Clear Channel Outdoor : Four Ways Auto Dealerships Can Drive Sales With Outdoor Advertising

November 28, 2016by Clear Channel Outdoor

Each December they return…no, not your in-laws (well, actually they do), but those sweet dreams of waking up to a brand new vehicle wrapped in a big red bow in your driveway. For savvy shoppers this dream will become a reality. Consumers who have been in consideration mode for months waiting for that special holiday sales event to justify their want, will see their wishes met. For auto dealers, it's crunch time to close the deal and move those older models off the lot. And in today's always-on, always-connected mobile world, prospective buyers are well-researched and ready to negotiate - before they even step foot on the lot.

A recent J.D. Power study found that half of all new-vehicle buyers who use the Internet during their search, consider themselves open to buying any brand when they begin looking,* providing a tremendous opportunity for auto manufacturers to use bold outdoor promotions to influence, inspire and drive traffic to local dealerships.

Here are four ways auto dealerships can drive sales with outdoor advertising:

1. Utilize the Power of Digital

Digital empowers dealerships to be flexible in their messaging, swapping creative in real-time to showcase daily deals and limited-time promotions:

Digital can further engage consumers by integrating social media posts. According to Capgemini, a growing number of consumers (especially the young) trust user-generated content. More than 50% of car shoppers in every market said that positive comments on social media would make them more likely to buy a specific brand.*

2. Direct Them to Where You Are

Drop a mental pin with a directional ad strategically placed near the lot, pointing consumers to your location:

3. Show Them WHO You Are

Use your billboard creative to reflect your dealership's unique personality and let the community know your team is fun, friendly and willing to negotiate:

4. Cut Through the Clutter

Create high-impact, memorable billboard campaigns with rich pops of color, smart copy and larger-than-life extensions:

*Source: J.D. Power 2013 New Autoshopper Study; Capgemini, Cars Online 2014 report.