As consumers become more hooked into internet car shopping, dealers are needing to move from local to regional marketing, says advertising expert Adam Armbruster of Eckstein, Summers, Armbruster & Co. Customers used to buy locally, but are getting used to accessing TrueCar, AutoTrader, Cars.com, and other sites to find a provider that meets the right criteria.
Since the consumer is moving away from the dealership in both space and buying habits, dealers need to close the gap. Effective large regional marketing is the way to accomplish this, Armbruster said. The nation’s highest volume car dealerships market to the largest possible footprint.