solutions

By Heather Wilson

Customers ’ purchase behavior may change over time , but relationships don ’ t change – if you tend to them . When your customers feel connected to your staff and the dealership brand , they are more likely to purchase from you again and again .

One effective way to develop relationships with customers and to increase awareness of your dealership is to schedule an event . Organize an event designed to encourage people to visit the dealership for an activity that is not just a sale .

Goals Dealership event marketing is not a new concept . But too many dealers do this poorly ; events are seldom well-executed by the masses . The key to an event is to ensure it is beneficial for you and your customers . That starts with a strategy . Identify your goal of the event . Please , do not host an event “ just because ” there is a holiday or because it ’ s spring . If the event is not well planned around goals , it will be a waste of your time , money and effort .

Your goal might be : Educational – show homeowners you ’ re a helpful resource . Community Focused – prove to your neighbors that you support the community . Professional – Let pro customers know your connections and expertise .

Partner Promoting – Team up with another business in town to support local businesses .

Partner with one of your manufacturer brands , and give them plenty of advance notice to support you .

Brand Building – Partner with a manufacturer to improve a relationship .

Staff Centered – Hold an event to celebrate the work of your people , have them bring friends and family .

Planning Be sure to give yourself enough time to plan , promote and execute the event . I recommend starting three months in advance . You ’ ll need to reorganize work schedules . You might need to rent tables , chairs , a tent or other party gear . Marketing takes time , especially if you ’ re printing signage .

To start , think about if your event will take place at the dealership . Is the goal to entice people into the brick-and-mortar store to purchase items ? Is it simply to provide value or education for customers about a specific product or service you offer to grow that relationship ?

If the event will take place away from the dealership , like at a county fair , is the goal to build awareness of dealership or share resources with potential customers ?

After you ’ ve identified the goals , determine the type of event .

26 OPE Business December 2023 www . OPEBusiness . com