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BrandMuscle Research Report Reveals Local Media and Marketing Tactics Used by Car Dealers and other Local Franchised Business - But Does The Report Answer the Question About Who Uses What and Which Works Best?
Not too surprising to many of Automotive Marketing Professionals, traditional media remains a significant part of the local automotive marketing mix... The adoption of various new media tactics that have become available (including automotive digital marketing), is hindered by cost and for some dealers, complexity finds BrandMuscle [download page] in their recently-released study.
Results from the survey of franchised dealers and other local businesses with national franchise brands seem to indicate that digital marketing, while scoring high satisfaction rates for its effectiveness and ROI, tends to be seen as too complicated or time consuming by many of the car dealers not using it.
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The complete BrandMuscle research study and its findings can be downloaded by www.ADMPC.com Professional Community members in PDF file format by using the "Save As" right-click command on the following link or the cover image below it:
The study, based off a survey of “hundreds of local dealers, independents and franchisees across a wide range of industries” indicates that the top media tactics in use by local dealers and businesses are:
Tactics in use by half – or fewer – respondents include:
The study suggests that the primary reason why local affiliates aren’t using digital tactics such as email, social, online display and paid search is because they are too expensive. Among those not using traditional media such as TV, radio and print, cost is the primary complaint.
Satisfaction With Results
When it comes to satisfaction ratings for local dealers using various types of marketing and advertising media tactics, "local events" win out with 80% of dealers satisfied... Shown below are the satisfaction rankings followed by the usage and satisfaction charts published in the referenced report:
On the budget side of things, results from the survey indicate that newspaper, radio and community sponsorships occupy the largest shares of the overall pie. Earlier this year, a study from Balihoo found that more than 8 in 10 national brands expected to increase their overall advertising budgets allocated to local media.
Details of Media Types Included in Survey
Direct Mail, Display & Rich Media, Email, Free-Standing Inserts & Circulars, Local & Directories / Small Biz, Magazines, Marketing Budgets, Newspapers, Out-of-Home, Paid Search, Promotions, Coupons & Co-op, Radio, Social Media, Spending & Spenders, Sponsorships, Trade Shows & Events, Traditional, TV Advertising
Sources of Data and Content: