By Paul Potratz
A DV E R TISING & M A RK E TING
TARGET YOUR CUSTOMERS
New online marketing tools allow dealers to reach car buyers with targeted campaigns that show up
on their favorite websites.
©ISTOCKPHOTO.COM/ADVENTTR
Traditi
Traditi
Traditional,
r d
"spray-and-pay"
ad
adverti
d
advertising has a major shortco
coming
o
coming: It's a one-time efort
th has
h
that h no follow-up actions
for con
conversion and no strategy
cons
to constantly produce opportunit f
i
nities for sales. In today's digital
age, we have the opportunity to
create more targeted marketing
campaigns. It just takes a basic
understanding of psychology and
human nature.
Take Kathleen and Frank.
Tey are a married couple in their
mid-30s. Tey have a 15-year-old
daughter and are expecting another child in six months. Tey
also just moved to a new city and
purchased a new home, but neither of them have any friends or
Paul Potratz is COO of Potratz Advertising and an
industry speaker in digital, mobile, behavioral and
social media marketing. He shares his expertise
weekly through online workshops and hosts
the weekly video series, "Think Tank Tuesday,"
which reaches more than 42,000 automotive
professionals.
PPotratz@AutoDealerMonthly.com
8
AUTO DE ALE R MONTHLY • M AY 2013
family in the area. Frank is an active military reserve and just took
a new job at Westinghouse, making twice his last salary. Kathleen
has accepted a position as a nurse
practitioner at Bassett Hospital.
Why should you care? Well,
I have put together a marketing
strategy that speaks to them in the
following ways:
• Active and Retired Military Discounts on All Vehicles
• Don't Take a Chance on Your
Child's Safety With Your First
Car
• Expecting a Child? Ten You
Will Want to See Tis FeaturePacked Vehicle
• New Homeowner? Learn About
Our Extended Service Hours
and Free Loaners
• Westinghouse Employees Receive Special Discounts on New
Vehicles
• Bassett Employees Receive Employee Pricing Rebates
Tose headlines won't appeal to
everybody, but they will get Kathleen's and Frank's attention. And
by geo-targeting the campaign, I
know they'll see them. Tis is the
type of strategy you need to consider in today's digital age.
TARGETED MARKETING
Now, when Kathleen and Frank
click on one of my ads and visit my
Facebook page or website, I will