We all know Presidents’ Day weekend is a great time to move vehicle inventory. Have you decided how you will communicate with customers and prospects about the vehicle inventory on your lot? Have you decided if you’ll draw customers and prospects into your store with a unique offer or customer appreciation event? Today I’ll share three topics to include in your Presidents’ Day marketing.
Leverage OEM Programs and Marketing
Most OEMs advertise Presidents’ Day vehicle incentives, some even provide creative elements to help dealers promote these weekend specials. OEMs spend lots of money to produce marketing materials for their Presidents’ Day incentives and you should leverage these national assets to gain more visibility for your campaign. If you choose, you can always increase your incentives to differentiate yourself from the competition, but leveraging the national brand is key to extending the reach of your campaign.
Promote Vehicle Service Specials
Although Presidents’ Day is predominantly a sales holiday, make sure you get noticed by including service incentives in your holiday weekend marketing. The truth is, not everyone is in the market to buy a vehicle and unless you are receiving accurate in-market data, many recipients will discredit your campaign because it doesn’t apply to them. So, think about including some Presidents’ Day service specials to entice customers and prospects to your dealership.
Be Creative
Let’s face it, Presidents’ Day weekend is a great time to attract business for almost every retail outlet. You can’t begin to fathom how much a consumer will be bombarded during the next couple of weeks with advertisements vying for their attention. Get creative and make sure your marketing campaign stands out from the pack. We believe the best approach is leveraging multi-channel delivery to gain visibility to your campaign through diverse mediums and at different times to grab a recipient’s attention.
Whatever your Presidents’ Day plans are, it is time to start putting some thought into how you will promote your dealership to drive additional traffic to your store for the holiday weekend. A profitable Presidents’ Day weekend is just the thing you need to rev up your 2015.