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Tax season offers and how to promote them efficiently

By Jim Jabaay

JimJabaayBlog2016Tax season is dreaded by many. A single day acts as a looming deadline where we are asked to pay up to Uncle Sam, and that deadline is rapidly approaching. Powersports dealers can have some fun with promotional offers around this day while incentivizing purchases with those refunds or sympathizing with a discount. We have racked our brains for a few ideas that can be used pre and post-tax date, April, 15.

The number “15” is your promotional friend

Because tax day is April 15, take this recognizable date and associate it with a deal to put a positive spin on it. Most consumers will find value in the irony as well as demonstrating a compassionate approach (or commiserating — whichever you prefer.)

  • 15 percent off to everyone on your email marketing list exclusively
  • 15 percent off to anyone who provides an email address at point of sale if at a retail location
  • Discount anything that is around the “5” mark to “4.15 (example: $500.00 item discounted to $415)

Tax form numbers

Use form numbers for tax discounts! A great example is a national pizza company’s campaign that used the promo code: 1040M for a $10.40 pizza with 3 free toppings of choice.

Another example is one online wine company that offered $10.40 off a purchase of $99 or more with the promotional code: TAXSAVINGS

Ease the stress of tax day

A local spa gave away free massages on tax day to new customers of the spa. While a spa is not applicable here, the concept may be. Work with a local spa to give a discounted spa service with any purchase (a great incentive for spousal purchase approval). This also stands as a great local initiative.

Bring a local chair massage to give massages to anyone shopping that day that would like one. Make sure to promote this effort and its exclusivity. After all, it is a special event that consumers may not otherwise know about. This could also be used as a thank you for repeat customers.

Offer to pay the sales tax

If you can, offer to pay the sales tax for any purchases online or in store if purchased before April 15. “You’ve paid enough taxes lately, we’ll handle this one.”

“Early Bird Filer Special”- Use your tax refund sale

Promote a special for those early bird filers to use their tax return toward their purchase and offer a slight discount (remember our 15 percent conversation above?)

This tactic could also be used to promote post April 15 sales (be sure to include a finite date of sale) for consumers to stretch their tax return with a wise purchase.

With all of these strategies, it is important to ensure you are promoting them at least a week before. “Now is the time to buy” is a call to action that can indicate to someone who is a fan of your Facebook page, within your eBay listing or Craigslist post in conjunction with the offer that may make the pot sweet enough to purchase.

Facebook (and paid social ads) are a great way to target local consumers for a low budget. Don’t overlook the value in gaining information from potential consumers for populating your email marketing lists. These lists are crucial for future promotions, specials, discounts and services. These tax day themes are a great way to turn an otherwise dismal situation into a savings and/or sale that could acquire your powersports dealership a new brand champion.

Jim Jabaay is the vice president of Sales and Marketing for LotVantage, a leader in digital marketing for automotive, powersports, marine and RV dealerships.  Jim has grown up in the automotive industry with the family dealership in the suburbs of Chicago. Jim started at Manheim in sales and continued to grow his career running sales teams throughout Texas for nine years.  Following Manheim, Jim spent two years at Dealertrack expanding his career in the software side of the business.  LotVantage utilizes data to help dealerships understand which inventory to post and when to post it for a local, national and social presence.  Jim’s number one goal is helping dealers succeed in an ever growing and changing dealership world.

Website: www.LotVantage.com

One comment

  1. nice job, Jim -- short and sweet w/ creative ideas.

      [Reply]

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