Auto Dealership Marketing: A BDC Manager’s Guide to Sales

Harish Makam

02 Nov 2022 1 year ago

As a BDC manager, you know that marketing is key to sales. But what are the best ways to market your dealership? And how can you make sure your marketing efforts are effective? In this guide, we’ll outline the most important strategies for automotive dealership marketing and provide tips on how to use them

Define your Target Market

The first step in any marketing effort is to identify your target market. Who are you trying to reach with your message? When you know who your target market is, you can create marketing campaigns and messages that speak directly to them To identify your target market, start by segmenting your current customer base. Look at factors like age, gender, income, location, and interests. Once you’ve segmented your customers, you can start to identify patterns and trends. For example, if you notice that a large portion of your customers are female, you may want to focus your marketing efforts on reaching women. You can also use market research to identify potential new customers. Look for people who may be interested in your product or service but haven’t yet made a purchase. When you know who your target market is, you can create marketing campaigns and messages that speak directly to them. This will help you reach more potential customers and close more sales.

Research the Competition

Competition research is important for any business, but especially for auto dealerships. In order to be successful, you must understand what your competition is doing and how they are marketing their businesses. This knowledge will help you determine your own marketing strategies and ensure that you are reaching your target audience. Additionally, by understanding your competition, you can better identify opportunities to attract new customers and grow your business.

Develop a Unique Selling Proposition

Every business needs a USP – a unique selling proposition – in order to stand out from the competition and attract customers. Moreover, the automotive industry is increasingly competitive, and dealerships need to do everything they can to stay ahead of the curve. A USP differentiates your dealership from others in the market and sets you apart from the competition. It tells customers what they can expect from doing business with you, and it should be something that they can’t find at any other dealership. Developing a USP is an important part of your overall marketing strategy, and it should be included in your marketing mix. Your USP should be included in all of your marketing collateral,  from your website and social media to your print ads and direct mail. If you’re not sure how to develop a USP for your dealership, start by thinking about what makes your business unique. What do you offer that no one else does? What can you do better than anyone else? What do your customers say they love about doing business with you? Once you’ve identified your USP, make sure it’s communicated loud and clear in all of your marketing materials. And don’t be afraid to change it up from time to time – as the automotive market evolves, so should your USP.

Create a Marketing Plan

A marketing plan gives the BDC manager a roadmap to success. It spells out what needs to be done in order to achieve specific marketing goals, and it provides a timeline for taking action. Without a marketing plan, the BDC manager would be driving aimlessly, without any destination in mind. Creating a marketing plan requires the BDC manager to take a step back and analyze the big picture. What are the dealership’s strengths and weaknesses? Who is the target market? What are the most effective marketing channels? Answering these questions will help the BDC manager fine-tune the marketing strategy so that it is more likely to achieve its desired results. The marketing plan should also include a budget. This will ensure that the BDC manager does not overspend on marketing activities and end up in the red. By carefully planning and monitoring expenditures, the BDC manager can stay within the allotted budget and still create a successful marketing campaign. In short, a marketing plan is essential for any auto dealership marketing strategy. It provides direction and focus, while also keeping the BDC manager accountable for results.

Implement and Track your Results

After you’ve created your marketing plan, it’s time to put it into action. This is where the rubber meets the road, and where you’ll start to see results from your efforts. Of course, implementation is only half the battle – you also need to track your results so that you can gauge your progress and make necessary adjustments along the way. There are a number of ways to track your marketing results. One method is to use analytics tools, such as Google Analytics, to measure website traffic and conversions. Another option is to survey customers and ask them how they heard about your dealership. You can also compare sales figures from before and after your marketing campaign to see if there was an uptick in business.

Evaluate And Adjust your Marketing Strategy Regularly

Once you’ve implemented your marketing strategy and tracked the results, it’s time to take a step back and evaluate your progress. Are you seeing the results you wanted? If not, why not? Is there something you could be doing better? It’s important to adjust your marketing strategy regularly in order to stay ahead of the competition. As the automotive market evolves, so should your marketing strategy. By regularly evaluating your results and making necessary adjustments, you can ensure that your marketing campaign is always on point and achieving its desired results.

The Bottom Line

Auto dealerships are in a fiercely competitive market. In order to succeed, it is essential that you take the time to define your target market, research the competition, develop a unique selling proposition, and create a detailed marketing plan. Additionally, it is important to implement and track your results so that you can make necessary adjustments to your strategy. By following these steps, you will be well on your way to increasing sales at your auto dealership.


Harish Makam