While consumers across the country file their taxes, many have already planned how they will spend their expected return. Some will put it into savings, others will use it to pay off credit card bills, and a many others will put it toward car-related purchases.
In fact, The Wall Street Journal estimates that among drivers, 35% of tax refunds will be spent on car expenses, and 25% of drivers who plan to use their refund for vehicle-related purchases will buy a new or used vehicle.
In other words, Tax Day can be like a holiday season for car dealers. But while tax refunds make their way into consumers’ pockets, dealers need to execute effective marketing techniques to capture potential buyers. For the most savvy dealers, this will involve a mix of Tax Day–specific ads across all channels.
Transform tax day into a holiday
Buyers are more likely to make a car purchase if they feel they’re receiving a special deal, and holidays or big events are a great way to create this perception. For dealers to create excitement around Tax Day—and ultimately motivate shoppers to spend their returns on car-related purchases—they must develop marketing content that specifically promotes Tax Day deals.
For some dealers, this may include creating catchy campaigns that offer additional perks to inspire buyers to come to the lot on Tax Day and put their return toward a purchase.
For example, a dealer could launch a “Double your refund, double your trade” event that offers buyers twice the amount for trading in used cars if they use their refund that day to make a new purchase. Other freebies like tickets to sporting events or free repairs and oil changes will also make shoppers feel that they’re receiving a special deal on Tax Day.
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Dealer Marketing Magazine
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.