We Need Better Marketing
Marketing an Auto Fleet Sales Business
It's becoming more and more difficult for auto fleet sales businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
Wondering how to market your auto fleet sales business? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.
These days, most businesses are counting on the fact that their marketing plans will push them ahead of their competitors and deliver the best possible market share. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your auto fleet sales business at the top of the heap.
Multichannel Marketing Strategies
There are a lot of benefits to taking a multichannel approach to marketing. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.
In today's marketplace, it simply isn't possible for auto fleet sales businesses that funnel the bulk of their resources toward a single marketing channel to maintain a noticeable presence in the marketplace. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. If direct mail is an area that needs to be added to your mix, professional mailing lists from third-party providers are a no-brainer. We recommend contacting a few select list vendors to learn how you can intelligently incorporate mailing lists into a more diverse marketing strategy.
Loss Leaders
The majority of auto fleet sales businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For the majority of auto fleet sales businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Expand Your Advertising Options
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. When it comes to auto fleet sales businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. Increasingly, auto fleet sales businesses are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
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