05/01/2023Lone Star A

uito Auction

Lone Star Auto AuctionEvent Marketing2016-2017

Goals

Drive Traffic to LSAA’s auctions Generate repeat business Cultivate new business Blueprint for future sales Brand LSAA and increase visibility Increase attendance of weekly auctions by 25%

Strategies

Get existing customers to promote LSAA Utilize wacky or innovative themes based on a national calendar Get involved with local colleges, high schools Coordinate with local business to attend auctions, based on theme Create a promotion that gets national attention (see “big idea”)

Tactics (external)

Provide existing customers referral cards with incentives to distribute Coupons with incentives through e-mail Monthly on-site promotions Newsletter Social Media “The Big Idea”

Tactics (internal)

Create database of all current customers with e-mails Call customers who don’t have e-mails on file Send post cards to customers asking them to provide e-mails to

start receiving discounts and coupons All personnel to ask for e-mail addresses System to monitor success Accountability

Promotion Sampler

Coordinate each auction with calendar of quirky events, i.e. Marine Corp Birthday, National Smile Week, etc. (see www.holidayinsights.com)

LSAA “Idol” contest. Audition by singing a LSAA Jingle and placing in on YouTube or FB

Tailgate Party. Coincide with Texas Tech’s football home opener, invite local bands, cheer squads, drum corps

Chili Cook-Off Mixed Martial Arts fight. Set-up ring Beach Party. Dunk tanks, artificial palm trees, treasure hunt, bikinis & Hawaiian Shirts Safari of Savings. Khaki’s, Pith Helmets, win a trip for two to Disney’s Animal

Kingdom, zoo animals on display

Promotion Sampler

Dukes of Hazzard. Appearance by John Schneider, Duke-like car on display, Daisy Duke look-a-like contest

Halloween Party. Best costume Hole-in-One Contest. Win a car. Appearance by local PGA Pro Blood Donor Day. Have Blood-mobile onsite, staff dresses like Dracula.

Elvira in attendance Skate Boarders Day. Set-up temporary track. Tony Hawk in attendance John Denver Day. Graduate of Texas Tech George Coleman Eads Day, actor on CSI, Texas Tech grad Zach Thomas Day, NFL player, graduate of Texas Tech

Promotion Sampler

Lubbock Wine Day. Many local wineries & wine tasting College Baseball Hall of Fame Day. Located in Lubbock,

inductee appearance. Rick Monday National Cowboy Symposium. Held in Lubbock 9/9/16 Grape Day. Held in Lubbock 10/8/16 Salsa & Sangria Fest. Held in Lubbock 7/30/16 Critterfest. Held in Lubbock 6/23/16. Bring your pet to the

auction

Specialty Ad Items (customized)

Specialty Ad Items (customized)

The Big Idea

The Lone Star Auto Auction Helicopter

LSAA Helicopter

Purchase, available on ebay or other sources for around $20,000 Painted and customized with LSAA logo Gain national attention Flies into Texas Tech football games and delivers game ball Offer helicopter rides during auction Make available for special events, people in need The top customer given a ride to and from auction weekly Brand visibility in and around Lubbock

Next Steps

Accountability Database by gender, age, location, zip code, size of business, type of

cars purchased, frequency of attendance, address and e-mail Calendar of events, auction themes through May, 2017 Spreadsheet of number of attendees per auction starting 7/1/16 or

factor to gauge success Budget