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(Un)lock COVID-19 lockdown for car dealerships

Now that the country has officially been put on lockdown following the COVID-19 outbreak. Everyone, including car dealerships have had to close doors. What has the impact of this been on the automotive industry, specifically car dealerships? Are businesses quickly adapting their online business models and marketing tactics? Are car dealerships building new and creative ways of engaging with their customers online. Are car dealerships thinking about Automotive Digital Retailing even more than ever? I recently spoke to two successful car dealers (here's the link to the full show): Bobby Petkov (DP - MitMak Motors) and Cecilia Reis (DP - [...]

The car dealer can still secure a strong digital presence in SA

Who would agree with me that it’s tough in our economy? Though in this tough economy, without the car buying consumer, we can't sell all the wonderful things that we make or secure a strong car dealer digital presence in SA. Let me try and push the boundaries a little & give you some insights into what we see in the consumer market - all to help the car dealer secure a strong digital consumer presence in a changing economy. The tech-savvy consumer We can agree that the South African car landscape is complex, there are many car makes, models [...]

Market your dealership and put retail back into selling cars

Do you want to know how to effectively market your dealership? Recently AutoTrader revealed the latest iteration of the car industry report. The report outlines results from the analysis of vast amounts of demand, supply and pricing data. Using this data effectively can help you market your dealership. While new car sales data is one dimension. We asked ourselves, what's missing for car dealerships and OEMs to run more effective businesses? The answer is consumer attention, what can we learn from understanding the people that are voting with their wallet before they vote with their wallet. We want to know [...]

How important are quality car adverts?

If advert quality answers all consumer questions, leads go down and sales go up? Do you think Nike knows the source of its leads? No, but they know a lot about quality adverts. Car dealerships can get more car sales with quality car adverts. They are still selling a product, but it’s not that they don’t care about it, it's just that they have marketed and advertised to where the consumer attention is, answered all the consumers questions online and in turn that consumer attention turns to sales for Nike. So in a world of marketing to where the consumer [...]

Understanding Car Dealership social media

What is your car dealership social media strategy? Have you ever spared a thought to understand how social media fits into the world of the car dealership? Lately, there has been a proliferation of SMMAs (Social Media Marketing Agencies) sprouting up in South Africa. Most of them merely charge a commission to place retail adverts on social platforms for a fixed fee or a commission on spend. I don’t want them to take your money without providing you with value. It’s therefore important to understand the marketing world of social media as a car dealership, so that you don’t get [...]

2020-02-27T22:06:10+02:00February 20th, 2020|Automotive Digital Marketing|

The Car Dealership needs to have a “mind-shift”

Car pricing, demand and supply. Pricing for immediate demand and supply is happening in real time - there are no lags anymore, especially for car dealerships. We call this live market data. There is a constant push and pull that directly affects the price of a product i.e. the price of a car on your car dealership floor. Because pricing is becoming so transparent, we now want to know where the price is going in the future - I think, therein lies the next opportunity for transparency i.e. when demand and supply data becomes transparent. In being passionate about moving [...]

2020-02-27T07:01:05+02:00February 13th, 2020|Automotive Digital Marketing|

The Rise of the e-Car Dealership

Would you agree with me that the internet has happened? If you’re starting to think of a digital strategy now, you're potentially late! You’ve got a lot of work to do as a car dealership. It doesn’t mean you can’t WIN because dealerships in South Africa are not doing this kind of thing at scale and with momentum yet. There’s still a lot of work to do. Let’s bust a few myths: Myth 1 - The offline and online experience in our automotive world is separate This concept is also known as Digital Retailing and it makes the online & [...]

Is your car dealership fixated solely on e leads in 2020…seriously?

In a world of marketing and getting leads, especially the world of marketing cars, have you ever asked why consumers walk into your car dealership to buy a car and secondly how did they get there (to your dealership)? The sale of a car all starts somewhere, for most consumers, online! The car buying consumer already knows a lot more about the car before they even see your advert. The question is how do you get them to choose you over your competitors? Consumer Attention By leveraging consumer attention, but the more important thing is how does your car dealership [...]

4 Strategies to improve car dealership profitability

Anyone working in the retail automotive industry, particularly in a car dealership, are aware of how fleeting dealership profitability can be. Especially in times of economic uncertainty.  I’ve been speaking to many a car dealership all over the country in the past year. Even where revenue has grown and business has expanded steadily. Consensus seems to be that expenses have grown just as much if not more. Growing revenue as a car dealership is one thing but declining profitability is not great for any business. Automotive retail is a costly business Franchised dealers (read: 3 used car best practices, that new [...]

2020-01-26T10:37:02+02:00July 25th, 2019|Automotive Digital Marketing|

4 Practical tips to measure digital car dealership ROI

On the face of it, as a car dealership, we’re tempted to think proving digital marketing ROI should be simple After all, technology has given us access to more performance metrics than ever before. In reality however, it is never as straightforward as we would hope. Marketing efforts can affect revenue in both direct and indirect ways. 3 ways that, as a car dealership, marketing affects your revenue: The quality of your Consumer Advert View (CAV). Not only on 3rd party portals like AutoTrader, but also on your dealership website. The higher the quality of the advert the more conversion [...]

2019-04-25T14:09:06+02:00April 25th, 2019|Automotive Digital Marketing|