Car dealership promotions a "quick win" say garden centres after successful Chevrolet project

Car manufacturer Chevrolet undertook a nationwide promotion in 40 garden centres during 2012. The promotion involved garden centres including The Garden Centre Group, Dobbies, Blue Diamond, Garden & Leisure, Klondyke/Strikes, Notcutts, Hilliers, Palmers, Wentworth, Pughs and Webbs.

The initial activity was split over two weekends in April and May, with 32 garden centres hosting dealerships over selected dates, occupying two car parking spaces each time. 

On 15 December 2012, 40 garden centres across the country hosted two cars, making it one of the largest nationwide promotions ever organised within the sector.

Hillier Garden Centres business development manager Tim Mason said: "We hosted a Chevrolet promotion at a number of our garden centres in December after interest from Promotional Space.  We were pleased to be part of a nationwide promotion and found the process easy to manage. 

He added: "External promotions work well for us as they can be easy to accommodate and often fit with what our customers may want to see."

The rent that the garden centres provided was supported by increased marketing in the run up to the start of the promotions which resulted in more footfall and free advertising for the site owners.

Pugh's Garden Centre owner Graham Pugh said: "Car Dealership promotions are a quick win for us.  Promotional Space handle the paperwork and provide me with details and dates and we book them in. The cars sit well in our display areas without causing any issue to parking and they often advertise in local press to say they are coming."

Promotional Space managing director Ian Silverton added: "This was an excellent industry wide promotion which proved that both independent sites and garden centre groups can all benefit from concession activity and can maximise revenues from their display areas at all times of the year.  We were pleased that a brand like Chevrolet invested into the garden centre sector and hope to work with more of these world renowned brands in the future."

He added that short-term promotions are increasing in popularity within garden centres with Promotional Space reporting more than 1,600 bookings in 2012 at more than 300 garden centres nationwide.

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