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This is exactly what local franchise dealers need from their manufacturers. They need a message to fight back against independent chains.
Ford also offered a $100 cash back incentive when consumers purchase four tires.
It's my opinion that OEM's primary role is to invest in Stimulus spending and the local dealers should be investing in ZMOT. That means local dealers should not be spending too much money on TV, that should be the role of Tier 1 and Tier 2 budgets.
The Ford Fixed Ops stimulus was BACKED UP by easy to find online coupons. I was encouraged that this promotion was optimized in search online.
After the commercial ran I Googled "Ford tire sale $100 Cash Back" and I easily found this coupons and details.
I was speaking with Jeff Kershner this weekend and he commented that during the inventory shortages this summer with Honda and Toyota vehicles, Nissan kicked up their investments in "stimulus" and the results have been amazing for his dealership.
Jeff's Nissan store has a strong ZMOT strategy so this played right into the manufacturer's strong investment in stimulus. Jeff has stated that he has doubled the sales at his dealership by investments in ZMOT and Nissan's stimulus really helped that success.
This graphic below taken from "Winning The Zero Moment of Truth" by Jim Lecinski shows the new model for online marketing strategies.
The bigger question is: How many Ford dealers have updated their websites or published new content to take advantage of this national investment in "stimulus"?
If I was a Ford dealer, I would update my website with any optimize page for this Tire Promotion. I would record a video and optimize it for the phrase Ford Tire Sale and $100 Rebate. I would be posting the coupons on my Facebook page. I would add the coupons and offer on my Google Places Page.
The list goes on, so if you are a Ford dealer, get busy today!
If you need assistance understanding the new marketing opportunities for dealers, join the Automotive ZMOT Study. You need to be a Dealer Principal, GM, GSM, or Head of Marketing for your dealership to join.
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Brian Pasch, CEO
PCG Digital Marketing
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