Black Friday Advertising Guide

November 15, 2018 / Automotive Advertising / 0 Comments /

While most dealerships aren’t opening up at midnight, it doesn’t mean car dealers won’t take advantage of the Black Friday madness. In fact, you would be remiss to not take advantage of the cloud of consumerism that’s rampant this time of year.

The rules are a bit different when it comes to the automotive dealer’s Black Friday. Take in the tips below to differentiate your dealership and drive traffic this Thanksgiving weekend.

Black Friday as a Trigger

The first thing to bear in mind is that customers are not going to wake up on Thursday and decide to buy a car on Friday. Customers who do purchase will have already been in the market for a while, so the deal you’re advertising needs to grab their attention. A good way to do this is by sweetening the deal for the weekend. For example, if you have been running a sale for $10,000 off full-size pickup trucks, then you’ll want to improve that. A dealer could run $12,000 off pickups for Black Friday only, and this extra incentive could be all it takes to push shoppers into purchasing during the sale.

Stick with a Limit

Urgency is a central theme in advertising, and Black Friday is no exception. Make sure to set a time limit for your Black Friday event and stick to it. This could be a 72-hour-only sale or a specific time limit such as a sale that ends at 8 p.m. on Friday. It may be tempting to create an open-ended sale period to attract as many customers as possible, but you will actually have a better chance at convincing customers to act if they know the sale has a hard end-time.

Be Big, Be Bold, Be Audacious

Black Friday only comes once a year, so don’t miss your shot at attracting new customers before your competitors do. You may have factory-provided marketing materials, but now is the time to differentiate yourself and stand out from what other dealers are running. Get your website updated, post custom content to social media, and don’t be shy about what you’re offering. When it comes to Black Friday, big and bold wins the day.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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