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Auto Dealers Bring in Customers with Event Marketing

Posted by Jessica Beaudry | Wed, Sep 27, 2017 @ 07:45 AM

auto dealersUtilizing the traditional advertising outlets of print, TV and radio alone may no longer meet the needs and goals of U.S. auto dealers or reach consumers who are bombarded with multimedia pitches from nearly all sectors. Consequently, many dealers have turned to promotional channels such as email marketing, social media and event marketing. When performed effectively, event marketing can create a unique and positive brand image while instilling deeper customer loyalty and increasing visibility, foot traffic and revenue. Auto dealers can generate such benefits with proven strategies and inventive event ideas.

Event Development Checklist

Success starts with a solid and attainable idea. In the early stages of planning, auto dealers can review the following points to assure relevance and increase chances of higher ROI.

Highlight Local Organizations — This will showcase a dealership’s support for the community while building favorable brand association via word of mouth. Select a local non-profit, school or community program as the beneficiary of charitable events. Employ local businesses to cater events or partner with local venues for prizes such as tickets to the university’s next student theater performance.

auto dealersRecognize Existing Customers — Those who account for the largest portion of a dealership’s profits may direct other consumers to the company. Maintaining customer satisfaction within this group is crucial. Thank them with an invitation-only event featuring test drives of a new model in conjunction with a sit-down dinner at the dealership during the vehicle’s premiere week. Consider decorating the store with themed décor — holiday or original.  

 Be Unique — Stand out from the competition by catching consumer attention with events that are interactive, educational, and easily shared online via social media. Creating a sense of urgency and excitement can also draw in prospective customers.

Auto Event Marketing

The annual Guitars and Cars sale is a collaborative effort hosted by a Missouri auto auction. The two-day events is recognized as the “Midwest’s biggest auto auction event,” displaying over 3,000 cars and trucks. Attractions include a $1,000 early bird drawing, $20,000 in post-sale drawings and a private party and concert featuring country musicians.

One Kansas dealership drove traffic to the lot by encouraging community participation in its Mel Hambleton Idle singing competition of 2011. Students singing the company jingle at a hometown sporting event prompted the dealership to take action. Inspired by “American Idol,” the dealership welcomed residents to compose and sing a promotional song for the company and submit an audition tape. Around 90 participants auditioned live at the store. Several commercials with American Idol season 10 contestant Tim Halperin were shot to promote the competition. The dealership also heavily promoted the event on its Facebook page. The final round consisted of live performances with hundreds of audience members and special guest judges Halperin, Idol contestant Chris Medina and Miss Kansas 2010. The grand prize winner received a free two-year lease on a new Ford Focus, $5,000 and recording studio time.

auto dealersElsewhere, five “social media influencers” received the keys to a brand new Lincoln for five months as part of a New York dealership’s Behind the Wheel promotion. Each recipient posted honest reviews to social media throughout their experience, switching cars with fellow participants each month to try out all five models. A dedicated blog for the promotion served as an aggregate source for the participant’s comments and provided video footage of each car exchange.

While the following example is not an auto dealership event, we enjoy the company’s spirit and clever rhyming of products within a month. Each October, one auto aftermarket retailer presents consumers with Shocktober — promotional cash rewards with shock absorber and strut purchases. To qualify, consumers must mail in the proper documentation by a certain date. One reward includes an $80 Visa prepaid card with a purchase of four quickLIFT loaded units. For merchandise covered under the company’s Performance Guarantee and 90-day risk-free offer, consumers may test out and return the products within 90 days of purchase.

Inspiration for Auto Dealers

Crafting an excellent event idea can be challenging. Here is a roundup of the CrossCheck editorial team’s top ideas:

  • Co-sponsor a local charity event with a local media outlet (print, TV, or radio) to receive free publicity, reach an increased number of consumers, and build brand recognition
  • Hold an adoption event with a local animal rescue in front of the showroom
  • Lead a roadside cleanup followed by free breakfast at the dealership
  • Create an annual awards show — recognize community members, industry leaders, or business partners
  • Conduct how-to classes in the auto dealership’s service department and always reiterate the following message: “This is how it’s done, but we’re always here to service your vehicle if the process is too complicated for you.”
  • Host a classic car show for a dealer’s specific make (e.g. vintage Dodges)
  • Incorporate obscure holidays —have a contest for Name Your Car Day, a tailgate party for Tailgating Day or safety training courses during Stop on Red Week
  • Repeat successful events each year for increased media coverage, consumer interest and excitement

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Additional Support

Successful event marketing strategies can set in motion a lasting positive relationship with a dealership’s community, customers and consumers at large. Due to varying resources, locations and goals, finding what works will differ from business to business. When all goes well, the attention gained from events will result in increased sales, and this is where CrossCheck can help streamline the sales process.

At CrossCheck, our auto industry remote deposit capture solution C.A.R.S assists auto dealers with quick and easy check payment processing. Features include a guarantee on check transactions¸ future deposit program, 24/7 online transaction reporting, and more. To discover additional benefits, download our free guide.

auto dealer remote deposit capture

Topics: Auto Dealerships

Written by Jessica Beaudry

Inbound Marketer at CrossCheck.