December may seem like a good time to cut back on advertising costs as many people are focused on celebrating the season and holidays with family and friends. However, if you wish to avoid the January lull and truly maintain good sales momentum through the New Year, now is not the time to reduce your exposure.
December is also an exciting time of year for equipment buyers, with trade shows underway, manufacturers announcing new products set to release in the coming months, and farming and construction operations working on budgets and planning their upcoming purchases. This makes the holiday season an ideal time to build on that excitement by advertising in Truck Locator, and then to keep your inventory in front of potential buyers year round.
Maximize Exposure & Gain Traction
When you discontinue print advertising, you run the risk of being out of sight and out of mind. Potential buyers reading the magazine will only see print listings from other dealers and choose to either call them in December or save their information and make contact at the beginning of the year.
For example, from 2018 to 2019, one dealer who removed all print ads during the month of December received 19 calls in January, which was 50 calls lower than its 69-call average for all of 2019. A dealer who continued advertising through December had a much stronger start and received 74 calls in January, which was only eight calls short of its 82-call average for the year.
Take Full Advantage
While truck and trailer sales were once seasonal, print and online advertising allow you reach customers at all times and wherever they are. Advertising in Truck Locator is a reliable way to continue generating leads throughout the entire year.
Call your rep directly, or contact us today for more information.