Creating a Marketing Strategy That Works


How successful is your latest marketing campaign?

Editorial comment: While most dealers are painfully aware of the importance of creating a marketing strategy, very few would agree on what strategy works and what media is best to use. The truth is, one media does not fit all, and dealers need to work on how to find the best marketing path for their dealership. Along those lines, there are successes and failures.

Are you currently using a marketing strategy that merely gets ignored? If that’s the case, you’ll want to check out some tips by the experts on how to fix mistakes you’ve been making.

According to Chris “Chubby” Frederick writing for SearchAutoParts, marketing alone does not guarantee your success in Fixed Ops – and then adds: Remarkable marketing is the real key to getting more cars to your shop because competition for your customers’ attention is at an all-time high.

According to Frederick: Your customer wants to know what makes you different from other dealerships. If the ad you create fails to answer this question, it will get lost in the clutter and ignored. This begs the question of how to create marketing that triggers an emotional response. As you read on, you will learn my three keys to creating marketing that stands out and increases your car count. You will also learn why your marketing has gotten ignored in the past and how to avoid making the same mistakes.

Find out more about Frederick’s expert suggestions for bringing customers into the Service Department.

Then there is Mike Martinez, chief marketing officer of DMEautomotive, who has discovered a clever way to get right into the face of consumers. In fact, he’s written a book on the subject called “Killer Apps,” in which he touts the benefits of dealership use of apps for established customers. You can download the book for free at

At first, Martinez says he doubted the potential success of dealerships having their own mobile apps. Now, he’s written a book about how great those apps are!

“When we started this journey, I have to admit I wondered why someone would want a dealer app on a smartphone,” says Martinez. Now that he understands the need, Martinez wants to share it will all dealers.

If you are searching for more information on marketing strategies, check out the list of Dealer Resources at the bottom of this newsletters for reliable companies that assist dealerships with their sales and marketing needs.