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Auto industry gets creative with crucial marketing strategies

For all the things that have changed and are evolving in the automobile industry, bottom-line success for South Florida car dealers still boils down to one necessity: Getting the customer through the door and into the showroom.

That’s where deals are ultimately made, where the look and feel and smell and touch of a new car can lead to the final intoxicating moment for both the business and the customer: a sale.

Car shoppers may arrive clutching a newspaper ad with a low-interest loan offer. A few may wave an email coupon they printed at home for “liking” a car dealer’s Facebook page or answering a Tweet, or even just for clicking on a dealer’s website. (In return, the dealer benefits by building an all-important email database of customers, creating a more personal and direct way to advertise.)

“You have to motivate the consumer to come inside,” said Richard Baker, president of the South Florida Automobile Dealers Association. “You have to get the word out.”

That’s more of a challenge in South Florida than in other areas of the country, where people visit car dealerships as a form of Saturday entertainment, said Art Spinella, president of CNW Research, which conducts marketing research on the auto industry.

These days, car dealers must have a strong Internet presence, with a full-service website, pop-up ads and all the real-time, interactive bells and whistles that social media offer. Online information allows consumers to learn about the product, then compare cars and deals. Most dealers still rely on newspaper ads, TV and radio to reach the older generation and those who have done their research and are primed to buy a car.

“During the recession, we made marketing adjustments and tried to get away from newspaper, television and radio,” said 35-year industry veteran Warren Henry Zinn, president and CEO of Miami-based Warren Henry Auto Group, which includes nine franchises from Miami to Ocala. “It was helpful for us in our Infinity brand because we have a much younger buyer. But we still have people who come to the showroom with newspapers in their hand. You can’t abandon those people.

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