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Vertical Marketing for More Opportunities…with Less Competition

11 Jun, 2009 By: Roger Jung imageSource

Vertical Marketing for More Opportunities…with Less Competition

While exhibiting at the March ITEX’09 tradeshow, I asked many dealers what they thought about their marketing efforts. Most answered that they needed to market themselves better. Yet with the turn of the economy, their marketing budget has been cut. They were wondering what
they could do next.

So, with a slashed budget and fierce local competition, just how do you implement an affordable marketing strategy that will pay off with big dividends? The answer? Vertical Marketing.

Don’t kid yourself. The benefits of vertical marketing are immense. Vertical marketing can open new doors and touch niche markets where there may be less competition. Often niche markets are ignored by competing dealers, even OEMs. Now, this does not mean that competition does
not have, say, any “Legal” clients, but have they put a strong marketing strategy to that particular industry?  There is some real opportunity here.

Brand recognition is also easier to establish in a specific industry. Members of a specific industry give more credibility to their peers, believing they comprehend their business better. Yet, customers interested in industry specific solutions that solve their every day
problems are willing to examine info from a source who can provide it. By spot targeting your customers with case studies, industry specific content and solutions, your dealership will be perceived as an “expert” within the industry. Customers are often willing to pay a little
more for an industry specific program supported by vendors with industry specific experience, or knowledge of such.

Your marketing dollars will also go farther. For instance, your audience is a lot smaller yet your marketing dollars spent on that industry may actually be higher than a larger competing dealer is willing to spend. There is a great opportunity here not only to position your
company as an “expert” but to do it in a grand fashion, and through an affordable strategy.

Evolved Office Dealer Marketing solutions can help your dealership quickly launch a cost-effective vertical marketing campaign in your area. With ready-to-go enriched industry specific content and graphics, your message to your customers will be highly targeted and cater to a
specific audience. This sets you apart from the competition. Need help crafting the best type newsletter or postcard program to enhance the sale? Evolved Office can jumpstart your plan.

Take the time to research the type of industries in your area that you think are worthwhile prospects. The answers may surprise you. Learn about their needs. Consider targeting local industry associations, etc., and start offering these industry groups promotional specials or
discounts. Explain how your solutions can solve a specific industry problem and position yourself as an “expert.” This will place confidence in the minds of your prospects. Now pick your best targets and shoot for the stars.

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