Key Promotion Doubles Sales
For Dealership

Lawton, OK – To help move out remaining inventory in the last week of the year, Billingsley Ford of Oklahoma promoted their annual Year End Clearance with a chance to win a new 2004 F150. This year-end direct mail promotion was a huge hit at all three Billingsley locations and doubled sales!

Billingsley invited recipients to bring in the key enclosed in the mailer for a chance to unlock one of the two brand-new trucks up for grabs. Over 2,700 people tried their keys at Billingsley's Lawton, Ardmore, and Duncan, OK locations. “People could try anytime between 9 a.m. and 6 p.m. At times we had up to six people waiting in line,” says Craig Billingsley, co-owner.

Even though the promotion was directed only to existing customers, the promotion had an unexpected benefit. “We ended up selling to people who just came in to look, but saw the high level of activity surrounding the event. It was exciting,” he says.

Combined, the three dealerships doubled their average sales by selling 127 cars during the five-day period. The Lawton location proved to be the luckiest, as customer David Saenz unlocked the truck with his key! “At first he didn't believe it – you could see the shock on his face,” says Billingsley. “All of the customers on the floor were incredibly excited, and so were we – we love to see a winner! This adds credibility and makes the contest more believable for our customers,” he says.

Bottom Line Billingsley Ford doubled sales during a five-day period and boosted customer excitement and activity while awarding a new 2004 F150, covered by SCA.