Welcome to the final installment of our seasonal marketing series for auto dealerships. In this last article, we step into the bustling holiday season and share ideas for holiday sales and marketing in four categories: planning, promotions, digital strategies, and offline engagement.
Throughout this series, we’ve equipped auto dealers with actionable insights to boost sales in every season of the year! As we wrap up with a nod to the holiday season, read to the end of the page to get links to all the past articles in this series.
Planning Ahead for Holiday Sales
Effective planning is the cornerstone of a successful holiday sales season for auto dealerships. With the right strategy, you can leverage the holiday spirit to boost sales, enhance customer satisfaction, and set a positive tone for the upcoming year. Here are four essential components of holiday sales planning.
1. Define Your Goals
Start with a clear vision of what you want to achieve. Whether it’s increasing sales, improving service appointments, or boosting brand awareness, your objectives will guide all subsequent planning and execution. Set quantifiable goals (like a specific number of sales or a percentage increase in customer satisfaction scores), and avoid these goal-setting mistakes.
2. Segment Your Customer Base
Use data from your dealership CRM to personalize your marketing efforts and target specific customer segments with relevant holiday offers and messages. This can include past purchase behavior, service history, and any previous holiday engagement.
3. Create a Marketing Timeline
Timing is everything during the holidays. Develop a comprehensive marketing timeline that captures the holiday season, from pre-Black Friday promotions to New Year deals. Important dates to include on your marketing calendar are:
- Black Friday: Kick off the holiday season with special offers to attract early shoppers.
- Small Business Saturday: Highlight your dealership’s community involvement and encourage local support.
- Cyber Monday: Focus on online deals to target digital-savvy customers.
- December Saturdays: Consider these for themed sales events leading up to Christmas.
Your calendar should also include internal deadlines for your holiday sales and marketing campaigns (we’ll share many ideas for these below!).
4. Get Inventory and Staff Ready
Review historical sales data to anticipate which vehicles and services will be in high demand so your inventory is well-stocked to meet customer needs. You’ll also want to consider your staffing needs so you have enough hands on deck for sales, service, and support roles during peak times. For example, you can analyze call reports from the previous year to help you with employee scheduling and tweak call routing accordingly.
Holiday Marketing Promotions
The holiday season brings opportunities for unique promotions that can boost sales at your dealership. By creating a sense of urgency with limited-time offers, you can encourage customers to act fast and take advantage of special holiday deals. Here are some engaging holiday promotion ideas that you can try.
5. Holiday Trade-In Event
Offer extra value on trade-ins during the holiday season. Customers can get above-market value for their old car when they trade it for a new or pre-owned vehicle at your dealership. For those who were planning to trade their vehicle in, this can give them a compelling reason to act now.
6. Seasonal Financing Offers
Provide special financing rates for the holidays to make purchasing more accessible. Low APR rates or zero down payment options can be the nudge potential buyers need to commit.
7. Santa Bucks Coupons
Create “Santa Bucks” coupons that customers can use at your service center for discounts on maintenance or accessories. This not only drives sales but also encourages repeat visits.
8. Holiday Lease Offers
Offer holiday-themed lease specials, such as reduced monthly payments or no initial payment. It’s an effective way to attract customers who prefer leasing over buying.
9. 12 Days of Deals
Run a “12 Days of Deals” campaign where each day offers a different promotion. This could range from discounts on specific models to complimentary service packages with purchase, keeping customers engaged and checking back daily.
10. Gift with Purchase
Offer a gift with every purchase made during the holiday season to add extra incentive to buy. This could be anything from a set of winter tires to the latest tech gadget to coupons for free oil changes.
11. Black Friday Special
Drive more people to your dealership when the holiday season starts by offering significant reductions on select vehicles during the Black Friday weekend. Promote the special early in November to create anticipation and buzz.
12. Holiday Referral Bonuses
Increase your referral bonuses during the holiday season. You may offer gift cards for referrals and even larger gifts if the referral leads to a sale.
Digital Holiday Marketing Strategies
Digital marketing strategies can enhance your dealership’s online visibility and appeal during the holiday season. Start planning early to develop content, promotions, and campaigns to captivate your audience and make your dealership the go-to destination for holiday vehicle shopping. Here are key elements to consider in your holiday digital marketing plan.
13. Optimize Your Website for the Holidays
Your dealership’s website is the digital storefront for your holiday sales. Ensure it reflects the holiday theme with festive visuals and messaging. Create a special holiday section or landing page highlighting holiday deals, special financing offers, and exclusive online promotions. You can also write blog posts about the holidays, such as gift guides featuring popular gifts for car lovers and listicles like the top cars to buy this holiday season.
14. Leverage Email Marketing
Segment your email list based on customer interests, past purchases, and behavior to send personalized holiday greetings, exclusive offers, and updates about holiday events at your dealership. Timing is crucial, so plan out a sequence of emails to send throughout the season and set them to run automatically. Incorporate clear calls-to-action (CTAs) that direct recipients to your website or encourage them to book a test drive.
15. Create Social Media Campaigns
Use social media channels to share holiday-themed content, promote special offers, and engage with your community. Consider running a holiday contest, such as a photo competition, to increase engagement. Use targeted ads on platforms like Facebook and Instagram to reach potential customers based on their interests, behaviors, and location.
16. Try Video Marketing
Videos are highly engaging and can convey your holiday message effectively. Create video content that showcases holiday vehicle specials, customer testimonials, or a behind-the-scenes look at your holiday preparations. Share these videos across your digital platforms, including your website, social media, and YouTube channel. Live video sessions, such as a Q&A about car buying during the holidays or a live tour of your holiday-decorated showroom, can add a personal touch and drive engagement.
Offline Holiday Sales Strategies
While the world has gone digital, your holiday sales plan should include offline strategies, too. Making your dealership a hub of holiday cheer and community involvement can attract more visitors, enhance customer loyalty, and drive sales during the holiday season. Here are some effective offline strategies to boost holiday sales at your dealership.
17. Deck the Showroom
Transform your showroom into a holiday wonderland to captivate visitors and create a festive shopping experience. Use holiday decorations like lights, trees, and themed displays to make your dealership inviting and warm. Set up a table of Christmas cookies and hot cocoa for refreshment. You can also create a special holiday-themed vehicle display with a new model wrapped like a gift in a giant bow.
As you deck the showroom, also consider updating the on-hold and in-ring music or messaging of your dealership cloud phone system. You may want to create custom messages that tell callers about your holiday specials or simply change the music to something more festive.
18. Run Holiday Fundraisers
Giving back to the community during the holiday season can significantly boost your dealership’s image and attract more customers. Here are a few fundraiser ideas that show your dealership cares about more than just sales.
- Toy Drive: Partner with local charities to collect toys for children in need.
- Canned Food Drive: Set up a collection box and encourage customers and staff to donate canned goods and non-perishable items for your local food bank.
- Adopt a Family: Announce that you will participate in a community ‘adopt-a-family’ program, adopting one family for each car purchased during the holiday season.
19. Host Holiday Events
Organize holiday-themed events at your dealership to attract families and create a buzz in the community. Events could include a holiday photo booth with a festive backdrop, weekend holiday markets featuring local artisans, or even a visit from Santa Claus for the kids. These events provide an excellent opportunity for customers to visit your dealership in a low-pressure sales environment, building goodwill and brand affinity.
20. Send Holiday Cards
A personal touch can go a long way, especially during the holidays. Sending out holiday cards to past customers can rekindle relationships and keep your dealership top of mind. Personalize each card as much as possible, perhaps mentioning their last purchase or a memorable interaction. This kind gesture can encourage repeat business and referrals, as customers feel valued and appreciated.
Seasonal Marketing for Auto Dealerships
As we conclude our seasonal marketing series for auto dealers, we want to thank you for joining us on this insightful journey through the calendar year. Check out the links below to revisit or catch the articles you missed!
