Texas Dealership Lures Buyers Thanks To Pokemon Go
Dealer closed three transactions days after hosting a Pokemon Go eventby Kirby Garlitos, on
Who knew that a car dealership’s life-sized wooden horse would play an integral part in closing some deals? In any other time, such a scenario would be met with snickers and giggles, but since we now live in a world that’s slowly being run over by Pokemons, the impossible has become, well, possible. Such was the case for one car dealership in Texas, which was able to attract buyers simply because it was smart enough to turn its mascot – the Tundra Horse – into a Pokestop.
The genius ploy was hatched by Street Toyota salesman and Pokemon Go player Nick Schuman, who crossed paths with fellow players on one random Sunday afternoon during the dealership’s first Pokemon Go event. Like a true salesperson, Schumann chatted up the players, presumably to compare the Pokemons that they’ve caught near the Pokestop. Schuman was able to build a quick rapport with some of the players and some of them returned days later to buy three used vehicles from the dealership.
According to Automotive News, Schuman was instrumental in closing the deal for a 2012 Chrysler Town & Country, a 2010 Ford Escape, and a 2011 Ford Escape. The Town & Country, in particular, was sold to a family with four children while one of the Escape models to a pair of friends who returned the very next day to trade in their vehicle.
All told, the dealership only spent a total of $45. Of that, $20 bought “lures” it purchased in the game and $25 went to promote the event on social media. The idea turned into a great sales run, and is something other dealerships will likely be replicating Now showroom sales staff can catch a few Pikachus, Squirtles, Charmanders, and customers.
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Why it matters
There will come a point when Pokemon Go’s popularity will wane, but that’s not happening anytime soon. So while the craze is still at a feverish rate, events like the one Tundra Street hosted are important in leveraging the game’s popularity into increased traffic, especially from customers who wouldn’t have otherwise arrived if it weren’t for catching Pokemons.
Give credit to the Texas-based dealership for capitalizing on the opportunity. The first event it hosted attracted over 50 people and resulted in three sales. It was so successful that the dealership is already planning a sequel at the end of the month with an actual tent and refreshments, including Pokemon cookies.
In some ways, the Street Tundra dealership was lucky that its Tundra Horse mascot was labeled a Pokestop when the game was launched. The dealership didn’t have to do anything with it. But even that hasn’t stopped other dealerships from trying to get their lots recognized as Pokestops. According to Automotive News, Street Auto Group e-commerce director Brad Paschal is trying to get his Volkswagen store recognized as a Pokestop. It’s unclear how long that’s going to take, or if Paschal will be successful in getting his dealership recognized, but the point here is clear.
For as long as Pokemon Go is a craze, businesses should embrace the phenomenon because of the bottom-line opportunities it presents. Street Tundra seized on that opportunity and it’s reaping the rewards because of it.
Source: Automotive News