On a panel titled Winning Locally: Making Your Dealership Marketing More Effective, the founder and managing director of NSW-based consultancy Forth, Adrian Richards, said dealers should not chase everything. In this environment, Mr Richards said it was important that dealers remain visible and, in marketing their products, that they are relevant to the buyer. The other part is your customer base, making sure you’re marketing to them. Shaun Garfitt, head of marketing for the CMV Group, said leveraging national campaigns in the local market is an important part of dealership marketing. “From a friends of the brand or content creation perspective, I believe in just making sure that they’re local, that they’re aligned to your brand.