Palmen Auto Stores Add Some Fizz to Summer Sales Experience | Edmunds

Palmen Auto Stores Add Some Fizz to Summer Sales Experience


Just the Facts:
  • Palmen Auto Stores offered a light-hearted sales promotion in July that stuffed car trunks with 40 two-liter bottles of soda with the purchase of any new or used vehicle.
  • The dealership gave away 20,000 bottles of soda in July.
  • The soda promotion has been delighting car buyers since 1990.

KENOSHA, Wisconsin Palmen Auto Stores added a little fizz to the summer buying experience with an unusual sales promotion.

It recently wrapped up a summer promotion that offered a trunk-load of soda with the purchase of any new or used vehicle.

Each trunk was stuffed with 40 two-liter bottles of assorted soda, including Dr Pepper, Country Time and 7 Up. Car shoppers drove away with 20,000 bottles of soda in July.

"No one came in seeking to get this promotion but it's a novel idea and makes them laugh and takes some pressure out of car buying," Palmen Auto Stores President Andy Palmen told Edmunds.

He began the soda promotion in 1990 after seeing his Pepsi machine salesman walk the showroom floor.

"I was trying to market the dealership and stand out from the clutter, so this idea popped into my brain," Palmen said.

The payoff has been greater than he ever expected.

"Nobody could possibly drink all that pop, so what it does is encourage the car buyer to call over some friends for a gathering to drink it up," he said. "Those friends see the car, hear about the great sales experience and hear the name of the dealership where the beverages came from. We have had people mention that's how they learned about us."

Palmen said it's his favorite promotion. He owns Palmen Motors, selling Chrysler, Dodge, Jeep, Ram, Fiat and Kia in Kenosha; Palmen Buick GMC Cadillac in Kenosha; and Palmen Dodge Chrysler Jeep Ram of Racine.

"Even if customers don't want the pop, we suggest they donate it to places like the Boys & Girls Club, which they often do, so helping others is another perk to the promotion," Palmen said.

Edmunds says: A promotion that gives shoppers a smile — we'll drink to that.

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