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4 Marketing Strategies for Overcoming Inventory Shortages
ADESA LONG ISLAND
425 Patchogue Yaphank Rd. Yaphank, NY 11980 631.205.5000 adesa.com/longIsland
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ADESA SYRACUSE
5930 State Rte. 31, Cicero, NY 13039 315.699.2792 adesa.com/syracuse
BUFFALO AUTO AUCTION
5300 Lockport Road Lockport, NY 14094 716.549.4800 deeregunner@hotmail.com
MANHEIM ALBANY
459 Route 146, Clifton Park, NY 12065-0440 518.371.7500 jay.waterman@manheim.com manheim.com
MANHEIM NEW YORK AA
2000 Dealer Drive, Newburgh, NY 12550 845.567.8400 / Fax: 845.567.8410
Every Thursday 9:00 AM Ford Factory Closed Sale Bi-Weekly 10:00 AM Heavy Truck & Equipment Sale First Thursday of the Month 11:00 AM
manheim.com
MANHEIM ROCHESTER
20 Cairn Street, Rochester, NY 14611 585.328.2277 sara.fico@coxautoinc.com manheim.com
ROCHESTER- SYRACUSE AUTO AUCTION
1826 State Route 414, P.O. Box 129 Waterloo, NY 13165 315.539.5006 sprankie@rsautoauction.com rsautoauction.com
STATE LINE AUTO AUCTION
830 Talmadge Hill Rd. S. Waverly, NY 14892 607.565.8151 / Fax: 607.565.3915 Ally Financial Open Sale –EVERY FRIDAY, 9:20 AM GM Financial Open Bi-weekly. Simulcast in all lanes. statelineauto.com
WEST VIRGINIA MOUNTAIN STATE AUTO AUCTION
Route 2, Box 835, Shinnston, WV 26431 304.592.5300 / Fax: 304.592.3510
Monday 10:30 AM
Office: 9:00-5:00 mtstateaa.com
By Dealer.com
Every dealership is dealing with inventory acquisition challenges. It’s an industry-wide issue that has had a profound impact on profitability. And while some dealers are choosing to “wait out” the inventory shortage, others are succeeding now. Implement these four auto dealer marketing strategies to face down inventory obstacles and overcome supply chain challenges at your dealership.
Strategy 1: Evolve Campaign Types
Focus auto advertising on inventory acquisition. Promote that you’ll pay top dollar for used vehicles.
Strategy 2: Widen Your Geo-Target
As inventory shrinks, expand your audience beyond normal boundaries with messaging about buying used vehicles.
Strategy 3: Add Web Content
Use your dealership’s website to advertise acquisition efforts with home page banners, service page banners, and trade-in reminders.
Strategy 4: Dealership-Wide Plan
Ensure marketing, sales, and service are all in sync, connecting workflows across departments, to accomplish inventory acquisition goals.
The current inventory shortage is a major challenge, and it’s not going away anytime soon. With these four proven marketing strategies, you can outlast current supply chain challenges to keep profits high, even as inventory is low. To learn more about these strategies and other tips for acquiring inventory, check out Dealer.com's guide, “Marketing Solutions for Inventory Challenges" (dealer.com/content/guide/marketing-solutions-forinventory-challenges). n
