Marketing in the automotive world can feel like a never-ending cycle of promotions, seasonal sales, and ad campaigns. Most dealerships stick to the basics—billboards, TV spots, email blasts, and digital ads. While these methods can work, they’re also predictable. If you want to stand out in a competitive market, it’s worth exploring some often-overlooked marketing tools that can leave a stronger impression on your customers.
Why Dealerships Need to Get Creative
Automotive marketing is crowded. Consumers are constantly bombarded with ads, and many tune them out. According to Statista, the U.S. automotive industry spent over $12.42 billion on digital advertising in 2022 alone. That’s a huge amount of competition fighting for the same eyeballs.
This is exactly why dealerships need to think outside the box. By adding overlooked tools to your strategy, you can connect with customers in more personal, memorable ways.
Personalized Print Materials
In a digital-first world, tangible print marketing often stands out more than another email in someone’s inbox. For example, photo books are an underutilized tool that dealerships can use creatively. Imagine giving a new car buyer a customized photo book with images of their vehicle, dealership highlights, and even snapshots of your service team. It feels more like a keepsake than an advertisement, which helps create loyalty.
Printed thank-you cards, maintenance reminders, or seasonal mailers with exclusive offers can also add a personal touch that digital campaigns often lack.
Community Involvement as Marketing
Many dealerships focus on online ads but overlook the power of local presence. Sponsoring school events, hosting charity drives, or setting up a booth at community fairs are all ways to keep your name front and center. These events also generate content for social media, showing that your dealership is more than just about sales, it’s about being part of the community.
Customers are more likely to buy from businesses that give back and feel approachable, making community engagement a smart marketing move.
Leveraging Customer Stories
One of the strongest marketing tools is already in your dealership: your happy customers. Testimonials and reviews build trust, but you can take it further by sharing customer stories in creative ways. Video interviews, blog features, or even a series of Instagram posts highlighting customers with their new vehicles can make your brand feel more relatable.
This not only markets your cars but also highlights the human side of your dealership. People trust people more than ads and customer stories bridge that gap.
Tools You Might Be Missing
If you’re looking for fresh ideas, here are a few marketing tools and tactics that often go overlooked in the dealership world:
- Photo books and personalized print gifts for new buyers.
- Community sponsorships at schools, sports teams, or local nonprofits.
- Behind-the-scenes videos showing your team’s personality.
- Social media polls and Q&A sessions to engage customers directly.
- Podcast sponsorships targeting local or niche audiences.
- Loyalty programs tied to service visits or referrals.
Each of these strategies can help your dealership stand out while building stronger connections with potential buyers.
Don’t Forget About After-Sales Marketing
Most dealerships put heavy focus on the sale itself, but long-term loyalty comes from what happens after the purchase. Regular maintenance reminders, birthday greetings, or small tokens of appreciation can go a long way toward keeping customers engaged.
For example, sending a free car wash voucher after six months, or an anniversary card a year after purchase, shows thoughtfulness. It’s small touches like these that keep your dealership top of mind when it’s time for an upgrade.
Final Thoughts
Marketing your dealership doesn’t have to mean outspending the competition. Often, it’s about being more thoughtful and creative with your approach. Tools like photo books, community engagement, and customer stories can help you stand out in a sea of predictable ads. When your dealership focuses on building authentic connections, you’re not just selling cars, you’re building lasting relationships.
