Creative Ways to Market Your Dealership During the Holidays
We are about to dive headlong into the thick of the holiday season.
Make sure your marketing strategy is prepped to capitalize on the spike in online shopping that is taking place from now through the end of 2021.
The National Retail Federation expects holiday sales to increase 8.5%-10.5% during November and December(1) as shoppers flock to stores and websites to purchase gifts for loved ones. If you are anticipating the holiday increase in foot traffic will boost sales for your dealership, we encourage you to also consider another underutilized strategy ー online marketing.
Marketing doesn’t have to be costly, especially during a time of year when you are saving up for your own holiday shopping. Here are some creative ways to market your dealership during the holiday season:
Social Media
Social media may seem like a small outlet to connect with customers, but 57% of consumers follow businesses to learn about new products and services. Of that percentage, 89% will buy from the business and 85% will recommend it to family and friends(2). Why? Because social media is a great opportunity for customers to interact with your dealership and receive the latest news on inventory and promos.
You can build your social following easily over the next few months by encouraging customers to follow your page for a special holiday discount.
Community Events
If your community hosts special events over the holidays, getting involved is a great way to market your dealership and get your brand name out there. Check your local community pages and online bulletins for events like food drives, visits from Santa Clause and parades. These often present opportunities to have your name added to the program via a donation or bringing some of your inventory to the events.
Getting involved in your local community is a solid strategy to become a recognizable brand and grow your customer base.
Charitable Giving
A particularly effective and generous way to connect with your community is through charitable giving. Food banks, animal shelters and housing centers are always looking for support from local businesses, especially around the holidays. Local causes are also something many of your customers care deeply about ー 59% of Americans are more likely to buy from a business associated with a non-profit organization, and 56% will travel an extra 10 minutes out of their way to visit a business that supports a cause they’re passionate about(3).
Gift Cards
If you have someone in your gift-giving circle who already seems to have everything, you’re familiar with the convenience of gift cards. Even if gift cards seem like a non-traditional offering at your dealership, you would be surprised how popular they are among consumers, especially if they are shopping for someone who is enthusiastic about your industry. For example, someone who isn’t familiar with motorcycles but needs a gift for the biker in their life would appreciate giving a gift card so that their biker can pick out just the right model or part. Even better news for your dealership, 72% of consumers spend more than the value of their gift card(4).
Bonus tip: Gift cards are especially helpful if the ongoing supply chain disruptions have impacted your inventory levels. Gift cards ensure you get paid now and then consumers can collect the units when your lot is full again.
Customer Database
Store and website traffic often increase significantly during the holidays, and every visit (online or offline) is an opportunity to collect customer data that can be used beyond the holiday season. Considering 67% of consumers want to receive promotional emails(5), you can encourage customers to provide their email address, either in person or through an online lead form, to receive updates on future sales and inventory releases.
For customers, the appeal of receiving emails from a business is knowing that they are among the first to experience exclusive content. For you, it means staying in front of your customers year-round and driving more shopper engagement.
Personalized Holiday Cards
Show customers you appreciate their business and see their purchase as part of a long-term relationship with your business by sending out personalized holiday cards. Your message could include a thank-you and a congratulations on their recent purchase. In particular, a New Year’s card can carry the memory of your dealership into 2022.
As we welcome the holidays, remember that many shoppers like to stay local and support businesses within their community. Local businesses like yours make up the heart of a community, and it only takes some creative marketing to get the word out about your dealership and create evergreen customer relationships.
Looking for more ideas to creatively market your dealership during the holiday season? Connect with Dealer Spike today.
(1)CNBC
(2)SproutSocial
(3)GivingTrax
(4)FSR®