Know-How Exchange : Advertising/PR

Jerett,

I think it would help if you go first since you know your business and the competition.

What fresh new angle are you thinking about?

Steve

Jerett, here are my suggestions for dealership promotional campaigns that have been used with luxury autos. However, I see no reason why these ideas can't be applied to less expensive brands. Tailor them to your targets and buget.

Target new customers:

Host a special one-day sales event, have raffles with prizes throughout the day. Have your brand's local auto club (if one exists -- like Corvette Owners, Antique Autos, Jag Lovers) exhibit their lovely to look at/not-for-sale conversational models to rev interest in that car manufacturer in general.

Club members should have their autos dispersed (not concentrated) in different parts of the showroom and lot.

Serve beverages and snacks (preferabily nothing gooey or greasy).

Offer incentives or discounts on the cars you're selling in each area where a "club" car is on display. Club members engage customers in conversation until one of your salespeople come over to tell them about the special offers that are available with any cars sold that day.

Have a table with loan and car insurance professionals on hand to give rates, offer related info.

Make sure you offer something to the club members for being there -- car wash and wax; free oil change & lube; a cap and windbreaker with your logo or a certificate for a tank of gas/diesel.

If there's no club for your brand, you can invite any antique car club to be on the premises. Some members are very proud of their cars and welcome an opportunity to show them off.

To bring in customers who have already bought from you:

Have a customer appreciation day -- offer a free 20-point check and fluid "top up" on the autos they bought from you. Give them a branded tee or sweatshirt. Make sure you invite customers who might be in the market for a new car (maybe someone with a 3-year old car? a 5-year old ?)

Encourage test drives to those you think might be interested in buying (as opposed to the ones who went to the event for the snacks) and give tokens to everyone who drives a vehicle that's for sale (maybe a pen or a certificate for coffee and a donut at Dunkin' Donuts).

Have your people ask the customers their opinions.

Find out what customers like/don't like about the dealership/service/cars.

Make customers feel that you're genuinely interested in serving them better.

Offer unique incentives for buying/trading in that day.

Hope you find these ideas helpful. Good luck.

Corpcommer - MC

ASSUMING that your "New Car" dealership had a positive reputation for service...

I would look at making my USP (Unique Selling Proposition) the SERVICE you offer. At the end of the day, the used card shopper's greatest fear is winding up with a lemon and the dealer not standing behind it.

Would it be safe to say that a used car buyer will pay somewhat more for the same car to a dealer whose service is impeccable? If so, BE that dealer!

Do a proforma to determine how many more $$ you would need to get per unit in order to provide this type of service.

Brainstorm how ridiculous you can get in providing service. Free tows? Free car wash & vacuum? Free loaners? Free shuttle? Customer waiting "Lounge" (carpet, recliners, whatever)? Free oil changes, tire rotation, etc. (of course these are opportunities to find service that needs to be done).

Perhaps work with attorneys and come up with your own warranty. Put together a package and play this up in your advertising.

After all is said and done, word of mouth is THE most potent form of advertising. If you can position yourself to be regarded as THE dealership when it comes to service... You get this type of reputation and you won't have to worry about your competition and their "Price Cutting" ads. Customers are not stupid and they know that cheaper is not always better.

Hope this helps.

Since the primary benefit of pre-owned cars is price, make the selection something easier for people. Offer a concierge matching service - people have a list of needs (color, model, features, etc.) and you regularly update them (phone, email, text message) when a car that truly meets their criteria arrives on lot. Give these members "first access" to the car (before the general public can see them).