This is part 2 of a three part series that asks the question “Do we need to change up the plan? Read part 1 here.
Depending on where you live and your TV viewing habits, you may not see Macy’s “One-Day Sale” commercials. If you’re familiar with them, you can assume their marketing people believe “if it ain’t broke, don’t fix it.” This message prompts action, and a similar idea has been working at dealerships.
Three and four-day event promotions are generating traffic! The ingredients are urgency, exceptional price points for pre-owned and a delivery that sells “don’t miss this” without breaking the audience’s eardrums. The dealers who support the short-term event with TV as well as direct mail and eblasts are garnering great results. The dealers who dress up the lot with balloons, price tags and sales vehicles moved to the front row – yep, those old-fashioned extras – are already scheduling more events in the future.
The only adjustment in the plan for these to succeed is condensing your media buy to support the promotion dates.
Tomorrow, Part 3: Internet Reflection
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.