By Duane Sprague

Idea Number 1:
Here is a great idea to create additional notoriety and a positive community image for your dealership, while you simultaneously raise money for a worthy cause.

Start with a cause. The Children’s Cancer Foundation for example. Or the United Way. Take your pick from dozens of good causes always in need of more resources. Contact the local chapter president, and get together on a great fund-raiser.

Put together a great package. Like a cruise for two aboard the NASCAR Caribbean Cruise in December. Where the public can join a dozen or so NASCAR drivers on a fun filled cruise. They can rub shoulders, get autographs, and partake in activities and interviews. Add the free use of a vehicle for two years (you make the lease payments), and you have a very valuable offer.

Now raise money by selling raffle tickets to the public. One ticket for $5.00. The more you buy, the greater your chances. All proceeds or profits go to the charity. Start early, and get the media behind it. You will receive all kinds of interviews and free press. Promote it in all your advertising. Get the charity itself involved in the promoting and selling of tickets.

Have a party the evening of the drawing. Invite the media reporters, and as many local celebrities and notables from the political, media, business, education, sports and community arenas as you can think of. Have a designated community personality as the MC. Get your employees, vendors and suppliers to help promote and sell tickets as well.

Idea Number 2:
Since race fans tend to be very loyal customers to those businesses who support and sponsor their sport, you should consider a way to have your name associated with local motorsports activities. Here is a very simple and easy way. Research all of the racing venues in your market. From dirt oval tracks used for local car and motorcycle races of all types, to go-cart tracks and drag-strips. You are sure to find two or three viable venues that offer the annual rental of sign space at or in the track. Negotiate a discounted contract based on a three year term. Keep the message on your sign(s) simple, clean, and neat. Your dealership name, the town, and the franchise(s) are plenty.

And if you want more exposure, the tracks always need vehicles. Put your dealership name on the sides of the vehicle, along with the tracks name, and you can negotiate all sorts of additional free signs and deals. How about free race tickets that you can give away at the dealership? How about naming a particular racing event after your dealership (The City Chevrolet 200)?

The crowds at the smaller local events are not huge. But they are a loyal bunch.