Andy Baldassarre | BG Director of Marketing and Training
The automotive maintenance industry is fiercely competitive, and shops continually seek ways to attract customers, boost sales, and enhance loyalty. One potent strategy in this quest for success is the implementation of seasonal promotions.
Seasonal promotions not only capitalize on holidays and changing weather patterns; they also align with vehicle owner needs, purchasing behaviors, and market trends during specific times of the year.
Offer a spring-cleaning package: Think oil change, wipers, air filters, tires, all wrapped up in a summer trip bundle. These initiatives tap into customers’ summer car care needs. They address such concerns as comfort, maintenance, reliability, and safety. In addition to routine fuel, oil, and coolant needs, these summer car care services offer customized solutions that resonate with customers.
Point-of-Sale Materials
Central to the success of seasonal promotions in automotive shops is the effective use of point-of-sale (POS) marketing collateral. These visual materials engage customers, drive sales, and reinforce brand messaging:
Counter mats: Themed counter mat menus provide a visually appealing and informative platform for showcasing seasonal offers and services. They capture attention, serve as convenient references, and increase impulse sales.
Flyers: Distributed in-store or through targeted marketing channels, flyers extend the reach of seasonal promotions beyond the physical shop. Eye-catching designs, compelling copy, and clear calls to action prompt customers to make a purchase.
Large displays: Strategically positioned displays in the shop and in waiting rooms serve as visual anchors, highlighting the promotion and prompting vehicle owners to ask about featured services. Displays and posters highlighting summer car care and travel accessories encourage impulse purchases.
Seasonal promotions offer shops the opportunity to increase revenue, clear excess inventory, and drive customer traffic.
Benefits for Shops and Customers
Implementing seasonal promotions yields a multitude of benefits for shops and customers alike.
Seasonal promotions offer shops the opportunity to increase revenue, clear excess inventory, and drive customer traffic during specific periods of the year. They also increase customer awareness.
Weather-driven promotions help shops strengthen relationships with existing customers and attract new ones. Discounts, value-added services, and service packages designed for seasonal needs enhance customer loyalty and solidify the shops’ reputation as a trusted automotive partner. Customized seasonal packages allow vehicle owners to proactively address their automotive needs while saving money over the life of their vehicles.
Additionally, seasonal promotions frequently focus on preventive maintenance, enhanced performance, reliability, and safety—empowering customers to prolong the life of their vehicles and improve their driving experience. Customers often rely on promotions to access quality products and services for their seasonal needs. Yearly promotions act as a reminder for your customers to make a habit of maintaining their vehicles. Encourage your customers to schedule their next seasonal service—and mark their calendars.
Be Prepared
The final key is preparation. It’s never too early to start planning for seasonal campaigns:
- Design your own seasonal promotion or consult a trusted vendor.
- Seek input from shop staff and get them on board early in the process.
- Set goals and rewards to incentivize the challenge.
- Ensure that necessary products and supplies are available and order POS marketing materials.
- Implement your promotion and make it a success.
Communication Is Key
Customers come to your shop for a certain service, but if you connect with them on a personal level, they’ll trust you more and take your suggestions to heart. Ask about their seasonal travel plans. Share a relevant, personal story. When you have a service recommendation, use a visual aid (such as a cracked belt, worn-out oil, or a graph showing improved gas mileage) to help educate customers. And help your team stay engaged with thoughtful teaching moments, as well as shop banter.
Seasonal promotions help shops to capitalize on seasonal surges in consumer demand while delivering real benefits to customers. Whether cost-effective solutions or preventive maintenance, they support your customers’ diverse needs and your shop’s overall success. Seasonal promotions represent a win-win scenario where shops thrive and vehicle owners flourish—all year long.
About the Author
Andy Baldassarre leads the marketing and training departments for BG Products, Inc. He has more than 23 years of experience in the automotive industry with an emphasis on adult learning in the automotive workplace.
