Automotive Advertising Agencies Focus on People Using Social Media

The function of the auto advertising agency has been changed to comply with the new rules of traffic on the Internet Super Highway. Consumers who are empowered by the Internet can no longer be limited to shopping for a vehicle through information from auto dealers who provide info to them through traditional media like radio, T.V. or newspaper. Social media has made it possible for car buyers to learn about other customers who are similar to them before, during and after their shopping or buying experience. The online community is playing an increasingly important part in the car shopping process and auto advertising agencies are using these to influence potential buyers.

The modern pull / push nature of the market fueled by the Internet requires automotive advertising agencies to focus on people vs. product or price. Auto buyers follow their own preferences in obtaining information via the world wide web that no longer requires them to rely on an auto dealer for the primary source. Visit:-

Online shoppers today are more focused on their customers when they select a dealership they are willing to do business with. This isn’t to say that price and product aren’t crucial. This is simply to say that all systems start and end with people . It’s also a reminder that people are the true asset of any auto dealer, auto advertising agency or even a vendor!

The most obvious evidence of the priority that people play in the auto shopping/buying/service experience is the explosive growth that social media has enjoyed as a marketing media vs. conventional radio, T.V. and print , which was once the mainstay of the automotive advertising landscape. Advertising agencies in the automotive industry recognize that people have always preferred to do business with people who they like and social networking has expanded the areas of influence for car buyers and shoppers to include their online friends.

The market is a conversation between friends prior to, during , and after the car buying or shopping cycle. Auto dealers that have friends in social media communities are more likely to take part in the conversation. In particular, the automotive advertising agencies understand that it’s hard to connect with a building or websites! It is the people that work at the dealership to help their families have a story to share to their loved ones and can earn the money — not the Chevrolet, Toyota, Mercedes or Toyota. — or the extended service hours and specials on a weekly basis. Service hours on Saturdays have no appeal if the customers aren’t comfortable with or trust the person they’re confiding their keys with. A person who is a friend in the automobile business is a comfort that is greater than the most efficient process, product or cost for the average buyer of a car.

Automotive advertising agencies also recognize the importance of people in both the real and virtual world showroom experience that is reflected in the quantity of units sold as well as their performance at the end of each month. The first impressions you make are unretractable and they are not limited to having a huge inventory, clean showroom or a dealer-centric selling system which processes customers’ needs for service and sales. The atmosphere in a well run dealership will reflect the overall morale of employees working in sales and service which directly impacts the customers that an automotive advertising agency delivers towards the showroom.

A smiley salesperson, service writer, operator and cashier isn’t something that can be demanded as part of a procedure — similar to customer satisfaction isn’t something you can buy or taken for granted by simply offering the best price. It has to be earned. It is earned when a dealer or manager appreciates the individual and team contributions of his staff — and tells them so regularly! It is managed through HR department and recruitment procedures which choose personalities over prior auto sales experience with pay plans that reflect the individual contributions along with descriptions of jobs and designated areas of responsibility that are monitored and managed by a caring management team.

Employee retention is directly linked to customer satisfaction and customer retention and neither can be taken for granted. Automotive advertising agencies are advising their clients who are auto dealers to invest in their employees throughout the process and even after they have been hired to compliment their investments in automotive advertising. They are the ones who represent their dealership, and it will be their employees who will promote their vehicles and services to an ever-growing list of customers and friends.

Automotive advertising agencies have expanded their responsibilities to include all aspects of day-to working at an auto dealership. Selling systems and associated procedures involve a meeting or greeting and an initial manager T.O. to qualify the customer’s needs in an inventory and facility walk, a test drive, a feature benefit presentation along with a desking method, a manager T.O., negotiations and negotiations, an F&I introduction an delivery procedure and service introduction. These steps are followed by a state of the art CRM/ILM the DMS and follow-up system. Unfortunately, all of these carefully planned processes can only be as effective as the salesperson who entered the customer into the system, or who is expected to follow up even if not sold or who is relied upon to offer future referrals and service.

Each of these actions reflects on the performance of the automotive advertising agency and should be addressed within the agency’s responsibilities. Automotive advertising agencies recognize that the training for salespeople is often limited to a couple of weeks immediately after the hire or an outsourced trainer employed to boost the team. Given the complexity of a well-planned selling process — as described above what do new employees be required to remember everything they’ll need to know? Add product information and an understanding of the human nature that affects the negotiation process, and — once again — the investment in the people is evident.


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