Welcome back to our series on seasonal marketing for auto dealerships. We’ve already looked at ways to boost sales during the New Year, spring, and summer. Now, as the leaves start to fall and the weather cools down, we’re turning our attention to autumn.
Fall marks a transitional period, not just in weather but also in consumer behavior. Although the end of fall is technically the start of the ‘holiday season,’ we will not include holiday ideas here—those will be saved for our next article. Instead, this article will concentrate on fall marketing ideas tailored for September, October, and November. Let’s dive in!
5 Fall Marketing Ideas for Dealerships
Fall offers unique opportunities for dealerships to connect with customers. Read on for fun and creative fall marketing ideas to attract and engage customers this season.
1. Labor Day
Labor Day is often seen as the unofficial end of summer when summer vacation ends, school resumes, and families settle back into routines. This holiday can be an excellent anchor for your dealership’s marketing campaign, focusing on themes like transition, preparing for the new season, and last chances for summer adventures.
Create a festive environment in your dealership with decorations that resonate with the end-of-summer vibe. Incorporate a back-to-school angle in your showroom, perhaps setting up a small section with school supplies visitors can take home. This not only adds to the thematic appeal but also demonstrates community support.
The Labor Day weekend is perfect for a special sales event with discounts and attractive financing options. This is also an ideal time to start introducing the upcoming year’s models, creating excitement and anticipation. Consider hosting a Labor Day weekend barbecue or family event at your dealership to draw in crowds and increase customer engagement.
The key to a successful Labor Day campaign is to blend the excitement of one last summer hurrah with the practicality of gearing up for the fall. Your marketing should capture this dual sentiment, offering both fun and value to your customers.
2. Fall Clearance
The arrival of new models in September and October presents a prime opportunity for dealerships to run a ‘Fall Clearance’ event at the beginning of the fall season. This campaign can help clear out older inventory, offering customers fantastic deals as you make room for the latest models.
Create engaging marketing materials that outline the advantages of buying during the clearance event, such as substantial discounts and immediate availability. Emphasize the limited-time nature of these deals to create a sense of urgency. Your fall advertising can include print, online banners, social media posts, and local radio spots to reach a wide audience.
In the dealership, make the clearance sale visually striking with signage and displays that draw attention to the discounted vehicles and are noticeable from the road as people drive by. Consider setting up a special area in your showroom dedicated to clearance models, with information stands detailing the features and benefits of each vehicle
Offering attractive financing options can make your Fall Clearance event even more successful. Collaborate with your finance team to develop creative financing solutions that make these deals more appealing. A well-executed Fall Clearance event will help you move inventory and attract customers looking for great deals.
3. New Models and Innovations
The arrival of new models at your dealership in September and October is exciting. Begin by updating your website and social media platforms to feature the latest models prominently. High-quality images, detailed specifications, and introductory offers can draw attention and pique the interest of potential buyers.
Creating engaging content around new models is critical. Develop walk-around videos to showcase the features and design, then share these videos on YouTube and other social media platforms. Video marketing gives customers a closer look and generates interest and excitement even before they get to your dealership.
Regarding other content, consider writing blog posts to educate potential buyers about features, performance, and technological advancements. You can also share early customer reviews and experiences from those who have already test-driven or purchased the new models.
In the dealership, create a special display area for new models. Consider hosting an unveiling event with a festive atmosphere to draw customers in. Providing detailed brochures and having knowledgeable staff on hand to answer questions can enhance the customer experience and generate more sales.
4. Football
Football season brings a lot of excitement, and incorporating a football or tailgating theme into your dealership’s marketing can resonate well with the local community. Decorate your dealership with football-themed elements that capture the spirit. You could even set up a tailgating display with one of your more spacious models, complete with a mock tailgate party setup.
Consider hosting a game-day event at your dealership. Offer special promotions or giveaways, such as football tickets or team merchandise, to customers who take a test drive or make a purchase. This creates an engaging experience and ties in the excitement of football season.
Sponsorship opportunities with local high school or college football teams can also be a great way to get involved in the community and increase brand visibility. This can include advertising opportunities, featuring your dealership’s logo on team gear or in-game programs, and even showcasing vehicles at games.
You can incorporate the football theme into your digital marketing as well. Share tips for the perfect tailgate party, highlight vehicles great for tailgating and post about upcoming local football events. Engaging with the football season in your marketing makes your dealership feel connected to the community’s interests and can be a fun way to attract customers during the fall.
5. Celebrate the Season
Embracing the fall season in your dealership can create a warm and inviting atmosphere for customers. Decorate your showroom with autumn-themed elements such as colorful leaves, pumpkins, and cozy setups to capture the feel of the season.
As part of this campaign, you could launch an ‘Autumn Adventure’ campaign that invites customers to explore the beauty of fall. Feature vehicles ideal for scenic drives, like SUVs with ample cargo space or cars with superior fuel efficiency. Choose scenic routes for test drives, and highlight how these vehicles are perfect for fall road trips. A fall marketing campaign like this can stir up excitement and appeal to customers looking for new experiences this season.
Your dealership’s blog and newsletter can also be instrumental in this campaign. Share travel guides featuring scenic routes and destinations that are particularly beautiful in the fall. Offer tips for preparing vehicles for road trips, such as checking tires, brakes, and fluids and packing emergency kits. You can also share stories or testimonials from customers who have embarked on memorable fall journeys.
On social media, encourage your followers to share their own autumn adventure stories and photos, perhaps even running a photo contest with a small prize. This interaction boosts engagement and builds a community around your brand. It’s a wonderful way to combine the season’s allure with the practical and adventurous aspects of your vehicles.
Creating Unique Fall Advertising Campaigns
As we wrap up our exploration of fall marketing ideas, remember that creativity and relevance to the season are vital to engaging your customers. These five campaigns offer various ways to connect with your audience and highlight the season. Use these ideas as a springboard to create fun and relevant fall campaigns to bring more buyers to your dealership.
Looking ahead, the next article (and final installment in this series) will explore holiday marketing and sales strategies. As we transition from the colorful autumn to the festive holiday season, there are numerous ways to keep the momentum going and end the year on a high note. Stay tuned for more insights and tips next time!
