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Cold Climate Car Customers Warm to Winter Cruises
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6-Year Promotion Consistently Strong 16% - 25% Sales Growth |
- Customers appreciate tropical escapes
- Word of mouth brings more customers
- Increasing repeat client database expand
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Profile
- A Hyundai, Subaru, Suzuki dealership in a small, isolated mid-west city with very cold winters sells an average of seventy vehicles per month and the block heaters to go with them!
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Impressive Travel Promotion |
| "It sounded like a very appealing bang for our buck. Very doable." |
- In 2000, a colleague told the dealership owners about travel incentives. They figured it was a no-brainer if they could afford to give their customers a beautiful tropical cruise to go along with the new car and block heater they just bought.
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Marketing Plan |
| "The promotional material is excellent -- very professional. It's as though we went to a travel agency and got first-class materials." |
They connected with the director of business development for a cruise product to launch their first 'Sail of All Sales' campaign. They now prefer U-Pick vacations to give their customers the choice of a 4-day Carnival Cruise to the sunbelt or a 2-night hotel getaway, including airfare.
- Dealership annually buys up to 80 U-Pick Vacations for its spring and fall 'Sail of All Sales'
- Vacation offer with vehicle purchase is headlined on regular radio spots and in newspaper ads
- Staff wear Captain's hats to enhance the atmosphere
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Double Benefit
"We noticed the effectiveness of the travel promotion right away. Travel is expensive from our city. This gives our customers an opportunity for a dream cruise they would never otherwise consider. We benefit because they enjoy the trips so much they pass the information along to others."
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Client Satisfaction Rating 10/10
"We stick with it because it works for us. We sell what we need to sell."
All quotes: Dealership Controller
September 2006 |
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