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According to Google, consumers are researching an automobile purchase for months, using (on average) 24 information sources. I find it almost impossible to believe that the average consumer would be impelled into the market and into your showroom with a $20 gas card. On the other hand, I can see folks that were already in market, after the months of research using 24 sources, presenting themselves at the dealership and taking a test drive and yeah, wanting their 20 buck card. In that case, the $20 gas card wasn't their reason for coming in.And yes, I'm sure there are a few that are a few folks out there who just can't pull the trigger who need some extra prodding, some sense of urgency in order to act. But I'll submit to you, the vast majority of the "gas card sales" weren't incremental business.
According to Google, consumers are researching an automobile purchase for months, using (on average) 24 information sources. I find it almost impossible to believe that the average consumer would be impelled into the market and into your showroom with a $20 gas card. On the other hand, I can see folks that were already in market, after the months of research using 24 sources, presenting themselves at the dealership and taking a test drive and yeah, wanting their 20 buck card. In that case, the $20 gas card wasn't their reason for coming in.
And yes, I'm sure there are a few that are a few folks out there who just can't pull the trigger who need some extra prodding, some sense of urgency in order to act. But I'll submit to you, the vast majority of the "gas card sales" weren't incremental business.
