Know-How Exchange : Advertising/PR

To increase your readership, you want to do something which would require that readers go through your publication. Perhaps provide clues at various points which they need to collect to enter (or increase there chances of winning). Maybe it is a contest where they have to correctly answer some trivia questions, to which you have the answers at various places in your publication.

To increase their foot traffic, you want to include something that requires them to go to the lot to enter (or improve their chances). Perhaps have them place their entry into a box at the car. Or have more trivia questions answers available at the lot.

Sweepstakes and contests have rules that vary by geography, so make sure whatever you do matches your local requirements.

I think you would be on the right track by thinking with regards to using clever/humerous images to attract customers. It seems to be the current trend.

You know, I saw a funny skit on Mad TV where they were poking fun at the blow up "things" used at car lots. Particularly, the Mr. Bill looking thing with arms that flap and wave in the air. They were calling him the salesman and stating his charm is what got them into a car, etc. Pretty funny.

Maybe you could do something like that. Build up a fictional identity based on one of those blow-up things. Advertise the event as something special...like it's a big deal to have a particular balloon salesman present. Make up fake awards, have pictures made with him surrounded by women, driving a new convertable, etc.

In conjunction with the give-away, I would encourage a strong database collection effort for the drawing. This is a good chance to collect some vital demographics.

However, it is important to know who you are targeting. A good place to start is by researching the sales records and/or sales people to see what type of customers seem to be the most dominate for that particular car/lot, and which ones you wish to "lure" to your publication.

This requires focus. A cool strategy for doing so is in an article here on the site:

https://www.marketingprofs.com/2/fischler1.asp

Another good resource that everything you want to know and more about marketing:

https://www.searchengineformarketers.com

I think you can gain a definite edge on the competition by utilizing creative ads, but they will be much less fruitful if you don't determine which demographic actually needs the cars.

Good Luck!!

P.S. Peter - I love your new name! LOL. Good stuff.