Which golf clubs / local events do you sponsor? 

Tanilba Bay, Hawks Nest, Nelson Bay, Pacific Dunes, and Charlestown Golf Clubs.

How do you promote the event in the lead up?

Develop a plan and relationship with the club, then send eDM’s, Facebook promotions; put up posters and activations in the dealership using the golf display. On the event day we have a presence through car displays, a hole in one prize and ensure we host a lunch where we do a bit of a speech and presentation where we can talk about the dealership and promote yourself, and the fact that we can do better deals for Volkswagen Scramble participants.

We have also developed a promo video using the dealer display which is a bit of fun.

What is the most effective use of the event to achieve car sales? 

At the event it is important to get the vouchers (sales offer information) in front of people, and doing a bit of networking. Also making sure the pro-shop/golf club staff are engaged with the event, and once people ask about it (the offer), they refer them to us and we generally sell a lot of cars out of it.

Do your staff get involved in the event?  

Yes, they generally get invited to one of the events but it is their job to engage with the customer when they come in, find out if they play and get them excited about golf or have a putt. Generally, if people have a good time buying a car, they are very happy.

How many cars have you sold from participating in the event? 

It’s hard to tell total conversion rate as people come from all over, however we definitely sold 13 cars last season directly from the five events we sponsored.