A Florida automotive dealership has offered a remarkably creative sales incentive: buyers of qualifying vehicles will have the opportunity to have their purchase featured in an episode of Jay Leno’s Garage, the popular automotive entertainment program. The partnership with the celebrity car enthusiast’s production represents an unusual approach to dealership marketing that is generating significant buzz and differentiating the dealership from competitors who rely on more conventional incentive programs. For buyers who are fans of both cars and the program, the offer provides a unique experiential element that has genuine appeal beyond its novelty value.
Creative dealership marketing has become increasingly important as traditional advertising channels become less effective with car buyers who conduct extensive online research before visiting a showroom and are increasingly immune to conventional sales tactics. The Jay Leno partnership, whether or not it generates significant incremental volume, succeeds at creating media coverage and social media conversation that far exceeds the reach of any conventional advertising spend at the dealership level. Other dealerships watching the response will be evaluating whether similar celebrity or experiential partnerships represent a viable marketing direction for their own operations.
Comments are closed.