The secret to any dealer marketing plan is to advertise and do it early, often,
consistently and effectively. Make sure that your staff is well educated on our
web site and how the program works. This program generates repeat business since
everyone needs to file their taxes every year and everyone at some point needs to
purchase another car. Whether they purchase this year or next year, when it is time,
the buyers will know where to go if you market correctly. Over 50% of taxpayers
who receive a refund will spend the entire refund within 48 hours. Of this group
a car purchase is the number one item purchased.
To begin your car dealer marketing, display your banners and indoor advertising
materials immediately. Not all customers who visit your lot are actually ready to
purchase. The down payment is often the obstacle. If they leave your lot knowing
you file taxes, they may be more likely to come back during tax time. Salespeople
should inform departing customers of the fact that you provide tax refunds regardless
of what time of year it is.
Most likely your dealership is already doing some type of advertising. We suggest
you piggyback with current advertising. Mention our 4th Quarter Tax Max Program
beginning October 1 and mention our 1st Quarter Tax Max Program with the $20 off
coupons beginning December 15 and through the end of tax season. Over 80% of your
1st quarter tax return volume will occur between January 15 and February
15 and the other 20% will be from February 15 to April 15 so be ready! Customer
volume during the 4th quarter closely follows the holiday shopping season
spike around Thanksgiving and Christmas.
A combination of the following items should be used when marketing your new Tax
Marketing Program. One by themselves is ok but a combination of at least 3 is what
Step One - Getting people to your lot: you want
something that gets people to your lot such as print ads, postcards, direct mail,
radio, and/or television.
Step Two - Inform your customers: once they reach
your lot, they need to be reminded with banners, hood signs, realtor signs, table
tents, posters, and/or hang tags.
Step Three - Inform your sales staff: you need
your sales staff to wear buttons, answer phones, and/or ask your walk-in customers
if they have filed their taxes. "Bring your W2's, drive
out today" is a greeting that will surely catch your customer's attention!
Using the above car dealer tax program marketing strategy is the correct way to
successfully market this or any other program. All of the items mentioned above
can be supplied by Tax Refund Services Tax Max so please call us at 866-642-4107
on how we can customize a marketing plan that works for your dealership.