Promotions can increase business for auto dealerships.
Whether you are running a large dealership with the latest autos or a small used car lot, promotions are a key part of attracting new business. An attention-getting promotion can be the tipping point that influences a customer to choose your business instead of a competitor's. As you research promotion ideas, consider the things that will appeal to the type of buyer you are looking to attract; a targeted promotion can often be more effective than a general promotion.
Locally Targeted Promotions
If people in your area are passionate about a sports team, use that fervor to draw in customers. During a championship series or playoffs, for example, you can offer a special discount to fans with a current ticket stub from the popular local team. If you can get your hands on expensive tickets to a big playoff game, raffle them off the week before; include an entry for each person who signs a lease on a new auto. You might also consider using a conditional promotion in which you offer a benefit if the home team wins or, if the team is unlikely to win, $1,000 cash back for each goal scored.
Direct Mail
Because modern consumers are often overwhelmed with digital information in their work and personal life, a printed promotional piece can leave a powerful impression. Direct mail can be used as a simple marketing piece, or can be used in conjunction with another promotion. In each piece of direct mail, give the customer a specific reason to come in. Use strong photography and text that lets them know why your auto dealership is the best choice: easy financing, great seasonal deals, or a top-of-the-line service department, for example. Include your branding prominently; when the customer is choosing between two dealers, you will immediately have an advantage because of brand recognition.
Word of Mouth
Often, the most powerful promotions for an auto dealership come through word-of-mouth advertising. A young woman who is used to being treated condescendingly by car dealers is likely to tell her friends about a dealer who treated her as an intelligent equal. To harness the power of word-of-mouth advertising, create a promotion in which four or five people are given one of your vehicles to drive for a year. Give an entry to every person who comes in to test drive a vehicle; this will increase foot traffic. During the year, ensure that their interactions with your company are top-notch, and create a supporting Web campaign to detail their experiences. The buzz around the event and the positive comments from your contest winners will create interest and valuable personal advertising.
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