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Hi, I am looking for some insight, advice etc. We are looking at being able to have a "special" of some sort to run on our website in order to get some folks through the door. Our salesman are needing some encouragement that online is working. I am wondering what you have seen that has worked
For which brand? Beyond ad specials, I don't think just an incentive on the web page is the best investment for driving traffic. A premium / gift for a test drive always has potential to drive traffic, BUT, you kind of want to target your audience a bit more by demographic than just website visitors, or you could waste a lot of time and money. Plus, the potential for additional traffic will also be affected by the volume of your website traffic. UNLESS, you can specifically target a group - civil service employees / teachers / military that should fall into your brand demographics.
As low cost option, maybe look at your CRM and send out an email offering a gift for test drives. For Audi / Porsche, tie-ins with charities can be a strong draw. Perhaps use facebook ads with an incentive that you can target for specific interests.
As far as encouraging your salespeople that 'online is working'. How many of your customers found the dealership in the phone book? 3? IF you are using WHO'S CALLING, you should have reports that show which lead sources are generating phone traffic based on the number. Walk-in traffic may be a product of location for VW, but Porsche / Audi buyers kind of know if a European sports car is on their radar - and even in Alaska, probably spend a LOT of time online.
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