3 Ways to Fill an Empty Showroom
All dealerships have faced an empty showroom at some point. Ultimately, empty showrooms indicate a lack of sales and customer traffic. To prevent that from happening, action must be taken. The following is a list of 3 surefire solutions to an empty showroom.
Staffed events are one thing that cannot be ignored by potential car buyers in your area. Not only are they great for increasing gross profit, but the additional sales staff are a great way to accommodate for such an increase in showroom traffic. The supplementary staff also organize and set up the event to decrease the amount of stress and worry for dealers.
When you choose an event with Pinnacle Sales and Mail, you receive these benefits and many more. We can provide a BDC to accommodate the high volume of sales calls during the event. The BDC also works as a means to track the event’s traffic and overall performance.
At Pinnacle, you also receive peace of mind that our events will not only increase gross, but it will increase customer satisfaction and merge well with your current sales staff an process.
Community involvement is a great way to increase brand awareness trust in your area. Community involvement can range from sponsoring a local event, such as a 5k, or host an event at your dealership. Hosted events at a dealership are most successful when paired with something of public interest. In other words, give those who attend the event something of value. This can range from a small prize, to a giveaway, or even something as simple as complimentary food.
We have seen the great success of giving such prizes to the community and find that it greatly increases customer satisfaction and even if a potential customer doesn’t purchase a car at that time, they are now aware of your dealership and will consider it when it does come time for them to purchase a vehicle.
Direct mail campaigns are highly effective tools to increase customer traffic. Direct mail has been proven to have a higher response rate than digital marketing, including email and social media marketing. According to Swimmer Integrate Marketing by Design, "The response rate to direct mail pieces is 3.7 percent, as opposed to 2 percent mobile, 1 percent email, 1 percent social media, and 0.2 percent internet display."
Some suggest the reason the response rate of direct mail is so high is that businesses have less competition in the mailbox than any other marketing strategy (like email or social media). This is particularly true in the automotive industry, as less and less dealers utilize less mail and more digital marketing tactics. Another reason it is so successful is that it is more difficult to ignore a physical ad in your hand than it is to scroll past an ad online.