Dealership Sales Event Resources

A dealership sales event is four or five separate jobs that have to line up in the same week: a list, a mailer, a phone room to catch the response, a crew on the floor, and a prize board that gives people a reason to drive over. Get one of them wrong and the others do not save it. An understaffed event with a good mailer is a lot of traffic nobody works; a fully staffed event with a late mail drop is a crew standing around.

The formats differ more than the names suggest. Staffed events bring our crew into your store to work alongside your people. Hosted events run longer — typically five to ten days. Off-site sales move the whole thing to a location away from the dealership. The prize store shows what usually goes on the board, and direct mail is what fills the lot in the first place.

This library is smaller than the others because the events content is deeper rather than broader — several of these run past 3,000 words and read as manuals rather than blog posts. If you are looking at a specific date, the event marketing page is the place to start, and what dealers sayis the honest answer to “does this actually work.” Planning the fourth quarter? Year-end and tax season puts the events, mail and phone coverage in calendar order.

Still looking? The frequently asked questions answer the short version of most of this, what dealers say covers the results side, and Auto Industry News is everything we publish in date order. Or start with the full resource index.