Using big events, like the UAW strike, as a chance to boost sales isn't always straightforward. It means mixing the right amount of clear information with a touch of genuine concern for your customers. Additionally, smart advertising plays a crucial role in reaching the right audience effectively. To help dealerships navigate this, here's a straightforward game plan.
Educate Customers on the Situation:
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Direct Communication: If you have an email list or regular newsletter, send out a thoughtful message explaining the situation. Highlight the union's concerns and emphasize their importance in the automotive industry. It's essential to be neutral and factual.
Website Updates: Place a banner or notice on your website informing visitors about the ongoing strike and potential delays in inventory replenishment.
Products used: Creative Studio, Email Studio
Create Urgency:
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Highlight Limited Inventory: Emphasize that the current stock might be all that's available for an unforeseen duration. Use phrases like "Get them while they last" or "Current inventory might be our only stock for a while."
Promotions & Incentives: Offer limited-time discounts, added value services (like extended warranties or free maintenance), or financing deals to incentivize purchases during this uncertain time.
Products used: Creative Studio
Stay Transparent:
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Inventory Updates: Regularly update customers on the inventory situation. If certain popular models are running out, or if there are only a few units left, let them know.
Delivery Delays: Be upfront about potential delivery delays for new orders. Transparency builds trust.
Products used: Creative Studio
Diversify the Offerings:
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Used Cars: Emphasize the value of considering pre-owned vehicles in your inventory. Highlight the certification process and warranties attached to these cars.
Alternative Brands: If your dealership carries brands outside of Ford, GM, and Stellantis, this might be an excellent time to spotlight those alternatives.
Products used: Inventory Studio
Engage in Local Advertising:
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Local Media: Share insights about the situation on local TV, radio, and newspapers. Position your dealership as an information source on the strike's impact on consumers.
Social Media: Use platforms like Facebook, Twitter, and Instagram to keep followers updated. Consider using short videos to discuss inventory, new arrivals, or how the strike impacts local communities.
Highlight Your Dealership's Position if Not Affected:
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Recent disruptions in the automobile industry, particularly the UAW strike, have raised concerns about vehicle and parts availability. Clearly state that your dealership is unaffected by the ongoing strike. We're excited to let you know that our dealership remains unaffected by these events. "Our vehicle and parts inventory is healthy and ready to serve your needs."
Products used: Creative Studio
Reassure On After-Sale Services:
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Remind customers that even though there might be a strike, your service and parts department will continue to function as usual. This ensures customers that they will be taken care of even after the purchase.
Products used: Creative Studio
Stay Adaptable:
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Feedback: Regularly solicit feedback from your sales team and customers about their concerns related to the strike. Adjust your strategy accordingly. Monitor the Situation: The strike's dynamics could change. Be prepared to modify your strategies as the situation evolves.
Products used: Creative Studio
Promote Pre-Ordering:
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Future Assurance: Encourage customers to pre-order their desired vehicle models. This not only secures a spot for them once production resumes, but it also offers a solution to potential inventory shortages. Emphasize that pre-ordering can be a proactive way for customers to get exactly what they want without the wait once the strike concludes.
Including this approach can help dealerships maintain a sales flow even when current inventory starts running thin. It also gives customers an option to lock in current promotional rates or deals, making it an attractive proposition during uncertain times.
Products used: Creative Studio
In conclusion, while the UAW strike presents a challenging environment for dealerships, it also offers a unique opportunity to showcase adaptability, community engagement, and customer-centricity. By employing a well-rounded strategy that combines education, transparency, smart marketing, and empathy, dealerships can navigate this period with resilience and maintain a positive relationship with their customer base. Remember, the automotive industry has weathered countless challenges before. With the right approach, this situation can be turned into a period of growth, learning, and deeper connection with the community we serve.
In today's shifting buying environment, staying adaptive is more crucial than ever for dealerships. Many are turning to the AET Marketing Suite, a trusted design tool created specifically for the auto industry's unique challenges. With the increased workload and the need to be agile in the marketplace, AET Automotive products provide the right support and solutions. Dive into the suite and see why dealerships are making it their go-to for modern marketing and management needs.
