In-person events have always been a cornerstone of community engagement and brand-building for businesses, and car dealerships are no exception. These events provide a unique opportunity to connect with potential buyers in a tangible and memorable way. By offering value, entertainment, or education, dealerships can attract customers who might otherwise pass by.
For car dealerships, events aren’t just a marketing tactic. They’re a way to showcase their products, create positive experiences, and ultimately drive sales. Whether you’re aiming to generate leads or simply boost brand visibility, hosting the right events can transform your dealership into a local hotspot. In this guide, we’ll explore a variety of event ideas designed to engage your audience and boost sales.
What is automotive event marketing?
Automotive event marketing refers to the strategic planning and execution of events aimed at promoting a car dealership’s brand, products, or services. These events provide opportunities to engage with customers face-to-face, build trust, and drive leads. Whether it’s a free car wash, a community sponsorship, or a VIP test drive event, automotive marketing helps dealerships stand out in a competitive market by creating memorable experiences that encourage sales and loyalty.
Start a free car wash
A free car wash event is a simple yet effective way to attract local traffic. Set up in your dealership lot and advertise through social media or local newspapers. Offer complimentary refreshments while visitors wait and use the opportunity to showcase your latest models. You can even partner with local businesses to provide snacks or coffee, further enhancing the community vibe. This goodwill gesture not only enhances community ties but also increases foot traffic to your dealership. Additionally, consider collecting contact information for future promotions during the event.
Sponsor and host local events
Partnering with community events like festivals, sports tournaments, or charity runs can significantly boost your dealership’s visibility. By sponsoring or hosting, you gain the chance to set up branded booths, hand out promotional materials, and engage with attendees. Showcase a few car models at the event and include test drive opportunities to make a lasting impression. For example, sponsoring a local 5K run could include branded water stations and a prize for winners, such as a weekend test drive of a premium model. This strategy positions your dealership as an integral part of the community, fostering goodwill and trust while also driving awareness.
Run a tax return promotion
Tax season is the perfect time to incentivize potential buyers. Create a campaign where customers can use their tax refunds as down payments and offer additional discounts or perks for purchases made during this period. For example, you could promote a “Double Your Refund” offer, where the dealership matches a portion of the refund as a discount on a new car. Promote the event through email marketing, social media, and local advertising. Highlight the benefits of investing refunds in a reliable vehicle, positioning your dealership as the go-to choice for value-conscious buyers. Use testimonials or success stories from previous years to add credibility.
Offer a test-driven incentive
Encourage customers to schedule a test drive by offering a small incentive like a gift card, free car accessory, or even a local restaurant voucher. Make the process seamless and enjoyable by providing personalized tours of the vehicle’s features. For instance, a test drive event could include a “Spin and Win” wheel, where participants get a chance to win prizes after completing their test drive. This approach not only gets customers behind the wheel but also makes them more likely to consider a purchase, as they associate the experience with value and excitement.
Referral incentives
Word of mouth is a powerful tool. Create a referral program where existing customers can earn rewards, such as discounts on services or gift cards, for bringing in new buyers. Communicate the referral process and highlight success stories to encourage participation. For example, a “Bring a Friend, Get $100” campaign can be promoted via email and social media. To make it more engaging, include tiers of rewards—e.g., referring three friends earns a free oil change. This initiative not only drives new business but also strengthens relationships with your existing customer base, turning them into brand ambassadors.
Offer free car seat safety clinic
Partner with local safety organizations to offer free car seat inspections and installations at your dealership. Advertise the event to families, especially new parents, through community boards and online platforms. Include educational sessions about car seat safety laws and best practices. This service positions your dealership as a family-friendly business while providing an opportunity to promote vehicles suited for families. You could also offer discounts on family-oriented vehicles during the event, further incentivizing attendees to consider your dealership for their next purchase.
Offer free gas
A free gas promotion can attract a large audience. Provide a limited amount of gas vouchers for test drives or purchases. Make the offer time-sensitive to create urgency. Promote the event heavily through digital channels to maximize attendance. For example, a “Fill Your Tank Friday” campaign could include a $25 gas card for every completed test drive. Use social media ads to target local drivers and highlight the convenience and savings they’ll receive by participating.
Offer year-end promotion
Year-end sales events are an industry staple. Highlight attractive discounts, lower interest rates, or free upgrades on popular models. Pair these offers with a festive atmosphere at your dealership, including refreshments and decorations, to create a sense of celebration. For example, a “Drive into the New Year” event can feature countdown-themed deals with hourly specials. Promote the event across all channels to maximize reach, and consider extended hours to accommodate busy holiday schedules.
Themed promotion
Organize a themed event, like a “Vintage Car Night” or “Adventure Vehicle Showcase,” tailored to your audience’s interests. Offer themed activities, giveaways, or exclusive promotions to attendees. For instance, an “Off-Road Adventure Day” could include off-road demonstrations and discounted accessories for SUVs and trucks. These events can generate excitement and draw niche audiences to your dealership while also showcasing the versatility of your inventory.
Pick up/drop off promotion
Offer free pick-up and drop-off services for vehicle maintenance during a specific promotional period. Highlight the convenience and customer-first approach to build loyalty. Advertise this service through local media and your dealership’s social platforms. For instance, a “Service Without the Stress” campaign can emphasize how customers can maintain their vehicles without disrupting their daily routines. Combine this promotion with discounts on services to maximize participation.
Service appointment rental cars
Provide free rental cars to customers who schedule service appointments during a promotional period. This ensures minimal disruption to their daily lives and showcases your commitment to convenience. Use this opportunity to introduce customers to newer models, encouraging upgrades or purchases. For example, if a customer’s car is being serviced, provide them with a test drive opportunity in the latest model of the same make. Advertise the promotion as a “Repair and Explore” event to capture attention.
Dealership anniversary celebration
Mark your dealership’s anniversary with a celebration featuring giveaways, food trucks, and special promotions. Highlight your journey and thank the community for its support. For example, include a raffle for attendees with prizes like discounted service packages or free accessories. This creates a festive atmosphere and fosters a stronger connection with your audience while also driving traffic to your showroom.
Billboard exposure
Use eye-catching billboard campaigns to promote your events. Highlight key details like dates, special offers, and your dealership’s unique value proposition. For example, a billboard featuring a bold “Test Drive and Win!” message paired with vibrant car imagery can draw attention. A well-placed, creative billboard can generate buzz and drive event attendance, especially when strategically positioned near high-traffic areas.
Uber & Lyft targeting
Offer special promotions or partnerships targeting rideshare drivers. Provide discounts on maintenance or vehicle upgrades to cater to their specific needs. For example, offer a “Driver’s Special Package” that includes oil changes and tire rotations at a reduced rate. Advertise through local rideshare driver forums and social media groups to ensure maximum reach. Highlight the cost-saving benefits and convenience of choosing your dealership for their vehicle needs.
Maintenance giveaways
Run a maintenance giveaway campaign where participants can win free oil changes, tire rotations, or inspections. Use social media to promote the contest and announce winners. For example, create an engaging post that asks users to share their favorite road trip memories for a chance to win. This strategy drives engagement and traffic to your service department, encouraging long-term customer relationships.
Offer safe driving courses
Host free safe driving courses at your dealership, targeting young or inexperienced drivers. Partner with local driving schools to provide professional instruction. Include interactive activities like simulator sessions or Q&A panels with experts. This positions your dealership as a community-focused business while attracting potential buyers from a younger demographic. Highlight the importance of safety and offer promotions on vehicles equipped with advanced safety features during the event.
Car dealership VIP events
Create exclusive VIP events for loyal customers, offering sneak peeks of upcoming models, personalized deals, and luxury experiences. Provide refreshments and entertainment to make the event memorable. For example, a “Luxury Preview Night” with catered appetizers and live music can create a high-end experience. These events help reinforce customer loyalty and promote word-of-mouth marketing, as attendees share their experiences with friends and family.
Online car dealership event ideas
Leverage virtual events to reach a wider audience. Host live streams showcasing new models, Q&A sessions with sales experts, or virtual test drives. Offer exclusive online-only discounts or giveaways to encourage participation. For example, a “Virtual Open House” can include guided video tours of your inventory and live chats with sales staff. Use social media platforms to promote and host the events, ensuring accessibility and engagement. Include follow-up emails with attendees to nurture leads and encourage conversions.
Car dealership January sales events
Kick off the year with a January sales event featuring winter-ready vehicles and exclusive offers. Highlight the benefits of purchasing during the off-season, such as better pricing and less competition. Promote the event as a way to start the year with a reliable ride. For instance, offer discounts on SUVs and vehicles equipped for winter conditions, ensuring your messaging resonates with seasonal needs.
Car dealership charity events
Organize charity events like food drives or donation-matching initiatives. Collaborate with local organizations to maximize impact and visibility. Charity events not only support the community but also improve your dealership’s reputation. For example, a “Drive for a Cause” campaign can encourage customers to donate non-perishable items in exchange for service discounts, creating a positive association with your brand.
Conclusion
In-person and online events offer endless opportunities to engage with your audience and boost sales. By choosing the right event for your dealership and promoting it effectively, you can build lasting relationships with customers and stand out in a competitive market. Ready to take your dealership events to the next level? Contact us today to start planning!
