Sometimes marketing efforts just miss the boat (or the point) completely. Manufacturers and their dealers/retailers know that marketing is important. They know that customer service is important. They spend invest money in both of these areas – but money isn’t enough when you’re out of touch.

Today I saw this tweet from Nicole Jordan:
“How nice of my dealership to send me a coupon for service. AFTER I’ve just paid them $850 earlier today. Someone’s getting a phone call.”

Mistakes happen, timing is miscalculated, data is incorrect – regardless, the message the customer gets in this situation is that the dealer is simply out of touch. A customer would welcome and utilize a relevant service offer, but when the offer misses the mark and sends the wrong signal it does more damage than good.

Marketing at the dealer/retail level is tricky. The options customers have grow everyday, and the Internet the best friend of any shopper looking for alternatives. How dealers communicate and engage with customers will drive customer loyalty and word of mouth. Dealers must make sure their marketing efforts are in touch with their customers.

1. Listen. Even on the local level, you can tap into what customers are saying about your dealership, the products you carry, the industry you operate within, and your local economy. Become familiar with what your customers have to say.
2. Connect. It’s not about selling, it’s about building meaningful relationships with customers, connecting with them. Talk with customers about their needs, challenges, and plans. Solicit customers for input and make it easy for them to get in touch. Create a two-way conversation with your prospects.
3. Act. Develop your marketing so that you can respond to what you hear from customers. Be able to offer information, advice, incentives, and savings immediately. This is why you’re listening!
4. Be flexible. Each customer is different. Be prepared to respond to unique situations and help customers on a case-by-case basis. Don’t bury yourself in red tape and be willing to think outside the box.

Dealer marketing isn’t about shouting at customers and occasionally providing offers. Successful dealer marketing, like any form of successful marketing, is about learning and responding, listening and interacting. You must be “in touch” with your customers.