DealerTalk: The internet – the not so secret weapon to fight the holiday slowdown

With the Christmas break fast approaching, it’s time to consider your strategy for selling cars over the holiday period.

Pre-internet it was much harder to reach customers as dealers had to rely on newspapers and radio ads. But now the internet is so ingrained in people’s lives that it makes it really easy for dealers to reach a receptive audience whether at home or on the beach.

Here are a few strategies to ensure that your dealership not only reaches potential buyers where and when they are most receptive to your communication, but also some simple angles you can use to appeal to buyers over the holiday period.

How to reach customers over Christmas

1. Email Marketing

Utilise existing databases to communicate special offers.  Christmas presents the perfect excuse to talk to your database, and with the right message and offer you can place your dealership in the top of customers’ minds over Christmas.  Email marketing allows dealerships to reach their customers in the home and on the beach.

2.  Social Media

Social media (aka Facebook) often gets a hard time from the more cynical among us.  However, the weeks leading up to Christmas may be the perfect time to communicate with your fans on Facebook.

The New Zealand Herald recently published an article where it suggests many workers waste 20% of their time at work – filling it with surfing the net, online auctions and catching up with friends on Facebook.  

As workloads die down and workers start to hang out for the Christmas break, the likelihood of them turning to Facebook to pass the time only increases – and the more visible you are to these people the better.

3.  Paid search engine marketing

If there was ever a time to try paid search engine marketing (SEM) then Christmas would be it.  Take advantage of people shopping online by ensuring your dealership is among the first results for relevant search terms. It will cost very little and can help increase your online profile.

4.  Enhanced online listings

Potentially the least expensive option is just to ensure your listings on major stock listing sites are spick and span. With people continuing to browse online over December and January, it is important your listings are appealing.

Take new photos, write better comments and try to attract attention through the vehicle title or Christmas themed watermarks.

What to say over the Christmas period

1. “Thanks for your business and here is a special offer”. Christmas is the perfect opportunity to build rapport and reward your previous customers for choosing your dealership.

2.  “Buying from us is stress free”. After all the stress of Christmas shopping in crowded malls with no parking, the last thing many people will want is to haggle over pricing and stress over making a decision on buying a new car – particularly when they have a beer in the hand and a sausage on the BBQ.  

That is why it is vital that you appeal to the stressed out masses by making the process seem easy.  Tell people about your easy finance process and provide service or refund guarantees to put frazzled minds at ease.

3.  “By buying now, you save $$$”. When you are enjoying the sun there has to be an incentive to get off the beach and into a dealership.  Buying a vehicle is a big financial commitment and the incentive of price discounts or special limited time finance offers do go a long way towards motivating potential car buyers to bring their decision forward.  

Keep in mind that buying incentives don’t always need to come in the form of price cuts – extras like fuel vouchers, window tints, and aftermarket stereos can appeal at a time when most people spend more time on the road.

4.  “Get there safely/cheaply/in more comfort”. Try to create an emotional response to your communication. There is something unique about being on the roads over the summer break and dealerships should try to help the customer visualise driving their new car on the open road – while emphasising the benefits of doing so.

Whatever your communication channel or strategy, the key over December and January is simply to try things. If you don’t ask, you don’t get and customers are not going to come to you if you don’t put yourself out there.  

Finally I would like to wish the best of luck and happy holidays to everyone who reads AutoTalk – I hope it’s a good one!

Matt Darby works for AutoPlay – a specialist in helping dealerships improve online communication.