On of the most talked about trends in marketing, today is the use of influencers to promote a product or service. A recent AdWeek statistic showed that around 40% of respondents said they’d purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube. That’s a pretty compelling figure, don’t you think.
But I’m just a dealer you say; I’m not a brand that can put this information to use. But that’s where you’re wrong. You can. I’m assuming you all have at least some presence on social media. If you don’t, we’ll have more tips on that in the future, but one thing is for certain you need to. Social media in the broadest sense can be a cost effective, highly target-able use of your marketing dollars. I’ll get to that in the future.
Maybe your influencer isn’t Ryan Dungey or some celebrity; you are lucky if it is, but what about a “local” celebrity. The local newspaper editor, racer or bike club member. What about your customers. This is your opportunity to tap into the greatest asset you have. An already satisfied client base. (If you don’t have this you are in trouble).
Stay with me for a minute. Here are a couple of ways you can experience the advantages of influencer marketing.
- Align with those local celebrities that ride and ask them to share on your behalf. Every shop I’ve ever worked at had 1 or 2 of these local celebrities.
- What about the local engine builder or suspension guru. I’m sure they have good things to say about your dealership? Use these influencers to build your credibility.
- Tap into the racer support network and make them work for their discount. They are or should be, respected in their field and can help promote your dealership.
But there is more. Try and look at this in a broader scope. Everyone is an influencer. You never know where that next sale will come from.
By now virtually everyone has at least one or 2 of the popular social networks. They have friends, and their friends have friends, and their friends have friends, on so on. Tap into that network.
- Make it easy for your customers to share their dealership experience. You are sharing each new bike sale, right? Do it in front of a simple step and repeat banner. Heck, go ahead and create a “Red Carpet” for all new vehicle pick-up. Go all in with lights. A minimal investment can yield great rewards.
- Create a selfie spot within your dealership for people to share their experience. Have the place tagged with your hashtag or social handles.
- When a potential customer is sitting on bikes in the dealership, why not encourage them to take a selfie and share it with their friends. Tag your dealer as the location, and you win.
You see there are many ways to tap into the new marketing world of influencer marketing and these are just a couple. What other ideas do you have?
As always please use this post as a springboard to look at your business with new eyes and contact me with any comments or questions.
Share
