Dealers Prepare for “Dads and Grads” Sales Events
Audiotronics will also be starting a TV campaign that focuses on solutions and experience instead of price. As part of the dads-and-grads and summer sales events, car stereo and portables will be featured in the style of match.com commercials where people are paired through a checklist of personality traits. "It will basically be a way of matching products and needs with a salesperson in our stores," Hartberger said.
Like other savvy retailers, Audiotronics promotes its events with email blasts and social media. "We'll put up a YouTube video that's tied to Facebook, and we can easily get a thousand hits on something really neat, like a Bluetooth kit that allows people to do everything in a car by voice," Hartberger said. "That gets the interest level up, and then when they get into the store, you give them the full story. We have over 2,000 followers already, which is great for a community our size."
This season, dealers will rely more heavily on social media than they did throughout 2010. "Some of the most effective retail/etail tactics we have seen have been private sales and exclusive discounts for 'following' or 'liking' a business, sneak peeks into upcoming sales, content downloads and giveaways," said Petra's Stewart.