Summer is just around the corner, which also means that your dealership’s summer campaign planning should be getting underway. Outside of your annual Fourth of July celebration, what else can your dealership do this summer to drive more traffic to your showroom and service center? We’ve put together some creative event campaign ideas that you can use to stand out in your market and get more customers to your dealership this summer.
Host an Event
Build awareness and trust for your dealership by hosting a free cookout or community event for customers and shoppers in your DMA. This is a great way to drive foot traffic to your store and start building stronger relationships for customer loyalty.
You can pre-qualify attendees by promoting the event to in-market audiences via targeted social ads, email and direct mail campaigns. As part of the event, you can offer exclusive incentives for attendees on service, sales, or both. By geofencing the event, you can also retarget attendees for up to 30 days after the event, encouraging them to take advantage of the offers before time runs out.
Sponsor a Local Event
An alternative option to hosting an event is to sponsor one. This shows your commitment to giving back to the local community and helps to generate positive connections with your dealership among attendees. Plus, just like with your own event, you can geofence the area and retarget qualified attendees afterward with exclusive service coupons and relevant incentives.
Look for summer festivals or events that are popular with your ideal customer, and also align with your dealership’s brand. You also want to make sure that the sponsorship leaves some kind of lasting impression on attendees to retain top of mind awareness after the event. Think beyond basic logo placements and aim for sponsorship opportunities with integrated activations or sponsored experiences.
Partner Up for a Good Cause
Find a local brand or nonprofit in your area that get a lot of attention from your ideal prospects and develop a partnership. Aligning with another organization to benefit a good cause is the ultimate trifecta for your dealership. You benefit from the exposure to their audiences and also build goodwill and trust with consumers in your market.
For instance, did you know that August is National Golf Month? This is a great opportunity to partner with a nonprofit, sports team or non-competing business for a charity golf tournament. Really, summer is an ideal time to plan any kind of charity event with a partner. You can sell tickets and give part of the proceeds back to the charity of your choosing.
Partner with a Local Sports Team
Alternatively, you can partner with a local sports team on a campaign that involves ticket giveaways, sales incentive or event activations. Obviously, baseball is a good choice for summer. The NFL also picks back up in August, which is a great opportunity to launch a late summer campaign that you can carry over into the fall to drive online and offline engagement.
Hopefully these tips inspired some ideas for your dealership. Whatever you choose to do, events any time of year are a great way to engage in-market customers and kick off successful integrated campaigns. Social media, email and direct mail enable you to target key audience segments and drive attendance from ideal customers. Geofencing is also a must for any event so you can gather information from attendees and retarget them with relevant, enticing offers through digital campaigns.