Marketing Like a Local: How Summer Vibes and Community Connection Can Supercharge Your Dealership

This Summer, Go Beyond the Billboard

Summer is more than a season - it’s a mindset. It’s road trips, backyard BBQs, local festivals, and spontaneous adventures. And for dealerships, it’s a golden opportunity to connect with customers in ways that feel authentic, engaging, and, most importantly, local.

The smartest dealers know: if you want to stand out, stop selling and start showing up - right in the heart of your community.

Why Summer is Prime Time for Local Marketing

Key Points:

• People are out and about: shopping, traveling, attending events.

• Families are thinking about road trips, outdoor gear, and reliable vehicles.

• Communities are hosting events again: car shows, farmer’s markets, music festivals, etc.

• It’s the perfect time to blend lifestyle marketing with dealership promotion.

6 Ways to "Market Like a Local" This Summer

Let’s get tactical. Here’s how to put the heat into your summer campaigns:

1. Host a “Summer Kickoff” Event

• Bring the community in with an ice cream truck, live music, BBQ, or family fun zone.

• Set up tents, lounge chairs, games - create an inviting, fun atmosphere.

• Offer free vehicle health checks to get customers “road trip ready.”

  
  

2. Advertise the Outdoor Lifestyle

• Put a spotlight on SUVs, trucks, AWDs, and anything roof-rack ready.

• Use lifestyle imagery: vehicles next to tents, lakes, and campfires - not just in front of the dealership.

• Bundle accessories like cargo boxes, bike racks, or all-weather mats as summer-ready packages.

  
  

3. Run a Local Summer Giveaway

• Partner with local businesses (campgrounds, waterparks, or outdoor gear shops) for prize packs.

• “Win a Summer Adventure Kit” - think coolers, camping chairs, gas gift cards.

• Promote it via social, email, and in-store signage.

 4. Offer a Summer Auto Spa Package

• Promote a “Summer Refresh” service package: full detailing, A/C check, fluid top-up, etc.

• Position it as essential before any road trip. Pair it with content like “Top 5 Summer Maintenance Tips.”

5. Be Seen at Local Events

• Sponsor or set up a booth at town fairs, Ribfest, or concerts in the park.

• Bring your branded tent, your flashiest vehicle, and offer giveaways or vehicle demos.

• Hand out custom summer swag: branded water bottles, fans, hats, etc.

 6. Geo-Target Like a Pro

• Use digital ads to target people near beaches, trailheads, or local attractions.

• Try weather-triggered ads (“Hot weekend ahead? Get your A/C serviced today!”).

• Leverage ZIP/postal code conquesting to hit your backyard with relevant, timely messaging.

Create a Summer-First Vibe at Your Dealership

Key Tips:

• Swap showroom music to upbeat summer playlists.

• Decorate your lot with string lights, patio furniture, and banners.

• Use sidewalk signs, flags, and vehicle decals to promote your summer sales message.

Remember: the more it feels like an experience, the more people will talk about it - and come back.

Summer Isn’t Just a Season - It’s a Strategy

When you tap into your community’s summer energy, you don’t just promote vehicles - you become part of people’s memories, routines, and road trips. That’s how you stay top-of-mind without feeling pushy. Market like a local. Create summer moments. Be the dealership they remember when the sun sets on the season.

Need help planning a summer campaign that brings real people through the doors (and through your service bay)? We specialize in dealership marketing that feels like summer. Reach out today for custom ideas that drive results.

Lets Talk!