The weeks between Thanksgiving and Christmas are very important to annual sales in many industries, including car sales. Potential customers are buying in greater numbers than the rest of the year, giving car dealers a broader audience to market to. The holiday shopping crowds are also in “shopping mode,” ready to buy items not just for friends and family, but for themselves as well. Buyers with extra capital available for the holidays are more easily convinced to indulge in a new car than at other times of the year. Whether customers’ new car purchases are a special treat just for them or a perfect gift for the whole family, the holiday shopping season is a perfect opportunity for car dealers to drive sales.
To take advantage of the holiday shopping season, your car dealership must have a solid marketing plan! Thanksgiving and Christmas offer lots of fun new ways to promote vehicles and specials, so get creative. The more unique your marketing strategies are, the more likely they are to be successful.
These four holiday marketing ideas are great ways to kick off your car dealership’s holiday sales season.
1) Get festive! Show your dealership Christmas spirit by making your show floor and lot bright, attractive, and festive. Nothing catches the eye like sparkly Christmas decorations. Buy a 20 ‘Douglas Fir, place it in the center of your outdoor lot, and decorate it with bright white lights, tinsel, and decorations. Hang fresh garlands, red ribbons, and lights from the eaves and lamp posts of buildings. Serve hot chocolate on the show floor. Unless you already have a talented person on staff who is willing and able to fully decorate the rest of the exterior and interior of your dealership, hire a decorator to do it. Show potential customers that your dealership is in the holiday spirit and make your show floor irresistible with holiday cheer.
2) Offer a “12 days of Christmas” holiday deal. Everyone loves deals, so why not bundle 12 fantastic vehicle deals together for a holiday-themed event? Instead of having a series of unrelated Christmas sales events, run a 12-day Christmas sale, with an easy day offering a different type of sale. Start with smaller incentives and older vehicle models and work your way up to “Twelfth Day of Christmas” with bigger deals, ending with a grand finale!
3) Get creative with holiday-themed direct mail. Christmas is not the time to send the same old postcard envelopes. Send your direct mailing list some holiday cheer with authentic-looking holiday cards or gift-shaped cards, complete with a bow. Add in some “dealer cash” for a more joyous message.
4) Run a contest on social media. Offer a significant% off contest or prize draw at the door (if your pool of applicants is large enough for it). Ask people to connect with you in a specific way: ask them to finish the phrase “all I want for Christmas” in a photo, tweet or video, then ask them to post their response on your dealership’s Facebook wall or have it sent to you via tweets. a specific hashtag. Regardless of what your contest entails, be sure to create a specific landing page on your website (or Facebook event) that describes the details of the contest; link to this from your social media accounts.