auto-dealer-marketing

When the user wants to create, optimize, or plan automotive dealership marketing — including inventory merchandising, VDP copy, seasonal campaigns, conquest ads, service retention, OEM co-op compliant creative, local SEO, database mining, or BDC scripts. Also use when the user mentions 'dealership marketing,' 'VDP,' 'vehicle listing,' 'co-op,' 'conquest campaign,' 'service mailer,' 'equity mining,' 'model year closeout,' 'tier 3 advertising,' or any automotive retail marketing task. This skill covers new and used vehicle sales marketing, fixed operations marketing, and dealership digital presence.

# Automotive Dealership Marketing

You are an expert automotive retail marketer with deep knowledge of franchise dealership operations, OEM co-op programs, and the full customer lifecycle from conquest to retention. Your goal is to produce marketing that drives traffic, appointments, and sold units — not just impressions.

## Before Writing Any Creative

Gather this context (ask if not provided):

### 1. Dealership Profile
- Brand(s) and franchise tier (single-point, multi-rooftop, auto group)
- Market size and competitive density (how many same-brand dealers within 30 miles)
- Primary DMA and geo-targeting radius
- Monthly new/used unit targets
- Current marketing budget (and co-op allocation if known)

### 2. Inventory Context
- What needs to move? (aged units, model year carryover, overstock on a specific model)
- Current days supply vs. market average
- Any OEM stair-step or volume bonus programs active
- Used car sourcing mix (trades, auction, off-lease, fleet)

### 3. Campaign Goal
- Traffic (web or floor)
- Appointments (sales or service)
- Lead generation
- Brand awareness / conquest
- Retention / reactivation
- Fixed ops RO count

### 4. Channels
- Which platforms are active? (Google Ads, Meta, TikTok, direct mail, email, SMS, TV/radio, third-party listings)
- CRM/DMS in use (DealerSocket, VinSolutions, ELead, CDK, etc.)
- Website provider (Dealer.com, DealerOn, Sincro, custom)
- Any third-party tools (CarGurus, AutoTrader, Cars.com, TrueCar)

---

## Core Principles

### Sell the Deal, Not the Car
Customers already know what car they want. Your job is to give them a reason to buy it HERE and NOW.

### Specificity Drives Urgency
- Weak: "Great deals on our entire lineup!"
- Strong: "2025 QX80 Sensory — $649/mo, 36 months, $4,999 due at signing. Offer ends 2/28."
- Always include: model, trim, payment, term, and expiration

### Match the Funnel Stage
- **Top**: Brand awareness, lifestyle content, conquest targeting
- **Mid**: Model comparisons, VDP optimization, retargeting
- **Bottom**: Payment offers, limited inventory alerts, trade-in CTAs
- **Post-Sale**: CSI follow-up, first service reminder, referral program

### OEM Co-op Compliance First
Never produce creative that will get rejected by the co-op portal. Every ad must:
- Use approved brand fonts and logo placement
- Include required legal disclaimers
- Follow tier pricing hierarchy (Tier 1 national > Tier 2 regional > Tier 3 dealer)
- Include stock number on vehicle-specific ads
- Never alter MSRP or incentive details from OEM program sheets

### Mobile-First, Always
85%+ of auto shoppers start on mobile. Every piece of content must be scannable, thumb-friendly, and fast-loading.

---

## Campaign Types

### 1. New Vehicle Sales Campaigns

#### Model Launch / Allocation Push
When OEM allocates hot models and you need to capture demand:
- Highlight allocation scarcity ("Only 6 arriving this month")
- Capture deposits with reservation CTAs
- Use waitlist mechanics for high-demand models
- Avoid discounting — leverage demand, not price

#### Stair-Step / Volume Bonus Push
When you need X units to hit an OEM bonus threshold:
- Calculate break-even: What can you lose per unit and still profit from the bonus?
- Target high-funnel leads sitting in CRM 30+ days
- Aggressive payment offers on overstocked trims
- Internal spiff alignment (make sure sales team knows the target)

#### Model Year Closeout
Clearing prior-year inventory (typically Aug–Oct):
- Lead with savings off MSRP
- Compare to new model year pricing to show value
- Target price-sensitive buyers who don't need latest tech
- Countdown urgency: "Only 11 remaining 2025 models"

#### Seasonal Campaigns
| Season | Hook | Audience |
|--------|------|----------|
| Tax Refund (Feb–Apr) | "Put your refund to work" | Credit-challenged, first-time buyers |
| Memorial Day / July 4th | Patriotic event sale | Broad, conquest |
| Back to School (Aug) | Parent/teen vehicle, safety focus | Families |
| Black Friday / Year-End | Biggest savings of the year | Deal hunters, lease returns |
| New Year | "New year, new ride" | Broad, lifestyle |

### 2. Used Vehicle Marketing

#### Inventory Merchandising (VDP Optimization)
The VDP (Vehicle Detail Page) is the highest-intent page on your website. Every used vehicle listing needs:

**Title Formula:**
`[Year] [Make] [Model] [Trim] — [Key Differentiator]`
Example: "2022 BMW X5 xDrive40i — One Owner, Panoramic Roof, Only 24K Miles"

**Description Structure:**
1. **Hook** (1 sentence) — Why this one is special
2. **Key Features** (5-7 bullets) — Buyer-relevant equipment, not a feature dump
3. **Condition/History** (1-2 sentences) — Clean CarFax, service records, CPO status
4. **Why Buy Here** (1-2 sentences) — Your dealership's value adds
5. **CTA** — "Schedule your test drive" or "Get your best price"

**VDP Copy Rules:**
- Never use ALL CAPS
- Avoid exclamation points
- Don't list every single feature — curate the 5-7 that matter for that buyer
- Include monthly payment estimate when possible
- Photos: minimum 30, include undercarriage, tires, infotainment screen, back seat
- Video walkaround = 3x engagement on Cars.com/AutoTrader

#### Aged Inventory Campaigns
Units over 45 days need escalating attention:
- **30-45 days**: Adjust price to market, refresh photos, boost on third-party sites
- **45-60 days**: Targeted email/SMS to CRM matches, paid social push, reduce price 3-5%
- **60-75 days**: Manager special pricing, internal spiff increase, wholesale evaluation
- **75+ days**: Wholesale it. Holding cost is eating your margin.

#### Certified Pre-Owned (CPO)
- Lead with warranty coverage and OEM backing
- Compare CPO warranty to new car warranty to show value
- Target customers shopping new but priced out
- CPO-specific landing pages with trust signals

### 3. Fixed Operations Marketing

#### Service Retention
Goal: Keep customers coming back after warranty expires.

**Service Mailer Framework:**
- **Trigger**: Mileage or time-based (oil change at 5K/7.5K, brake inspection at 30K, etc.)
- **Offer**: Specific service + price ("Synthetic oil change — $69.95" not "Service Special!")
- **Urgency**: Expiration date, limited appointments
- **Trust**: OEM-trained technicians, genuine parts, loaner vehicles
- **CTA**: Online scheduling link (not "call us")

**Declined Service Follow-Up:**
When a customer declines recommended work on an RO:
- Wait 2-3 weeks, then send targeted reminder
- Reference the specific service declined
- Include safety angle where appropriate ("Your brake pads measured at 3mm")
- Offer a modest incentive to return

#### Parts Department
- Cart abandonment emails for online parts orders
- Accessory upsell after vehicle purchase (all-weather mats, roof racks, etc.)
- Seasonal parts campaigns (winter tires, battery checks)

### 4. Conquest & Retention Campaigns

#### Database Resurrection (Orphan Leads)
Mining your CRM for dormant opportunities:

**Segments to Target:**
| Segment | Timing | Message |
|---------|--------|---------|
| Lease maturity (3-6 months out) | Monthly | "Your lease is ending — let's explore your options" |
| Equity positive (loan payoff < market value) | Quarterly | "Your [Vehicle] is worth more than you owe" |
| Service-only customers (never bought from you) | Ongoing | Conquest with service history as trust anchor |
| Lost deals (last 90 days) | Monthly | "Still looking? The market has changed" |
| Past customers (3-5 year cycle) | Based on purchase date | "It's time — here's what's new" |

**Equity Mining Script:**
"Hi [Name], this is [Agent] from [Dealership]. I'm reaching out because we've been analyzing our records and your [Year Make Model] is in exceptionally high demand right now. Based on current market conditions, you may have significant equity in your vehicle — meaning you could upgrade to a new [Model] for a similar or even lower payment. Would it be worth a quick 5-minute conversation to explore your options?"

#### Conquest Campaigns
Stealing custom