One of the pleasant surprises this year has been the success of big events. From one day to an entire week, we have seen stand-alone dealers, auto malls, and even automotive groups hit big numbers with timed sale events.
The use of a tracking number in these events has been a real eye-opener in both the volume of calls and as a tool for follow-up. The creative utilized to promote the events was designed to give a prominence to these numbers that had never been considered before (e.g. appearing in a “letterbox” for television spots and highlighted in a direct mail piece). The use of a designated phone number has proven its effectiveness for directing special finance calls, or as the direct link for internet shoppers calling the dealership.
Take these lessons to heart and create a tracking number for your next big event. You will be well served to man it during the sale, then hang on to the caller’s data. These people are dialing for deals now or in the near future.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
