The Power of Targeted Marketing: Capturing Attention in the Automotive Industry

I often witness firsthand when my staff is in the field and I participate in some of the calls with dealer management. I ask some tough questions about their spending and the returns they’re getting. It concerns me that every ad seems to be the same – just a fill-in-the-blank template for the vehicle, price, and term. There’s a fundamental lack of targeted marketing. It’s important to realize that a Tundra buyer is different from a Camry or Corolla buyer, and their interests vary. Before you can even appeal to them, have you captured their attention, or are you just herding them through the same old advertising process as everyone else?