Cocoa Hyundai A Look at Dealer Marketing (Below)
July 13, 2008
In the post below this one, you’ll find a recent advertisment by the car dealership Cocoa Hyundai.
Every July for the last 5 years, Cocoa Hyundai has run a sales event called “Huge”. Typically the sale generates a lot of traffic and sales. In it’s first years, Cocoa Hyundai and it’s sister store Coastal Hyundai did nearly 1500 units in combined sales. (1 unit = 1 car.) That’s a whole lot of cars!
Suffice to say, during the “huge” event Cocoa Hyundai looks to do volume and assuming they are able to do that, they can afford to sell their cars vastly cheaper then their competitors during the month.
One of the main draws of the “Huge” event are the big prize giveaways. In the past Cocoa Hyundai has given away brand new Jacuzzi’s, Harley Davidson Motorcycles, Plasma and LCD Tv’s, and much more. For the current Huge event at Cocoa Hyundai for July 2008, Cocoa Hyundai is giving away a new 2009 Hyundai Sonata at their dealership.
In addition Cocoa Hyundai offers 10, $1,000 drawings through out the month. As of this writing several of these prizes have already been given away. The nice thing about entering at Cocoa Hyundai’s huge event is that you don’t need to purchase a car. The purpose behind the sale is of course to sell cars, but also build relationships with future customers. Which is why in addition, they are giving away free six packs of coca cola, just for taking a ride in one of their cars.
So the concept behind this advertisment and sale is two fold. First to sell cars. That’s obvious.
The second point is to ensure that people who aren’t familiar with Hyundai’s or the store, become so. By offering no obligation test drives, people learn about the services and cars at Cocoa Hyundai and then become more likely to revisit the dealership years down the road when they are infact shopping for a car.
In this way Cocoa Hyundai is able to reach out to future potential customers. Later in this month you will also be able to see the New Hyundai Genesis at Cocoa Hyundai as well. Six Pack included if you drive it…. where do I sign up?
