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Topic: Marketing tips

How to use your Top-Rated Dealer Award to set your dealership apart

Posted by Meg Bernazzani on March 24, 2022

Earlier this month, we announced our 2022 CarGurus Top-Rated Dealer Awards recognizing an exclusive group of our dealer partners who earned an average dealer rating of 4.5 stars or higher and collected at least four verified customer reviews in 2021. Congratulations on delivering exceptional customer service day in and day out!

While earning the award isn’t easy, promoting your accomplishment – and putting it to work for your dealership – is! Here are our top tips for showcasing your award using the assets available to all winners on a premium listings package:

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Topics: awards, Marketing tips, promotion, Top Rated Dealer

Think your dealership can’t be a holiday shopping destination? Think again.

Posted by Meg Bernazzani on December 8, 2021

This holiday shopping season is shaping up to be unlike anything the automotive industry has seen. With a shortage of vehicle inventory, the lease and sales incentives dealerships typically employ to entice buyers through their doors in December will be conspicuously absent in 2021. On top of that, supply chain disruptions are a problem for every industry, not just automotive, and consumers are being bombarded with messaging about short supplies of everything this holiday season, from electronics to groceries and even the trees many will need for tucking gifts underneath.

How can an automotive dealership make the best of a challenging situation? Consider giving your holiday promotions a rethink. Customers who are more strapped than usual for holiday gift selection may be open to creative ideas. There could be some payoff in putting effort into a holiday season push outlining the unique gifts you have available, which your customers might very well end up thanking you for. Here are some ideas for how to go about it.

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Topics: holidays, Marketing tips, sales

Tips for attracting more fixed ops business for your dealership

Posted by Meg Bernazzani on May 12, 2021

In a recent blog post, we discussed some of the challenges expected to hinder new car supply in the coming months, from microchip and rubber shortages to the ongoing dispute at the Port of Montreal and U.S.-Canada relations. After more than a year of enduring the Covid pandemic, it looks as though there are still some rocky waters to come in the months ahead.

From a dealer’s perspective, that makes now a prime time to review the fixed ops side of the business and look for opportunities for growth. When the going gets tough on the sales floor, it’s the service and parts departments that can keep profits flowing and dealerships afloat. But thanks to the new service standards forced by Covid that have become part of everyday life, the post-pandemic customer is going to have an entirely new set of expectations.

Here’s a checklist to help ensure your dealership’s fixed ops systems and workflows are optimized to attract business and meet the demands of today’s customers.

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Topics: fixed ops, Marketing tips, service

6 Ways to promote your Top Rated Dealer Award and bring in new customers

Posted by Meg Bernazzani on March 24, 2021

Congratulations to our Top Rated Dealers who are part of an exclusive group of CarGurus dealers with an average dealer rating of 4.5 stars or higher. Your award is the result of your commitment to customer satisfaction and the consistently great reviews you’ve received from the people who matter most: your customers.

You’ve put in the hard work to earn the award, now it’s time to put the award to work for your dealership. Here are our top tips for showcasing your achievement using the assets available to all winners on a premium listings package:

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Topics: Marketing tips, reviews, Top Rated Dealer

How to generate buzz for new models without auto shows

Posted by Meg Bernazzani on February 23, 2021

Auto shows have been part of new vehicle launch strategies for decades. But with Covid forcing the cancellation of live shows across Canada in 2021, generating buzz for this year’s new models is going to require some quick thinking and ingenuity.

Fortunately, there’s still time to execute some innovative ideas and get your customers excited about brands’ upcoming new vehicles. Here are some ideas to help you get the word out and to bring those customers through the doors and onto your sales floor.

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Topics: Marketing tips, promotion

Brace yourselves, winter is coming: Tips for success through a second wave of COVID-19

Posted by Meg Bernazzani on November 9, 2020

As COVID-19 restrictions continue and even increase in pockets across Canada, automotive sales have been remarkably resilient. Consumers who formerly relied on public transit or ride-hailing are buying cars for the first time or replacing their existing vehicles, spurred on by the social distance they naturally provide.

But do automotive dealers need to worry about another decline as we head into winter and a second wave? From the perspective of complete shutdowns, most likely not: the lessons learned through the initial spring lockdowns are allowing dealerships and other low-risk businesses to continue operating with the right measures in place.

However, some tweaks to the systems and mindsets put in place in April and May could help dealers stay ahead of the unforeseen challenges through the colder months.

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Topics: covid-19, digital retail, Marketing tips

Back to business: Car sales and service sanitization precautions to take

Posted by Sarah Pekala on May 18, 2020

As dealerships look forward to reopening their doors, they’re thinking about how to do it safely. Since the COVID-19 virus can survive on many types of surfaces, concerns about transmission has set new expectations for car cleanliness. Your customers will expect a different kind of safety protocol for disinfecting cars—whether it’s for test drives or service appointments—and interacting with the public. So it’s important that you clearly communicate the steps you’re taking to keep them safe.

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Topics: best practices, covid-19, Marketing tips

Four key digital marketing trends for a new 2020: Webinar recap

Posted by Sarah Pekala on April 21, 2020

CarGurus recently hosted a webinar with Facebook and Bosak Motors to discuss digital marketing trends for a new 2020. The participants shared many key insights over 30 minutes. Here are four important takeaways:

Update your marketing messages for the moment

Make sure to update your creative and messaging to communicate exactly what’s happening at the dealership right now. Bosak Motors updated all their messaging to advertise the services they’re offering to help keep customers safe, such as home delivery, contactless services, and online vehicle sales.

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Topics: brand marketing, covid-19, digital marketing, email marketing, Marketing tips

4 ways to handle after-hours leads

Posted by Sarah Pekala on November 21, 2019

Your dealership hours might be nine to five, but your customers’ lives are not. More and more are doing their homework—73% of car shoppers research and compare exhaustively—and a lot of it is done online. Shoppers visit 13 auto sites on average. So it’s likely that their first contact with a dealership is after regular working hours.

The worst thing you can do with customer leads is let them sit, so there’s extra pressure on dealers to respond even when the physical shop may be closed. Here are four ways to capture and address those after-hours leads.

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Topics: digital marketing, leads, Marketing tips

A car dealer’s guide to videography

Posted by Meg Bernazzani on November 7, 2019

Dealers are no doubt aware of the impact a decent set of photos can have on a used car shopper, but video takes things one step further because it’s the next best thing to seeing a car in person. More and more retailers are using walkaround videos to show off their inventory, but as with any form of advertising, there’s a right way and a wrong way to do it.

We explain the dos and don’ts of producing a top-quality used car video that’s guaranteed to catch shoppers’ attention.

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Topics: digital marketing, Marketing tips, video