Business information written specifically for newspaper advertising departments

Automotive Event Planning

Why would your dealer want to host an event, when he’s already got a few customers around? It will bring community awareness to his dealership. Even if the people who come to the dealership solely for the event and have no intention of buying a vehicle, they’ll remember the fun and support of the dealer, and will come back when they’re ready to purchase.

Have you ever drawn a blank when you approach a car dealer about purchasing an advertising package? Don’t feel bad, most sales reps do. Try going to dealers in your area to help them host an event! Not only will it help your advertising revenue, but it will also bring potential clients out to the dealership.

Why would your dealer want to host an event, when he’s already got a few customers around? It will bring community awareness to his dealership. Even if the people who come to the dealership solely for the event and have no intention of buying a vehicle, they’ll remember the fun and support of the dealer, and will come back when they’re ready to purchase. Events aren’t only about immediate return, but they also build a repertoire with future buyers. Bring these ideas to the dealership when approaching about an event.

Block Party
A block party with games, food and entertainment will bring out mostly those that are in the market to look for cars, now. But the advertising can build a top-of-the-mind recognition for the dealer. Even if it gets overbearing, the advertising is everywhere, with just a simple look any community member will immediately think of the dealer. Try creating a separate logo for the event, and post it everywhere! Sell an advertising bundle package that includes both print and online ads so it reaches your entire viewing area. 

Cook-Off
This specialized event will bring cooks and eaters alike! Try having a regionally specific cook-off, like a BBQ, tacos or crab recipes. You can also try a universal item, like cake or cookies, but be aware that the event will have to end within two or three hours of the sweets, because people will be coming down from their sugar-highs and lose their patience. Have a registration for the cooks, and pick local “celebrates” to be the judges. Make it an annual event to bring people out to the dealership to enjoy some music, fun and some good eats, while casually looking at the vehicles the dealer has to offer.

Battle of the Bands
Instead of hosting this one at the dealership, it may be a better venue to hold it at a local park or indoor facility and bring a few select vehicles to the event to avoid any rowdiness the event could bring. Music is a sure-fire way to bring people to a venue. Create the logo with the event in the forefront and the host either immediately above or below the event name. Publish a list of band names participating in the event in the ads both online and in print. 

Sponsored Run
The dealer can host a sponsored run, like a 5K or mini-marathon to bring awareness to a cause, as well as the dealership. It shows the community the dealer cares.  Have the proceeds from the event go to a cause like heart disease or leukemia. Mark out the track with signs portraying different vehicles the dealership has to offer. Have the race start and finish at the dealership. Have snacks, drinks, music or a party for the participants and the supporters to have fun and look at the vehicles after the race.  Not only will you attract supporters of the cause, but runners all over the state, and even the region, are always looking for new races to run! This is a great way to spread your dealer’s name beyond your local area!