CARMEL, Ind. -

In its latest offering of strategy recommendations for all types of dealers, ADESA used its blog to share four ways managers can add value to their stores.

ADESA’s Carol Sewell indicated on the company’s blog, Overdrive, that dealers are willing to try seemingly every marketing strategy imaginable — from giant banners and inflatables dominating the storefront to television commercials with catchy jingles.

But what works?

“Well, success is usually dependent on a number of factors, including your dealership, target audience and location,” Sewell said. “But, there are a handful of select strategies that can boost the efforts of nearly every car dealership.”

With that premise in mind, Sewell highlighted four suggestions:

Increase Website Traffic

“The digital age is here to stay, and a bump in website traffic often assures an increase of in-person visits to your dealership,” Sewell said. “Recent estimates state that up to 95 percent of potential car buyers do some form of online research before visiting the lot.”

For example, Sewell pointed out ads on Facebook are a relatively inexpensive way to target a precise audience while generating Web traffic.

“Want to promote a “red tag” special that would be great for a first-time car buyer? You can pinpoint a younger age group within a specific location,” Sewell said. “Pushing higher-end luxury vehicles? Target the individuals with an affinity for luxury brands.

“Ideally, more clicks online will translate into more knocks on your dealership’s door,” she continued.

Improve In-Person Experience

When a potential buyer walks through the dealership doors, Sewell emphasized that it’s imperative to make the vehicle-buying process as easy and efficient as possible.

“A stress-free buying process leads to happier customers, and happy customers are more likely to return later and tell their friends about their positive experience,” Sewell said.

“Cut down the number of employees your customers deal with and shorten the buying process,” she continued. “Buying a car can be a nerve-racking experience; the buying process shouldn’t be.”

Sweeten the Deal with After-Purchase Incentives

Sewell noted that buyers are aware of powertrain warranties and manufacturer-provided assurances, but dealership-provided perks can often help shift a deal from on the fence to signed on the dotted line.

“Offering services like free oil changes and safety checks over a car’s lifetime can chip into profits, but any negatives will be mitigated by the development of a post-purchase relationship between the buyer and employees at your dealership,” she said.

Commit to Your Plan

Sewell wrapped up her tips by stating, “There are certainly more than just a few tactics that will get customers into your dealership, and what works for someone across town may not work for you.

“Remember: No one knows your dealership better than you do,” she went on to say. “Design a marketing plan, commit to it and put it into action. It may be exactly what you need to vault ahead of your competitors.”

Sewell’s original blog post can be found here. ADESA’s Overdrive blog can be viewed here.

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