3 Min ReadMay 19, 2021

4 Tips for a Multichannel Marketing Strategy

Four Tips for a Multichannel Marketing Strategy

Newspapers and TV are the traditional giants of a dealership marketing strategy. But relying solely on these two channels constricts your reach. Every year, fewer people gravitate to the traditional, and new avenues gain steam.

According to the Pew Research Center, social media sites in 2018 surpassed print newspapers as a news source for Americans for the first time, with one in five adults saying they often get news from social media. While this data is from a few years ago, it’s likely that the current numbers are even higher.

When it comes to TV, the abundance of streaming services and competition for eyeballs decreases the effectiveness of traditional TV advertising.

You have to be in the newspaper and on TV because that’s where your competition is. But you also have to consider social media, phone, email, direct mail and text messaging.

A multichannel strategy that gets your brand in front of as many people as possible will maximize your reach and campaign effectiveness. The four steps below are a great way to get started.

1
Analyze your customers

Every store and brand has a different customer profile. Facebook advertising may work really well for a store in your 20 Group, but may not work as well for your target audience. Use your CRM to help you segment your customer data and run reports that identify how customers show up on your website or floor. What current channels are your best lead generators?

2
Dip your toe in the water

Once you have a basic customer profile, start adding channels and monitor the response. Pick one or two new ways of communicating and try it out for a month or two. For example, include a vanity number on your next direct mail piece and encourage customers to text you for more information. Track the texts. A large number of responses will indicate that your customers like texting, and that it's a viable channel you should use more. A note of caution: make sure to follow all FCC guidelines and regulations to avoid penalties and lawsuits.

3
Tie it all together with your CRM

Your CRM should help you view, organize and analyze your marketing/advertising spend and ROI so you’re not wasting money on ineffective channels and campaigns. The best also allow you to track social media ROI in one place so you don’t have to log in and out of multiple platforms. You can also conduct a free 20-minute social media audit using Hootsuite, a social media management platform that helps you identify the best content and channels for your business.

It’s worth noting that any CRM is only as good as the process in your store. Data accuracy is vital to create targeted campaign audiences and personalized follow-up. Train and manage your staff to always update customer records and include notes, such as preferred channel of communication, that can lead to future sales.

4
Get help when you need it

Many dealerships are still operating lean, but this isn’t the time to pull back on marketing. Buyers are coming back thanks to vaccines and states loosening restrictions. If you need extra hands without adding staff, consider partnering with an external Business Development Center (BDC). A good partner understands different forms of advertising, follows all regulations and is 100% dedicated to the task. An external BDC is also immediately scalable. If the market changes or you want to run several campaigns at once, a BDC can be flexible to meet your needs.

The way customers find and access information is evolving. You have to keep up or you’ll be left behind. Use these four tips to begin supplementing your traditional advertising channels with a multichannel strategy that will maximize your reach and keep you in front of customers.

Share This

CDK Global
By CDK Global
Staff

Recent Insights

C D K Foundations Suite. The Core of a Connected Dealership.

CDK Foundations Suite: The Core of a Connected Dealership

In This ArticleWhat’s the CDK Foundations Suite?Core CapabilitiesWho’s the Right Fit for the Foundations Suite? What’s New in the Foundations Suite?How...
4 Min ReadJul 2CDK Global
Dig Deeper Into Your Fixed Ops Digital Toolbox.

Dig Deeper Into Your Fixed Ops Digital Toolbox

Vehicle technology has evolved from mechanical systems to software-driven machines. Today’s vehicles run on sensors, diagnostics and over-the-air updates. Maintenance...
3 Min ReadJul 1Lindsey D. Bona
Car Buyer Satisfaction Tanks in June

Car Buyer Satisfaction Tanks in June

CDK’s three years of tracking car shoppers’ opinions on the purchase process has never seen a monthly drop as large...
3 Min ReadJun 26David Thomas
How Car Dealership Photography Can Maximize Vehicle Sales.

How Car Dealership Photography Can Maximize Vehicle Sales

Gone are the days of grainy newspaper classifieds. CDK data shows that nearly 90% of shoppers are enticed to start...
3 Min ReadJun 18CDK Global
Road Tripping and Overcoming EV Range Anxiety.

Road Tripping and Overcoming EV Range Anxiety

With electric vehicles inching closer and closer to price parity with gas-powered and hybrid vehicles, interest in EVs has skyrocketed....
4 Min ReadJun 13CDK Global
Don’t Flub the Dealership Test Drive.

Why Dealerships Can't Afford To Flub the Test Drive

Nearly everyone who buys a car takes it for a test drive before they close the deal, 91% of all car...
2 Min ReadJun 11CDK Global
How A I Can Help Secure Your Dealership Service Marketing Spend.

How AI Can Help Secure Your Dealership Service Marketing Spend

U.S. auto dealerships spent $4.46 billion in advertising expenditures last year, averaging thousands per month per dealership. Advertising expenses aren’t...
2 Min ReadJun 9Jeanie Cairo
Inventory Dip Alters One Crucial Metric in May

Inventory Dip Alters One Crucial Metric in May

Inventory picked up slightly in May but still remains lower than what was witnessed last year. Overall, shoppers are just...
2 Min ReadJun 2David Thomas
How to Spot Generative A I in Automotive Retail.

How To Spot Generative AI in Automotive Retail

Every vendor in the automotive retail industry is touting artificial intelligence and innovation. From marketing tools to sales assistants, dealerships...
3 Min ReadMay 21Amber Good
How Dealership A I Tools Can Help Service Team Productivity.

How Dealership AI Tools Can Help Service Team Productivity

Eight minutes and 12 seconds may not seem like a long time, but for dealership customers stuck on hold trying...
3 Min ReadMay 14CDK Global