How your dealership can handle modern consumers who expect instantaneous response. (Is Your Dealership Ready for the Real-Time Shopper?: Latest Marketing News ...
Marty Real Time Note
You know you've past a significant social media marketing tipping point when laggards start climbing in the car. When I bought my last car I had my Air live on their wi-fi tweeting what was happening, checking Cars.com and other resources and checking everything the guy said in real time AND I STILL GOT TAKEN.
This article from Dealer Marketing Magazine 75% about what most reading this post already know - the real time and digital revolution is HERE and only 25% about what to do about it. Here are my tips if, God forbid, I owned or ran a car dealership:
EMBRACE the digital revolution don't just accept it by:
*** Put your dealer hashtag in clear view.
*** Create social contest and games awarding ongoing contribution and particpation (stay top of mind even when I'm between cars).
*** Curate your UGC (user generated content) so you aren't just talking to yourself about yourself all the time (an industry preoccupation).
*** Show and share, share and show - look to learn from and listen to your customers and stip the overblown rhetoric, BS and games.
*** Realize that the real VALUE you create is so much greater than the short term profit on any given deal (hard to convince your greedy sales force they are best served by long term thinking but they are and continuing to screw people is over, done, finished).
*** Your most important asset is NOT on the lot but online - your reputation.
*** Reduce your footprint all those cars on the lot as advertising is stupid, expensive and unnecessary. Look hard at your 80/20 rule and manage to that.
*** Understand social media is NOT just deal flow. You can put deal flow into social NO MORE than 50% of the time. 90% deal flow confirms you don't get social media marketing.
*** The other 50% of the time SHARE authority reinforcing content such as reviews, information about innovations and news.
*** Ask for your customer's social contacts and then segment your customers based on power users, middle and beginning social media marketing status. Soon every customer will use social media, but not all social media user are equal. Car dealers should know who is across the desk from them. If you are selling a car to Seth Godin or Chris Brogan BE CAREFUL and don't be a jerk. Good advice even if Marty Smith or Jane Smith is across the desk.
Car dealerships can change and those who do will make more money. Those who don't will be looking for work. As with anything 20% of the dealers will make 80% of the change and thrive while the rest will look around and wonder what hit them.
I can answer that too. What hit you was an empowered public who is tired and not going to take it anymore. Next time you sell me a car it would be a good idea to know if I can reach out and touch 5K or 10K people as you are speaking to me :).M