We’re sorry to be the bearer of somewhat bummer news, but there’s just no denying it: competition is getting fiercer and fiercer by the minute. In fact, chances are pretty good that there are dealerships within a 5 to 10 mile radius of your store that not only have the same inventory, but very similar offers! Sounds pretty intimidating, huh? Well, it doesn’t have to be! If you want to outdo your competitors, you need to come up with new and innovative ways to enhance your current promotions. One fantastic way to do this is by running a sweepstakes or giveaway.
Now, like any skeptical person, you’re probably asking yourself “Why do I need a giveaway or sweepstakes? Why can’t I just promote my service add-ons and sales? Shouldn’t that be enough?” To be clear, you’re absolutely welcome to promote those add-ons and deals. Those will definitely help you stand out to some degree. But giveaways and sweepstakes can greatly augment the success of your current promotion for quite a few reasons:
It Incentivizes Buyers to Enter Your Showroom
It’s simple, really! People love the concept of winning free stuff. And they especially love the chance to win tons of cash. No matter how large or small, running a sweepstakes gives buyers an excuse to drop by your dealership. They think to themselves “Well, I need a new car and heck, I might even win something. I’ll just go here.” Additionally, there aren’t any risks for entering a sweepstakes. All that should be required for a buyer to enter is their contact information and maybe a little information about their current or desired vehicles. That’s it!
Real Prizes = Legitimacy and Trust
There are a number of buyers out there who are very cautious about entering some sweepstakes or giveaways – and rightfully so. While many of the contests out there are very legitimate, it would be a lie to say that every one of those contests actually gave away a grand prize. And when buyers see these types of scenarios play out, they might get discouraged…
BUT YOUR DEALERSHIP IS DIFFERENT!
By awarding a REAL prize to a REAL winner (and proving it with pictures, videos and testimonials), it lets other consumers visualize themselves in the driver’s seat of a luxury vehicle; or with the giant check in their hand. If buyers can see that someone from their area actually won something, they’ll think they also have a chance. Furthermore, buyers will likely develop trust with your dealership; and therefore, will go to YOU for any of their future car needs.
Publicity for YOUR Dealership
Giving away $25,000 to a sweepstakes is kind of a big deal. It’s especially a big deal for an organization that ISN’T a massive, nationally recognized corporation to be giving away such a substantial amount of money.
Because it’s such a big deal, some media outlets (particularly small, highly localized ones) will want to let everyone know about it – especially if someone won the big jackpot. If a news station, newspaper or magazine decides to run a story about a young, bright-eyed 24-year old winning $25,000, your dealership will be at the forefront of the story and will be immediately associated with making someone’s day so much brighter.
People enjoy feel good stories and this directly links to the “legitimacy” aspect of the promotion as well. If readers of the local paper see someone like them winning a big prize, maybe they can win too!
To learn how you can host a $25K giveaway at your dealership, visit perq.com/25k or call 800.873.31