How do you cost-effectively market your catalog of, say 5,000 new and used cars through a large and complex distributed organization? And strengthen your dealership brand in the process?
First, a quick reminder of things you already know:
- The uniform presentation of all cars in your online car catalog, as well as classified and social media, could offer a formidable dealer brand impact. As a major car dealer, your ads are already exposed to millions of potential buyers. By necessity, the ads are usually created locally, often with questionable quality, efficiency, and brand consistency.
- Financial and other services offered are important to both the buyer and you but vary considerably with each individual car. Therefore, they are not fully exploited in your used car ads.
THE CHALLENGES OF LARGE-SCALE AUTO SALES
Managing a large dealership, you already enjoy higher visibility, more influence and clout, as well as benefits of scale, like volume discounts and bargaining power. But unless you solve the obvious challenges of scale and organizational complexity, size is often a synonym for slow, inefficient, and costly.
How do you deal with THAT?
Centrally managed streamlining and automation of the company’s local production of video-based ads could lead to
- radically reduced admin time and money
- better ad performance
- a more uniform face to the world
Better control of the process means fewer mistakes, easier problem shooting (if needed), and more effectively managed ad flows in tune with strategic objectives and guidelines.
In such an automated system, the specific financial and other services related to each individual car could easily be integrated into the presentation of each vehicle.