increase sales and build loyalty. Here are some ideas you can try instantly.

1. Attention-Grabbing Billboards for Special Offers

How are you currently advertising your car dealership’s special offers? Posters, flyers and leaflets work to an extent, but you need to think bigger. In terms of physical marketing, it doesn’t get bigger than attention-grabbing billboards.

They’re impossible to miss by the public, whether they’re driving or walking. Design them so they’re instantly recognisable and to take it up a level, print the same designs and use them on banners, posters and flyers to maintain brand consistency.

2. Sponsored Decals

You want to show off a vehicle’s beauty to entice somebody into handing over their cash and driving away with their dream car. But that doesn’t mean the vehicle has to be plain. As you see on some of the most exciting sports cars, you could add decals and use them as a car dealership marketing idea.

Work with a print company that can help you design decals for either your showroom’s branding. Or if you work in partnership with another company and they’ll return the favour somehow, convert them into sponsorship decals to reach a wider audience and earn more in the process.

3. Gift Vouchers

How often do you come across a gift voucher in a car dealership? A lot of the focus tends to go on pre-sale and not as much on aftercare. Whether you advertise your gift vouchers through banners, posters or as part of the handover pack, a gift voucher inspires buyers to come back and buy anything from new tyres to a can of de-icer from you.

4. Car Detailing Campaigns

If there’s one thing that has boomed in the motor industry over the last couple of years, it’s car detailing. Professional valeting has evolved from a simple soak and rinse at a service station’s carwash. The products are better, the costs are higher and the methods are advanced. It’s premium and it’s something your car dealership should take advantage of.

Showcase offers for in-person or mobile car detailing services, which is what buyers are searching for as they want to keep their vehicles in pristine condition. It also reflects your brand in a great light, especially if you advertise this around your showroom. You never know; your promotions might have people coming in with their vehicles just for the car detailing, even if they didn’t buy the car from you.

That’s one way to build loyalty at any stage of the customer journey.

5. Kerbside Appeal

When people are walking or driving past your car dealership, it’s the forecourt that attracts them. If it’s sloppy and unorganised, nobody will give it a second look. Thankfully, there are plenty of car dealership marketing ideas to enhance your dealership’s kerbside appeal.

For starters, level up your forecourt’s game by strategically placing the cars in specific locations, adding LED lighting so it lights up the forecourt and advertises your dealership even when you’re asleep and regularly maintaining it.

In terms of marketing, incorporate events and seasons, whether it’s Christmas, Halloween or anything else that gets people excited. You can even have a new car spotlight and elevate it, so it’s an unmissable vehicle. Whatever you choose, make sure you promote it via print and digital methods to get the word out.

6. Giveaway Graphics

Probably the ultimate marketing and promotional idea — a giveaway. If you want leads and attract interest, giving away car fresheners isn’t going to do the trick. We aren’t saying you need to give away a Tesla every quarter, but giving away a car, new tyres, a driving experience, free MOT or serving for a year — anything along those lines — is a great marketing idea.

If you’re going big and ambitious, you need the promotional materials that match. Unmissable banners, signage, billboards and posters are great to draw attention. Then, to have visitors enter, you can add a display material like a raffle box for people to enter. Win-win.

7. Anniversary Celebrations

Celebrating your car dealership’s anniversary by emailing your loyal customers is, well, a little boring. You can use your anniversary celebrations as an innovative marketing idea by printing graphics to decorate the showroom with unique, stunning promotion ideas.

For instance, you could have your customers send pictures of vehicles they purchased from you and get them involved in the celebrations. You could work with a printer to create window graphics in eye-catching designs to celebrate. User-generated content is a great way to draw interest, especially when they realise they can flex a little as others notice their cars.

8. Custom Backdrops

Custom backdrops might seem like a minor addition, but many businesses are adopting them. With companies offering virtual services, the likes of Currys, Barclays and plenty of dealerships are now utilising custom backdrops because they offer video calls.

With the likes of Cinch and Cazoo being virtual, you can print custom backdrops and adopt virtual consultations to reach customers even if they aren’t physically in your dealership. Plus, your branding on the backdrops is essentially free advertising, even if the person on the other end isn’t ready to buy.

9. Pre-loaded Gift Cards

Another excellent car dealership marketing idea is to give out pre-loaded gift cards. By working with a reliable print company, you can create a design to look like a gift card that incorporates your branding but also looks like a gift card they’d buy from any store. Whether it’s for fuel, a cheaper service, MOT or any other product you sell, a branded pre-loaded gift card is a nice touch (and a great marketing initiative).

10. Loyalty Programmes

The first time somebody steps into your car dealership, it’s the beginning of what could turn into a lifetime relationship. Don’t just focus on car dealership marketing ideas that drive buyers but also increase loyalty. In a showroom, that’s relatively easy. 

Even if you’ve thought that a loyalty programme would never work, just think about how much upkeep and maintenance a vehicle needs. Your loyalty programme can revolve around offering repairs and other services, so they keep coming back to you.

The options are endless, too. Perhaps the most popular one is the reliable punchcard (both physical and digital) so customers never lose track.

11. Explore the Educational Side

Taking inspiration from what you’d usually find in places like the US, you could tap into a unique market you might have never considered before — education. Working with colleges gives you early and instant access to students looking to start their driving journey and pestering their parents to buy them a car.

You can get in there early. With student fairs and events, you can set up branded booths with plenty of physical marketing products. Brochures, catalogues, lanyards, merchandise — marketing materials that will help you stay front of mind with an eager-to-buy audience.

digital marketing for car dealerships

Almost all consumers today are shopping for cars online before they go near a dealership. Smart auto dealers use digital marketing strategies to convert those online shoppers into buyers. I draw on my 20 years of experience to share the top strategies that work.

How Is Digital Marketing for Auto Dealers Different from Traditional Marketing?

Digital marketing refers to marketing online through websites, emails, and social media. Digital marketing differs from traditional marketing in ways other than where it appears. The practice is more interactive and focuses more on customers.

A car dealership can’t focus a television commercial on a customer of a specific age or other characteristics. That potential customer can’t interact with the TV ad. And the dealer often will not know how effective that commercial was in luring potential customers to the dealership.

Digital marketing can target demographics and other categories of potential buyers. Dealers can quickly and easily see how well the marketing performed and how many people want to learn more.

Why Automotive Digital Marketing Is So Important Today

Automotive digital marketing is crucial because customers shop for cars in vastly different ways than 10 or 15 years ago. Most customers spend hours online shopping for their next car before they ever go to a showroom.

Here are some details on how much online now dominates car shopping:

All of this means car dealers must have a strong presence and engage with potential customers online. They need to understand how to focus marketing toward particular groups of buyers and give them the information they want. It’s imperative all of that happens before the buyer ever comes to a dealership or even makes a phone call.

(To learn more about how much online shopping affects many aspects of the car business, including how dealers engage customers and sell automobiles, visit our automotive digital retailing guide.)

How Much Money Do Car Dealerships Spend on Advertising?

Franchised new car dealerships spend about $600 per new car sold. That comes out to spending billions of dollars every year on advertising. Online advertising is increasingly the dominant form of advertising for auto dealerships.

According to the 2019 annual report from the National Automobile Dealers Association (NADA) New car dealerships spent $9.25 billion on advertising in 2019, or about $628 per new car sold. That declined in the first six months of 2020—likely because of the COVID pandemic. New car dealerships spent about $3.73 billion on advertising in the first six months of 2020, or about $600 per car sold.

In all of 2019, new car dealers spent 56 percent of their advertising dollars online; the next highest expenditure was the 14.5 percent spent on television advertising.

Automotive Digital Marketing Channels

Auto dealers can and should use multiple digital marketing channels to reach potential customers. This practice is called omnichannel marketing. Possible channels range from pay-per-click advertising to a well-designed website to online videos.

Here are the top automotive digital marketing channels:

Pay-Per-Click Online Advertising

Pay-per-click advertising, also known as PPC, can be an essential tool for effective digital marketing. A dealership pays a search engine (most often Google) to show your link at the top of a search result for certain keywords. They pay Google a small amount every time someone clicks on that ad to learn more.

PPC continues to grow in the automotive industry. In 2019, eMarketer found that PPC ad spending in the automotive vertical increased 22 percent from the prior year.

Your ads can be text only, with a link, or sport images or videos. You’ll want to research the best words to use to attract the right customers. Pay attention to the negative words you’ll want to use to ensure you block out irrelevant searches (when searchers, for example, might be wanting to learn more about “mustang” horses instead of searching for a Ford “Mustang.”)

Another component of paid online advertising is called “programmatic display,” which allows you to show your ad to an extremely targeted group based on what they are reading on another website. They might be reading an article about buying cars, for example, or about small SUVs.

A Well-Designed Website with Helpful Content for SEO

Your potential customers can and should also find you without paid search engine advertising. Enter: Search engine optimization, which is optimized content on your website that helps search engines and searchers find you.

One study by Kenshoo, found that 70 percent of consumers who begin researching cars start with a search engine. There’s an advantage to your site having a high listing on a search engine results page; consumers consider them more trustworthy than a PPC ad. So, aim to be at the top of non-PPC, or organic, search results.

You’ll also want a well-designed website featuring content car buyers are looking for detailed information on individual automobiles and without flashy gimmicks that repel them. Today’s online car shoppers want to find all of the information necessary to make a vehicle purchase online. Learn more about providing a richer website experience for automotive shoppers.

Many car dealerships’ websites have too many calls-to-action (CTAs)— interactive components requesting a viewer’s name and contact info. That said, there should definitely be a few CTAs strategically placed on your website, but you don’t want them to overwhelm and turn off a viewer. Read more about how to increase your automotive website conversions.

Voice search continues to expand. Potential customers ask Alexa on their smart speaker or Siri on their smartphone to point them towards the best auto dealerships. Be sure to optimize your content to answer simple and conversational questions.

To learn more about SEO, read Moz’s post that covers all the SEO basics for car dealerships.

Blogs

Including a blog on your site that provides basic consumer information about cars and car-buying can also improve your search engine results.

When consumers begin searching for a car, they won’t only look for a specific vehicle. They will also want to learn general knowledge about cars and car-buying. Many consumers, for example, will ask search engines about the pros and cons of leasing versus buying a car. If you’ve written a blog on that topic, there’s a good chance your dealership can be a top result for that question. You can do online research to see what questions consumers most often ask about cars and car-buying. One free online tool that provides you the questions people have is answerthepublic.com.

Your blog will also help consumers view your dealership as a trustworthy source of information and advice.

Local SEO

You can’t just focus on optimizing your website for SEO. You must also optimize it for local SEO—making sure people looking for cars in your metropolitan area find you.

Local SEO has become even more important as more and more people use their phones to access information online. Roughly half of all mobile searches are now for local results. People are on the move and want to know where to get a pizza or shop for a Ford 150. You want to be in the results when they’re looking for a vehicle.

Set up an account and include your address and other geographic info in Google My Business. You’ll also want to have local information throughout your website.

Social Media

Social media is a vital part of any digital marketing plan. According to research by the Chief Marketing Officer Council, 38 percent of car buyers say they consult social media sites before purchasing a vehicle.

Create an account on every social media network, from Facebook to Twitter to Instagram and more. Then task staff with keeping those accounts active, with regular posts about your dealership, car-buying, and vehicles.

You can also buy ads on social media platforms. A distinct advantage is you can target specific potential customers—people living in your metropolitan area who’ve been searching for SUVs, for example. Social media also allows you to see your return on investment for purchasing those ads easily. Facebook metrics, for example, can tell you exactly how many people clicked through to your website from one of their ads.

Online Videos

Viewership of online automotive videos is skyrocketing, and those videos heavily influence potential car buyers.

According to a Google study, 64 percent of people who used YouTube while buying a car were influenced by it. That’s more consumers than were influenced by TV, newspapers, magazine, or automobile reviews.

You might create short videos that show:

The videos can attract more clicks in your social media and online ads and draw people deeper into your website. They can also help attract more visitors to your website through search engines ranking your videos. An important tip when posting a video to YouTube: Upload a written transcript of the video. The transcript generally isn’t visible to viewers, but it will help boost how Google ranks the video in search results.

Email Marketing

Also educating their customers since they last purchased or serviced at a specific dealership now, they can be in the driver seat when it’s time for them to be in the market for another vehicle- advertising to your customers on how easy it is to buy from you and save time etc…

Email is as old-fashioned as things can get in the digital world, but it’s still effective.

First, you can and should send emails to your current and past customers. Send to people who’ve bought from your dealership or have their car serviced with you. They will eventually be in the market for a car again; remind them how easy and economical it is to buy from you.

You can also ask prospective customers for their email addresses on your website and through other marketing materials. Send targeted messages based on what the consumers have told you. Be sure to personalize the emails as much as possible and only send them the information they want. When sending emails, always include links to allow potential customers to get to your website. Adjust the length and tone of the emails based on responses you get or don’t get.

And consider distributing regular newsletters via email to people who sign up for them. These newsletters might cover topics like the latest car models, special deals, or useful info about cars or car-buying.

SMS Texts

Your dealership can also send a text to customers who opted-in to receive messages from your company. This method is a quicker and more efficient way to reach consumers than through emails. People increasingly use their mobile phones to access business websites, including car dealerships. Customers who get a text from you can immediately go to your website.

Online Directories

Create your own listings in online business directories. These include nationally-based directories like Yelp, along with more localized versions. Make sure your profile is complete and has links to your website and social media accounts.

Online Reviews

Online reviews of your dealership are crucial to success. As mentioned above, seven in 10 car buyers say that online reviews of dealers affect where they will buy a vehicle.

Provide ways for customers to give you reviews on your website or other venues like Google, Yelp, or social media. Be sure to monitor those reviews and respond to them (both positive and negative) in a constructive way. This tactic is only part of what you should be doing for your dealership’s online reputation management. You also need to monitor how your dealership appears in general search engine results.)

Don’t forget to add a link to your website on external review sites.

Third-Party Websites

Dealers will want to put all of their inventory—new and used, with all details about each car—on leading third-party websites that consumers often visit first when searching for a vehicle. The sites include Autotrader.com, Cars.com, Edmunds.com, and CarGurus.com.

Not listing your inventory on these sites is like having your cars behind your dealership building instead of out front.

OTT Advertising

Streaming video is growing exponentially. An estimated 147 million adults in the U.S. now access video content through services like Roku, Hulu, Amazon Fire TV, Sling, and similar platforms. In fact, it’s estimated that 80 percent of all internet traffic is streaming video.

Advertise on these platforms. This type of marketing is called “over the top” advertising because you can bypass traditional TV and cable networks. There are a number of advantages, including it is less expensive and more focused than traditional broadcast advertising.

Mobile Optimization

According to Broadband Search, in 2019, 53.3 percent of all internet traffic came through mobile devices. That compares to 16.2 percent in 2013. In the fourth quarter of 2019, 58 percent of all organic search engine visits in the U.S. were from mobile devices.

People are searching on their phones to find car dealers in your area and then viewing their websites on their phones. Make sure to optimize your website (content and design) for mobile devices. Your site should look seamless and easy to view on a mobile phone.

Direct Mail

Direct mail isn’t digital, but it can complement and help your digital marketing efforts. You can send a direct mail postcard to a targeted recipient with links to your website. Those links can offer more information on new cars at your dealership, special sales events, and other details.

used car dealership advertising ideas

It seems like every article about dealership marketing ideas have the same vague and boring lists. Email marketing. Responsive websites. Social media. These are all well and good, but they aren’t new ideas, they’re the standard (or what should be the standard). We’ve gotten sick of seeing page after page of the same old, so we put together seven absolutely brilliant and different home-run car dealership marketing ideas. Not every dealership can accomplish all these ideas, but any dealership can be inspired by them.

Turning The Car Business Upside Down

In a time when people are getting more and more turned off by the pushy-salesman tactics of many car dealerships, what better way to attract customers than by declaring, in the most obvious way possible, that your business is different. Prime Auto Group did this by literally turning their ads upside down. On billboards across freeways and all the way to their website, they’re advertising that Prime isn’t like other dealerships. At Prime, you can forget everything you normally expect from a traditional dealership sales process. Clever, simple, and so much more powerful than just saying “we’re different,” this is a dealership marketing idea that blows the standard boring billboard out of the water.

Customer Rights at a Dealership Level

All dealerships care about their customers, at least on paper, but Galpin takes customer experience to a whole new level. Customer centricity is what has distinguished Galpin for decades, and what continues to drive their massive success. Galpin has a Customer Bill of Rights, with rights like “Honest information when you request it, without evasiveness,” and “Be invited to buy without feeling pressured.” Beyond this powerful central set of rights, Galpin goes the extra mile to make being at the dealership a pleasant experience. They have a full-service Starbucks and a restaurant. Sure, not every dealership can afford such luxuries, but it’s a testament to Galpin’s dedication to the customer that they invest heavily in customer experience.

Getting Creative for Creative Types

The most successful dealerships are those that know their communities and their customers. Sewell is one of those dealerships. Sewell knew that Mini’s target audience are known for being creative, and figured a great way to reach them would be to go right to the art. In a truly inspired show of car dealership marketing, they got a Mini into the opening of a pop-culture art exhibit at the Dallas Museum of Art. They dressed the little car for the occasion, wrapping it in a fantastic graphic celebrating artist Roy Lichtenstein’s style.

Virtual Reality for Real Sales

How do you get people far away to care about your dealership? You bring your dealership to them. Thompsons’ enlightened dealership marketing uses technology to achieve what it would normally take about a hundred semis to do. Thompsons sends Google Cardboards to target audiences in large population centers far from their dealership. With the cardboards is an easily-scanned QR code that links right to a video that introduces the dealership, their culture, the showroom, and a few of the most popular featured cars. Prospects can experience the dealership from the comfort of their own home, and even if they aren’t looking for a car at that exact moment, it’s guaranteed to be memorable.

Convince Customers You’re Worth The Drive

How do you get people far away to care about your dealership? No, that’s not déjà vu. We started the last paragraph with that question too. That’s because it’s an important question, a problem lots of dealers struggle with. Instead of taking the dealership to customers, like Thompson, Woody’s proves that they’re worth the drive. On their website, they have a map of the surrounding area, with drive times and reviews from customers who have personally made that drive. It’s a wonderfully simple yet inspired way to convince customers that making the drive is worth it in savings and service.

Going All Out For Your Customers

Fuccillo Automotive Group, FL

When it comes to subtlety, Billy Fuccillo is not your man. But he doesn’t need to be. Already famous for his commercials, which everyone watches (if only to unravel the mystery of the blonde woman featured in most commercials), Fuccillo goes in for grand gestures and spontaneous give-aways. Among Fuccillo’s biggest marketing tactics is the ‘Cruise With Huge’ sales event – in which everyone who bought a car during the sales event is invited on a 5-day cruise – which Fuccillo buys out every year. This year, the event was so huge, there are two cruise trips. This dealership marketing strategy’s power lays in its multiple benefits. First, it incentivizes customers to buy or lease during the sales event. Second, it mitigates the cost of the car, because you get a free 5-day cruise thrown in. And third, the cruise serves as a really nice ‘thank you’ to Fuccillo’s customers. You really can’t beat marketing that stretches the whole way through the buying process.

Getting a Boost From Uber

How do you buy word-of-mouth? Well, you can’t. Not really. But you can make sure your name is on a lot of lips. Toyota of Plano realized that Uber patrons might well be in the market for a car, or soon to enter it. A shiny new car rolling up with a Toyota of Plano license border is great advertising. Even better advertising, is the conversation the Uber driver and patron might have about the car, and by extension, the dealership. By offering awesome deals to Uber drivers, Toyota of Plano builds a word of mouth empire that more than pays for itself in referrals.

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