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From: Jared Hamilton
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My Dealership Story - Kristy Elliott

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Spark Additional Revenue with Christmas in July

Awe Christmas, the smell of pine, festive lights, hot cocoa, and jolly old Saint Nick. It’s hard to imagine celebrating such a traditional holiday in the middle of July when most of the county is experiencing the heat waves and humidity of the summer. However, celebrating Christmas in July allows your dealership to provide a marketing message that is different, something that makes you stand out from your competition. If you’re looking to capitalize on this unique “holiday,” here are three ways you can spark additional revenue.

Utilize Social Media
A fun way to create buzz for your Christmas in July campaign is by utilizing your dealership’s social media channels. You could host an ugly sweater contest and ask your followers to post pics of themselves in their most hideous getup. If you want, you could offer a prize for the sweater that gets the most “likes” or retweets to gain additional spark and attention for your Christmas in July campaign.

Get into the Holiday
If you have special incentives that you want to promote, either in your Sales or Service Department, you could take a memorable Christmas item that you have on hand, like Santa hats, ornaments, of jingle bells, and write an offer on each one. Then, when customers come visit your dealership, have them select the item from a bin so they can redeem their offer.

Deck the Halls
Another way to create a spark for your Christmas in July campaign is to decorate your dealership with the spirit of the holiday. If you wanted, you could drag out the tree, put up garland, or just hang up some mistletoe and Christmas lights. Whatever you decide, it will be a good idea for you to spread holiday cheer in July to get customers in the spirit of buying.

After the 4th of July is over, hit your customers with a Christmas in July campaign to spark additional revenue. Be sure to promote sales or service incentives and make the campaign fun and memorable to drive potential buyers and current customers to your door.

Robert Karbaum
With Costco pushing out Christmas in September, and holidays being marketed months in advance I would worry that playing the Christmas song might freak out your customers more than enticing them to purchase. Maybe that's just me, but I am happy to have Christmas and the cold weather as FAR away as possible right now.
Grant Gooley
Kristen, I think it's outside the box thinking. Instead of another gas card or free jug of washer fluid, you've got creative here. Especially when Christmas in July is becoming more and more popular. @Robert, the cold weather won't come with a promotion, it's usually the season change that causes that ;)
Kristen Williams
Thanks guys for you honest feedback. @Robert, I hear what you're saying... but for me the cold weather and Christmas just put me in the mood to shop. I'm very interested to see how/if dealers utilize this type of campaign. I've seen a lot of retail outlets take a Christmas in July campaign and run with it to return results, just looking to see how it translates to the auto sector. As always, thanks for your comments :)
Chris Halsey
@Robert. Not everyone's Christmas has cold weather so easily associated with it. Take Southern California for example. The Christmas spirit does not need to be promoted through things but ideas. And the concept of Christmas in July is a time honored tradition in a lot of industries (at least here in the US). The trick is come up with concepts that will be memorable and I think Kristen is on the right track here.

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