Attn: Managers--Who Should You Market To And Why?

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Attn: Managers--Who Should You Market To And Why?

Written by Amanda DeBoer

Wednesday, 31 December 2003 16:00

I work with dealerships every day and the big question that arises in almost every conversation is: Who should I market to today and why? The people you market to really depends on the department you are in. The service department is going to market to an entirely different demographic than the sales department or the fleet department.

Service Managers

The service department should market to owners of the types of vehicles they specialize in. Building relationships with these owners will eventually turn into useful cross-selling opportunities for your sales department. Service departments should also market to new movers. You want to get your name in front of them before someone else does. Send them a newsletter about the dealership and give them coupons for free oil changes (everyone loves those!), a free car rental, or a free service diagnostic checkup. Treat them right and they will become advocates for your dealership.

Sales Managers

The sales department usually has 3 types of car buyers: sports car buyers, family car/SUV buyers, and luxury car buyers. Choose your marketing message and audience to match what you want to sell. These buyers not only bring business to your sales floor but they also bring their cars in for service. Once again, two different departments can work together using one marketing campaign. Using effective demographic targeting can double your current response rates.

Fleet Managers

The fleet department in most cases markets to existing businesses. However, be careful not to overlook brand new businesses, as well! New businesses, such as a plumbers or construction contractors, are great candidates for commercial vehicles. Send them a mailer or give them a call and uncover the opportunities. You can even buy new business records for only those industries most likely to need the commercial vehicles you sell. Take that first step and make your introduction one they won't forget. Congratulate them! Invite them in for a free business-related gift (day planner, portfolio, briefcase, etc.).

Whether you market to businesses or consumers, each department is going to bring revenue to their department as well as the other departments within the dealership. Tempt your prospects and customers with creative and ingenious offers and they will show their appreciation with sales and referrals.

Amanda DeBoer is senior account executive for Auto Lists USA, (a division of infoUSA/Donnelley Marketing) a leading provider of consumer and business marketing databases and data processing services. If you have questions or comments about this article, call 888-800-0168 or email her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .