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.
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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