Every year we run events, but they can always be better, run a bit more smoothly and bring in more money. Incorporating the technology everyone is using into your events will draw more people to your events and keep the buzz going long after you take down the last balloon.
Facebook’s News Feed is about to get more efficient and helpful.
Last week Facebook announced the ability to add “Call Now” call to action buttons to sponsored ads. The local awareness ads feature is rolling out slowly, most likely to profiles and pages who are actively using targeted ads.
These local awareness ads are designed to reach more people who may be near your business. Instead of a Shop Now call to action button, which takes the user to a specific page in your website, the new Call Now button makes it easy for people to call your business – from their News Feed.
This is an excellent opportunity for dealers to target specific areas and people. Perfect for test drive appointments, service coupons, reservations for an event or anything else worthy of driving a phone call.
How Do I Create a Local Awareness Ad to Promote My Dealership?
A curious byproduct of the data age is that, despite our access to technology that lets us segment, dissect, and analyze like never before, we tend to talk about marketing in sweepingly broad terms, often limiting our discussions to the platforms themselves.
You’ve heard this conversation, I’m sure—“What’s your Facebook spend? Are you doing any print?” And so on. The sheer number of different platforms is partially to blame, but there’s also a false equivalence at work here that could be costing your dealership a legion of opportunity.
False equivalence #1: All advertising on a given platform is equally effective, therefore the platform itself should be the main consideration when making advertising decisions.
Let’s take TV, for example.
It’s Sunday morning and my phone buzzes with a notification. Text? Email? Nope. I was just tagged in a Facebook photo.
That makes sense because I have that ONE paparazzi friend. You know who I’m talking about. The friend whose life mission is to relentlessly photograph every outing. He awkwardly snaps photos at any possible chance. He interrupts meals for photos. He bothers busy waiters to ask for group shots.
My phone buzzes again. Facebook really wants me to check out paparazzi friend’s photo.
What do I do? I obviously check it. I have to. But what do I really do? What is the first thing I subconsciously do when looking at a photo?
Okay, we get it. 2015 is the year of Customer Experience. But what is the first tangible step that a dealership can take toward not just better customer experience, but the sort of award winning, mind blowing, shareworthy, life changing customer experience that will convert your prospects into loyalists?
The answer is so simple it is simply overlooked:
They say that if you torture the data long enough, it will confess to anything. In the case of AutoTrader’s recent “study” about car shopping habits, it’s not just a matter of torturing the data. It’s about coercing the study to produce a result that puts into a negative light the biggest threat to their core business model.
In a recent post on Automotive News, the advertising giant determined that a mere “1 percent of car buyers use social sites to shop for a vehicle.” Seriously? You needed to pay for a study to determine that Americans are not complete morons? I’m actually pretty shocked that as many as 1% of people would go to social media sites with the intention of shopping for a car there. It’s more likely that a handful of the 1900 people surveyed either misread the question or filled out a false response in order to be obtuse. Nobody goes to social media sites to shop for a vehicle.
Subaru of Wichita has been in the news a lot lately, and each encounter has reinforced the importance of our state of media readiness as a dealership. So, now that we have a moment to breathe, I’d like to reflect on what I’ve learned.
But first, let’s take a step out of the dealership for a moment and talk about the best example of a “Media Ready” organization I can think of–The Kansas Humane Society. My visit to KHS last year made a lasting impression on me. Everyone I encountered at KHS was ready to speak on camera without hesitation, which really made walking around the campus with a camera and tripod fun. Adrian, the gentleman that spoke on camera was very practiced, and only required one take—Practice really does make perfect. The KHS goes on the 10 o’clock news every week to raise awareness about their adoption efforts. Also, they are a wonder to behold on social media, and much of their job is done for them. I mean, really—they get to post pictures of cute dogs, cats, and rodents—and in this case, it actually counts as relevant content. Lucky ducks! Also notice the lovely Sue K—wasn’t she great? She volunteered to be on camera—or rather, she told me the dog wanted to be on camera so she would speak for him. Clearly, the staff at KHS knows that media exposure helps the animals get adopted, so they all pitch in.
Just say yes. During our “Shame On Subaru of Wichita” ordeal, I drove to Oklahoma City—twice—to appear on Fox & Friends and Neil Cavuto’s show on FOXBusiness. Something about the local broadcast equipment being tied up for March Madness was keeping me from just using the local affiliate. [Read more…]
It’s Friday and, chances are, you’re ready to tackle the weekend…
Yard work, no problem, errands, no problem, kids have activities all over town, you got it covered. Productivity to the max! Well, according to this shocking infographic from RadiumOne you won’t be using social media. Social sharing is 50% more likely to happen on weekdays, rather than weekends when we think consumers have more free time.
I was shocked to see this infographic debunk 6 social media myths – such as, over 72% of shares come from good ‘ol copy and paste. Amazing.
Does this match what you’re seeing at your dealership?
Are you posting on the weekends with good results or bad results?
Check this out: [Read more…]