The market is distracted. They are thinking about football, the weather, the coming holidays, school activities, the economy, whether to use leaf bags that tie or have drawstrings. Unless they are need buyers, you are going to have a challenge getting them into your showroom right now. The answer? Give them BIG!
We are seeing dealerships catch the competition off guard and enjoying a sales surge by planning a bigger than usual event. Many are reaching out to their owner body, the single largest source of repeat business, and inviting them to enjoy the “privilege” of a private sale. Others are setting their sights on days surrounding the mid-month or end-of-month pay period and blasting their audience with a tight, vertical media schedule that cannot be missed.
Often I hear the period from Labor Day until Thanksgiving described as a dead period. If you think that way then call it what it will become, “dead red”, as in red ink. When there are fewer buyers in the cycle, you need to get more than your fair share including shoppers you have never seen before. It’s a perception – make them feel that business is being done and your dealership is the place to be. Give them BIG and they will come.
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.