What's goin on with the Chicagoland dealers and their shows?
03-07-2009 | 03:43 PM
#21
Junior Member
Joined: Jan 2007
Posts: 12
Maybe an insider can shed some light.. However, I can't disclose specifics, but here it is:
Scion has always wanted dealers to do "grassroots" marketing. Dealers are asked to hold special events to draw both current owners and possible customers into their dealerships to make sure there is a "relationship" there. Unlike most dealerships that collect a check and wave goodbye, that is not what scion is about.
Since the first car show has held, and turn out was great, natrually, what do you think dealers are going to do? Since corporate scion helps to offset the costs of most events (and there is a timeframe attached to it, hint hint), a car show is the easiest. Invite a bunch of people, give away free food and drinks, buy a couple of trophies and you are done, right? It is the easiest type of promotion to do. Unfortunately, it has been well over done now.
Now, I'm going to shamelessly plug myself and my dealer for a second. The last thing you will see at Pauly Scion is a car show. To me, they are boring. I have been involved with another make/model for 4 years now on their forums. They have meet and greets all the time. But really, what do they do? Go to woodfield and stare at each others cars for 2 hours.. Fun. The only events that I have been to are where we meet up and DO something. One time it was a road rally. We all took our modded cars and drove through the back roads of wisconsin. Since I have a convertible, it was a blast. That is one of the ideas we are considering for scions. No cannonballing, doing 130 down side streets, no racing, just enjoying the cars and the weather on a nice day.
Our first real event was the snowboard park and food drive. We had a HUGE turn out. Thanks to everyone that was there. We raised, and I mean this literally, an xB FULL of goods. We had a hard time driving it to the food pantry to drop everything off. I truly want to thank you guys/gals for all the food that was raised.
Pauly has some good stuff coming up in the future. And rest assured, they will all be fun and be doing something. Sorry this has been such a long read, but I wanted to set the record straight on dealers and corporate scion's thinking.
Scion has always wanted dealers to do "grassroots" marketing. Dealers are asked to hold special events to draw both current owners and possible customers into their dealerships to make sure there is a "relationship" there. Unlike most dealerships that collect a check and wave goodbye, that is not what scion is about.
Since the first car show has held, and turn out was great, natrually, what do you think dealers are going to do? Since corporate scion helps to offset the costs of most events (and there is a timeframe attached to it, hint hint), a car show is the easiest. Invite a bunch of people, give away free food and drinks, buy a couple of trophies and you are done, right? It is the easiest type of promotion to do. Unfortunately, it has been well over done now.
Now, I'm going to shamelessly plug myself and my dealer for a second. The last thing you will see at Pauly Scion is a car show. To me, they are boring. I have been involved with another make/model for 4 years now on their forums. They have meet and greets all the time. But really, what do they do? Go to woodfield and stare at each others cars for 2 hours.. Fun. The only events that I have been to are where we meet up and DO something. One time it was a road rally. We all took our modded cars and drove through the back roads of wisconsin. Since I have a convertible, it was a blast. That is one of the ideas we are considering for scions. No cannonballing, doing 130 down side streets, no racing, just enjoying the cars and the weather on a nice day.
Our first real event was the snowboard park and food drive. We had a HUGE turn out. Thanks to everyone that was there. We raised, and I mean this literally, an xB FULL of goods. We had a hard time driving it to the food pantry to drop everything off. I truly want to thank you guys/gals for all the food that was raised.
Pauly has some good stuff coming up in the future. And rest assured, they will all be fun and be doing something. Sorry this has been such a long read, but I wanted to set the record straight on dealers and corporate scion's thinking.
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