by Terry MacCauley - Posted 3 weeks ago
The tax return season, with its influx of eager buyers armed with refund checks, once again brought most dealers the needed spike in car sales. However, as the rush wanes, dealers now face the challenge of maintaining that momentum. The transition from a high-traffic period to a more normalized pace does not have to mean a significant drop in sales. With the right strategies, dealers can continue to drive interest and sales throughout the year.
Here are key marketing tactics that Big Time Advertising will pick from to keep our dealer's sales engine running smoothly post-tax season.
1. Diversify Your Marketing Mix: Post-tax season is an excellent time to reassess and diversify your marketing strategies. Incorporating a mix of digital and traditional marketing efforts can help reach a broader audience. Focus on digital campaigns that target specific demographics likely to purchase in the coming months. Utilize social media, email marketing, and targeted online ads to keep potential buyers engaged.
Example: Launch a "Spring Into a New Ride" social media campaign, combining eye-catching visuals of your inventory with spring-themed promotions. Use Meta platforms to host live Q&A sessions about financing options, model features, sale prices and even car maintenance recommendations.
2. Special Promotions and Financing Offers: Create new incentives for buyers who may have missed the tax season rush. Special promotions, limited-time offers, or more attractive financing options can lure in those still on the fence about purchasing a vehicle. Tailor these offers to the needs and interests of your target market, such as highlighting fuel-efficient models or offering special rates on family-friendly vehicles.
Example: Offer a "Beat the Heat" summer sale with special pricing on convertibles or sporty sedans and vehicles with top-rated fuel economy for Summer Vacations and smooth-running air-conditioning systems. Independent Retail dealers should try to partner with a local bank to provide exclusive low-APR financing for these models during the promotion period and perhaps buy the rate down. BHPH dealers can run limited time match your down payment offers or something that helps your consumer want to give it a try.
3. Enhance Customer Experience: A superior customer experience can set you apart from the competition. Focus on training your entire staff to provide exceptional service from the moment a potential buyer sends in a lead, calls on the phone, or steps onto your lot. Personalized attention, thorough knowledge of your inventory, and a no-pressure sales approach can significantly impact customer satisfaction and loyalty.
Example: Introduce a "Day in Your Future Car" experience, where potential buyers can book a day-long test drive in their vehicle of interest. Equip each car with a small gift basket and a guide to exploring fun local spots, turning the test drive into an adventure. Be creative, it matters.
4. Leverage Customer Reviews and Testimonials: Positive word-of-mouth is incredibly powerful. Encourage satisfied customers to leave reviews on your website, Google My Business, and social media pages. Share these testimonials in your marketing materials. Prospective buyers are more likely to be influenced by the experiences of their peers, making this an effective way to build trust and encourage sales.
Example: Create a "Happy Customer of the Month" feature on your website and social media. Include a short interview with a photo or video testimonial highlighting their positive experience. Offer a small thank-you gift to featured customers as an incentive for participation.
5. Invest in Community Engagement: Becoming a visible and active member of your community can drive sales by building brand awareness and loyalty. Sponsor local events, participate in charity drives, or host informative automotive workshops. These activities not only put your dealership in a positive light but also keep your dealer's brand top of mind when community members are ready to make a purchase.
Example: Sponsor a local youth baseball sports team and host a "Family Fun Day" event at your dealership with games, food trucks, and a showcase of your family-friendly vehicles. This strengthens community ties and presents your brand in a positive, approachable light.
6. Refine Your Inventory: Analyzing sales data from the tax season can provide valuable insights into which models were most popular. Use this information to refine your inventory, focusing on the vehicles that are in high demand. Additionally, consider introducing a range of pre-owned vehicles to attract buyers at different price points or different incentives to motivate the ones you missed.
Example: Analyze sales data to identify a trend in eco-friendly vehicles, then host an "Eco-Drive Event" showcasing your range of hybrids or even electric cars. Offer educational workshops on eco-friendly driving practices and the benefits of making the switch. Even if you don’t sell these, the motivation of the masses to come learn and try one is traffic everyone should want with a trained sales staff.
7. Implement a Referral Program: Encourage your satisfied customers to become brand ambassadors by introducing a referral program. Offer incentives for referrals that lead to sales, such as service discounts or gift cards. This not only generates new leads but also strengthens relationships with existing customers.
Example: Launch a "Friends & Family Referral Challenge" with a leaderboard in your showroom. Offer escalating rewards for customers who refer multiple buyers, such as free oil changes, detailing services, a gift card for gas, or even a weekend getaway for top referrers
The bottom line is the end of the tax return season does not have to signal a slowdown in sales. By implementing these strategies, our auto dealers can maintain momentum, attract new customers, and enhance the buying experience. The key is to be proactive, stay engaged with your target audience, and continuously look for opportunities to innovate and improve your sales approach. With these tactics, you can keep the sales engine running strong all year long. If your current marketing campaign is not considering these kinds of creative solutions, then reach out to Big Time Advertising & Marketing. We love this business and we love helping hard-working dealers sell more cars.
Big Time dealers let's Spring into success this April with our latest creative offerings now available.
The new graphics and video content for your spring campaigns are now available with many to choose.
Let's refresh your marketing with vibrant call-to-action graphics and engaging videos designed to capture the essence of the season and drive results. Don't miss the opportunity to give your campaigns a fresh look.
Reach out to your representative today to get your dealership's marketing updated and ready to bloom. Let's make this spring your most successful season yet!
