Increase awareness, improve community perception and sell more cars.
If you’re a Dealer Principal, General Sales Manager or Dealership Marketing Manager, the chances are that your goal is the latter – sell more cars. I know that was certainly the objective during my time managing the marketing for a group of dealerships in Northern NSW.
The goal behind my marketing strategy for these dealerships was to increase local awareness, build trust in the brand, and of course, generate more enquiries and sales. The activations and local area marketing activity detailed above was supported with traditional media activity, social media activity, and a content plan. This dealership went from YOY sales decline to consistent YOY sales growth (some months +33%) following the implementation of my marketing strategies.
The below is a snapshot of some of the marketing campaigns and initiatives I dreamed up, to help us achieve those goals.
Influencer Marketing Activity
Partnership with Jess Lambert - local artist
Jess Lambert is a very talented local artist who creates amazing artwork on surfboards. In 2017, Jess was participating in Burleigh Brewing’s BLA! event, but she struggled to fit her boards in her little Kia Rio.
I had worked with Jess previously and had built a good relationship with her. I organised to have a Kia Sorrento sign written with the Sharp Motor Group as Jess’s “Official Board Carrier”, and Jess’s Instagram handle.
As a result, we got prominent brand positioning at the event (with the car parked right inside the entrance), and social media exposure via Jess’s Instagram, which at the time was sitting at over 40K followers.
Quiksilver Pro Surfer Connor O'Leary Partnership
During the 2017 Quiksilver Pro, we partnered with Rookie of the Year – Connor O’Leary and gave him a Holden Trailblazer to cruise around Coolangatta in. This activity was great exposure, both in person and via social media, and lead to an ongoing partnership between Connor O’Leary and Holden Australia.
Good Things Happen When You Go South
The ongoing concern for this local car dealership was leakage of customers, from their PMA, who were driving north to a competing dealership.
The brand video poked fun at this habitual drive north, battling traffic and an all round stressful experience, vs driving south, where all the best beaches, cafes are, and the experience is better overall.
A series of teaser videos were created, as well as a series of written content and a Rescue Rabbit Adoption Day – coinciding with Easter, in conjunction with a local rabbit rescue organisation.
The Rabbit Rescue day was featured in the local newspaper – Tweed Daily News, and we had a fantastic turnout of young families who brought their kids in for a cuddle with a rabbit.
#GettingBackOurGoPro - PR Campaign
When you’re a marketing professional, finding a lost GoPro on the beach turns into a marketing and PR opportunity. I plugged the camera into my laptop and was amazed by what I found. Incredible footage of swimming with seals, trekking through Machu Picchu, I knew we had to find the owners and reunite them with their memories.
The power of social media
Using the power of social media, we put the call out on our Facebook page in the hopes that it would be shared and the couple would be identified.
I reached out to local media agencies including the Gold Coast Bulletin. The story was picked up by Daily Mail and the couple were eventually identified.
The Road Trip Begins
What unfolded next resulted in some amazing content and PR. We engaged local PR agency Ruby to help us leverage this adventure.
Holden gave the couple a Holden Cascada, and the couple began an epic road trip from Melbourne to Tweed to collect their camera.
Leezair – a new travel platform at the time – donated some amazing experiences for the couple to enjoy along the way.
When our GoPro owner Thijs arrived in Tweed, Channel 9 and Gold Coast Bulletin were ready and waiting to capture the moment.
Koala-fying Test Drives at Sanctuary Markets
Promotional activity that supports the local community
The challenge with this dealership was often drawing a crowd. Instead of trying to attract a crowd to the dealership, we took the dealership to the crowds.
Partnering with the Sanctuary Markets, located at the Currumbin Wildlife Sanctuary, we set up a pop up test drive stand. Holden agreed to support the activity and we donated $50 for every test drive completed on the night.
The result – Tweed Holden received some community goodwill, 21 x test drives were completed, and we made some koalas very happy.
100 Hour Sale Pop Up at Cafe DBar
100 free coffees to celebrate Holden's 100 Hour Sale
Coffee over everything, am I right? And it tastes even better when it’s free.
We needed to come up with some unique ideas to help promote Holden’s 100 Hour Sale. We liaised with popular local cafe, Cafe DBar and organised a pop-up outside, pre-purchasing 100 x coffees and handing them out to some very appreciative locals.
It gave locals the opportunity to look at, touch, feel and jump inside the new Holden Colorado, Astra and Trax, without the “pressure” of a dealership experience.
Bold New Civic Launch
Not your standard car launch
The Bold New Civic was an exciting launch for Honda, and they wanted dealerships to create something bold for the occasion.
Armed with the target demographic data for the new Honda Civic, I created a launch campaign, relevant to the target market.
We utilised Co Op Marketing funds to create a launch event with custom gelato thanks to Wheel & Spoon, music by local musicians Th’Fika, and supporting social media campaign.
Get in touch
If you’d like to chat about what I can do for your dealership, I’d love to hear from you. Please get in touch via the contact form below.