Remarketing your auto business

WHENEVER there is a crisis that brings about uncertainty in businesses, the marketing budget is the first to be cut.

Progressive companies avoid this mistake. ey instead look at avenues to spend the money in a way that maintains their foothold on the market.

Covid1-9 trial and tribulations is the new way of life. No one knows when it will end. It might not. Cutting the marketing budget is one of the easiest ways to free up some cash. In fact, when business is slow, there are basically two things a company can do to improve cash flow, get more sales and cut costs

In a crisis the fear is you don’t always have control over more sales, but you do have control over your costs and here’s where many businesses make a critical error, by choosing costs instead of sales.

As marketers fear waking up each day during the Covid-19 outbreak, it’s up to you to find unique ways to keep businesses open and justify your existence.

In a crisis there’s always opportunities. When one industry struggles, another one thrives.

Sales of luxury cars might be slow but 4x4s are picking up as government and NGO battle Covid19. Fuel savers are in demand as the cost of fuel has skyrocketed.

It’s not advisable to cut your costs so as to become profitable. Cutting costs is a good way to stay stationary, but if you want to increase profitability, you need to increase sales - and that’s where remarketing helps.

Revenue budgets still have to be met.

Remarketing is a critical component for automotive marketing. During these times of Covid-19 there is so much comparison shopping going on.

e sales process remains such a key component of the car buying process, it is important to not lose new leads in the marketing stage of things. Your market needs reminders through intriguing remarketing ads that ensure no leads fall out of the funnel.

Before everything, marketers need to manage the crisis by putting the needs and well-being of their employees and customers first. Managing the human element is critical. Marketers must show that they are there for their customers and employees.

In a crisis like the one we have, there is a high rate of abandonment and indecision. With remarketing, you can lower your abandonment and indecision rate and close more deals by showing enticing campaigns to people who recently visited your site or who visited your dealership before the pandemic.

You must remind them you are there and lead them through the process. Try showing them a deal to get them to come into the store. is will ensure you’re able to get them connected with your stellar sales team.

Look at how Isuzu South Africa is doing it. All of sudden they have become more aggressive in these trying times. Not only are they assisting the communities cope with the pandemic, but they have upped their marketing campaigns reminding Isuzu clients and potential ones, that the brand is alive.

You can configure remarketing campaigns through Google Ads and social platforms, including Facebook, Instagram and traditional platforms such as press, TV and radio.

Motoring analysts play an important role too. I have been consulted a number of times during purchasing decision processes by clients, especially during Covid-19.

e importance of good citizenry must not be under estimated, especially for auto dealers, building your brand in the community is crucial – when it’s time to buy a new car, you want your business to be the first to come to mind.

You can do this by participating in civic groups and networks, sponsoring sports teams and youth programnmes, supporting local charities, and anything else you can find to connect with future customers in a positive way. And don’t be afraid to blow your own horn about your activities, in social media, blogs, and even press releases.

You can even go further and develop areas that no one has ever heard of. Take a look at the Econet’s Strive Masiyiwa’s ReImagine Rural initiative.

ey completed a 100KW solar power project in the Ndolwane area in Bulilima district near Plumtree town in Matabeleland South. I did not even know there was a place called Ndolwane in Zimbabwe. e publicity that Masiyiwa got because of this project is massive.

He did not have to buy space in the press or TV for publicity. It is a life changing project that will provide power to 70 small businesses, residents and other activities.

Some will use the power to irrigate market gardens to sell vegetables. Now imagine of this had been provided by one of the local auto dealerships. Not only would it bring so much brand publicity but it would open doors for the dealership into government offices, parliament and even the small businesses from Ndolwane.

is is the time to remarket yourself as an expert in these trying times. Have a program online or on air on automotive related subjects that might interest users of your brand, from best practices for prolonging the life of your car to battery care during lockdown.

Find information that is interesting, helpful, and exciting to a car owner and make a habit of sharing it with your customers. You could even offer a mobile workshop to those customers who do not want to leave their houses due to Covid1-9, but their cars are due for service.

All this can be done within the confines of good hygiene without spreading Corona. All of this helps to build trust, which is critical in the auto industry, and generate new leads from customers looking for a trusted guide for their auto servicing needs.

You can cover frequency of oil changes, recommended tire pressure settings, tire rotation frequency, and ways to get better fuel mileage. All of this helps to build trust, which is critical in the auto industry, and generate new leads from customers looking for a trusted guide for their car servicing needs.

In crisis times, this is the time to be very accessible. When it comes to automotive sales and repair work, clients are going online as you read. ey research and decide before they even come in to your business. Provide plenty of information on your website, blog, and social media pages about your products and services.

Make sure your phone number and contact information are prominently featured, along with a way for customers to ask questions via web form or email.

Respond promptly and courteously to any inquiries you get, without being pushy. As a bonus tip you should keep track of and collect every call and email so you can follow up the with customers in the future.