Most dealerships are known for exactly what you’d expect: moving metal. But the stores that truly dominate their local markets are the ones that become authentic community anchors.
So, how do you host events that actually generate buzz, build local trust, and drive real ROI? Because every market is unique, your strategy should be, too. Use the concepts below as a baseline to get your creative juices flowing, and customize them to fit your specific goals.
Ready to turn your showroom into a destination? Check out a few of our top concepts below, and be sure to download our complete, free guide at the bottom of the page for all 15 high-impact event ideas.
1. Food, toy, or clothes drives for charity
Help your customers feel better about supporting your dealership by giving back through a food, toy or clothes drive.
Not only will it support members of the community who need those resources, but it gives people a sense of pride in the business they are making a large purchase from.
Promoting a food drive also has the potential to get a lot of attention on social media along with more people stopping by your dealership who may be interested in what they see in the lot. So really, it’s a win-win!
2. Food trucks or local business pop-ups
Everyone loves food. It’s just a fact. So, why not reach out to local food trucks and start a partnership to help raise each other up over a delicious meal?
You can make this car dealership event idea into a weekly occasion with different trucks to really spice it up and keep your customers coming in. Just think about shopping for a car over some ice cream, pulled pork, or mac and cheese…yum!
3. Car show and/or cruise in
Car shows are a great way to involve your local community of car lovers. Whether a person has a vehicle they want to show off or just wants to take a look, there’s good fun for everyone.
Partner with a charity to turn this fun event into a fundraiser.
One way to do this is through a raffle. Just don’t forget about prizes for those who show off their awesome cars!
4. 5k race
Racing isn’t only for cars! Host a 5k that starts and ends at your dealership to connect with the runners (and walkers) of your community. You can make it a fundraiser for an organization you’re passionate about and make T-shirts for participants to wear as well.
Our personal favorite example of this is the John Michael Morrison Scholarship 5k Run.
5. Ticket giveaways
Who doesn’t love free stuff?
Drive traffic towards your dealership with a giveaway! It can be a big ticket item like festival tickets or smaller scale, for example, gift cards to a local business. Or, offer up some of your own services like a car wash or free service.
No matter the product, giveaways have a lot of potential. Because, again, who doesn’t love free stuff?!
6. Test drive charity event
Donate to charity through test drives!
For every potential customer who comes in for a test drive within a predetermined time period, donate a certain amount of money to a charity of your choice. This encourages people who want to support the charity to come in for a test drive regardless of if they are interested in purchasing a vehicle.
Who knows, maybe they’ll change their mind once they’re in the driver’s seat?
7. Kids craft table/car-themed art
Sure, kids don’t purchase cars, but their parents do! Take the ease off of bringing children to the dealership by having a kids’ craft table event. Parents can shop with ease knowing their child is looked after and having fun.
Bring it to the next level by having them make car-themed artwork and hanging it up around the dealership for some adorable decor!
8. Animal adoption events
To all the animal lovers out there, this is a great way to help out all the cute fur babies who need a home. You can partner up with a local shelter to either sponsor an event there or host one yourself.
Not only are puppies super cute, but you’ll make a lifelong ally with the animal-loving community!
9. Car Wash Events
Offer complimentary basic car washes and vacuuming for the community. Have a local taco truck on-site so people can grab a bite while they wait for their wash. Set up 3D-themed event signage around the lot to catch eyes from the road. Who doesn’t love a free car wash? Customers will remember you for this!
10. Holiday events
Involve local families in wholesome, holiday fun at your dealership.
Whether it’s a photo op with Santa or the Easter Bunny or a Trunk or Treat event for Halloween, this is a great way to connect with the families of your community!
11. Supporting Veterans
Host an ongoing event around Veteran’s Day or the Fourth of July to write cards or make care packages for veterans.
This is a great way to say thank you to those who have done service for our country.
12. Block party
Block parties are always a good time–why not host one?
You can do a Fourth of July barbeque, a start of the season celebration, or whatever else you feel like celebrating. Allow people to check out new models on display over some food, drinks, and music!
11. Supporting Veterans
Host an ongoing event around Veteran’s Day or the Fourth of July to write cards or make care packages for veterans.
This is a great way to say thank you to those who have done service for our country.
12. Block party
Block parties are always a good time–why not host one?
You can do a Fourth of July barbeque, a start of the season celebration, or whatever else you feel like celebrating. Allow people to check out new models on display over some food, drinks, and music!
13. New parents night
Being a new parent is scary! There is so much to do before you welcome your little bundle of joy into the world, and one of those is learning how to bring them home.
Host an event to educate new parents on what the best car seats are, how to set it up safely, what features they should look for in a family vehicle, and anything else you think would be helpful.
14. Sponsor local youth sports
Let’s hear it for youth sports!
Show some love to the young athletes of your community by sponsoring a game or tournament. Make a banner or T-shirts for the event, get lots of pictures, and don’t be afraid to brag about it on social media!
15. Mini carnival event
Whether you’re 2 or 92, everybody loves a carnival. Fill up your lot with a caricature artist, a face painter, some fun carnival games, for example, ring toss, and anything else you can come up with–there are countless options with this one!
Download Your Free Quarterly Calendar
Most dealerships are known for exactly what you’d expect: moving metal. But the stores that truly dominate their local markets are the ones that become authentic community anchors.
So, how do you host events that actually generate buzz, build local trust, and drive real ROI? Because every market has its own unique DNA, your event strategy should, too. Use the concepts below as a baseline to get your creative juices flowing, and customize them to fit your specific performance goals.
Ready to turn your showroom into a destination? Check out a few of our top concepts below, and be sure to download our complete, free guide below to see an event for each month of the year!