Forums: Discussions for entrepreneurs and small business.

I have about 7 months that I opened a Used Automotive Dealership and I haven`t advertised it one bit yet.   If you were to own a dealership in a rural community, what would you do first? Thanks in advance    

Hi Mentao,

You could also get a publicity campaign going and come up with a newsworthy story idea or event centering around your car sales.

 Once you think of something interesting, call the local radio and television stations and pitch your story. If you can get the press to promote your sales, you`ll save a lot on advertising.

Melanie

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Melanie Rembrandt
CEO, Rembrandt Communications®, LLC
Visit www.rembrandtwrites.com for valuable PR tips and SEO copywriting help!
Twitter: @RembrandtWrites

I`m guessing that in a rural area you could attract some attention with "creative financing." Not a lot of money out there in non-urban communities, for the most part. So there`s a market for used cars, but even those cost too much in many cases.

Another option would be to link with a really good mechanic, then promote the idea that although it`s a used car, you`ll stand behind it. It`s not the same as a "certified" used car, but it offers 1-stop-shopping for the car, then later, whatever goes wrong with that car.

The problem there is that you don`t want to promote the idea that a car will ever have mechanical problems. So there`s a risk: Do  you think your potential customers are realistic enough to know this, or are they dreaming of a perfect, trouble-free car?

We have a used car lot. I agree with Craig L, financing is a very nice benefit. See if you can hook up with a local bank and possibly offer No payment & No interest for the first 90 days. We`ve done alot in the way of special deals with local lenders.

Another recommendation would be to see if the bank will co market with you on a special promo for their customers. We`ve done this sucessfully. Make it easy for them, come in with a flyer or postcard layout highlighting that because they are a customer of First National, they will receive a free 90 day warranty on any used car purchase at your place. This makes the lender look good and you benefit from their customer base!

Good Luck to you and remember in this business your best advertisment, is a pleased customer. You could aslo do what we do is offer a $100.00 referal fee. Bring in a friend for $100.00!

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