Marketing (and frankly, everything else) during a pandemic is something that businesses have never had to navigate before. A million questions run through my mind when I think about what could be and should be said in times like now.
In MRAA’s recent Ask the Expert webinar “How to Marketing During the COVID-19 Pandemic,” Danny Decker of Marketing Simplified answered the question, “What types of content should people be sharing on social media right now?”
Danny’s main point was that the messages that worked for you and your business four weeks ago are NOT the messages that work now, in the time of COVID-19. It isn’t the time to sell, sell, sell. It is the time to provide reassurance, build brand equity and help your customers to dream.
The two types of “message buckets” that dealerships should be working from include:
1. The “immediate short-term crisis” message bucket
It is VERY important to let your customers know what is going on within your business and then share this message over and over (and over). Now is the time to let your customers know if you are open. Are you open, but with modifications? Have you put new procedures in place to protect your staff and customers? Your customers need to know this.
2. The “diversion” message bucket
This is the time to understand that everyone is looking for and needing a diversion. How can you help people start dreaming about boating again? Maybe it is as simple as re-sharing pictures from last boating season and then asking your customers to respond with photos and memories. This not only gives people a break from their reality, but it may help your customers prepare to get back to boating once everything “goes back to normal.”
Overall, Decker encouraged dealers to remember that now is the time just to be a good person and to make sure your messages are genuine and focus on building relationships. If you can do this, the sales will return.
Did you miss the webinar the first time or are looking to view it again? Click here to access the webinars and other resources the MRAA has compiled in response to the COVID-19 pandemic.
