Using Text Messaging For Auto Advertising
SMS Text Messaging is still the new frontier in advertising, but for those who know how to harness its power, the rewards can be impressive. In fact, when it comes to capturing a younger buyer in their 20s, 30s (and even 40s), SMS Messaging might be especially useful for automotive marketers looking to capture buyers for shorter sales, special promotional events and more. Surely, SMS messaging can compliment a larger automotive direct mail campaign.
Here’s a closer look at how to use text messaging as an effective automotive marketing tool:
1. Create a list of interested customers
It’s not enough to merely have a list of cell phone numbers, a strong SMS automotive marketing list will be filled with numbers of those who prefer this method of marketing communications. One easy way to start growing your list is by including text offers in all of your various automotive direct mail packages and fliers. Customers who send SMS texts to the numbers provided are effectively “opting in” to receive future marketing communications from you on their cell phones.
2. Commit to SMS Messaging
SMS Messaging isn’t something you dip your toe into. Once you decide to use SMS texts as a mode of communication with your customer base, you should be committed to using this method and even expanding its use across all sectors of your dealership. Since so many customers use SMS texts to communicate with friends, family and colleagues, perhaps your individual salespeople and even your service department might be able to use SMS texts as a mode of cultivating stronger and longer relationships with your customers as well. Be flexible and creative in your outreach approach.
3. Be Judicious With Your Texts
Be careful not to go overboard with your text messaging. Sure, your customers might have opted to receive marketing texts from your dealership, but that doesn’t mean they want to receive several texts a week or even every month. Working with a marketing firm to create a more complex list which features more in-depth demographic information about your customers can help to ensure more targeted communications. For example, you might want to allow customers to choose specific types of communications they’d like to receive – from sales on service to special lease offers or used car offers. The more you know about your customers’ wants and needs and the more you work to cater to those inclinations, the more likely it is that the customer will be pleased to hear from you.