“Heated seats!” “A low center of gravity!” “Anti-lock brakes!” “A 5-Star Crash Safety Rating!” “Top of the line all weather tires!” “Rapid heating and defrost systems!” “Plenty of room for your family and all of their winter gear!
If you’re selling cars in areas of the country that experience winter and aren’t promoting all of the winter-specific bells and whistles your fleet has to offer, you’re missing out.
You might think a lot of folks are avoiding the test drive because they don’t want to deal with the challenge – and in many cases, you’re absolutely right – but if you promote a winter test drive in your winter automotive direct mail marketing campaign, you might overcome their apprehension.
Use your direct mail to point out the opportunity that is the winter test drive. Not only will targets get a chance to see how your cars really do operate on winter roads, they can get a feel for how comfortable they are when wearing their winter coats and find out just how special those add-ons and extras are to make their overall winter driving experience better.
(Just a quick note: make sure to put your service department on alert for this promotion. Extra test drives in the messy winter season will mean extra cleanings to ensure your fleet looks new every time a new customer gets inside.)
Another great way to use the winter season to your advantage is by offering up some special winter-themed amenities (and promoting them in your direct mail). From hot cocoa and mulled cider to fresh baked cookies and free coffee mugs, you can definitely use the colder season to your advantage – and sell more cars!