Auto Marketing: The Effort Behind Getting Attention

By Breck Hapner

Marketing cars isn’t easy—especially when you’re an individual salesperson working to stand out in a crowded market. For professionals like Dee Terrnigian, who sells new, used, and specialty vehicles, getting attention takes more than just showing up at the lot each day. It requires persistence, creativity, and an understanding of what really gets a customer to notice you.

Unlike a large dealership with a full marketing budget, individual salespeople must constantly find ways to market themselves in addition to the vehicles they represent. That means creating a strong personal brand—one that communicates trust, expertise, and commitment to helping buyers find exactly what they need. Dee knows that buyers aren’t just choosing a car; they’re choosing the person they want to work with. Every ad, every social media post, every interaction is a chance to make that connection.

The challenge is that buyers are bombarded with automotive advertising from every angle—national brands, online platforms, and competing dealerships. Cutting through that noise takes extra effort. Dee puts in the time to engage on digital channels, making sure his inventory and specialty options are easy to find online while also being accessible through quick replies, text follow-ups, and personal communication. For many customers, the process begins with a simple search or a quick question—and Dee makes sure he’s there with the right answer.

At the same time, traditional connections still matter, especially in the Midwest. Customers often want a salesperson who is approachable, relatable, and part of the community. Dee invests effort into building real relationships—not just quick sales. From being present at community events to developing word-of-mouth referrals, he understands that trust is built over time and reinforced by action. This personal touch makes the difference between being seen as “just another salesperson” and being the go-to person for someone’s next vehicle.

Specialty sales add another layer of marketing effort. Whether it’s a rare performance model, a lifted truck, or a luxury import, finding buyers for unique vehicles requires more than a general promotion. Dee tailors his outreach to niche audiences, networking with enthusiasts and buyers who value these types of cars. This specialized effort means he spends extra time researching markets, crafting targeted messages, and ensuring potential buyers understand the value of what he has to offer.

The reality is simple: marketing as an individual salesperson is hard work. It means wearing multiple hats—sales expert, digital marketer, community builder, and trusted advisor—all at once. But for professionals like Dee Terrnigian, the payoff is worth it. By putting in the effort to get attention the right way, he not only connects buyers with vehicles, but also builds a reputation as someone people can rely on for their next purchase, whether it’s new, used, or truly one-of-a-kind.

To find out more, and/or schedule your personal appointment, contact Dee today at 740-956-0246 or email: [email protected]