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Wednesday, October 15, 2014

Local Media and Marketing Tactics for Car Dealers - Who Uses What and Which Works Best?

New Research Shows Which Local Media and Marketing Tactics Work Best for Car Dealers... According to their own perception!


BrandMuscle Research Report Reveals Local Media and Marketing Tactics Used by Car Dealers and other Local Franchised Business - But Does The Report Answer the Question About Who Uses What and Which Works Best?

Not too surprising to many of Automotive Marketing Professionals, traditional media remains a significant part of the local automotive marketing mix... The adoption of various new media tactics that have become available (including automotive digital marketing), is hindered by cost and for some dealers, complexity finds BrandMuscle [download page] in their recently-released study.


Results from the survey of franchised dealers and other local businesses with national franchise brands seem to indicate that digital marketing, while scoring high satisfaction rates for its effectiveness and ROI, tends to be seen as too complicated or time consuming by many of the car dealers not using it.


Get The Complete Market Research Report

The complete BrandMuscle research study and its findings can be downloaded by Professional Community members in PDF file format by using the "Save As" right-click command on the following link or the cover image below it:

BrandMuscle Marketing Research Report - State of Local Marketing 2014 


The study, based off a survey of “hundreds of local dealers, independents and franchisees across a wide range of industries” indicates that the top media tactics in use by local dealers and businesses are: 

  • Coupons (83%)
  • Direct mail (81%)
  • Local events (79%)
  • Email (72%)
  • Website (72%)
  • Community sponsorships (71%)

Tactics in use by half – or fewer – respondents include:

  • TV (50%)
  • billboards (45%)
  • magazines (45%)
  • Twitter (43%)
  • daily deals (29%) 


Cost Is A Factor 

The study suggests that the primary reason why local affiliates aren’t using digital tactics such as email, social, online display and paid search is because they are too expensive. Among those not using traditional media such as TV, radio and print, cost is the primary complaint.
Satisfaction With Results 
When it comes to satisfaction ratings for local dealers using various types of marketing and advertising media tactics, "local events" win out with 80% of dealers satisfied... Shown below are the satisfaction rankings followed by the usage and satisfaction charts published in the referenced report:
  1. local events (80%)
  2. coupons (77%)
  3. email (76%)
  4. direct mail (75%)
  5. Yellow Pages (48%)
  6. newspapers (46%)
  7. magazines (44%) 

Advertising Budgets

On the budget side of things, results from the survey indicate that newspaper, radio and community sponsorships occupy the largest shares of the overall pie.  Earlier this year, a study from Balihoo found that more than 8 in 10 national brands expected to increase their overall advertising budgets allocated to local media.

Details of Media Types Included in Survey

Direct MailDisplay & Rich MediaEmailFree-Standing Inserts & CircularsLocal & Directories / Small BizMagazinesMarketing BudgetsNewspapersOut-of-HomePaid SearchPromotions, Coupons & Co-opRadioSocial MediaSpending & SpendersSponsorshipsTrade Shows & EventsTraditionalTV Advertising


Sources of Data and Content:

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