Use Your Inventory to Make Friends
This is the lowest barrier-to-entry way to create an interruption in your dealership's local environment: use your vehicles to show off.
For example, the F-150’s marketing is all about towing capacity and payload. It's Built Ford Tough, after all.
But what’s the difference between a 8,000 LBs towing capacity for the other brands and 13,000 LBs for Ford?
Show your customers that advantage by doing this:
- Take one of your F-150s and place it horizontally, as close to the road/sidewalk as possible
- Behind it, attach the biggest trailer or a massive RV
- Behind that, attach another trailer
- Put barbells, weight plates, or other items that are obviously heavy
- Use lots of big, obnoxious objects to honestly push the point
- Do this until you’ve reached the maximum towing capacity of the vehicle
- Order a sign that says “Best-in-Class Towing: Here’s the Proof” or similar
Now THAT is a vehicle display worth looking at.
Take it Further With This Unique Merchandising Suggestion
No more trucks tipped up on that pretend stone platform trying to look tough.
If you have a direct competitor nearby, you could go as far as to take a used truck from that brand and demonstrate how much less it can tow in a similar fashion.
Put pillows and just a few objects to demonstrate how little it can tow comparatively. Hit the weight, but make it obvious that the F-150 wins the competition.
Hit them where it hurts.