Are you taking advantage of seasonal automotive marketing that can drive customers to your dealership for the service and vehicles they need?
Forget generic “spring sales events” that every dealer runs. Smart dealerships are building campaigns around the three moments when customers actually need you: winter tire season, tax refund time, and peak towing months. These three events could be the seasonal automotive marketing that drives most of your sales each quarter. The generic events that every dealer runs don’t make you stand out, but a more targeted and focused campaign can do that for you.
Maximize your winter tire campaigns
Start with winter tires; bundle the service with an OEM fit guide, real before-and-after photos from your shop, and a one-click scheduler on the same landing page. Target “winter tires near me” searches, boost your Google Business Profile with actual install photos, and hit past service customers who skipped their last rotation. Your dealership has the tires that customers need to make it through the winter. Add to the campaign the benefits of dedicated winter tires over all-season tires.
Towing capacity content could be a hit
For towing season, match your truck inventory to what locals actually pull boats at the lake, RVs for camping, and utility trailers for contractors. Create guides showing real payload math and brake controller setup, then link directly to SRPs filtered for factory tow packages. You can also target customers with vehicles that could tow, but don’t have a tow package on them. This can be done by showing the tow rating with a package and trailers that fall into that category. Another idea is to show how much their current vehicle could tow compared to a new truck that could pull a boat or camper.
Seasonal automotive marketing for tax refund auto sales
When tax season hits, run instant trade-in valuations with simple ACV explainers that turn refunds into down payments. Skip the fluff about “biggest sale ever” and focus on payment calculators that show exactly how a $3,000 refund changes their monthly note. Many shoppers wait until they get their tax refund to purchase their next vehicle, but the key is for you to use seasonal automotive marketing that’s different from the competition, allowing you to stand out in the crowd.
Dealer service marketing should always be part of your mix
While dealer service marketing isn’t seasonally specific, it should be part of your advertising at all times. Your automotive landing pages can be built around service needs, and your email marketing should be set up to send reminders to customers based on their estimated driving time and distance. Service reminders, offers for discounted service visits, and even service plans that can be added to the monthly payment are all great items to use when marketing your service department.
Are you running any trade-in campaigns?
Another item that isn’t part of your seasonal automotive marketing efforts is trade-in campaigns. These campaigns give customers a calculator to show them how much their trade is worth and how that could reduce their monthly payments. This can add serious value to a great deal of your dealership’s sales, which could drive customers to your dealership. You can also run offers to take any vehicle in trade for a certain amount, which helps get more people in the door, even if they bring in some junkers that you don’t really want.
Promote your community activities as part of your seasonal automotive marketing
It might seem like something every dealership does, but nearly every season has holidays in it and your dealership is active in the community through various organizations, events, and activities. These events are perfect for your marketing efforts, showing how your team is engaged with the community. Some of your car sales could easily come on the back of these events, making it easy to blend the two together.
Do you have a referral program?
Sure, you should ask for reviews after each sale, but do you have a referral program? If you offer your current customers a discount or free service, they might be likely to recommend your dealership to their friends and family. Reward them for doing this with a referral program that can build up points or provide them with a free service during their next visit.
Track what matters: scheduler conversions, VDP views from towing content, and actual trade leads generated, not just impressions. Use seasonal automotive marketing to your advantage and find ways to connect on a more specific level instead of the tired old general marketing messages.
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