Vertical Dealer
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Dealer Public Relations
Dealer Public Relations is the new buzz going around the automotive marketing world. This is partly because a key factor for dealers in this tightening market is squeezing every penny out of your dealer marketing, and that means more and more dealers are moving to the web for their marketing efforts. Dealer public relations professionals have known for some time that a dealer’s online reputation is as important as brand positioning.
Whether you advertise on TV, radio, or in print eventually 90% of your potential customers will go to the web to research your dealership prior to a showroom visit. Dealer public relations professionals will tell you that your dealership’s online reputation will be the deciding factor in almost every case. Research has shown that a typical dealership with a negative online reputation will lose as much as 41% of potential sales.
In a recent article from JD Power a negative online reputation was partially attributed to the total collapse of Bill Heard Chevrolet, one of the country’s largest dealer groups with over 2 billion in annual revenue.
With so much at stake it’s no wonder discussions of dealer public relations and dealer reputation management have reached a crescendo.
Here are some excellent resources for further information: Dealerpr.org - Dealerpr.net
Tags: Dealer Public Relations