The holidays can present challenges for automobile dealerships but they can also offer opportunities for marketing and unique ways to promote your business. While most dealers may think that car shopping is not at the top of consumers’ holiday to-do list, according to Statistics.com, “Holiday shopping is expected to increase by six percent this year and since 2013, the months of November, December, and January have had the highest number of vehicle sales each year.”
If shoppers are looking for vehicles during the months of October, November and December, it is very likely that they will make a purchase before the end of the year. If your dealership wants to attract interested consumers, you can influence them to buy with holiday offers, incentives, events, and advertisements that they can’t refuse.
Website traffic increases by an average of 25 percent during the holidays (between October and December) so people are looking at cars. Many customers believe that they can get better deals during the holidays. According to Consumer Insights, “Events like Black Friday, Early Bird Black Friday and End of the Year sales are touted as the best times for vehicle sales – encouraging shoppers to take advantage of this time of year and these sales!” With an increasing number of interested holiday car shoppers, you need a smart marketing plan to position your dealership for success. Following are some positive ways to take advantage of the holidays and market your dealership.
Create a targeted holiday marketing plan
Every How Your Dealership Can Take Advantage of the Holidays should create a targeted marketing plan to reach their local audiences in a meaningful and holiday related way. As the season begins, plan out your promotions for Black Friday, Cyber Monday, Christmas, New Year’s and any other holidays that fit your dealership audience. You can tie in creative elements that celebrate the season; add holiday colors, snowflakes or other holiday décor to your marketing campaigns or social media sites.
Polish your website
Your website is often the first point of contact with your customers. In addition to adding some online holiday décor, make sure all of your information is up to date. Your inventory should be updated and make sure all of your contact information is correct. Pictures should be clear and visually appealing – add a bow or festive lights to display your vehicles with a holiday accent.
Take advantage of manufacturer promotions and incentives
Manufacturers always come up with new and revamped holiday campaigns to entice consumers, and your dealership can benefit from them as well. You can piggyback off of manufacturing holiday campaigns to amplify your holiday impact.
Give back to the community
Partner with a local charity and run a holiday gift drive. Set your dealership up as a drop-off location for gifts for the needy. This creates exposure and can attract customers to your dealership; even if they don’t purchase a vehicle – you will all be lending a hand to those in need. Community focus is an important characteristic of any successful business.
Be prepared this holiday season and use a targeted marketing strategy to increase sales at your dealership before the end of the year.