Our single biggest multimedia event / promotion annually is "Demo Days," every October.
We bring in the Harley-Davidson factory Demo Fleet and have a two-day bash at the dealership. The event includes live bands, free food, free beer and soda, games, tons of in-store specials and, of course, demo rides on all the new model year Harley-Davidson motorcycles.
The advertising effort includes: A direct mail postcard, social media promotion, email blasts, text message blasts, radio flights on three stations and in-store advertising, including signage and bag stuffers. This year, the results were awesome! Even though the weather was not great, we put nearly 3,000 people through the store, and had over 110 people sign up for the demo rides.
With most folks test-riding multiple models, we estimate that over 750 demo rides went out in two days. Further, sales were brisk, we sold several bikes onsite and made dozens of contacts for potential future sales.