COVID-19, or the Coronavirus, has caused quite a bit of concern across the world. Now more than ever, we understand the need for your dealership to be able to respond quickly and make marketing adjustments on the fly. With that in mind, we've outlined things you can do to be influential and proactive during these uncertain times.
Make Social Media Your Communication Hub
Your social messaging should adapt to the recent industry shifts. We highly recommend changing the copy and creative of your paid ads, social posts, video content, and various other marketing materials to reassure your customers, make sure they are aware of any changes in service, and to make sure your marketing is relevant to the situation at hand.
You may even want to consider providing access to information about the Coronavirus via your website and social media. We've seen many dealers do this very effectively on their websites and social media channels over the last few days.
Consider posting links to the resources below on your Facebook page. Better yet, these can be "pinned" to the top of the page so that information stays at the top of the timeline.
Continue To Post Organic, Natural Content
It’s important to communicate openly with your customers about the status of your operations, what protective measures you’ve implemented, and how your customers will be protected when they visit your dealership.
Promotions can help incentivize customers who may be reluctant to visit your business, as long as they are sensitive to the nature of what’s going on in your area.
We strongly encourage posting frequent updates on your Facebook page in conjunction with any special offers and services you may be extending to your customers and in the community.
Post About Any Operational Changes For Your Dealership
This is crucial if you’re changing things like hours of operation, showroom availability, or service department protocols for customers. Make sure that any buyers looking to come into your dealership are well informed.
Communicate Openly To Booked Service Customers
With so many buyers booking service appointments online, make sure that all of your scheduled appointments are up to date and informed on any requirements for getting serviced safely or efforts your dealership is making in order to keep them safe and serviced well.
Don't wait for them to call you though. Reach out to them in advance to minimize the chances of them canceling their appointments.
Demo Disinfecting & Cleaning Processes
Communicate frequently with your customers about the status of your operations, what protective measures you’ve implemented, and how your customers will be protected when they visit your dealership.
Take this one step further by showing buyers how to clean their own cars. Videos like this are easy to create on-site and go a long way to provide peace of mind to your customers.
Promote Online Shopping, Pick-up, & Drop-off Services
We don't know what the full impact of COVID-19 will ultimately be, but it doesn't hurt to start thinking outside of the box sooner than later. Many dealers have already taken the bull by the horns, generating informative live videos to promote drive-through services and dealer-to-door sales and service options.
Show Community Solidarity
One of the best ways to connect with your customers and people across social media is to be authentic and convey that you genuinely care. Posting inspirational quotes and stories is one of the simplest marketing tactics available, yet one of the most powerful and influential.
Promote Out-Of-The-Box Offers
Take advantage of this opportunity to promote out-of-the-box offers. Take Elder Ford of Romeo for example. They’ve recorded a personal video offering to conduct home visits for sales and service appointments to their prospective buyers.
Also think about including a cleaning package focused on a sanitation-focused detailing service that sterilizes their vehicle while also making it look spectacular. We’ve even seen some cheeky dealership offers where all cars will come with a “COVID Care Package” with scarce items like hand sanitizer, bathroom tissue, and many other valuable amenities. Whatever the offers are, think outside of the box to really entice customers during this time.
Final Thoughts
The Coronavirus won’t last forever, and things are looking up for the world. However, it’s imperative dealerships make the most of their social media during this time to ensure they retain strong sales and service numbers.
If your dealership is looking for marketing services to push through this Coronavirus Pandemic, Edifice Automotive Marketing offers solutions to dealers to master their market, increase sales and service RO’s, and maximize their marketing ROI. Contact us for more information on a specialized COVID-19 marketing plan.
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