Ride + Drive Event Best Practices
That new car smell. The feel of the open road. Literally, being in the driver’s seat. It’s no secret that getting potential automotive customers to take a test drive is one of the best possible ways to get them to fall in love with, and ultimately purchase, a new car. However, it’s also not breaking news that the sales process in a dealership is perceived to be high pressure and pushy. More and more frequently people are deciding what car they plan to purchase prior to even entering a dealership.
This trend is making the time honored tactic of manufacturer produced ride and drives, where people have the opportunity to test drive, or take a ride along, a more crucial to a comprehensive automotive marketing plan.
Ensuring a successful return on investment when executing a Ride and Drive requires a strategic approach and careful planning. While every Ride and Drive program will be different, there are a few key items that are tantamount to the program’s success:
- Placement - A strong understanding of both foot and vehicle traffic, position within overall event, and any competing/ complimentary displays are crucial to making sure that the Ride and Drive location will attract participants.
- Persuasion - Clear signage is a piece of the puzzle in driving traffic to the Ride and Drive but nothing beats an invitation from a well-trained product specialist with upbeat smile to really make participation numbers soar.
- Panache – Make it pop! Whether people are getting to drive the coolest car not-yet on the block, maneuvering through a fun and different driving course, or being drawn in by a crazy cool interactive component, it’s our job to give guests a reason to get excited!
Year after year, Department Zero's Ride + Drive performance exceeds expectations, delivering more drives and leads than projected.