In a market where consumers stay longer in the sales funnel, April Simmons, Corporate Internet and Marketing Director at Horne Auto Group is reshaping how dealerships approach advertising. On today’s episode of Inside Automotive, Simmons shares why the key to success isn’t necessarily spending more but spending smarter, especially when uncertainty and affordability are at the top of buyers’ minds.
As the automotive market recalibrates post-pandemic, Simmons reveals that consumer behavior closely mirrors the caution seen in early 2020. She notes that dealers face challenges with high web traffic but lower conversion rates—a scenario Simmons attributes to factors like economic uncertainty, interest rates, and an approaching election. Instead of ramping up ad spend, she advocates for a “proactive approach” to cover more ground while potentially reducing costs. For her, staying visible and maintaining a brand connection with potential buyers is key.
Simmons advises dealers to focus on higher-funnel advertising, targeting broad awareness rather than diving straight into conversion-driven ads. She emphasizes that earlier consumer engagement allows dealers to build relationships and address fears over time, ultimately reducing reliance on price-driven tactics. By crafting campaigns that focus on consumer motivations, such as affordability and budget constraints, dealerships can nurture leads through multiple interactions while keeping ad costs manageable.
For many consumers, affordability remains paramount. Simmons notes, “It’s not just the car payment; it’s insurance, gas, the whole picture.” As households return to multi-vehicle needs and inflation tightens budgets, Simmons encourages a holistic approach—sometimes even sitting down with buyers to work out budgets together.
“We don’t necessarily need to spend more money. We need to shake up where we’re spending to ensure every dollar works harder in a longer sales funnel.” April Simmons.
