Editor's note: Kia of Bedford began working with PureCars in November 2016. A previous version of this article had the wrong date.
All dealerships have ways of attracting customers for vehicle maintenance and service.
Kia of Bedford’s new way is Waze.
The suburban Cleveland store, which began advertising on navigation app Waze in January, credits the platform’s targeted marketing for increasing the dealership’s service and repair leads by 57 percent through the first half of the year.
“Waze has been instrumental in picking up business that would have elsewise just driven by,” said David Gruhin, director of operations at Kia of Bedford. “I want to be able to put our ads where people are looking, especially in a vehicle.”
The dealership’s advertisements on Waze range from offering service discounts to promoting the waiting area with free food and Starbucks coffee. They are location-based ads based on proximity to the dealership, which helps in lowering costs and increasing relevance, Gruhin said.