Have you ever gone out to test drive a car? It is one of the most important moments in the car-buying journey. Potential customers get a chance to slip behind the wheel for a test drive and imagine themselves driving it home.
So, what’s the problem? Most test drives are forgettable. Customers can hop from dealership to dealership, shop around, test drive several cars, and at some point, all those “car shopping” experiences blur together.
That’s a missed opportunity. You don’t just want customers to remember the car, the trick is:
They should remember YOU. And you can do that with personalized swag.
Imagine a family with a child who gets to take home a teddy bear and a little T-shirt with your dealership logo on it. That child will cherish that bear, and the parents will remember the thoughtful gesture long after.
Or a notepad and pen with your branding and logo on them. Maybe the customer puts it in their purse and takes it out later to write something down. Do you sometimes find yourself in need of writing materials on the go? I know I do. Turn a routine test drive into a memorable experience that lingers in a customer’s mind long after they’ve left the lot.
How can dealerships make test drives more memorable?
Dealerships make a lasting impression when they give consumers subtle reminders. Promotional items, personalized swag, help buyers remember their experience and make them want to buy from that dealership again. After getting promotional products, 85% of consumers are more inclined to select a company.
Why Personalized Swag Works
Everyone loves a thoughtful gesture. Handing a set of keys for a test drive is standard practice, but handing over a branded test drive kit packed with valuable, well-designed items? That’s something worth talking about.
Personalized swag isn’t just about slapping a logo on merchandise; it’s about choosing strategic items that connect with the customer’s journey. Design each item to remind customers of your dealership and create a positive impression whenever they use it.
Use promotional materials to turn a simple test drive into an experience.
Let’s Build the Perfect Test Drive Kit
Think of a test drive kit as a mini gift bag, customized to your customers’ driving experience. These products don’t have to be flashy; instead, they should be useful and have branding that reflects your dealership’s personality. Here are some ideas to get you going.
1. Sunglasses for the Road Ahead
A sleek pair of branded sunglasses immediately signals “ready for the road.” Practical, eye-catching items like this are used for years, keeping your dealership top-of-mind every time they’re worn. It’s a simple way to create lasting brand visibility.
Not only do they add comfort for daytime driving, but they also make your dealership feel modern and thoughtful. An option like the UV400 Polycarbonate Sunglasses, which can be customized with a logo, becomes a stylish keepsake that customers will use long after the test drive.
2. Air Fresheners to Set the Mood
Capture the excitement of a new car with a branded air freshener. Hanging it where the driver can see and smell it keeps their vehicle smelling fresh while serving as a subtle, constant reminder of your dealership every time they get behind the wheel.
3. Phone Holders for Safe Driving
One of the favorites. Let’s face it, most customers rely on their smartphones. Not only a thoughtful gift, but it also promotes conscious safety. A branded phone holder is the kind of helpful swag people appreciate, and every time they clip in their phone, they’ll see your dealership’s logo.
4. Keychains that Travel Everywhere
Keychains are cost-effective, portable, and consistently used, perfect for long-term brand visibility. Every test drive begins and ends with a set of keys, so a well-designed branded keychain turns that moment into an opportunity. With a sleek design, it becomes a constant reminder of your dealership whenever your customer reaches for their keys.
5. Drinkware for the Journey
Branded travel mugs or water bottles – add an extra layer of thoughtfulness. Picture your customer sipping from a stylish tumbler with your logo during their daily commute. Both a useful and a subtle nudge back toward your dealership when they’re ready to decide.
Personalization Makes It Memorable
Statistics speak for themselves: when customers receive a promotional gift from a brand, 90% recall it. Even after several years, approximately 89% can still remember the brand. The impact is even greater when these items go beyond generic giveaways, offering a more thoughtful and memorable experience.
Personalization, adding the dealership’s logo or even a tagline like “Drive into your future,” creates an emotional connection. For example:
- A test drive package for a sporty car may include boldly colored sunglasses and a stylish phone mount.
- A keychain, an air freshener, a teddy bear, possibly a little soccer ball, and a water bottle for the kids make great additions to a family SUV package.
- A luxury vehicle kit might favor high-end accessories like a double-walled tumbler or a fine leather keychain.
It’s all in the details. They communicate that you’ve considered the customer’s lifestyle, not just the sale.
Turn a Test Drive into a Story
A test drive lets buyers envision their lives in the vehicle. Custom swag just builds on that idea. They are reminded of their driving experiences when they put on their sunglasses, pull out their travel mug, or plug in their phone. It’s a subtle nudge in decision-making, working to your advantage.
Consider this: if a consumer drives two identical cars from two separate dealerships, which one will be more memorable? The one that offered them a basic test drive? Or the one that gave them thoughtfully chosen goods they use, making them feel appreciated?
Practical Tips for Dealers
- Keep it simple. Don’t overload customers with items. Curating a set of three or four products works best.
- Choose quality. Cheap, throwaway swag doesn’t leave a good impression. Go for durable, well-designed items.
- Subtle, tasteful branding makes customers more likely to use the items daily.
- Tailor by customer type. Separate predetermined options for families, young professionals, and luxury buyers.
Key Takeaways:
- Test drives don’t need to be forgettable. Personalized swag turns them into memorable brand experiences.
- Curated test drive kits with practical items like sunglasses, air fresheners, kids’ promo items, and phone holders make customers feel valued and keep you top-of-mind.
- Personalization boosts recall; 90% of customers remember a brand after receiving promotional gifts.
- Tailored kits by customer type (family, luxury, or sporty buyers) deepen emotional connections.
- Quality and thoughtful branding matter. Stop opting for cheap throwaway swag; it doesn’t leave a good impression.
- Personalized swag is a small investment that builds loyalty and helps close sales.
Improve the Chance to Close More Sales with Safeguard
Since cars are expensive purchases, buyers carefully consider their alternatives. Features and price are essential, but so is the buying experience. Personalized swag can yield a significant return on a bit of investment. So, next time you hand over the keys for a test drive, don’t let it be just another ride. Hand over an experience. Get the expertise and solutions needed to help your business access a wide range of assets designed to help you close more sales. Partner with Safeguard and get the swag you need to help your business grow!