by CDK Global | 06/22/2018

Tips for Preparing for Fourth of July

With the Fourth of July holiday so close, auto shoppers are already revving up for big holiday sales. Now is the perfect time to make sure you’re doing everything you can to draw shoppers into your dealership. For more and more customers, the last-mile shopping touchpoint, that “Zero Moment of Truth,” happens on your digital storefront — or on your competitors’.

Here are some things you can to do to draw the eyes – and the visits – of your potential customers.

1. Fire up some Fourth of July creative on your website and advertising campaigns.

Start by dreaming up new red, white and blue creative that will get your model offers to pop. Work with your agency to brainstorm imagery and messaging that takes advantage of the holiday and articulates your unique brand. Spread the word by pushing the new campaign with a creative banner, an eye-catching display and social media ads to really spread your brand message!

Shoppers convert more strongly when you push a specific offer or call-to-action in your display ad messaging. Display ads are the billboards of the internet. Take advantage of their wide-net approach and help your message and your brand start to sink in for potential shoppers.

2. Hit right at the heart of your customer base with customized targeting.

Once you’ve got your holiday-themed campaign lined up, use your traffic data to find exactly where your customers are searching and how to best be seen by them. Pinpoint your customer base by zip code, income and demographics and watch your ads rise to the top of the pack. These extra steps help you find potential shoppers who connect most with your dealership, and make sure you’re doing everything you can to show up in front of them when they’re searching for their next vehicle.

3. Take advantage of Pandora Advertising to push your message even further.


Pandora is the radio of the internet and America’s leading online radio company. Its lightweight ad delivery lets you get your message out to custom-targeted consumers. Elevate your holiday messaging and promotions by targeting shoppers by zip code, age, gender, music genre, and other audience segments, such as homeowners or military families. Personalize your message to reach your shoppers while they are entertaining family and friends or just hanging out on their patio, and your Fourth of July event will be music to their ears.

Pandora is a strong tool to promote those great holiday savings and offers that your dealership is putting together. Use it to expand your brand’s visibility so that when July comes around, they’ve already got your name in mind.

With a little preparation, you can make this your most memorable Fourth of July ever. Not sure how to get started? Reach out to your Account team and let them take your summer campaigns to new heights.