With only 1 month left of Q3 some of us are thinking about how to save the year, how to crush YOY volume and profit, and while some are just trying to get it going to ensure a better 2025. Q4 brings a unique set of challenges for our dealerships because we know consumer spending patterns shift with the holiday seasons, and competition ramps up as businesses vie for precious and sometimes hard-to-find end-of-year sales. However, with thoughtful planning and targeted strategies, our dealerships can turn these challenges into golden opportunities. Let's take a peek into how to strategically approach Q4 2025 to maximize results and set a solid foundation for the fast-approaching new year.

1. Optimize Inventory for Q4 Needs:

• Analyze Current Inventory: Review inventory data regularly to identify fast-moving and slow-moving vehicles. Use this data to make informed decisions about which models to order more of and which to push out before they lose value. For example, if SUVs are selling faster than sedans, consider stocking more SUV models, particularly those with features like all-wheel drive, which are popular in winter for the appropriate markets.
  
  
• Stock Up on Popular Models: Identify trends such as increased demand for necessary vehicles in your market. Have your digital marketing data identify the most viewed vehicles from your Meta AIA ads and/or your Google VLA ads. This will make it super easy to highlight the most requested vehicle for the approaching fourth Quarter.
  
  
• Liquidate Slow-Moving Stock: Use targeted promotions, such as limited-time discounts, bundled deals (like free accessories, extended warranties, or highly valued gift cards during tough economies), or offer trade-in bonuses to move vehicles that haven't been selling well. Highlight these offers in your digital marketing campaigns to attract price-conscious customers who are hunting for deals.

2. Craft Targeted Digital Marketing Campaigns:

• Leverage Data for Personalization: Utilize data analytics tools to segment your customer base by demographics, purchase history, and online behavior. For example, a past customer who purchased a family van might be interested in trade-in options for a newer model. Personalize email marketing campaigns with tailored messages, special offers, and promotions that speak directly to these segments.  Remarketing your previous customers is a treasure chest of deals waiting to be put together.
  
  
• Utilize Retargeting Ads: Implement retargeting strategies for online shoppers who have visited your website or engaged with your social media channels. Big Time Digital Marketing results show that retargeted customers are 70% more likely to convert. Use and update dynamic ads to display the exact vehicles or offers they previously viewed to keep your dealership top-of-mind.
  
  
• Embrace Video Content: Video content can increase engagement and conversion rates. A study by HubSpot found that 72% of customers prefer to learn about a product or service through video. Create engaging video content like virtual tours of the showroom, highlight top deals, customer testimonials, or even Q&A sessions with the dealership team. Share these videos across social media channels to drive traffic and engagement.  Yes, vehicle walkarounds are nice but these other options help put customers that are waiting on the sideline back in the game.

3. Leverage Seasonal Promotions and Events:

• Create Q4-Specific Sales Events: Develop unique sales events that stand out from the competition. For example, instead of just a played-out Black Friday sale that is more intended for retail consumer goods like televisions and toys, consider a month-long "Holiday Countdown Sale," offering different deals each week to keep customers engaged. Promote these events across multiple channels—your website, SEM, social media, local radio, and even text message marketing.
  
  
• Partner with Local Businesses: Build partnerships with local businesses to create cross-promotions. For example, collaborate with a popular local coffee shop where customers who test drive a car get a free coffee. This approach not only drives traffic but also fosters community goodwill.  This is such a powerful move.  Get involved with another local business and double your promotional efforts, especially if it is one the community already covets.
  
  
• Host Community Engagement Events: Get involved with local charities or host community events such as a toy drive, winter coat collection, or free car seat safety checks. Engaging with the community can boost your dealership's reputation and attract more foot traffic. According to a Nielsen report, 66% of consumers are willing to pay more for products from socially responsible brands.  Yes, this takes effort, risk, and focus.  Sometimes we need to get uncomfortable to see the gains we want to experience in our dealerships.

4. Prepare for Tax Season Early:

• Promote Early Filing and Drive Programs: Introduce and promote the Tax Max File and Drive Program, which allows customers to use their tax refunds earlier. This approach can attract customers who are ready to make a purchase but need the extra financial incentive in Q4. If you are waiting to capitalize on Tax Deals until late January 2025 you are missing out on deals, PERIOD.
  
  
• Educate Customers on Tax Benefits: Highlight the tax benefits of purchasing a vehicle before the end of the year. For example, small business owners could be reminded about potential Section 179 deductions for purchasing vehicles for business use. Providing educational content about these benefits on your website or social media can position your dealership as a trusted advisor.  If you don't have retail customers, then a BHPH customer could be educated on the expense of waiting to purchase.  Helping them connect the dots on the benefits of working with a dealer in Q4 can actually save them money and get them on the road to recovery faster.
  
  
• Launch a Q1 2025 Pre-Sale Campaign: Create excitement for the new year by offering "early bird" deals for Q1 2025. Promote special financing options, extended warranties, complimentary Tire & Wheel protection to prepare for the coming Springtime potholes or exclusive discounts for customers who purchase a vehicle or sign a contract before January 1st.  Be creative, and consumers will follow.

5. Strengthen Your Online Presence:

• Audit Your Website: Ensure that your website is updated with current inventory, pricing, and promotions. Optimize for mobile use since over 50% of car buyers use their smartphones to search for deals and vehicles. And over 90% of special finance or BHPH customers use mobile. A fast, user-friendly website with easy navigation can significantly improve user experience and increase conversion rates.  Big Time Advertising can absolutely help.
  
  
• Enhance Online Reviews and Reputation: Actively manage your online reputation by responding to reviews and engaging with customers. Encourage satisfied customers to leave positive reviews on platforms like Google, Facebook, and Yelp. According to a BrightLocal study, 87% of consumers read online reviews before making a purchase decision, so a strong online reputation is crucial.
  
  
• Integrate Online and In-Store Experiences: Offer digital tools like virtual test drives, online credit applications, and appointment scheduling. Consumers increasingly prefer the convenience of starting their car-buying journey online, with 76% open to completing the entire purchase process online if possible.  There are even some extremely successful dealerships now delivering the vehicle and doing the entire process right in a customer's living room.  This may not be for you yet, but understand your team should start considering how to meet your customers where they need you.
  
  
• Update and Enhance SEO: Quit putting off your SEO on your website.  It affects search drastically and can help reduce your SEM costs, and with constantly shifting consumer search patterns, it is extremely crucial.  Consider posting a weekly blog to your site and educating on things for Q4, which will help drive up your relevance and quality scores with Google.

6. Focus on Training and Team Motivation:

• Conduct Q4-Specific Sales Training: Organize workshops or training sessions to equip your team with techniques for effectively overcoming common seasonal objections (like holiday budget constraints) and closing deals. Role-playing different customer scenarios can help sharpen these skills.  Ask us (Big Time Advertising) to set up a virtual training seminar for your sales team, we would love to help our dealers.  It is what we do.
  
  
• Set Clear Goals and Incentives: Define specific, measurable goals for the sales team, such as a target number of test drives per week, showed appointments, likes, and shares of their own creative posts, or sales per month. Motivate your sales team with meaningful incentives like bonuses, gift cards, or additional days off to achieve Q4 targets.  Create a "Producers Club," and whoever achieves "Producers Club" credentials in a given month gets the "Producers Club Benefits" the next month.  Early out and late in days, $25 more on each sale, BE CREATIVE!
  
  
• Encourage a Customer-Centric Culture: Foster a culture of empathy and active listening. When customers feel heard and understood, they are more likely to trust the dealership and make a purchase. Provide staff with real-life examples and stories to illustrate how focusing on the customer's needs can lead to better outcomes.  76% of everyone buys because they like and trust you.

Q4 can be a challenging time for auto dealerships, but with the right strategies in place, it can also be one of the most rewarding. By optimizing inventory, crafting targeted digital marketing campaigns, leveraging seasonal promotions, preparing for tax season, strengthening your online presence, and focusing on team motivation, your dealership can finish the year strong and build momentum going into 2025. Start implementing these strategies now, and you’ll be well-positioned to turn challenges into opportunities.

By: Terry MacCauley, Founder & CEO

One Person Can Change The World

In this week's Monday meeting, we drew inspiration from a transformative video titled "These 3 Questions Will Change How You Do EVERYTHING!" by Tony Robbins. Robbins, a master of motivation and personal development, challenges us to rethink our approach to life and decision-making by asking three critical questions:

1. What are you going to focus on?
2. What does this mean?
3. What are you going to do?

These questions serve as a framework to help us shift our mindset, reframe challenges, and make empowering choices that drive us toward our goals.

Key Takeaways:

• Focus on What Matters: Robbins urges us to direct our focus toward what we want to achieve rather than what we fear or lack. By consciously choosing where to place our attention, we can change our emotional state and take action more effectively.
  
  
• Reframe Your Interpretation: The meaning we assign to events shapes our experiences. Robbins emphasizes the importance of assigning empowering meanings to situations, turning obstacles into opportunities for growth.
  
  
• Decide and Act: The final step is to decide what actions to take, based on our newfound focus and understanding. The choices we make determine our results, and Robbins encourages us to take bold, decisive actions that align with our true objectives.

This week's video reminds us that by asking ourselves these three questions, we can transform how we navigate both personal and professional challenges, creating a path that leads to greater fulfillment and success.