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Tackling the used car market: The Marketing

Operating in one of the most challenging retail environments makes marketing key to a successful used car operation and at this year’s AM Used Car Market Conference, experts will explores ways in which dealers can gain a competitive edge.

AM takes a closer look at the best ways to market for used vehicles in the third part of its focus points in the build-up to the conference, which takes place at the Motorcycle Museum on October 9.

The most popular of all AM’s annual event, the Used Car Market Conference is hosted by renowned motoring commentator and former Top Gear presenter Quentin Willson, and will tackle the fundamental challenges of operating in today’s retail environment by concentrating on The Metal, The Money and The Marketing.

The Marketing

Marketing vehicles on web-based dealer directories is central to any dealer’s marketing strategy but there are several tips to help boost the likelihood of a vehicle being seen by browsers and Trader Media Group’s director of digital marketing Craig Stevens will reveal how dealers can maximise their internet presence.

Used car dealers are not the worst offenders of the advertising code, according to the Advertising Standards Authority (ASA).

However, to help dealers keep up the good work ASA complaints executive Hardeep Parmar and his motor specialist colleague Sam Wilson will explore the code in more detail including its significance for online promotions and use real dealer examples to show how to avoid the pitfalls.

Neil Smith and Mike Bell, directors of independent used retail operation Imperial Car Supermarkets, bring the marketing, the metal and the money together in a case study which explores how the pair successfully attract buyers to their website, delivering a first class buying experience on site and maximises the deal including managing perceptions of the part exchange and up-selling whilst ensuring every customer leaves with a positive view of the business.

Places are still available – if you are looking for insight, advice and analysis to best plan your used car retail operation, AM’s Used Car Conference is a must. More information and details of how to book are available here

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