Car Dealerships Rev Up Sales
With $50,000 Direct Mail Offer

Administered by a major sales event firm in Mississippi, 13 dealers in various states promoted a sales event called the "$39 Main Event," signifying the minimum vehicle down payment. The $50,000 cash prize added great sizzle to the sales event and generated extra interest in the participating dealerships.

Sixty thousand direct mail packages were mailed to prospective customers. Each contained a sealed envelope with a unique number and a five minute video featuring sample cars and prizes available during the main event.

To play, participants brought their videotape and sealed envelope to the local dealership referenced on the tape. If the six-digit number inside the envelope matched the posted winning number, the customer received $50,000 cash.

Customers rushed to the dealerships to see if they held the winning number. A participant in Centerville, Pennsylvania walked into his local dealership with the winning number and walked out with a check for $50,000!

The promotion, which helped sell "a month's supply of cars," is the second time this sales event firm has had a big money winner. Two years ago in a similar promotion, a contestant won $25,000 and promptly purchased two cars.

"I've continued to use SCA for over two years," says the representative. "We had our check within four days of notifying SCA. The fast payment allowed us to take advantage of the buzz it created in the community."

Bottom Line A great promotion for individual dealers or a dealership group to draw buyers into the showroom.