Hey Dealers: Stop “Celebrating,” Start Celebrating

By: Felicia Savage

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Let me walk you through a little scenario.


Let’s say you’re sitting in your living room on a hot May day. It’s the first really nice day of the season, but you don’t know what to do with it. You get a text message from an old high school friend. You haven’t spoken in years, but he says, “Hey, wanted to celebrate the beautiful weather with a cookout! You coming?” You get excited, grab a bag of potato chips and a case of beer, run over to his house, and the second you arrive, instead of the familiar scent of hamburgers, you’re greeted with a sales pitch. “Trust me, you want to act now. These deals won’t be around forever!” That friend sounds like a jerk, right? So why do dealers do this to their customers every single year?




Here at PERQ, we love dealership events. When run effectively, they can be one of the best ways to introduce customers to your brand and increase revenue for every department in your dealership. If all you’re doing is slashing prices, however, you’re not celebrating anything and you’re barely having an event, so why are you advertising it as a “celebration?”


If you want to run a great event this summer, it’s going to require a lot more than a clever name and some discounts. Here are some ideas that will spice up your dealership’s events this summer and ultimately, help you sell more cars.


Have a Cookout for Your Database

What have you done for customer retention lately? I’m not talking about a service coupon, I’m talking about a real focus on building your brand with customers who have already interacted with you. Send them an invite to a summer barbecue. Rent a big grill and cook out for them. Get to know them and find out how they’re liking their current vehicle.


While they’re at your dealership, make sure to offer them an oil change or a car wash. Tell them you’ll let them have a second brat if they take a test drive. All things considered, this type of event wouldn’t cost much to put on, but would generate incredible customer loyalty.blog separator multi tri | PERQ AI Leasing Assistant

Give Away Summer-Themed Prizes

If you’re going to run an  incentivized promotion, give away prizes that make sense. Give away grill-themed prizes like grill tool sets  or grill cleaners. Have an “enter-to-win” incentive for a giant grill. Maybe give away beach-themed prizes. Make sure that any event you run actually feels like an event designed to celebrate summer.blog separator multi tri | PERQ AI Leasing Assistant

Target Veterans and Fathers

There’s no better time for dads and Vets than the summer. Between Memorial Day, the 4th of July, and Fathers’ Day, the summer is filled with reasons for specific individuals to celebrate, so why not celebrate with them? If you’re going to try to appeal to Veterans, give away something that they can use to commemorate their service like customizable merchandise. If you’re going to target fathers, give away something that narrows in on their interests and summer, like golf, or keep it themed with a steak dinner on your dealership.


Regardless of how you approach your dealership’s marketing this summer, a heavy focus on creating a true event that people will want to attend should be paramount. Ready to run your summer celebration? Check out our Sizzle & Savings event – we’ll help you throw the cookout of the season!


For more information on how to run an event sale like the pros, make sure to keep an eye on our blog as we come out with more ideas for your dealership.