In today’s ultra-competitive automotive marketplace, car dealerships are always on the lookout for effective, budget-friendly marketing strategies that drive foot traffic, improve customer retention, and increase sales.
While flashy TV commercials and massive billboard campaigns may seem appealing, they’re often out of reach for many dealerships looking to stay lean and maximize ROI.
The good news? You don’t need a massive budget to market effectively. In fact, some of the most impactful tools are affordable — and often overlooked. Here’s a breakdown of the most successful low-cost marketing best practices every dealership should be using:
1. Local SEO & Google Business Profile Optimization
The majority of car buyers begin their search online, and showing up in local results is critical. Make sure your Google Business Profile is fully filled out — complete with photos, inventory links, service info, and reviews. Regularly update your profile with fresh posts, promos, and Q&A content. It’s free and can dramatically improve your local visibility.
2. Referral and Loyalty Programs
Your happiest customers are often your best marketers. Incentivize referrals by offering service discounts, gift cards, or perks for every new customer a current one brings in. Loyalty programs also encourage repeat business for service visits, tire replacements, oil changes, and more. The cost is low, and the return can be high.
3. Email and Text Marketing
Collect emails and phone numbers during every customer interaction. Then, use these channels to send appointment reminders, seasonal promotions, or new model announcements. Platforms like Mailchimp or Twilio offer inexpensive plans and let you keep your dealership top-of-mind without breaking the bank.
4. On-Site TVs, and Digital Signage
Your dealership’s physical space is a marketing channel — don’t let it go to waste. Effective point-of-sale materials, well-placed signs, and digital displays can promote new specials, lease offers, service deals, or financing options.
The Secret Weapon: It’s Relevant TV
While many dealerships focus their marketing efforts outward, the real missed opportunity is what’s happening inside the showroom and service center. Traditional cable TV or generic loops of promotional videos do little to engage customers — and in many cases, they actually promote competitor ads or distract from your brand message.
It’s Relevant TV is a custom television platform used by dealerships across the U.S. It is built specifically for car dealerships– Instead of running traditional TV content that includes ads for other brands, it delivers a mix of family-friendly short-form content from a library of over one-million TV programs — while seamlessly integrating your dealership’s promotions, service offers, branding, and even local sponsor ads.
Here’s why it’s a game-changer:
- No Ads from Competitors: You’ll never have to worry about your customers seeing a commercial for another local dealership or insurance brand.
- Custom Messaging: Easily showcase lease deals, upcoming trade-in events, staff spotlights, or service specials in between engaging content.
- Customer Retention & Upselling: Whether it’s in the waiting area or the showroom, the content is designed to hold attention while delivering gentle, effective marketing.
- Huge Additional Revenue Potential: Dealerships can even sell local sponsorships and keep 100% of the revenue, making the system more than pay for itself.
- Set It and Forget It: The AI-driven platform curates fresh content all throughout the day, keeping your screens updated without requiring constant management.
For less than the cost of a daily coffee for yourself, you can transform your waiting room for all of your visitors. It’s Relevant TV turns your in-location TVs into a dynamic marketing engine that informs, entertains, and influences buyer behavior.
5. Social Media Highlights and Local Partnerships
Creating local buzz doesn’t have to cost anything. Share behind-the-scenes videos of detailing, new inventory arrivals, happy customer deliveries, or community events. Tag local businesses and form partnerships with nearby restaurants, schools, or non-profits for cross-promotional exposure. These posts can also be shared on your TV.
6. Google Reviews and Customer Feedback
Encourage satisfied customers to leave reviews — and respond to them all. A high volume of positive reviews builds trust and improves your search rankings. While you may have places a simple sign at the front desk or a text link after service asking for a quick review, you can also put these encouragements on your TV. Add a QR code on the display and get feedback while people are in your dealership, while their impressions are fresh.
Smart Marketing Doesn’t Have to Be Expensive
Car dealerships that thrive in today’s market are the ones that blend smart digital strategy with in-store marketing that reinforces their brand. While many tactics compete for attention and budget, It’s Relevant TV stands out as a unique and cost-effective tool that maximizes the value of the customer experience while subtly marketing your dealership throughout the day.
If you haven’t considered upgrading your showroom and service TVs — now is the time. It’s Relevant TV is more than just TV; it’s a smart marketing partner already trusted by dealerships across the country.
