Chris Collins explains why road trips drive service demand for dealerships. A 2016 Nissan vacation campaign used a three-stage email story exercise to reach travelers, with one manager's story winning the competition and proving the approach works.
The good news is more people are thinking like you than me and people are driving. And when people drive more cars and trucks break more or need more maintenance, but the service and parts departments become very popular in people's lives, they are.
Going to have captive audiences, is what I like to say.
So, you know, any sort of marketing stuff, I'd be like, you know, get ready for your road trip.
In my marketing and, you know, I would. I would scale up to be ready for drive ins, you know, out of towners, all that.
You know what my favorite thing about that the road trip marketing is that it is applicable to everyone.
Like when it makes them think about the thing that they're looking forward to. 2.
So it's aspirational.
You're tying the two together. Psychologically.
It is. That's my favorite marketing campaign, I think, that we've ever worked with was the vacation one. Do you remember that? It was. Gosh, it must have been 2016 or something like that where we did that thing where we came up with the story in the three sections.
Oh, at one of our coaching meetings, we had the managers write a three stage email sequence.
Yeah.
Because all they were. Everybody was doing the buy three tires, get one free. And we're like, no, you got to tell a story.
Yep.
And the one that won was a manager from a Nissan store that did a thing on his son's.
Baseball and going to the.
Oh, like a travel thing or something like that. Or that they were going minor league.
World Series or whatever.
Okay.
It was great.
I wrote mine on forgetting to pack underwear.
It.
