This week’s snowstorm is affecting dealerships across the country as they plan to deal with the weather: getting ready to dig out the lot and preparing for fewer customers to come in. But bad weather can be the perfect opportunity to send out a special offer. Your auto dealership’s marketing campaign needs to connect to what people are experiencing to see more results than just generic advertising.

First, you can set up an automotive email marketing campaign promoting service. When a snowstorm is coming, a “weather advisory” email can push a special for snow tires. People will be more likely to think about getting snow tires for their cars when bad weather is on its way. We have seen these emails get a much higher open and click rate than generic sales offer emails.

Next, your dealership's social media also needs to push this special. Offer a coupon that people can print or show on their smartphones at the dealership.

Take advantage of whatever’s going on around you to push an offer--bad weather is an ideal chance for dealers to call people to action for service specials.