For most Americans, the 4^th of July is synonymous with fireworks, cookouts, lounging in the sun, and an extra day off work. In the car industry, the 4^th of July is one of the biggest vehicle sales days of the year. Retail marketers everywhere are getting ready to capitalize on this summer shopping day to move inventory. How will you make your marketing stand out? How will you get your message heard and build brand awareness in the sea of marketing presented to consumers for the big weekend? Here are three ideas to let your 4^th of July marketing shine.

Host a Selfie Contest
If you haven’t started using your social media channels to promote seasonally relevant content about your dealership, then this idea may be a perfect way to start. Think about hosting a patriotic themed selfie contest. There are several ways to run a photo contest, but probably the easiest is on Facebook. Tell participants to post their favorite patriotic selfie on your page. Then, award prizes to the most popular selfie, most creative, best smile, or favorite pic. Everyone loves to take selfies, so leverage the 4^th of July holiday to engage with customers, prospects, and members of your community to promote your brand on social media.

Sponsor a Local Event
One of the best things about the 4^th of July holiday is community events. Typically if your dealership is close to a city, there is everything from festivals to parades to fireworks displays. Think about sponsoring one of these types of community events to get noticed locally. Be sure your sponsorship includes some type of promotion about your dealership. For example, if you are sponsoring a local parade, be sure your brand is on the website where community members will go to check out the details and also have a couple of your newest models in the parade with your branding. Getting involved in your local community will create goodwill and brand awareness.

Fire Up the Grill
When all else fails, nothing brings people together like cold drinks, free food, and a party. If you don’t have big plans for this 4^th of July, think about capitalizing on the spirit of the holiday. Invite your customers, prospects, and members of the community for a traditional 4^th of July cookout. You can have games, entertainment, and raffles to entice participants further and keep them at your dealership longer. Make sure your staff is prepped and ready for the event to promote engagement with visitors and build lasting relationships.

The 4^th of July holiday is quickly approaching and will be here before you know it. Start planning your strategy now so your campaign doesn’t get lost in the marketing clutter. Think of creative, out of the box ideas to make your marketing shine.

As a marketer, one of your jobs is to constantly search for new ways to reach out and drive brand awareness. With Father’s Day right around the corner, now is the perfect opportunity to not only connect with customers and prospects, but also honor local dads in your community. How will you demonstrate your appreciation? How will you make your dealership stand out among the wave of Father’s Day marketing? Here are three creative ways to let your marketing shine this Father’s Day.

Make Life Easier
Think about services that make dads’ lives easier. What if you offered to pick up and drop off local dads’ vehicles for needed service maintenance during the week of Father’s Day? You could set a stipulation for a certain radius around your dealership. Not only would this gesture bring you increased service traffic, but it would give dads more time to spend with their families.

Think About the Kids
During the next couple of weeks leading up to Father’s Day, make a card creation station for kids who visit your dealership. All you need is some construction paper, markers, stickers, glitter glue, sequins, and even colored pipe cleaners. Not only will dads appreciate the sentiment from their little ones, but the kids will be entertained while visiting your dealership giving parents some peace and quiet.

Get Your Social On
A simple way to honor local dads for Father’s Day is by hosting a Facebook contest. The most shareable content on social media is pictures and videos, so ask followers to post their favorite dad moments. Remember to designate a hashtag so you can easily locate contest posts and promote your contest on all social media networks. Then, award a prize to the post with the most likes. You’ll want to make the prize something special dads can enjoy for themselves or with their families.

Father’s Day is a tricky holiday. Most dads have everything they need so finding a way to show them they’re special can be difficult. Leverage the holiday to find creative ways to promote your dealership and let your marketing shine.

Have you ever wondered how search engines like Google work? How do they decide which ranking your dealership will receive for a given set of keywords? You may be aware search engines use algorithms to determine search rankings. These algorithms are a form of artificial intelligence, which are constructed to mimic the way humans think, and return the best results for the user’s search in a matter of a couple milliseconds. Nobody knows exactly what logic is used, but it is rumored more than 3,000 attributes construct a local ranking algorithm. Today we’ll dive into one of the top influencers of local search ranking, directory listings management.

What Are Directory Listings?
Let’s start by explaining what directory listings are. Simply put, they are entries across the web that identify your dealership. They are typically made up of components like dealership name, phone number, address, and website URL, and are used so consumers can find your business. Think about your dealership’s directory listings across the internet such as YellowPages.com, CitySearch, Yelp, Whitepages, SuperPages, Google, and Cars.com, as well as social media pages and your dealership’s website.

Why Are Directory Listings Important?
Let’s discuss the accuracy and consistency of these directory listings and how they help to establish your dealership as a credible business in the eyes of local search engines. Keeping your directory listings accurate and consistent across all data sources is one of the most important factors for ranking well in local search. For example, if you call your dealership “ABC Motors” in one place and “ABC Ford” in another, or “City Chrysler” and “City CDJ”, the search engine might see these as two separate businesses and rank your dealership lower in local search results. This is true for each component of your listing, from dealership name to phone number, physical address to your website URL. The consistency of your dealership’s listings makes up almost 50% of local search algorithms and is one of the main influencers for search engines when determining the trust and validity of your business.

Side Note: Local Search and Call Tracking Numbers
Many of the dealerships we work with use call tracking numbers in their marketing so it’s easy for them to determine where their leads are originating from. As discussed above, phone numbers are a key component to directory listings and using different phone numbers across the web can cause problems with local search ranking. We recommend dedicating a single call tracking number for your online marketing. If you already have an established online phone number, have your call tracking provider port the number so you don’t lose any local search value already established with that phone number and you can still track your online traffic. Then, use that call tracking number everywhere online, including your website, online directories, social media sites, etc. Call tracking numbers are a great way for you to understand which marketing efforts are working to generate leads and should still be used for all of your marketing efforts, however dedicating a specific tracking number to online efforts will increase local SEO ranking.

How Are Directory Listings Managed?
Often times, the actual management of directory listings can be a large undertaking; however, when done properly, your business will be rewarded with increased traffic from local SEO ranking. Here’s a step-by-step process for managing your dealership directory listings.

Step #1:
Add or claim your listings for each online directory. To be honest, there is no easy way to do this step and each directory works differently. Our advice would be to start with the major directory services, such as Bing, Cars.com, CitySearch, DealerRater, Edmunds, Facebook, FourSquare, Google, SuperPages, Yahoo, YellowPages, and Yelp, and work from there. You’ll want to determine if your dealership is already present on these directories and then claim your listing.

Step #2:
Correct any inaccurate information or remove any duplicates found on these directories. Often times, you’ll have duplicate entries for the same business on these sites and you’ll want to make sure to remove these so you’re not seen as two separate businesses. Also, take this time to set a standard for how your business information will appear on these sites, including your dealership’s name, address, phone number, and URL (be sure it is all consistent with your website). This will help build trust among local search engines.

Step #3:
Establish relevance for your dealership by assigning proper categories to your listings. The categories on these sites are used by search engines to determine which businesses to return and their ranking for a user’s search results.

Step #4:
Constantly monitor your dealership’s directory listings. You’d think once you claim your listing, update the information, and create categories, that you’d be all done, right? Wrong! Directory sites do their best to keep information updated and current. To do this, they receive batch updates to their platforms, and sometimes these batch updates contain outdated information and can undo the hard work you’ve already completed. Make sure to monitor your listings monthly for any updates needed.

The way consumers search for local businesses has evolved drastically over the past few decades. In fact, 64% of the time consumers are using local search through their mobile devices to find relevant businesses in their area. If your dealership does not appear in their local search results, then these potential buyers are turning to your competitors for their vehicle needs.

Click here for more information about local search.

Whether you believe it or not, your customers are your dealership’s most valuable asset. Especially the loyal ones who continue to come back regularly for service work and purchase multiple vehicles from your dealership. If you’re under the belief that all customers should be treated equally, then this post may not be for you. In fact, we believe your most loyal customers deserve extra savings and attention to ensure they continue to come back to your dealership for future vehicle needs. Here are three easy to implement ideas to honor your customers.

Offer a First Class Experience
If you identify loyal customers who are scheduled to visit your Service Department, think about rolling out the red carpet. Start by having one of your Service Advisors greet them with a small gift upon arrival. Then, have refreshments and free goodies ready to satisfy them as they wait for their vehicle’s service work to be performed. Maybe even offer free shuttle services, free car wash and vacuum, or simply discount their bill to ensure your loyal customers feel like a true VIP.

Start a Loyalty Program
Some manufacturers in the auto space have already started loyalty programs to keep customers coming back to their service facilities. But how can you ensure your loyal customers keep coming back to your dealership specifically? Think about starting a loyalty program above and beyond the OEMs. You don’t have to be really sophisticated, just a punch card for oil changes where you buy four and your fifth one is free is sufficient. Or, you could also offer your most loyalty customers a card that gives them 10% off every time they service at your dealership. A loyalty program can really demonstrate your thanks to customers and keep them coming back.

Send a Thank You Note
If you don’t have the means to offer additional savings or services, think about just sending a simple thank you note. A hand written note from a Service Advisor or Sales team member adds a personal touch and is a great way to demonstrate to customers that you care and really want their business.

How you choose to honor your loyal customers is really up to you. The point is that you do something to demonstrate their importance to your dealership and highlight your appreciation for their business.

The Memorial Day holiday for many Americans means a long, 3-day weekend, grill outs, family gatherings, and the official start to summer. But for car dealers everywhere, it means additional factory incentives to move inventory and an increase in foot traffic. So, how will you capitalize on the holiday weekend to sell more vehicles? Here are three really easy steps to honor Memorial Day and drive more revenue to your door.

Step 1:
First things first, you’ll have to decide how you will commemorate the true meaning of Memorial Day and the men and women who have given their lives for our freedom. There are several ways to do this. You could sponsor a local Memorial Day event, like a community parade, or get involved to help a local military family – the possibilities are endless. The point is, you’ll want to get involved with your local community to gain brand awareness and show you’re doing more to honor Memorial Day than just offering great vehicle deals.

Step 2:
Once you’ve figured out how you’ll get your community’s attention, it’s time to get your store spruced up for the holiday weekend. Think about adorning your showroom with patriotic themed decorations and pinning red, white, and blue balloons on every vehicle on your lot. A festive business will be more attractive for consumers and demonstrate your spirit for the holiday. You could take this one step further and hand out flags or flag pins to every customer.

Step 3:
Now that you’ve garnered brand awareness among your community and decorated your dealership for the occasion, it’s time to invite customers and prospects to your store. If you’re planning to have food or refreshments during the holiday weekend, be sure to include that in your communication. You’ll also want to use Memorial Day themed marketing materials to promote your weekend deals and grab the recipient’s attention.

Now is the time to get ready and capitalize on one of the biggest vehicle sales weekends of the year.

It’s that time of year, time to show your thanks to the men and women in the U.S. military during Military Appreciation Month. Think about creating a campaign this month to highlight the hard work and dedication of military members and their families. Now I know what you’re thinking, “My OEM already offers exclusive savings for military members and veterans.” However, these two campaign ideas take your appreciation one step further, engage members of your community, and drive additional traffic to your dealership.

Military Family Appreciation Night
Host an event at your dealership where you honor not only military members, but also their spouses and children. You’ll want to make sure that the event is family-friendly, with plenty of stuff for the kids to do. Think about partnering with other local businesses to provide raffle items, food, music, refreshments, etc. With an event like this, you’ll turn your dealership into a community focused, family-friendly atmosphere and drive more traffic to your door.

Send Letters to Deployed Military
There are several organizations that work with companies just like yours to reach deployed military members. Think about partnering with a company like A Million Thanks, who sends millions of letters of thanks and encouragement directly to service members, or Cell Phones for Soldiers, who recycles old cell phones and buys calling cards for deployed soldiers to use to call home. These types of efforts are a great way to give back and show your community and customers you care.

Don’t delay; get your military appreciation campaign started today. You’ll start building rapport with your community, driving foot traffic to your dealership, and demonstrating your thanks to military members.

Digital marketers everywhere have argued for years that direct mail is dead. In the auto industry specifically, dealers have been pushed towards digital medias like email, web, and social marketing. Although these digital channels are low-cost with instant response, it’s important to continue to supplement your digital marketing with direct mail.

To prove direct mail is alive and kicking, Advertising Age’s recent study reported direct mail spend will reach $48.3 billion in 2015. Even in the auto industry, NADA reported direct mail made up 10.7% of a dealership’s total advertising spend in 2014. As you can see, direct mail is not dead and it isn’t going anywhere any time soon. If you’ve abandoned direct mail in your marketing mix or need some help convincing yourself to get back in the direct mail game, here are seven reasons you should still be sending direct mail.

Get Noticed in the Mailbox
More and more businesses are opting for digital methods of marketing simply based on cost. This means these marketers are spending less on and sending fewer pieces of direct mail. With this recent drop in direct mail marketing, consumers are receiving less mail, which presents the perfect opportunity for your dealership to stand out and get noticed in the mailbox.

Too Much Email
Chances are your customers’ and prospects’ email inboxes are just like any other consumer – overcrowded and cluttered. It seems like nowadays everything comes in the form of an email, from personal communications to news updates, offers from retail outlets to spam and solicitations. The truth is consumers receive more emails than they’ll ever read. By sending direct mail, you can use the switch to digital to your advantage and not get your message lost in the overflowing inbox.

Deliver Tangible Marketing
One thing about digital marketing is the recipient receives nothing physical. With direct mail, you get to deliver an actual piece of marketing to the recipient they can literally hold. You get the option to deliver it in an envelope with high-quality graphics to increase its impact and get your piece noticed. Physical marketing tends to leave a better and more cognitive impression on the person receiving it.

Add a Personal Touch
Direct mail is an easy way to build relationships with customer and prospects. Not only is it perceived to be a direct message to the recipient, but it’s also assumed the sender spent an increased amount of time to deliver the message versus digital marketing which can be perceived as spam, unwanted, or very impersonal.

Build Trust
With the growing world of technology, consumers worry more and more about their privacy. Also, many consumers equate digital marketing with their fear of a scam, or worse, a virus. With direct mail, you don’t have these preconceived notions from consumers. They don’t have to worry about your direct mail piece possibly giving them a virus and can trust your marketing over a digital advertisement. Plus, direct mail is probably the most familiar marketing tool for consumers.

Increase Brand Recognition
According to the USPS, 98% of people retrieve their mail daily, and 77% of people sort it immediately, which means you develop brand recognition just by a recipient opening their mailbox and sorting their mail. Additionally, if your piece’s design sticks out in the stack of incoming mail, chances are your recipients will spend a few moments reviewing the contents.

Track Actual ROI
When leveraging digital marketing, it is very easy to track the recipients activity with the piece itself through impressions, clicks, tracking, etc., however, it can be hard to tie it directly back to return on investment. Depending on how you stage the offers in your direct mail campaign, you can track actual ROI. Meaning if your direct mail offer is unique and the recipient has to present it at time of purchase, you can see exactly what your ROI is for each piece.

If you’re one of the millions of marketers who has stopped delivering direct mail campaigns, your competition is probably thankful. Now is the time to get back into the direct mail game. Remember direct mail should not take the place of your digital efforts, just simply complement them.

With warmer weather in the air, many athletes, old and young, are starting their spring sports. From the professional level to little league, athletes, their families, and sports enthusiasts everywhere are excited about the upcoming sports season. For this reason, now is the perfect time to utilize sports marketing to build brand awareness, drive traffic, and spring into revenue. Here are two ideas to help you get started.

Leverage Sports Theme
Spring sports are gearing up, from soccer to softball, baseball to lacrosse, golf to tennis, track and field to swimming, and many more. Depending on your specific area of the country, you may be able to utilize excitement from local professional teams or little league teams. This time of year presents the perfect opportunity to leverage sports themed marketing, like Home Run Savings, Go for the Goal Deals, or even Hole-in-One Incentives to promote your dealership. Whatever sport you decide to highlight in this month’s marketing, you can leverage good old fashion competition to drive additional business.

Sponsor Local Sports
A great way to get involved with your community and give back is by sponsoring a local sports team. Whether you’re looking for a small contribution, like sponsoring a little league team, or a bigger contribution, like sponsoring a high school or college team, this type of involvement is perfect for a local business. Not only will you generate goodwill by helping out a local sports team, but you’ll also drive brand awareness, which translates into increased traffic and revenue for your dealership.

If you’re looking for fun and engaging marketing this month, look no further. You can leverage the season, attract sports fans everywhere, and drive consumers to your store with these simple ideas.

Most Americans share in the love of planet Earth which makes Earth Day marketing so popular and retail stores leverage it to communicate with customers and prospects. If you haven’t thought about it yet, now is the time to put your Earth Day marketing together to ensure you’re ready by April 22^nd. Here are three Earth Day marketing ideas to ensure you’re part of the movement to make the world a better place.

Promote Green Vehicles
Earth Day brings about a perfect opportunity for you to highlight new vehicles. You might be thinking, “But vehicles pollute the Earth; why would they be good to promote in Earth Day marketing?” Well, chances are your vehicle lineup is becoming more and more fuel efficient and you probably have some hybrid or electric vehicles that are more earth-friendly, as well. These types of fuel-efficient vehicles are perfect to highlight in Earth Day marketing because consumers looking to be more earth-conscious will be attracted to lowering pollutants and achieving better fuel-economy.

Offer Fuel Savings Tips
The truth is, some of your customers and prospects are just not in the market for a new vehicle right now. So, think about communicating tips to help them save at the pump. You can advise them of items to help their vehicle get better fuel economy like changing air filters regularly, having proper tire inflation, and performing oil changes with the manufacturer recommended grade and intervals. In addition, you can inform customers and prospects that using cruise control, turning off the engine when waiting, and removing excess weight will also improve their fuel economy.

Get Involved
If you’re looking to really get out and promote planet Earth, this may be the idea for you. There are several ways you can give back to planet Earth and promote your dealership. You could plant trees with your local community, give a tree or flower kit for every service performed or vehicle purchased on Earth Day, or even sponsor a local Earth Day event. No matter what you decide, getting involved and helping promote planet Earth will generate brand awareness in your local community.

If you’re looking to capitalize on this day of celebrating the planet, now is the time for you to get started. Regardless of your involvement, an Earth Day campaign ensures your dealership springs into revenue.

It’s that time of year again. Time to promote National Car Care Month and remind customers of needed vehicle maintenance as the warmer weather sets in. Here are three ways you can leverage this national event and spring into revenue in your Service Department.

Host a Vehicle Check-Up Event
Think about participating in a Be Car Care Aware vehicle check-up event at your dealership. You can invite members of your community, current customers, and any potential prospects to stop by and have their vehicle inspected by one of your expert technicians. Be sure to inform participants that there is no cost for the check-up and a full report of needed maintenance will be provided. Also, hand out discount coupons for future service work so they return to you for needed maintenance.

Promote Spring Maintenance
Most Americans associate spring with cleaning and refreshing, so it’s only natural for them to extend that to their vehicles. You could offer customers tips to get their vehicles ready for the spring season, like checking fluids, hoses and belts, battery, brake system, exhaust system, tires, a/c, wipers, and lights. A helpful reminder will prompt customers to take action and get their vehicles ready for the warmer weather.

Provide Spring Savings
Everyone is more motivated when they can save money. For this reason, think about leveraging creative marketing that highlights ways to save on spring maintenance. You could deliver spring themed marketing to customers with bundled spring services at a discounted price. If you’re feeling really creative, you can cut out construction paper in the shape of flowers, put a dollar amount on the back, and tape them to your service desk. Then, when customers stop by to service their vehicle, they can pick one and use it towards their RO.

Spring has officially sprung and if you’re looking to capitalize on the change of seasons, now is the time. Utilize one of these spring ideas to drive service revenue and promote car care month with your customers.