The holiday season is upon us, with the end of the year coming fast behind it. For used car dealerships, this is a season of both unique challenges and opportunities. Today, we’d like to recommend a few strategies that can help you make the most of the end-of-the-year rush.
Tap Into the “Buying State of Mind”
In the days between Thanksgiving and Christmas, many individuals will find themselves in a “buying state of mind,” spending generously on gifts for their loved ones and perhaps even a few gifts for themselves.
It’s a great idea for your dealership to try to harness this buying state of mind, coaxing consumers into springing for a used car before the year runs out. Build a sense of urgency by developing seasonal promotions, stressing that your great deal is only available through the end of the year. And, do whatever you can to remove barriers to purchase, whether that’s doorstop test drives or special financing.
Another way to capture the attention of buyers? Send holiday greeting cards to the folks on your mailing list. Not digital ones, but actual, physical cards.
Inside each card, provide a quick, friendly, seasonally appropriate message. And, throw in some “dealer cash”… basically, a coupon that can only be redeemed at your dealership, and only through the end of the year. This may be just the form of enticement buyers need to make their purchase now, not later.
Have a Contest
An effective way to generate buyer enthusiasm is to hold some sort of a contest, capturing some of the festive mood of the season. You may have sign-ups available on your website or at your actual dealership. On a certain day, or perhaps at the end of every day, announce a winner. Offer valuable prizes like VISA, Starbucks, or Amazon gift cards, or discounts redeemable at your service center.
And make sure you advertise your contests heavily, both on social media and through your email marketing list.
Last but not least, remember that a lot of your buyers will be spending a good chunk of the next few weeks doing online shopping… which means now is an especially good time of the year to target buyers with contextual ads, whether PPC or Facebook.
Have a robust ad campaign that will reach buyers in your area, and make sure you have landing pages set up to capture and convert their interest.
‘Tis the Season for Dealer Marketing
The bottom line for independent used car dealerships: Amidst the hustle and bustle of the holidays, you have a lot of opportunities to connect with buyers and move inventory. But it’s only going to happen if you invest in sound marketing strategies.
One place to begin? Reach out to Get My Auto. We’d love to tell you more about the dealer marketing technologies we can offer, focusing on Facebook ad placement, Craigslist, and website design. Contact us when you’re ready to chat.