The real key to attract new customers in the service drive this summer is to host cool, creative events. When your employees and customers get to interact in a casual setting, that’s when relationships really get the chance to flourish. Ideally you want to start planning these events in February, but don’t worry, it’s not too late.
Car Doctor Clinics
A great way to get your technicians interacting with customers is to put them in the expert chair. Have them teach customers how to diagnose car problems on their own in the future. These clinics are a great way to attract new customers, and they also help establish your team members as true professionals. You don’t want to teach customers how to do the job themselves; it’s more about being able to spot potential issues and stay on top of preventative maintenance. Bonus points if you get a taco truck to cater!
One of Christian’s clients recently partnered with a local farmer’s market and I think that’s truly genius. Have local vendors set up shop on the lot and start to position your dealership as part of the local community. Everybody likes fresh produce and artesan goods, so you’ll get a real cross-section of demographics to come through your space. Get some fresh faces inside the dealership and you’ll be attracting new customers in no time.
There’s no better way to round up all of the gear heads in your community than hosting a car show. People that love cars also love maintenance, so these kinds of events are a great way to attract new customers. I think the more of a production you make it, the more fun it’ll be. You can hire local notable people to be judges and give out fun awards, have a local band play live music, get some local food and drinks, and make it a fun time for people of all ages. Be sure to hand out oil change promos or tire coupons to everyone that comes through.
Attracting New Customers: Partner With Local Businesses
Here is where you start to get creative. When I ran Crevier BMW I used to host wine tastings & art shows, and our clients loved it. I was worried that serving alcohol on the drive would potentially be a risk, but I cleared it with insurance first to make sure. Turns out, as long as you’re just doing a tasting, and being rigid on not over-serving, you’re good to go. The BEST advice I can give you when it comes to attracting new customers is to cross-pollinate your email list with other businesses’ lists.
The 4th of July, Back-to-school and Labor Day are the three tentpole events of the summer, so use them to your advantage. Your customers genuinely need to get tune-ups before taking road trips, so let that be the focus of your marketing campaigns. Whether people are driving to their parents’ house in a different part of the state, going on a cross-country trip to Disneyland or some other theme park, or just getting ready to head up to college, there’s tons of opportunity here.
Attracting New Customers To The Service Drive This Summer
The possibilities are endless. Start planning early and you’ll be really set up for success. Honestly, I recommend starting to get organized in February or Mach. And as you get the wheels turning, I want to encourage you to try new things, and get as creative as possible. Attracting new customers is about trying new things! There are tons of local businesses and community organizations to partner up with, and those partnerships will only help you out.