I will stand upon my head to beat all deals!
I will stand upon my head ‘til my ears are turnin’ red,
Go see Cal, go see Cal, so see Cal!”
– Worthington Ford TV Commercial 1979
Who wouldn’t buy a car from this man? Ah, the good ol’ days. Blast your message to a mass audience and hope that someone got it and is paying attention. The strategy in those days was shout louder and more frequently than your competitor until you’ve exhausted your ad budget. Unfortunately, every one else was doing the same thing so it was a race to see how much we could spend to get customers on the lot.
Technology has not only reshaped people’s lives and redefined how we live, it’s completely changed the way we market. Information is so readily available that car buyer’s decisions are now influenced by what’s said about dealers online. 56% of Americans feel they have a stronger connection and are better served by businesses when they can interact with them in a social media environment.
The good news? Huge dealership ad budgets are a thing of the past. Social media marketing is quick, precise, measurable and economical. Marketing your dealership’s ‘brand’ may be a something you haven’t had to communicate in a long time. Where the challenges lie are in shifting your store’s strategy, the creation and consistency of the content, integration into your current marketing model and fostering buy-in from the top down.
We all have a personality that we present to others around us. We express ourselves to create a positive influence or impression. It’s no different with your dealership. The products you sell and service have a perceived value and now, with social media, your store’s unique personality and message can enhance that value….Just like Cal Worthington did all those years ago!