NY Automotive Marketing Agency
Where does an effective marketing plan begin?
When creating a marketing plan, a business must first determine its primary or core geography. After studying dealer sales data for many years, we find that most car dealers sell 85% of their vehicles to customers within a 15-mile radius. Some exceptions exist in very rural markets, but even in these cases, it rarely surpasses 20 miles.
Once the core geography is determined, an efficient Automotive Marketing Services Analysis plan begins. We now know that 85% of a dealer’s budget should target possible buyers within 15 miles.
In most cases, for example, cable, radio and newspaper buys target a much greater area than Dealer is likely to attract. NY Automotive Marketing Agency mediums base the value and the cost for advertising ad space on total impressions, (how many different people are likely to see or hear the advertisement). In most situations, the dealers would be spending more than 50% of their budget on geographic markets that the customers would not consider traveling the distance necessary to make the purchase.
Cable, radio and major newspapers are efficient means to advertise products and services that can be purchased or accessed across that medium’s full market area. However, car dealers do not meet those criteria.
Car dealerships will generally receive a much higher ROI based on direct marketing. Direct marketing, whether Car Dealer direct mail or digital campaigns, can selectively put 100% of a dealer’s budget into markets with consumers who are within the 15 mile radius that are likely to make 85% of their sales.
Additional use of specific data can help reach consumers near lease or loan end, having credit issues, or who are in their regular known trade cycles which can raise the efficiency of direct Automotive Print Marketing that is not attainable by any other means.
The bottom line is that it’s worth the time to analyze the core geography that will provide the highest return on investment. If you would like to know more about our services, be sure to contact Automotive Direct Mail Agency today! Serving the entire Pennsylvania, New Jersey, and New York area.