It isn't easy
Written By Rob Mancuso | Vice President Midwest | Star Performance Marketing
Running a modern automotive dealership is an intricate and demanding endeavor, requiring expertise in a vast array of disciplines. Beyond the basic function of selling vehicles, dealership owners and managers must master many disciplines, including marketing, sales, management, accounting, service, logistics, strategy and more.
Each department has its own specific challenges. For instance, accounting and finance are responsible for maintaining cash flow, managing inventory financing, and ensuring compliance with tax regulations, while sales teams must be equipped with product knowledge and trained in customer relationship management to close deals effectively. Service departments, on the other hand, handle the technical complexity of maintaining and repairing vehicles while keeping customer satisfaction high. On top of that, logistics teams are responsible for ensuring timely vehicle deliveries and managing supply chain disruptions. Strategic planning often includes long-term considerations like acquisitions and expansions, while human resources must focus on recruiting, training, and retaining top talent. The sheer diversity of these functions means that running a dealership is much more than just selling cars—it’s about ensuring each element of the business is working cohesively towards growth and success.
At the core of any dealership’s operation is its marketing strategy, which serves as the foundation for building brand awareness, generating traffic, and cultivating customer loyalty. Unlike in the past, when marketing efforts were limited to newspaper ads, billboards, and television spots, today’s marketing strategies are multi-faceted and must navigate a complex digital landscape. From search engine optimization (SEO) and paid digital ads to social media engagement and customer relationship management (CRM) tools, the modern dealership’s marketing plan must be data-driven, adaptive, and highly targeted. Dealers need to understand how to effectively utilize these tools to reach the right customers at the right time, and to maintain a consistent brand presence across all channels. In addition to the digital aspect, traditional advertising methods still play a role, but they need to be integrated into a broader, multi-channel approach. Moreover, with the rise of electric vehicles (EVs) and changing consumer expectations, the message itself has evolved—focusing more on sustainability, technology, and personalized customer experiences.
To keep pace with these industry developments, many dealers are recognizing the importance of partnering with experts to optimize their operations, particularly in marketing. In today’s fast-paced and ever-changing ecosystem, it’s nearly impossible for a dealership’s in-house team to stay ahead of the latest trends, algorithms, and customer behaviors on their own. This is where partnering with an external marketing firm can make all the difference. Star Performance Marketing, for instance, works closely with some of the top-performing dealerships in the U.S., providing them with advanced, real-time analytics to measure and refine their marketing spend. By leveraging data to identify what’s working and what’s not, these dealerships can maximize their return on investment (ROI) and ensure that their marketing efforts are both cost-effective and impactful. Additionally, Star goes beyond traditional advertising by guiding sales and service teams on industry best practices, helping them not only attract new customers but also retain them through exceptional service and engagement.
Recognizing the value of outside expertise, particularly in the area of marketing, can be a game-changer. Star Performance Marketing is at the forefront of helping dealerships navigate this complexity by offering data-driven insights, practical solutions, and a clear path toward long-term growth and customer loyalty.
