With summer right around the corner, a lot of car dealerships run the risk of letting the sales season pass them right by. However, in spite of the natural inclination to take things easy over the summer months, it’s truly a mistake to assume that your potential customers are taking a vacation from buying. It’s also a mistake not to devote some time, attention, and ad dollars to summer automotive direct mail.
Sure, the bulk of your budget is already being held for the big push in November, and it should be. Still, your customers are not only spending a lot of money on travel and leisure, they’re also spending money on bigger buys like automobiles as graduation presents for high school and college. They’re even considering swapping old rides for more fuel efficient or family-friendly ones in order to take a big road trip. Plus, it’s important not to forget your service department, since many drivers will need to summer-ready their vehicles with everything from oil changes and tire rotations, to coolant flushes, air conditioning maintenance and repair and more. These are all great opportunities for automotive direct mail campaigns.
Summer is also a great time to get your message out there while the competition is taking some time off. You can announce fire sales or Memorial Day, Labor Day and 4th of July Extravaganzas with your mailers and draw your competitors’ customer base to your lot in the offing. Consider the fact that most dealerships are holding off on advertising as an opportunity you can capitalize on.
Finally, summer automotive direct mailers are great for promoting summer-friendly cars. From soft top convertibles to sports cars, and from cars with moon and sun roofs to great off-roading vehicles, trucks with great boat and RV towing capabilities and automobiles with extra seating and flex fuel capabilities. If you sell any of these types of cars, and it’s likely that you do, you’d be doing a disservice to yourself and your inventory not to put them front and center in your advertising.