How about all the leads you received from your manufacturers, inventory portals and your own website? They’re all great sources of potential sales. Hopefully, you’ve been diligent about collecting e-mail addresses from all the prospects you met this summer, and now you have the most qualified list that money can’t buy!
So prior to the show, a short and to-the-point e-mail should be sent to prospects in your lead management database, informing them of the location, dates and models to be displayed. Call your audience to action and provide the opportunity to find out more by including hyperlinks to a page about the show on your website – not the show’s website – to keep prospects focused on what your dealership has to offer.
As you know, the “what’s in it for me?” factor is crucial in convincing potential buyers to take action, so remember to include traffic builders to your dealership in your e-mail prior to the show. Invite prospects to come by and pick up free or discounted tickets and/or parking passes. When they do, build traffic to your display by telling them to pick up a free giveaway – T-shirts, hats, koozies, etc. Wouldn’t you be more inclined to buy a boat from a dealership that treats you so well this early in your research process? Prior to the 2011 Mid-Atlantic Sport & Boat Show in Virginia Beach, Va., a dealership offered discounted tickets to 130 hot prospects, met with 32 of them at the show and closed 5 sales.
Ideally, the pre-show e-mail should come from the salesperson your prospects know – not the dealership, a personal touch goes a long way in getting a prospect’s attention. In fact, research shows that when potential buyers receive an e-mail from the salesperson they’ve become familiar with, open rates increase by 400 percent compared to when the e-mail is sent by the dealership.
Each one of your sales associates should run a pre-show campaign, inviting prospects and customers to come to the display. In addition, be sure to promote your presence at the show via other marketing tools, including the homepage of your website, your newsletter and your social media accounts.
Driving traffic to your display with an e-marketing campaign may seem like a time-consuming endeavor, but it doesn’t have to be. Today’s market offers affordable, proven lead management solutions that enable you to easily and quickly search and segment your database and launch a powerful e-marketing campaign in minutes. Look for a leading provider that includes templates you can use as a starting point and personalize to promote your dealership. With the right solution, and in as little as two clicks, you can customize a template-based e-mail to change the default e-mail name and address to those of the assigned salesperson and you’re done!