Labor Day is fast approaching – and if you’re not running a big promotion during this last gasp of summer holiday, you’re really missing a big potential opportunity? Why? Traditionally, Labor Day is one of the most lucrative weekends on the auto sales calendar. That’s why all of your competitors are pushing their deals so hard – because there’s traffic that’s ready and willing to buy. Another thing you likely already know about this time of year – manufacturers are trying to push their inventory off of your lot with major incentives on current-year models.
So, how can you promote now and get some of that money-making foot traffic into your showroom doors? Easy – automotive direct mail. Because automotive direct mail can be easy and quick to design, the target lists are thoroughly vetted and because direct mailers have the potential to be extremely personalized, they’re one of the most cost-effective means of promoting a business there is.
Another way to get more out of the Labor Day Weekend – extend sales into the following week, start a sneak peek or “early bird” sale or even extend the sales event into the month with rolling deals that change as time wears on. In fact, if you choose to do a longer rolling type sale, that opens up even more opportunities to promote various tiers of deals and events.
If your bank relationships make it possible for you to promote unbeatable financing deals – say so. If the manufacturer is pulling out all of the stops to make room for next year’s models, come right out with it. Are there extended warranties available or major service promotions you’re looking to sell? Mention those too. In fact, with the right automotive direct mail company behind you, you’ll be able to pinpoint precisely what targets are most likely to be interested in these various promotions and products. That means you can design very specific and targeted messages on your automotive direct mail pieces and send then even more strategically – giving you the ultimate ROI.
Bottom line, as the last big buying weekend before winter seta in and the new models roll off, it’s time to put the pedal to the metal with your automotive direct mail promotions. After all, most financial experts will attest: Labor Day Weekend is the one weekend of the year they’re most likely to tell their clients to consider buying a car.