Car dealer marketing in Grand Rapids, MI

Dealers in Grand Rapids sell into a market with its own seasons, events and communities. The best campaigns follow the weather and the local calendar, so the right vehicles and offers are in front of shoppers when they’re thinking about them.

What to promote in Grand Rapids

• AWD, winter tires and remote starters for lake-effect snow
• Rust protection for salted roads
• Towing for boats and campers on the lakeshore
• Family SUVs for growing suburbs

A seasonal plan for Grand Rapids

The full month-by-month plan, including US holidays, is in the car dealer marketing calendar.

Local dates to plan around

• ArtPrize (fall): a city-wide event
• Michigan deer season (November): trucks and 4x4
• Lakeshore summer weekends: towing and road trips
• First lake-effect snow (November): changeovers

Make the posts a week or two ahead so they’re ready to go. The seasonal ad ideas have ready-made themes for the big national dates.

Get found on Google in Grand Rapids

Shoppers search for dealers on their phones, and your Google Business Profile is often the first thing they see. Post an update each week with a vehicle, an offer or a service special, and reply to every review. People also search by their own community, so name the places you serve in your posts and captions: Wyoming, Kentwood, Grandville, Walker, Rockford, Holland and Grand Haven. Here’s how to post on Google Business Profile.

Ads, email and print for Grand Rapids dealers

Shoppers in Grand Rapids see your dealership in more places than social media. Use the same look and the same offer everywhere, so each place backs up the others:

• Social and Google posts: a vehicle spotlight, an offer or a service special every week. Social media posts come in every size, with captions written for each platform.
• Email campaigns: new arrivals, service reminders and seasonal offers to past customers, following the CAN-SPAM Act: a real reply address, your dealership’s mailing address and an unsubscribe link. Here’s how to plan dealership emails.
• Print and showroom materials: postcard mailers, flyers, showroom posters and window stickers with a QR code that counts every scan, so you know which vehicles shoppers look at on the lot. See print ads.
• Video: short Reels, TikToks and YouTube Shorts from your own vehicle photos. See video ads.
• Weather-timed ads: have the ad ready before the forecast turns: batteries and tires ahead of a cold snap, AC service before a heat wave, storm-ready checks before severe weather. More in weather and winter marketing ideas.

Rules to know in Michigan

Used cars sold in the United States fall under the FTC’s Used Car Rule, so every used vehicle needs a Buyers Guide. Advertised payments, rates and leases need their full disclosures (Truth in Lending and Consumer Leasing), and email follows the CAN-SPAM Act. Check Michigan’s rules too; states can add their own. The guide to advertising payments, rates and leases covers the disclosures to include, and DealerAdGen’s compliance check flags a payment or lease offer that’s missing them as you type.