It seems like you can’t go anywhere these days without encountering a commercial for a car. But this is nothing new; for as long as people have been buying cars, auto dealerships have looked for the best ways to advertise their products. Marketing is a fundamental part of the automobile industry’s success, and money, time, and effort is continuously invested in helping to discover the most effective methods. Yet as dealerships find themselves presented with more and more ways to advertise, they know there are two key components to any great campaign.
Establishing Brand Recognition
It seems like new dealerships are emerging all the time, which means the competition for customers is fierce. Therefore, it is crucial for dealers to not only get their names out there, but do so in a way that sets them apart. And they have found time and time again that one of the best ways to do this through traditional advertising, particularly television. While it may be true that car companies are making large shifts into digital advertising, TV advertising remains dominant. In fact, the industry was predicted to spend over $11 billion on TV advertising this year alone. Not surprising, as television advertising for cars is proven to have an incredible influence on purchasing decisions. Not only does it help get the dealership’s name into households (and people’s psyche), it also prompts people to find more information on whichever car they saw advertised. And when someone goes beyond the “research” phase and decide they want to actually make a purchase, a dealership can find incredible value in using a strong call to action in its ads, such as an unforgettable vanity phone number. Not only will this make it easy for people to remember how to contact them, but it will further distinguish the dealership from its competitors.
Measuring Ad Effectiveness
Auto ad spending is around $35 billion a year in the United States alone. But a dealership (or any business) knows everything going into advertising campaigns is pointless if they can’t be sure it’s working. They want to make sure their ROI is worthwhile, and those who actually track their marketing ROI see an increase in it each year. There are many ways this can be accomplished, but one of the most effective ways is using a vanity phone number that includes call tracking reports. The information obtained in these reports can provide invaluable insights into the people who call the dealership, which can help marketing departments gain clearer understandings into when and where to place advertisements in the future. For instance, if a dealership discovers most people who call them are working professionals, they can place their ads on the radio during commute times, or on television in the evenings. With call tracking, auto dealers can finely tune their advertising efforts to help guarantee they achieve the very best results.
Today’s auto dealerships know their advertising campaigns can make or break their business. Tactics such as traditional advertising, vanity numbers, and call tracking are proven to provide extremely positive results. No wonder successful auto dealers use all three to promote their business.