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Offline Marketing for Car Dealers

by biznics
10 replies
I have a web directory related to Auto Dealers and this year I want to make something out from it. So here's what I am thinking:

I live outside the USA but there are very good friends of mine living in the United States. So what I am planning is to ask them to spread the word out about my site to as many car dealers via brochures and pamphlets (offline marketing).

The only problem is that I know nothing about offline marketing. I can design a reasonably attractive pamphlet but convincing dealers through a good pitch is not my specialty. Any words or advice would be appreciated on how I can execute my plan with a solid sales pitch.

It shouldn't be something too 'salesy' as my friends there also are NOT pro sales guys. Just would like to know how to start talking with the dealers and how to have a nice meeting.

Thanks,
#car #dealers #marketing #offline
  • Profile picture of the author JohnnyG11k
    First of all, get you or your friend to spend quality time with 10+ car deals. Ask about their problems, issues, challenges, wants, and needs.

    Get to know the lingo, and the solutions they're looking for, or wanting to find.

    Hopefully this will give you some good ideas on how to construct your copy, and make it compelling.

    Sell the sizzle not the steak.

    Was this helpful? Do you have any further questions?
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    • Profile picture of the author biznics
      Originally Posted by JohnnyG11k View Post

      First of all, get you or your friend to spend quality time with 10+ car deals. Ask about their problems, issues, challenges, wants, and needs.

      Get to know the lingo, and the solutions they're looking for, or wanting to find.

      Hopefully this will give you some good ideas on how to construct your copy, and make it compelling.

      Sell the sizzle not the steak.

      Was this helpful? Do you have any further questions?
      Good response indeed.

      Mister, you just gave me an idea for almost half of my sales copy. Noted your points already in a doc file.
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  • Profile picture of the author Aaron Doud
    I hope you don't take this the wrong way....

    But why would any dealer want to be in your directory?

    I don't know what the directory is specifically since you don't say but think about how people shop for cars. The car not the dealer is what is important. And there are loads of car listing sites.

    What would your site offer that none of them would? Why would a dealer want to be on your site.

    If you want honest feedback on where to go from here including if I think it is not worth pursuing I would be happy to look over the site if you PM it to me.

    In case you don't know what I do I run the internet marketing for one of the largest RV dealers in the nation. Yes a bit different from cars but we go to the car conferences because the car world is always ahead of the RV world and we want to stay ahead of our competition.
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    • Profile picture of the author biznics
      Originally Posted by Aaron Doud View Post

      I hope you don't take this the wrong way....

      But why would any dealer want to be in your directory?

      I don't know what the directory is specifically since you don't say but think about how people shop for cars. The car not the dealer is what is important. And there are loads of car listing sites.

      What would your site offer that none of them would? Why would a dealer want to be on your site.

      If you want honest feedback on where to go from here including if I think it is not worth pursuing I would be happy to look over the site if you PM it to me.

      In case you don't know what I do I run the internet marketing for one of the largest RV dealers in the nation. Yes a bit different from cars but we go to the car conferences because the car world is always ahead of the RV world and we want to stay ahead of our competition.
      Absolutely right. I do have few thoughts about how to keep my listing site a bit unique from others. But regarding 'how people shop for cars', I would appreciate if you could give me a hint or two to understand that point.

      Thanks,
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      • Profile picture of the author Aaron Doud
        Originally Posted by biznics View Post

        Absolutely right. I do have few thoughts about how to keep my listing site a bit unique from others. But regarding 'how people shop for cars', I would appreciate if you could give me a hint or two to understand that point.

        Thanks,
        If you don't know how people shop for cars how can you get dealerships leads? I don't mean any offense here but really stop and think how that question looks.
        • How many cars have you personally bought?
        • How did you find them?
        • How do your friends find cars?
        • How did they use the internet in their search?
        • How did you use the internet in your search?
        In my experience most people "shop" based on two factors price and model. This is why a normal directory makes no sense in the car world. We don't need help finding dealers. They are easy to find. We need help finding cars that fit our needs nearby without having to spend a day doing it.


        This is where sites like carsforsale.com come in. This vehicle listing sites get a massive amount of the available cars listed. That way people can search the inventory of many dealers at once.


        Now creating another vehicle listing site might work but the problem is why would they use yours?
        But IMO creating a directory site likely will have no interest for them because people who are looking for dealers already can find them. But most car buyers are looking for cars (crazy I know) not dealers.
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        • Profile picture of the author biznics
          Originally Posted by Aaron Doud View Post

          If you don't know how people shop for cars how can you get dealerships leads? I don't mean any offense here but really stop and

          think how that question looks.

          How many cars have you personally bought?
          How did you find them?
          How do your friends find cars?
          How did they use the internet in their search?
          How did you use the internet in your search?

          In my experience most people "shop" based on two factors price and model. This is why a normal directory makes no sense in the car world. We don't need help

          finding dealers. They are easy to find. We need help finding cars that fit our needs nearby without having to spend a day doing it.


          This is where sites like carsforsale.com come in. This vehicle listing sites get a massive amount of the available cars listed. That way people can search

          the inventory of many dealers at once.


          Now creating another vehicle listing site might work but the problem is why would they use yours?
          But IMO creating a directory site likely will have no interest for them because people who are looking for dealers already can find them. But most car buyers

          are looking for cars (crazy I know) not dealers.
          People are looking for cars; agreed. Here's what I have in mind.

          What my directory will offer:

          1. List of car dealers in their area/town.
          2. List of inventory/cars available for sale.
          3. A section where visitors can read Auto reviews
          4. A section where buyers/car owners can post their own reviews about how they have found the car personally

          Other than these, I know buyers are looking for reliable sources when purchasing cars. So do you have any thoughts on how I can ensure potential buyers of cars (on my website) that the listed sources (cars/dealers) can be reached with confidence.

          Regards,
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  • Profile picture of the author Aaron Doud
    Are you targeting multiple cities or just one to start?

    As for how to ensure the dealers are reliable that is a hard one. You can give buyers a place to leave honest feedback but in the end your paycheck still comes from the dealers. I'm not sure rather you need to do that. The ratings perhaps listed on each listing will work. Similar to how eBay does it for example.

    Basically sounds like the idea you have would be to combine autotrader with dealerrater but do it for one local area (perhaps repeated over and over but on a per city basis).

    The key to this is the classic chicken and egg dilemma.
    Dealers won't pay unless they get traffic.
    Traffic won't come unless you have all the listings.

    I don't have a solution to that problem but if you can get the listings and traffic you have a shot at it.
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    Aaron Doud - Sales & Success
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    • Profile picture of the author biznics
      Originally Posted by Aaron Doud View Post

      Are you targeting multiple cities or just one to start?

      As for how to ensure the dealers are reliable that is a hard one. You can give buyers a place to leave honest feedback but in the end your paycheck still comes from the dealers. I'm not sure rather you need to do that. The ratings perhaps listed on each listing will work. Similar to how eBay does it for example.

      Basically sounds like the idea you have would be to combine autotrader with dealerrater but do it for one local area (perhaps repeated over and over but on a per city basis).

      The key to this is the classic chicken and egg dilemma.
      Dealers won't pay unless they get traffic.
      Traffic won't come unless you have all the listings.

      I don't have a solution to that problem but if you can get the listings and traffic you have a shot at it.
      I'll be targeting multiple cities.

      For the traffic part, I'll be relying on heavy SEO (ongoing) and light PPC campaigns (initially). What do you think about either of these methods; with regards to constant and targeted traffic?
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  • Profile picture of the author Aaron Doud
    My biggest thing still comes back to the why. If you were pitching me why would I put my inventory on your site when autotrader and the others are already established.

    As for the customers it goes the same way. Plus how much will the clicks cost? Depending on your keywords you will be fighting with some deep pockets. Some of the prices I have heard per click during conferences were relatively high. You are competing against people who want to get the customer to their site for a sale. While you need them to build the traffic and lead to a sale to the dealerships.

    I hope you know I am not trying to be negative. I just want you to think though this process to get a plan of attack. If this is the niche you want it will be a battle in the early days but the rewards when you succeed could be quite high.
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    Aaron Doud - Sales & Success
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    • Profile picture of the author biznics
      Originally Posted by Aaron Doud View Post

      My biggest thing still comes back to the why. If you were pitching me why would I put my inventory on your site when autotrader and the others are already established.

      As for the customers it goes the same way. Plus how much will the clicks cost? Depending on your keywords you will be fighting with some deep pockets. Some of the prices I have heard per click during conferences were relatively high. You are competing against people who want to get the customer to their site for a sale. While you need them to build the traffic and lead to a sale to the dealerships.

      I hope you know I am not trying to be negative. I just want you to think though this process to get a plan of attack. If this is the niche you want it will be a battle in the early days but the rewards when you succeed could be quite high.
      I hear you mate. But just because there are already two car sites available, people would not stop to only these options. There are still other fighters out there marking their names as well.

      Still to answer your WHY question. Things don't remain the same. People change, trends change, the way people buy online change and especially when it comes to making decision online; things have changed pretty much when we compare things back in 2000 and now in 2013. So, websites were there in the 2000 and now, more websites are available than before. The only thing what I think is required is to have a solid plan and a good start.

      Regarding PPC part, like I said, I would be going with it on a 'limited' and 'when needed' basis; just to bring-in some quality and targeted traffic.
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