Automotive Event Sale Tips #3

After Your Sale

• Calculate your traffic. This should be true of any advertising. If your ran your process during the sale, you should know what media brought in each person. MarketVision will do this for you on the mail--but if you ran TV or Radio spots, or some print to support the mailer hopefully those ups were tracked via registration forms & you can see what kind of traffic each media produced.
• Calculate your ROI. If given access to your database, we can take a look at your recent sales and compare them to your sale data quickly to see how many units you sold off the mailer. I can even help you take a look at the other media outlets as well, or it's easy to do this on your own if you've kept good track of the traffic.
• Do your homework for next time. Now that you have your traffic and ROI calculated, figure out what worked and what didn't. Just imagine if every dealership did this every month for all their advertising. Naturally they'd quit doing what wasn't working, and invest more in what was--and be able to keep improving the ROI of their marketing. Right now, while this sale is fresh in your mind start thinking about what you'd do different next time.
• Follow up, Follow up, Follow up! You just had a lot of new traffic to your store. Why not add them to your database so they'll receive future emails & mailers from you? Many dealers also put together final lead lists and pass them out to their sales team. Have a contest to see who can close the most residual business off the event. Make the most out of your initial investment--these are YOUR leads--you paid for them!
• Be on the look out for come backs. The week after every MarketVision sale we send out follow up letters to every person that came in during the event. Be on the look out for these letters to pop up the week after the sale.