Most car dealers know that running a contest can be a fun, profitable way to get new customers into your business. When people think they have the opportunity to win big, or to get something free, they’re much more likely to come to your dealership. This increases the likelihood that someone visiting you will fall in love with a car on your lot, and walk away with one within the next 60 days. To understand the anatomy of a great car dealership contest, we’ll first need to examine what the end benefit would be to your company. Many dealerships generally avoid contests because they don’t seem quid pro quo in terms of what the dealership will get back – but if a contest does meet your end goals, there’s no reason to refrain from sponsoring one. Particularly if you’re using automotive direct mail and other forms of marketing to inform the community about your promotions, you can build a strong marketing campaign from the ground up.
Benefits of a Car Dealership ContestMost dealerships decide to have a contest because they’re looking for a:
- Low-budget, high benefit way to connect with the community.
- Way to get customers super-engaged during a busy time of year, or to bring customers in during slower times
- Major way to unload stock, anticipating that the amount of vehicles sold will be greater than the costs of the promotion.
- Way to increase brand awareness in their communities on a larger scale.