- May 1, 2005
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- Jeff
Have you ever held one of those dealer "events" where you remove ALL pricing from your website for one week leading up to the event?
During this time, promoting of the event is blasted across several marketing channels.
Website leads are told that pricing can't be shared until the day of the event, come on in this weekend during the sale.
It's a tent event per say. These events are supposed to build curiosity, demand and urgency with the customer. The price is a huge secret because it's SOO LOW that it can't be revealed until the actual weekend of the sales event.
When done right, they can move some metal - during that particular time of the event. Some even include their own hired closers that work the event. They walk around the showroom floor overcoming objection over objection, getting customers in the finance box and driving away in a new car. I know. I've seen them in action. People still fall for these bs events all the time
But what's the long term effect here?
Does it slowly deteriorat any reputation you have?
By not having prices on the website - what happens to the other 90% consumers that don't convert into a lead? Do they consider this to be a game?
Do these events have any place in today's world of modern consumers?
During this time, promoting of the event is blasted across several marketing channels.
Website leads are told that pricing can't be shared until the day of the event, come on in this weekend during the sale.
It's a tent event per say. These events are supposed to build curiosity, demand and urgency with the customer. The price is a huge secret because it's SOO LOW that it can't be revealed until the actual weekend of the sales event.
When done right, they can move some metal - during that particular time of the event. Some even include their own hired closers that work the event. They walk around the showroom floor overcoming objection over objection, getting customers in the finance box and driving away in a new car. I know. I've seen them in action. People still fall for these bs events all the time
But what's the long term effect here?
Does it slowly deteriorat any reputation you have?
By not having prices on the website - what happens to the other 90% consumers that don't convert into a lead? Do they consider this to be a game?
Do these events have any place in today's world of modern consumers?