November 14th, 2012
By Mike Forgie
Vintage automobiles have a unique aesthetic appeal and strong following. Go ahead and Google “vintage car shows” in your area. You will surely get results that cater completely to these blasts from the past. Now how does this help dealerships drive traffic to their websites?
Vintage cars are either rebuilt or their owners have kept them in pristine condition. If they are rebuilt, we get to see interesting body colors and graphics that direct a great deal of attention. If they are originals, well then we have a rare gem that car enthusiasts would love to check out.
These niche markets are actively looking for vintage vehicles, so give them what they want!
PCG Digital Marketing is located in Eatontown, NJ, right by the beach. On October 20th, The Race Of Gentlemen took to Allenhurst’s sandy shore for a full day of vintage cars from pre-World War II. These cars were showcased on the street along Allenhurt’s boardwalk, and drag raced for a 1/8th mile stretch on the beach.
Car and motorcycle enthusiasts came from up and down the east coast to see the vehicles, and some were even sold during the show. This was simply a well-put together event that was promoted in local papers, blogs, and other news sources.
While we don’t recommend holding drag races at your dealership, this local event was proof that old cars draw a certain crowd. Here’s a simple way to make it work for your dealership.
Start by finding an event. Like I said early, just Google “vintage car shows,” “classic car shows,” or “classic car races” in your area to find plenty of events to attend.
Take it one step further by hosting your own event. Classic cars can bring customers to your lot. Showcase a few over the weekend to contrast the 1960 Challenger to the new 2013 model. Nostalgia may set in for a bit, and the 2013 model’s muscle car body and power with an advanced media center could be your next sell.
For either event, take photos and make friends. Hand out business cards so those you take pictures of can go online and check out the blog post you are going to write on the event. This may also be a good time to expand your email list.
Writing a blog post featuring the specs and pictures of a 1940 Ford pickup compared to a new 2013 Ford F-150 is both informative and intriguing. The shapes have changed drastically over the years, and the technology is so far advanced now that it is hard to imagine not having Trailer Sway Control or Electronic Locking Rear Differential. Also, the people in your photos will want to look for themselves. It may seem vain, but hey, if you have a good photo they might just use it as a profile picture.
Post these on your blog, then promote on Facebook, Google+, Twitter, Instagram, and Pinterest. This can take your traffic from online to the lot and vice versa. Do a search on each network to find the target market.
Attendees, enthusiasts, and the car owners themselves are looking for photos of the event. Wouldn’t it be nice to be that outlet?