Many auto dealers have abandoned their direct mail strategies centered around events. They rely too much on digital marketing; getting noticed in the noisy, spammy digital world is challenging. Think about how many emails you get... check your junk email next time you're logged in. You must combine the two, lean more on the mailers, add some radio, and set it up with a big tent event focused on 4 - 5 days tops. 
 
Producing a tent event sends a message that something big is happening at your dealership, and you’re serious about selling some cars. Having a HUGE tent also changes the landscape and makes consumers look to see what's going on. After we decide on the size of your billboard tent, we select a theme...
 
We encourage you to bring it to and through the whole dealership, to the mailer, to salespeople answering the phones, theme T-Shirts for the staff, and make sure you talk about the “BIG SALE” when people arrive.  Everyone must be on the same page; if you don't, you risk losing customers after getting them there. 
 
The Public Sales Event (Pre-Auction) Theme is our favorite because we do not give away gifts, and it’s designed for smaller markets with a small sales staff. The only thing you’re giving away here is great deals on new and used vehicles and excellent service.