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The small-town dealership went from primarily using traditional media to going all in on digital. But it wasn't always this way.
Just a few years back, sales were stagnant, and the dealership's marketing dollars were hard to measure and track. Jeff Smith, the dealer principal, and his team had dabbled in digital, but their dollars were primarily allocated to traditional media, mostly newspaper.
Jeff saw that advertising on digital could help him reach potential car buyers throughout his market. The Approach Making the leap to all-digital marketing Even though the dealership had relied on traditional media for decades, the choice to go all digital was fairly obvious to Jeff and his team.
They wanted to advertise to car buyers where they are"and it was becoming blatantly obvious where people were spending their time," Jeff said.
Jeff thought the transition might be difficult or complicated, but in the end, the hardest part was phasing out relationships with print vendors he'd known for a long time.
Learning how to use and get the most out of the digital tools was a simpler process than he'd anticipated—and everyone was pleasantly surprised by how quickly sales turned around.
Now we have a sustained strategy that we plan in advance and can adjust as needed on the fly. Jeff's team handles much of its search budget internally, casting a wide net within his market and focusing on specific make and model keywords.
For searches that line up with cars the dealership has in stock, clicks go directly to the corresponding vehicle details pages. In addition, Jeff and his team use YouTube primarily as a branding tool. Animated video ads are geographically targeted and feature the latest promos and deals.
The team has loved the flexibility of digital. We didn't really plan in advance; we would just heavy up spending after a bad month.
Now we have a sustained strategy that we plan in advance and can adjust as needed on the fly," Jeff said. Revving up vehicle product pages to meet car buyers' needs As a small dealership, County Chevrolet knows it can't compete based on economies of scale, but it can be agile and create great experiences for its customers.
A key component of its new all-digital strategy was a new website. The focus was providing potential buyers with as much up-to-date information as possible through its vehicle detail pages, including photos, videos, and prices. So when they get there, we need to reward them with all the information they need to analyze a car and put it on their shopping list," Jeff explained.
On County Chevrolet's website, the car is the star. County Chevrolet has been pleased to see that giving people access to the information they need in the moments they need it has paid off with customers of all ages.
The other day, Jeff's team helped a year-old woman who came in with a picture of one of its cars on her smartphone and said, "I want this car.
The investment has paid off big time. Measuring results on every dollar As with most small business owners, every dollar matters to Jeff and his team. When they were doing mostly print, sales and ROI by channel were tough to pin down. With digital, they've been able to track their ad spend against key metrics like emails, site visits, calls, and live chats and, of course, new car sales.Starting with the new Chevrolet Cruze compact, the basic underpinnings of vehicle lines could last a dozen years or more, GM President Dan Ammann told Reuters.
Chevrolet will look to showcase its Corvette and Camaro flagship performance coupes as it plans a thorough refresh of its future marketing efforts, according to General Motors' North American. Comments on "Exclusive: Inside The Chevrolet Bolt With Its Chief Engineer but you need a good marketing plan and proper dealer assistance to move much higher than that.
So far, GM hasn’t. The external marketing environment consists of social, demographic, economic, technological, political and legal, and competitive variables. Marketers generally cannot control the elements of the external environment. Instead, they must understand how the external environment is changing and the impact of that change on the target market.
Jul 24, · 5 Unusual Marketing Ideas For Startups. Orca Chevrolet drove around looking for standard motorist and then offered them a free test drive so that they could make it . Annmarie Hanlon is the Smart Insights expert commentator on online and offline marketing strategies for business.
Annmarie is the MD of Evonomie and author of Quick Win Marketing, and co-author of Quick Win Digital Marketing.