When considering a marketing campaign for your dealership, you might find yourself awash in options, including push and pull marketing. Both have their own merits and generate business in their own ways. How do you find the right balance?
Aspen Automotive is here to lend a hand. We’re covering how to strike the right balance between push and pull marketing on this page. Let’s get started.
What’s the Difference Between Push and Pull Marketing?
Push marketing’s overall goal is to get product information to your customer. You are letting your customer know what your dealership offers.
Pull marketing draws customers to you by attracting interest and providing what they are already looking for. Customers seek you out when it’s time for them to shop for their next car or schedule a service appointment.
Common Push Marketing Strategies
There are a few ways you can operate a push marketing campaign, including emails and direct mail.
Direct mail is one of the most successful push marketing strategies. Direct mail allows you to communicate with your customers through the mail. You can send postcards or oversized envelopes to grab attention against the white envelopes most Americans receive.
Common Pull Marketing Strategies
Pull marketing has several different strategies as well.
SEO can help bring customers searching for a dealership or service center to your website. From there, they can explore the different services you offer.
Social media marketing is another way to bring awareness of your business to potential customers and leads. While scrolling popular social media websites like Twitter or Instagram, users can discover photos of your dealership, where you can include stories or discussions of your dealership’s services.
How Push and Pull Marketing Can Work Together
Push and pull marketing doesn’t have to be done separately. The right marketing campaign can strike a balance between the two.
When you utilize a direct mail campaign, you can make your potential customers aware of your dealership. You can send these mailers out to already established customers as a way to generate new leads.
These mailers can include a personalized touch that can encourage your customers to follow it to your website, like:
- Personal URL (PURL)
- QR Code
The site page your PURL or QR Code leads your customer to can be personalized to your customer’s specific needs. Aspen Automotive’s databases allow you access to helpful customer information and tailor your direct mail campaigns to your customer.
From there, your customer can explore your website, save your direct mail piece, and return to your site when it’s time to schedule a test drive, begin financing a new vehicle, and explore your inventory.
Pull marketing can involve SEO-friendly websites and pages that help your customers find your website when searching for vehicle service or a specific vehicle on a search engine. They can then sign up for additional information or schedule a test drive/service appointment and will be part of your next direct mail campaign.
Learn More About How Aspen Automotive Can Help Your Dealership With Your Marketing Campaign
Are you interested in learning more about how your automotive marketing campaigns can strike the right balance between push and pull marketing? Our marketing experts at Aspen Automotive are here to help. We have the tools and technology to help you nail your next marketing campaign. Contact us today.
