3. MARKETING PLAN
• Call list of CFNA customers with previous tire recommendations
• Flyers with pull off phone number tabs placed in coffee shops and bookstore
near the store
• Flyers placed in store 3 weeks prior to sale event to notify customers of
upcoming deals on recommended services
• Notify customers that leave with recommendations of the sales event and
the benefits of them scheduling to have service done onAugust 6th
• Social Media post of the flyer on a Portland Classified group
5. SALE DAY DISPLAY DETAILS
• Contacted our vendors (O’Reilly’s, NAPA, Autozone, andAdvanced Auto Parts)
asking for donations for the raffle prizes and Barbeque
• All vendors donated prizes, food, and their time to help out with the event
• Placed balloons and flyers on the perimeter fence to grab peoples attention that
may be walking or driving by the store
• Placed the barbeque with a Bridgestone E-Z Up and tables in a spot that was visible
to customers coming in and potential customers passing by
• Placed “freebies” from vendors on tables near BBQ and on the showroom table
and desks
6. SALES EVENT STRATEGY
• OVERALL GOALS
• TOTAL SALES $10,000
• Offer a variety of discounts to increase BOSS count for the day by appealing to almost every type of vehicle
owner
• TIRE STRATEGY
• Have discounts for every tire option to appeal to any type of customer entering the store
• Greater discounts when buying a set of 4 tires that also correlated to the Olympics promotion in hopes
customers getting the best tires possible and increasing our unit count
• Offering Lifetime Alignment discounts with tire purchases to increase customer loyalty in the future
• SERVICE STRATEGY
• Discounts when buying the CompleteVehicle Inspection to increase not only the safety of customers’ vehicle
but also revenue of service
7. SALES EVENT STRATEGY (CONT.)
• TEAMMATE STRATEGY
• Began working with Store Manager at beginning of internship discussing ideas for the
event and continued throughout the time making sure the ideas were all possible and
not too far fetched
• Talked with customer service and sales teammates 3 weeks prior to the sale about the
details in order for them to address customer coming in to the store and over the
phone about upcoming discounts and scheduling opportunities
• Had a store meeting the night before the sale to pump everyone up about the big day
and check one last time to make sure we were all on the same page
8. SALES METRICS (AUG. 6TH 2016VS.AUG 8TH 2015)
STORE
PERFORMANCE
RESULTS
2016
RESULTS
2015
NUMBERS
YOY
CHANGE
TOTAL SALES $6810 $2835 +$3975/2.4x
better
SERVICE SALES $3282 $2286 +$996/1.4x
better
UNITS/BRANDED
UNITS
25/22 20/10 +5/1.25x
better
BOSS COUNT 25 20 +5/1.25x
better
CFNA DOLLARS $8 $197 -$189/23.6x
worse
$6,810
$3,282
$2,835
$2,286
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
TOTAL SALES SERVICE SALES
SALES COMPARISON
2016 2015
9. LEARNING CURVE
From this sale event experience, I have learned that our vendors are extremely
important. All of our vendors either donated raffle prizes, freebies, food items,
and/or time for the sale. Without them the event would not have been as
successful. I was also able to fully understand the amount of hard work that
goes into planning and executing a large sale successfully. I had never really
known all of the processes that go into putting on a sale and the minor details
that make such a difference in everything going as planned.This sales event
has also shown how teammates that work hard and are all in can impact the
level of success for the store. Everyone was committed to having the best
possible outcome for the sale and it really showed at the end of the day!
10. WHATWOULD I DO DIFFERENTLY?
If I could go back and change anything, I would change the fact that I didn’t
really personally reach out to potential customers. I would’ve pushed
customers to make appointments in store rather than telling them to give us a
call later. I would’ve also made flyers to hand out to customers when they left
so they would have a more tangible reminder of the event. We also turned
away a few customers that day and looking back we should’ve accepted them
and at worst we would’ve had to reschedule if the work was too extensive.
Other than that, I believe my event was well prepared and well ran with great
results!
