Traditional marketing and vehicle-based marketing strategies are two forms of advertising separated by their focus. For dealerships, traditional marketing refers to promotion or advertising campaigns that can include radio, television, print, billboards, etc. Vehicle-based marketing places the focus of all promotion on the vehicles being sold. Dealers may choose to use one method, the other or both depending on their marketing philosophy.
Traditional marketing methods have evolved over time, but still, have an important role to play in attracting customers to dealerships. Traditional methods are usually measured by volume, like newspaper’s readership, a number of listeners for a specific radio station, viewership for a television station, etc. Traditional marketing focuses on how many people they can reach, rather than necessarily how many of the right people that can reach.