Marketing and Advertising - Bedford Advertising

The auto industry is one of the most competitive markets out there. With buyers researching every option before stepping foot in a dealership, standing out takes more than just flashy ads or a strong social media presence. A successful marketing strategy isn’t about throwing everything at the wall and hoping something sticks, it’s about creating a well-rounded, multi-channel approach that keeps your brand top-of-mind at every stage of the customer journey.

That’s where the power of paid, owned, and earned media comes in. When these three elements work together, they create a marketing ecosystem that builds visibility, generates high-quality leads, and, ultimately, drives sales. Let’s dive into why this strategy works and how you can start implementing it today.

The Power of Paid, Owned & Earned Media

To illustrate how this works, let’s look at a real-world example: A dealership network that partners with us and successfully integrated paid, owned, and earned media to increase foot traffic and online leads.

A balanced marketing strategy relies on three key elements:

Paid Media – Bedford Advertising helped a certain automotive group invest in Google Ads and Facebook promotions to target in-market car buyers. These ads highlighted new inventory, financing options, and special promotions, driving immediate traffic to their website.
Owned Media – We maintained an active blog for this group with car-buying tips, financing advice, and vehicle comparisons, positioning themselves as industry experts. Their dealerships social media pages regularly showcased customer testimonials, behind-the-scenes dealership content, and engaging video tours of new arrivals.
Earned Media – As their online presence grew, happy customers left positive Google reviews. Local automotive bloggers even mentioned them in articles, boosting their credibility and organic search rankings.

The real magic happened when these three worked together. Paid media drove traffic to their website, owned media provided valuable content that kept customers engaged, and earned media, built trust, leading to higher conversion rates.

Why This Strategy Works

Using Bedford Advertising’s work with this automotive group as an example, here’s why this approach was so effective:

You’re Everywhere Your Customers Are – Buyers saw their ads on Facebook and Google, visited their website for research, and later found glowing reviews on Google—ensuring consistent brand exposure at every touchpoint.
You Build Trust and Authority – A well-placed ad might get someone’s attention, but their high-quality blog content and strong customer reviews kept them engaged and solidified their reputation.
You Get More Out of Your Budget – Rather than relying solely on paid ads, our partners maximized their impact by creating valuable owned media and leveraging customer testimonials and press coverage.
You Can Track, Optimize, and Improve – By analyzing website traffic, ad performance, and engagement metrics, they refined their strategy, and tweaked their approach to maximize ROI.

Test, Refine, and Keep Evolving

Marketing isn’t a one-size-fits-all game. What worked for this automotive group might not work the same way for another dealership, and that’s okay. The key is to test different approaches, see what resonates, and refine your strategy over time.

Experiment with different ad creatives, content formats, and messaging. Track your website traffic, engagement rates, and conversions to see what’s driving real results. The more you test and adapt, the more effective your marketing efforts will become.

A winning auto marketing strategy isn’t about choosing between paid, owned, or earned media— it’s about using all three together. When done right, this approach boosts visibility, strengthens customer trust, and drives long-term success.

Just like Bedford Advertising’s work with our automotive partners, you can create a well-rounded strategy that keeps your brand top-of-mind and drives real results. Stay proactive, keep experimenting, and always look for new ways to innovate. The auto industry moves fast—make sure your marketing does too.

Drop us a line if you want to discuss your automotive marketing needs.

Alyssa Mohammed

Digital Strategy Director

Alyssa boasts over a decade of experience in digital marketing, specializing in B2B, B2C and ABM campaigns from conception to execution. Her expertise lies in identifying the core issue, tailoring the creative approach, and streamlining the sales cycle, resulting in a favorable ROI. She posses a diverse skillset including client relationship management, team leadership and management, data analysis, cross-functional collaboration, and strategic presentation development.

The Digital Dealer Conference & Expo is a goldmine of marketing insights and strategies for the automotive industry, and this year’s event was no exception. At Bedford Advertising, we left the conference armed with valuable takeaways that can help dealerships supercharge their marketing efforts and stay ahead in an ever-evolving landscape. From mastering Vehicle Listing Ads (VLAs) to reaching new audiences through Spanish advertising, here are the top lessons we learned and why they matter to your dealership’s success.

1. Stop Competing with Yourself: Coordinate with Third-Party Vendors on VLAs

One key takeaway from Digital Dealer is understanding the unintended consequences of running VLAs alongside third-party vendors like Cars.com, AutoTrader, and Cargurus. When these vendors bid for the same ad placements, it drives up CPC for dealerships, essentially making them compete with themselves. This overspending is easily avoidable by aligning efforts with your vendors.

Quick Tip: Talk to your third-party vendors about pausing their VLA campaigns while yours are running or explore exclusive ad agreements to avoid conflicts.

2. The Power of High-Quality Images in VLAs

Think of your VLAs as your digital showroom. Just like you wouldn’t want dents and scratches on the cars on your lot, you don’t want blurry or low-quality images in your ads. Studies show that clearer, more attractive images drive significantly higher engagement, helping your ads stand out and generate more clicks.

Quick Tip: Invest in professional vehicle photography and image-editing software to create a visual experience that leaves potential buyers wanting to see more.

3. Don’t Cut Ad Spend During Tough Times—Double Down on Opportunity

When the market is challenging, many dealerships instinctively cut back on advertising. But Digital Dealer experts highlighted how staying active while others pull back can actually reduce your CPC and increase your market share. With less competition, your budget can go further, and your campaigns can perform better, preparing you for stronger growth when the market rebounds.

Quick Tip: Rather than cutting budgets, consider reallocating ad spend to lower-cost campaigns that maximize reach and visibility during economic downturns.

4. Appreciation Marketing: The Secret Sauce to Building Loyalty

Treating customers like royalty before the sale is standard practice, but what happens after? Ignoring post-purchase engagement can lead to a sense of perceived indifference, making customers feel undervalued. Appreciation marketing is all about keeping customers in the loop and showing them that they matter even after they drive off the lot.

Quick Tip: Send personalized thank-you messages, create anniversary touchpoints, or offer exclusive service deals to maintain a strong connection and build loyalty.

5. Bridging the Gap Between Online and In-Store Experiences

Digital Dealer emphasized the importance of a seamless transition between a dealership’s online platform and in-store experience. A common pitfall is discrepancies in the information provided online and what customers encounter when they visit in person. The key is to hire empathetic, process-oriented staff who can provide a consistent experience and uphold the dealership’s values.

Quick Tip: Invest in training and onboarding for your sales team to ensure they understand the digital journey customers take before stepping into the dealership.

6. Tapping into the Hispanic Market with Bilingual Advertising

The numbers speak for themselves: 1 in 4 new cars is bought by a Hispanic customer, with Hispanic consumers exhibiting strong brand loyalty and a preference for luxury vehicles. By the end of 2024, Hispanic purchasing power is expected to reach a staggering $2.4 trillion. Spanish-language ads don’t just reach this audience—they resonate deeply, often achieving 4-5 times higher response rates than English-only messaging.

Quick Tip: Develop a bilingual marketing plan that aligns with your brand and leverages the loyalty of Hispanic consumers by connecting with them authentically.

TL:DR

This year’s Digital Dealer Conference offered several powerful lessons to enhance your dealership’s marketing strategy. To summarize:

Align with Vendors to avoid VLA bidding conflicts and reduce unnecessary ad spend.
Use High-Quality Images in VLAs to increase engagement and click-through rates.
Maintain Ad Spend in Tough Times to stretch your budget and gain market share.
Implement Appreciation Marketing to build long-term customer loyalty beyond the sale.
Bridge Online and In-Store Experiences to provide a seamless, customer-centric journey.
Reach Hispanic Audiences with bilingual marketing strategies to leverage their purchasing power and brand loyalty.

For more insights on digital marketing strategies and customer engagement, check out these related posts:

By integrating these lessons into your dealership’s marketing efforts, you can stay ahead of the competition and build stronger connections with your customers. Are you ready to accelerate your growth? Let’s get to work!

Chris Petrawski

President

Chris Petrawski has spent over 15 years in the sales & advertising industry and has worked with countless dealerships to grow their market share. He has a master’s in marketing and been named a 40 under 40 in the advertising industry.

Let’s face it, the world of automotive marketing changes faster than a Vegas magic act. That’s why visiting the booths at Digital Dealer is the perfect way to stay updated on what’s hot and what’s not in dealership advertising. You’ll discover the latest trends, clever strategies, and cutting-edge tech that can help take your dealership to the next level.

Why Should You Visit the Booths at Digital Dealer?

Chat with Experts Who Know Their Stuff
There’s nothing like talking shop with people who live and breathe automotive advertising. When you visit the booths, you get a chance to chat with the pros, ask questions, and get real advice tailored just for your dealership. It’s like a free consultation but very demure. Very mindful.

Compare Different Options All in One Place
Why settle for one when you can have it all? With so many vendors in one place, you can bounce from booth to booth, compare what each one offers, and see who’s got the goods that will make the biggest difference for your dealership. Think of it like speed dating, but instead of looking for love, you’re hunting for the perfect marketing partner.

What Should you Ask Advertising Vendors?

What’s Your Track Record with Other Dealerships?
You wouldn’t gamble in Vegas without checking the odds first, right? Make sure you ask each vendor about their success stories with other dealerships. Find out how they’ve helped others boost sales, generate leads, and build their brand. It’s the best way to see if they’re the real deal or just rolling the dice.

How Can You Help Me Get the Most Bang for My Buck?
Ad budgets can disappear faster than your chips at a blackjack table if you’re not careful. Ask vendors how they’ll make sure your ad spend is working as hard as it can. You want to know they’re focused on getting you the best return on your investment and not just burning through your budget.

What Makes You Different from the Rest?
Everyone’s going to say they’re the best, but what you really want to know is what makes them stand out. Do they have unique strategies? Special tools? A killer team? This is your chance to see who’s got that secret sauce to help your dealership shine brighter than the Las Vegas Strip.

How Will You Keep Up with the Changing Market?
The automotive world changes constantly. Ask vendors how they adapt to these changes so that you’re not left with outdated strategies. You want a partner who’s always on top of what’s happening now.

What Should you Ask Convention Exhibitors?

Bring the Goods
To make the most of your time, bring along details about your current advertising campaigns – budgets, what’s worked, what hasn’t, and who you’re trying to reach. The more info you have, the better they can help you craft a winning strategy.

Know Your Goals
Are you looking to boost sales, get more leads, or make your dealership the talk of the town? Think about what you want to achieve so they can help you hit those targets. Knowing your goals makes the whole process smoother and more effective.

Bonus: What Makes Bedford Advertising’s Booth #916 a Must-Visit?

$3,000 in Free Google Advertising (Yep, You Read That Right!)
Who doesn’t love free stuff, especially when it’s $3,000 in Google advertising? $3000 roughly equates to 115 calls and 41 walk-ins to your store! When you visit Bedford Advertising’s booth at Digital Dealer, we’re hooking you up with a sweet deal to close out the year strong. Just stop by and set up a meeting to get in on this fantastic offer.

Get the Inside Scoop on Your Market
Want to know where the big opportunities are for your dealership? Bedford Advertising’s got the inside scoop and we’re ready to share it. We’ll dig deep into your market and give you insights on how you can make a splash, outshine the competition, and drive more customers to your showroom.

Check Out What the Competition’s Up To
Let’s be honest – we all want to know what the other guys are doing. At the booth, we will break down

how your competition is performing,

how many shoppers are looking for your vehicles, and

where you’ve got the edge.

This kind of intel is gold when you’re trying to stay ahead.

Find Out Where Your Ad Dollars Will Work Best
It’s easy to waste money on ads that don’t deliver. But we will evaluate your ad spend and show you exactly where you can get the most bang for your buck. We’ll help you pinpoint the best ways to reach more customers and get better results, so you’re not just throwing money into the wind.

Walk Away with a Custom Marketing Plan
Forget generic advice – this VIP meeting is all about creating a plan that will help your dealership grow long after you leave Vegas. Bedford Advertising will work with you to build a strategy that fits your goals, your budget, and your market. This is your chance to take home something valuable (besides a souvenir from the casino).

FAQs

1. Why should I attend Digital Dealer 2024?
It’s the ultimate place to pick up new ideas, learn about the latest tech, and connect with experts who can help your dealership thrive. Plus, it’s Vegas – what’s not to love?

2. What makes Bedford Advertising different from other agencies?
Bedford Advertising has been in the automotive game for over 40 years, and we know what it takes to create enduring growth for your dealership. We’ve got the experience, data-driven insights, and strategies that actually work.

3. How can Bedford Advertising help my dealership save money on advertising?
We specialize in making every ad dollar count through consistent targeting. We’ll help you figure out where your budget is most effective so you can stop wasting money and start seeing results.

4. What’s the benefit of scheduling a VIP meeting with Bedford Advertising?
You get personalized advice, a custom marketing plan, and access to special offers you won’t find anywhere else. It’s the kind of VIP treatment that’ll make you feel like a high roller!

5. How do I get the $3,000 in free Google advertising?
Just visit Bedford Advertising’s booth (#916) at Digital Dealer. This offer is limited and there are only a few openings left for the offer. I suggest you reserve your spot now!

Don’t Miss Out on Bedford Advertising’s Big Offer at Digital Dealer 2024

If there’s one booth you need to visit at this year’s Digital Dealer Conference & Expo, it’s Bedford Advertising’s Booth #916. We’ve got the experience, the insights, and the killer offers to help your dealership hit the jackpot. So, make sure you stop by, have a chat, and see how Bedford Advertising can help you boost your advertising game.

Want to find out what else Bedford Advertising can do for your dealership? Check out our website and get all the details before you hit the expo. See you there!

Chris Petrawski

President