Time to Roll Out Summer Sales and Service Campaigns

Whether you consider summer starting on Memorial Day, the last day of school, or the official start on June 20, it starts at dealerships much sooner. Millions of families are planning their vacations, and according to experts at The Vacationer, nearly 80% of people say they’re planning a road trip this summer. Memorial Day road travel was the busiest in 20 years according to AAA.

For dealers, this presents increased opportunities for vehicle sales, service and, of course, revenue. It also means that it’s time to roll out your summer Sales and Service marketing campaigns.

Promote Inventory and Incentives

The vehicles and deals are back in America’s new car showrooms. With retail inventory growing, automakers are spending more on incentives to help mitigate higher interest rates and new vehicle prices. This is good news for road-trippers who want to upgrade their rides this year.

Despite anxiety over the economy, Americans are still spending. May’s new car sales were the highest in 10 months with an annual selling rate (SAAR) breaching 16 million vehicles.

And now that Sales staff don’t have to spend their time searching for inventory, they have time to follow up on inactive leads, equity mine and promote vehicle specials. Maximize results with targeted lists, multichannel strategies and personalized follow-up.

Stick With Proven Summer Service Campaigns but With a Twist

The top-performing summer Service campaigns are the same ones dealerships have probably been doing for years now. Namely, oil changes, multipoint inspections, AC checks and radiator/coolant flushes.

As you’re planning these campaigns, remember that most people aren’t mechanics. Many have no idea what services should be performed to make sure they don’t end up broken down on the side of the road with a back seat full of cranky kids. Talk about a road-trip buzzkill.

Include language that helps educate consumers about the “why” and the “how often,” in addition to the “what.” Emphasize safety, convenience and the fun of heading out without worries over car troubles.

And Now for the “Twist”

Summer services haven’t changed but how to market them should. Experiment with different messaging and offers, targeted lists and an omnichannel approach.

It’s smart to include a brief explanation about why your shop is a better option than independent repair shops. Coupons and discounts may get some people in bays, but not everyone is a price shopper. Many are value shoppers, as illustrated by a recent CDK Service Shopper 3.0 survey.

We asked over 2,000 service shoppers where they go most often for vehicle service and maintenance and why. Nearly half (43%) picked a dealership as their first choice. Two of the key reasons were knowledgeable service staff (47%) and certified parts (38%).

Only franchised dealers can promote unique value propositions like technician factory training and manufacturer parts. Dealerships that promote these advantages and deliver an exceptional customer experience will be on the road to more Service business.

A Word About EVs, Hybrids and Summer Driving

There are more EVs and hybrids on the road today, and if your Service shop is equipped to handle them, it’s a smart decision to market your services to these drivers. While these vehicles are seen as lower-maintenance, they do require upkeep.

And perhaps, surprisingly, due to widespread reports of range anxiety, EV owners are taking their cars on longer trips. Our recent EV Ownership Lifestyle survey of 300 EV owners found most (88%) took at least one road trip a year in their EV, even though they had to plan trips around available EV charging networks.

Some top marketing campaigns for these drivers can include an AC check, tire and wheel alignment to reduce tire wear, and tire replacement if they have already seen excessive wear due to the technology delivering more torque to the wheels.

Make the most out of summer Sales and Service opportunities with frequent, targeted campaigns. A new vehicle, or well-maintained older one, provides peace of mind so the only things your customers will have to worry about on their road trips are finding clean bathrooms and the best places to eat.