Page 22 - On The Move - Volume 17, Issue 3

he news surrounding the impact of COVID-19 has been primarily retail-
Tfocused as it pertains to the automobile industry, including the steps you
can take to protect yourself, develop your digital marketing strategy and make
certain you do not sacrifice the customer shopping experience. But what about
your service department? Vehicle maintenance is key to the longevity and value
of any new or used car, and times of uncertainty may mean longer vehicle
retention. While the digital marketing conversation historically leaves service
taking a backseat, in these times it should not.

DIGITAL MARKETING

– It’s NOTNOT Just for Sales

Here are several actions your marketing team and service is the communication. Have your marketing team, agency
department can take to align their strategies and improve results or website provider create a banner to display on your home
during this difficult time. page. Reach out to local businesses and advertise your offers on
Facebook as well as other social media outlets.
1ST - UTILIZING CUSTOMER RESOURCE MANAGEMENT
Consider the most fundamental marketing tactic in the books – 3RD - UPDATED CRM EMAIL & SERVICE INFORMATION
utilizing Customer Resource Management (CRM). Your service Make sure that your CRM email and service information are
customer base serves as not only an opportunity for repeat updated in your Google business page and third-party provider
business in your service lane, but also for sales. Utilize your team dashboards, including chat. More often than not, the service
(business development company (BDC), advisors, consultants, sections are left blank or long forgotten after the account
etc.) to identify vehicles that may fit optimal trade requirements was created. Do you have the correct phone number, hours of
and create a short list of the highest quality opportunities. operation and CRM email address so that all potential leads are
Review the remainder of the CRM for those customers who may being collected? This may seem mundane, but it could prove to be
be due for an oil change or other maintenance-related items. Once a quick correction with big returns.
created, get to work: communicate with these customers through
personalized email and a short, but personalized video. This will 4TH - CHANCE TO BUILD YOUR LONG TERM TEAM
build trust and deliver transparency when we need it most. Finally, consider this as a chance to build your team for the
long term. With concerns over job security and staff shortages
2ND - APPEAL TO THE NEEDS OF THE CUSTOMER due to childcare, there may be an opportunity to create a
As we practice social distancing and limited exposure to our training program or apprenticeship that will help develop your
daily routines, offer to pick-up and drop-off a customer’s vehicle service department’s staff. This, among other things, will also
for service. These delivery services will meet the needs of your differentiate your dealership from the competitors for future
customer base from the confines of their home or work. Also hiring opportunities.
consider advertising a special offer during this time, such as a
free car wash to any healthcare, restaurant, or grocery store The main message is to leverage your service department as a
employee, or simply a special oil change if you utilize the newly resource during these difficult times. Adjust your plans, align
minted delivery service. The most important piece of this plan your strategy and plan for growth.

By Nick Brunotte
Director
Dixon Hughes
Goodman LLP
20 www.maada.com.maada.com
20 www