Affordable Advertising
Can’t afford traditional advertising? Here are some inexpensive ways to promote your dealership:
- Network: Attend meetings, conferences or other get-togethers at which you can meet other business people. This can put you in touch with potential customers and with people who can refer customers to you.
- Referrals: Every person you speak with – whether a customer, potential customer or supplier – may be able to refer you to new customers. When you get a referral, follow up immediately.
- Call potential customers: Many businesses have been built through cold calling. The success of this marketing method depends almost entirely on speaking with the decision-maker.
- Circulate your business card: Business cards are miniature billboards – and your least expensive form of advertising. Leave them on counters in neighborhood stores and check back to replenish them when they are gone. You can even create a cross-marketing program by helping promote nearby businesses – and having them promote you.
- Give talks to local groups: Offer a brief educational session at your dealership or at a local library on topics like tire pressure maintenance, uneven tread wear, proper vehicle care, tire selection tips, or any other issue you think would interest consumers. Present yourself as an expert but don’t oversell. Announce your session by sending a press release to the local newspaper.
- Publish articles: Contact local newspapers or magazines and offer to write articles about tires and/or vehicles. This will position you as an expert. Be sure to ask the editor to include your name, company and phone number at the bottom of the article.
- Offer services to other companies: Other businesses may need a reliable tire and vehicle service vendor.
- Barter services/products for ads: This technique will allow you to start advertising in newspapers and magazines without any actual money changing hands. However, be mindful of potential tax liabilities.
- Leverage your Web site: If you have a Web site, trade links with industry associations, wholesalers or manufactures. And certainly look to trade links with other businesses in your area.
- Send press releases: Anytime your dealership has a new development - new staff member, a large contract or charitable work - write a press release and send it to newspapers, magazines, radio stations and industry journals.