A 6-Month Marketing Strategy for Dealerships
The automotive industry is no stranger to disruption—supply chain issues, fluctuating demand, and shifting tariffs are now the norm. Used vehicles are moving fast, new inventory is tight, and uncertainty is rising once again.
If there’s one lesson from the last major upheaval (hello, COVID), it’s this: slashing your marketing budget during turbulent times is a mistake. Your dealership still needs visibility, customers still need vehicles, and your sales and service teams still need support. With the right marketing plan in place, you won’t just survive—you’ll grow.
Dealers who maintained marketing through COVID gained market share. Those who didn’t? Many are still trying to recover. Cutting costs is natural, but your marketing strategy should be efficient, not eliminated. That’s why we’ve built a 6-month action plan to help you stay competitive and proactive.
Here’s what we learned firsthand during COVID:
- You’ll still have vehicles to sell.
- The inventory you have now needs to move.
- People will still need and, therefore, buy cars.
- Dealers who kept their marketing efforts strong not only kept but also significantly expanded their market share, while those who reduced their marketing saw a decline that’s very tough to build back up.
When uncertainty hits, the knee-jerk reaction is often to cut costs. While reviewing expenses regularly is smart, marketing shouldn’t be the first thing to go. A focused, efficient marketing plan will keep your inventory moving, help you stay top of mind with potential buyers, and protect your market share.
Here at sMedia, we’ve created a 6-month plan to make the most of your ad dollars, ensuring that you stay proactive!
Phase 1: Review & Plan (Weeks 1–2)
Before you can hit the ground running, you need a clear understanding of your current position. Cutting costs might seem like the quick fix, but it’s a mistake that could cost you market share. You still need to put the right message in front of the right people.
Performance Analysis:
- Look at which traffic sources are driving the most views to your VDP (Vehicle Display Pages) and converting into leads. Focus on the platforms that are working and optimize them.
- Tip: If you see certain inventory items getting more attention than others, prioritize them in your ads to drive sales faster.
Competitive Analysis:
- Keep a close eye on the competition.
- What are they offering that might be working for them?
- How are they pricing their vehicles, and where are they advertising?
- This is your opportunity to stay one step ahead and fill any gaps in your strategy.
Goal Setting & Budget Review:
Set clear, actionable goals for the next six months. Analyze your current ad spend and where it’s going. Is it working? Are you allocating enough budget to the ads that directly promote the inventory you need to move? Every dollar counts so don’t waste them.
Key Outcome: A refined strategy and optimized budget, giving you the agility to act quickly in a changing market.
Phase 2: Launch & Adjust (Weeks 3–10)
You’ve got the strategy. Now it’s time to launch your campaigns and start moving inventory. Don’t sit back and wait because this is when the action happens.
Inventory Promotion:
- Focus your ads on inventory that needs to move. Utilize dynamic ads on platforms like Google, Meta, and TikTok to grab attention with compelling visuals. Video, still images, anything that stands out will work.
- Learn how to Increase your Impact with Creative Video.
Audience Engagement:
- Retargeting is your best friend during this phase.
- Re-engage website visitors who haven’t taken the next step.
- Smart Offers and limited-time promotions will give them that final push.
- We like to call this The Power of Retargeting.
Key Outcome: Active campaigns that are consistently driving traffic and engaging high-intent customers.
Phase 3: Track & Improve (Weeks 11–18)
Now that your campaigns are live, it’s time to stay sharp. The market is fluctuating, and you cannot afford to take your foot off the gas.
Watch the Numbers:
- Track key performance indicators like Click-Through Rate (CTR), Cost Per Click (CPC), and VDP views.
- What’s working?
- What’s not?
- Adjust your ad spend accordingly.
Adjust Messaging:
- Based on customer feedback, tweak your messaging. The market is moving, and your messaging needs to stay relevant. If customers are talking about certain features or vehicle types, amplify that in your ads.
Key Outcome: Real-time adjustments to keep your campaigns running at maximum efficiency.
Phase 4: Adjust & Future-Proof (Weeks 19–24)
Don’t let the market catch you off guard. Start preparing for future challenges, whether it’s new tariffs, shifting consumer behavior, or supply chain disruptions.
Market Monitoring:
- Keep a close eye on tariffs and pricing trends, adjusting your strategy as needed. The goal is to stay adaptable and adjust before market changes force your hand.
Brand Positioning:
- Solidify your dealership’s reputation as the go-to place for all vehicles, especially when others are struggling with inventory. You can maintain market share by positioning yourself as a trusted source.
Key Outcome: A long-term strategy that’s flexible and ready for whatever the next six months throw at you.
Measuring Success
So, how do you measure success? At sMedia, we’ll be looking for the following key outcomes to determine if your marketing strategy is on track:
- 15% increase in VDP views
- 10% improvement in CTR
- Stable or improved ROI
Ready to take control of your market?
With a clear strategy in place, your dealership will be ready to adapt, lead, and grow—no matter what comes next. Let’s build your customized 6-month plan and start driving stronger results today.
Interested in learning even more?
