What if your local TV station rep told you that for every dollar you put toward your television ad buy, they would match it with ten thousand dollars of bonus media on their dime? Would you do it?
That’s exactly the kind of ”easy money” advantage OEMs offer you, the dealer. Because OEM’s allow you to integrate their million-dollar ad campaigns into your own local marketing, you have a unique “plug and play” solution for easy profits. You’d be crazy not to take advantage, but how do you actually get your piece of the pie?
How do you know what promotions the OEM is planning, and when? How can you figure out which national campaigns are tied to your inventory? How do you get a hold of the OEM advertising collateral you’d need to integrate into your own website? This three-part series offers a down-and-dirty guide to making alignment actionable so you can bring easy money into your dealership.
1. The most obvious place to start when looking to align your advertising is the OEM portal. These portals are goldmines for finding out about upcoming campaigns, new models, seasonal promotions and more. Many OEM portals feature an OEM commercial video detailing the latest and greatest advertising campaigns.
2. Contact your OEM area representative. Yes, they want you to take cars, but they also have a direct line to the OEM campaigns. If you can’t find what you’re looking for on the OEM portal, or would simply prefer to work with a real person, the OEM area representative can be a great resource.
3. Turn on your TV. This option is certainly the most fun. Next time you’re vegging out in front of The Amazing Race, pay attention to the commercials that come on. Is one of them for an OEM promotion featuring inventory you yourself possess? What are you waiting for? Grab those assets, integrate them into your website, and wait for the crowds to pour in to your dealership.
4. Get a little help from your friends. The last great OEM resource is none other than your friends in the industry. Whether it’s through a 20 group, your dealer bowling league, or the next industry mixer, seek out non-competitive dealers and ask them what promotions they are running in the near future. A tip from an industry buddy could lead to easy money for you as well. Score!