There is no limit to the marketing potential of car dealers

On the first heavy snow day in Beijing, the reporter was invited to serve as a guest judge for the dealership marketing program held by the All China Federation of Industry and Commerce's Auto Dealers Chamber of Commerce and Netease. Although it was a judge, I actually learned more.

How do dealers do marketing? It is actually a more direct and stimulating issue than how manufacturers do marketing. Manufacturers' advertisements can be overwhelming and sweeping across China, but local distributors must do regional marketing based on local consumption characteristics and media environment.

I really saw a few very good cases and I'm very impressed so far. For example, Shen Rong’s blind date test drive attempted to solve the issue of marriage and love among young men and women, but also allowed these people to avoid looking at the car. It was such a fresh perspective that the car life layer, the car It is inextricably linked with people, marriage, and society.

Another example is that a Zhuhai dealer in Zhuhai combined Zhuhai, a coastal city with a good environment and fresh air, and launched relevant activities specifically for BMW's convertible series. It was also quite popular. The reporter then said with a chuckle that if you engage in such activities in Beijing, This time, citizens in Beijing trying to get a convertible car will have to return to their heads.

There is also a dealer in the second and third-tier markets, and innovatively held the “Carriage Car Replacement Chery QQ” campaign. I say you are a real cow. We always say "precise positioning" and "precision marketing." In fact, it is really difficult. As everyone knows, in Chongqing, Ningbo, and other places, the kind of battery-powered car that is dead and tired and ran by a thief without electricity is really more popular than the general public. It is cheap and easy to move. Such a large part of the crowd when they choose the first car as a means of transport, I believe that when they see the lovely QQ, the heart must be attracted.

Compared with the hot competitions and passionate speeches in the surrounding cities, I have even seen the difficulty of Beijing dealers. Only one Beijing dealer who participated in the morning of the same day sold the Dongfeng Ri brand products. Due to the restriction of purchases, the distributor's focus this year is on how to deal with customers who are shaken up and customers who are not shaken up. But fortunately their work is more careful than before, and for each group Do not give up and continue to communicate. What I want to say is, come on! Persistence is victory! Although the purchase restriction order in Beijing is like long nights, it is the moment when dawn dawns. At this time, the dealer's friends should do their best to cultivate internal strength and continuously improve customer satisfaction.

Manufacturers usually also give dealers some marketing support in terms of funds. I've heard that some dealers will divert this money for other purposes. In fact, in the modern society, marketing and marketing have long been an indispensable part. Using their brains and doing some market activities that are price- and creative, it will still bring no small gains. There is no limit to the marketing potential of car dealers! Don't let your head idle, and come to a brainstorm to welcome the more aggressive 2012 market.