I was stuck in traffic behind a pickup truck from a local HVAC company. The reason I could tell was a green vinyl banner stuck on the tailgate. The cell phone picture through my windshield is a little blurry, but the sign read “Winter Furnace Sale” with copy beneath it telling of available rebates when switching from a gas furnace to a heat pump.
When I got back to the office I called the company and asked if they had gotten any response – the girl answering the phone said, “oh yeah!” in a tone of voice that let me know this was really something.
What makes this worthy of a blog is here was a company that would never see a return using traditional broadcasting. Whether it was a stroke of luck or genius I don’t know, but they caught my eye on a cold, rainy day.
Our industry is experiencing some cold, rainy days. The question is: Are we using every available resource to attract the eyes of our market? Maybe you could put vinyl signs on demo Corollas saying, “You can drive this car for 50% of MSRP at Hometown Toyota” (Total of lease payments vs. MSRP). Minimal cost, and what a return on ‘around the block thinking’ with just one deal!
Who knows, it might have your people saying, ‘ooooh yeah!’
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.