Changing the Way Your Dealership Markets to Women

While studies show women are the fastest growing consumer group, there’s still a disconnect between the number of women purchasing in the automotive industry versus the number of women working in the industry. Not only does this have an impact on marketing style, but it also has an effect on the overall success of your dealership when it comes to sales and service. The following stats help give a clearer picture of women in the automotive industry:

• Only 25.4% of the positions in the Motor Vehicles and Motor Vehicles Equipment Manufacturing industry were held by women as of 2013.
• 1.4% of automotive body and related repairers and 1.8% of automotive service technicians and mechanics are women.
• Ford employs around 2,100 female engineers compared to nearly 11,100 male engineers. This number is, however, double the employment of female engineers in 1990, but the employment rate of male engineers has also increased by 21%.

Aside from equality and creating an automotive industry that accepts and targets both men and women as professionals and workers, there are several reasons marketing to women and including working women in the automotive industry is a necessity and an advantage:

• CNW Marketing Research found that 47.3% of women car shoppers prefer women dealers.
• In 2010, women made up 44.1% of primary vehicle buyers, and the number only continues to increase; now, women buy 68% of all new vehicles. That’s almost a 24% increase in less than five years.
• Women are estimated to influence up to 85% of all vehicle purchases.
• Women spend approximately $300 billion yearly on vehicles and accessories.
• As of 2012, the amount of women who have driver’s licenses outnumbered men.
• Studies show that three quarters of women feel misunderstood by carmakers.
• Women are the fastest growing consumer group.

The stats alone are enough to show us how and why women are important to the automotive industry. It’s clear women aren’t the ones who should be pitching themselves to dealerships; rather, dealerships seeking to gain an advantage in the current marketplace should look for opportunities and new ways to market to women.

How Can We Make Marketing in the Automotive Industry All-Inclusive?

According to a study by Lifetime TV and the Insight Group, in the top 100 advertising agencies, 90% of creative directors are men, the majority of which work on automotive accounts, creating a Mad Men-esque market. It’s time the market outreach to female consumers and women involved in the automotive industry change.

Say goodbye to the soccer mom. As CEO of Girlpower Marketing Linda Sanders points out, examples like Chevrolet’s “I Love the Rain” ad shows a woman prepping to drive a group of children on a rainy day. There’s no focus on any other role as a woman except mother and chauffer of children. Instead of focusing on the traditional 1960s role typically reserved for women, auto makers would do well to focus on other attributes a vehicle may have that appeal to women—technology, safety features, space, environmental friendliness, or ease and accessibility.

Sell cars to women instead of using women to sell cars. Noting that women purchase 68% of all new vehicles and influence up to 85% of all vehicle purchases, using women to sell vehicles in the traditional manner is old school. Brainstorm new ways to advertise and appeal to men and women instead of playing the sex appeal card.

Note what women value in a vehicle. Appealing and marketing to different genders requires researching what each gender prefers and looks for when purchasing a vehicle. A survey done in 2013 using 50,000 new car buyers put fuel economy at the top of women’s lists of most desired features.

Reinvent the sales experience. 50% of women are dissatisfied with the car they buy, and much of this dissatisfaction has to do with the idea that women dislike the sales experience. Create an open dialogue about vehicles. If a woman is part of the car buying experience with a male—her husband, family, friend, etc.—acknowledge and include her in the car buying experience. Many women are frustrated with dealers who are dismissive or focus their attention primarily on the male during the sales and purchasing process. 77% of women also feel as if they need to bring a male with them during their car buying process, and women generally end up paying about $500 more per car than men. As a dealership, it’s important to reinvent communication and address these issues.

Women make up a large portion of vehicle purchases, and it’s important dealerships take that into account and market to them equally and correctly without using outdated or demeaning tactics. The amount of women in the automotive industry and women who are automotive consumers is rapidly and continuously increasing. It’s important to focus on women’s up and coming role in the automotive industry, both professionally and as consumers, when creating your dealership’s marketing strategies and content mapping.

The day will come when men will recognize woman as his peer, not only at the fireside, but in councils of the nation. Then, and not until then, will there be the perfect comradeship, the ideal union between the sexes that shall result in the highest development of the race. –Susan B. Anthony

 

The image used in this post was provided by freedigitalphotos.net.

Changing the Way Your Dealership Markets to Women

While studies show women are the fastest growing consumer group, there’s still a disconnect between the number of women purchasing in the automotive industry versus the number of women working in the industry. Not only does this have an impact on marketing style, but it also has an effect on the overall success of your dealership when it comes to sales and service. The following stats help give a clearer picture of women in the automotive industry:

• Only 25.4% of the positions in the Motor Vehicles and Motor Vehicles Equipment Manufacturing industry were held by women as of 2013.
• 1.4% of automotive body and related repairers and 1.8% of automotive service technicians and mechanics are women.
• Ford employs around 2,100 female engineers compared to nearly 11,100 male engineers. This number is, however, double the employment of female engineers in 1990, but the employment rate of male engineers has also increased by 21%.

Aside from equality and creating an automotive industry that accepts and targets both men and women as professionals and workers, there are several reasons marketing to women and including working women in the automotive industry is a necessity and an advantage:

• CNW Marketing Research found that 47.3% of women car shoppers prefer women dealers.
• In 2010, women made up 44.1% of primary vehicle buyers, and the number only continues to increase; now, women buy 68% of all new vehicles. That’s almost a 24% increase in less than five years.
• Women are estimated to influence up to 85% of all vehicle purchases.
• Women spend approximately $300 billion yearly on vehicles and accessories.
• As of 2012, the amount of women who have driver’s licenses outnumbered men.
• Studies show that three quarters of women feel misunderstood by carmakers.
• Women are the fastest growing consumer group.

The stats alone are enough to show us how and why women are important to the automotive industry. It’s clear women aren’t the ones who should be pitching themselves to dealerships; rather, dealerships seeking to gain an advantage in the current marketplace should look for opportunities and new ways to market to women.

How Can We Make Marketing in the Automotive Industry All-Inclusive?

According to a study by Lifetime TV and the Insight Group, in the top 100 advertising agencies, 90% of creative directors are men, the majority of which work on automotive accounts, creating a Mad Men-esque market. It’s time the market outreach to female consumers and women involved in the automotive industry change.

Say goodbye to the soccer mom. As CEO of Girlpower Marketing Linda Sanders points out, examples like Chevrolet’s “I Love the Rain” ad shows a woman prepping to drive a group of children on a rainy day. There’s no focus on any other role as a woman except mother and chauffer of children. Instead of focusing on the traditional 1960s role typically reserved for women, auto makers would do well to focus on other attributes a vehicle may have that appeal to women—technology, safety features, space, environmental friendliness, or ease and accessibility.

Sell cars to women instead of using women to sell cars. Noting that women purchase 68% of all new vehicles and influence up to 85% of all vehicle purchases, using women to sell vehicles in the traditional manner is old school. Brainstorm new ways to advertise and appeal to men and women instead of playing the sex appeal card.

Note what women value in a vehicle. Appealing and marketing to different genders requires researching what each gender prefers and looks for when purchasing a vehicle. A survey done in 2013 using 50,000 new car buyers put fuel economy at the top of women’s lists of most desired features.

Reinvent the sales experience. 50% of women are dissatisfied with the car they buy, and much of this dissatisfaction has to do with the idea that women dislike the sales experience. Create an open dialogue about vehicles. If a woman is part of the car buying experience with a male—her husband, family, friend, etc.—acknowledge and include her in the car buying experience. Many women are frustrated with dealers who are dismissive or focus their attention primarily on the male during the sales and purchasing process. 77% of women also feel as if they need to bring a male with them during their car buying process, and women generally end up paying about $500 more per car than men. As a dealership, it’s important to reinvent communication and address these issues.

Women make up a large portion of vehicle purchases, and it’s important dealerships take that into account and market to them equally and correctly without using outdated or demeaning tactics. The amount of women in the automotive industry and women who are automotive consumers is rapidly and continuously increasing. It’s important to focus on women’s up and coming role in the automotive industry, both professionally and as consumers, when creating your dealership’s marketing strategies and content mapping.

The day will come when men will recognize woman as his peer, not only at the fireside, but in councils of the nation. Then, and not until then, will there be the perfect comradeship, the ideal union between the sexes that shall result in the highest development of the race. –Susan B. Anthony

 

The image used in this post was provided by freedigitalphotos.net.

News for the Week of October 19

Pinterest Improves Place Pins

Pinterest announced it’s now even easier for users to locate their favorite spots on a map using Pins. New location information will now be added automatically to Pins, which means that nearly 7 billion pins will now have useful details along with them like phone numbers, addresses, and store hours. Along with this update come some additional extras including map previews and nearby places of interest. Currently available on iPhone and iPad, these updates will also be coming soon to Android. Dealerships using Pinterest to share updates with consumers can now ensure they are easily found, and shoppers can find things like showroom hours and their exact map location simply by tapping.

Facebook Sells Via Canvas

Facebook is testing Canvas, a new ad experience that will enable businesses to build their brands and drive sales directly from the News Feed. With Canvas, users will see quick-loading ads that offer a full-screen experience, offering the capability of browsing a number of products before going to a retailer’s website to purchase. For mobile users, a “Buy” button will make purchasing even easier, and users on desktop can click on “Buy” directly in their News Feed without leaving Facebook. Facebook-savvy dealerships will want to keep an eye on Canvas and consider ways you can streamline the ways you reach your customers. Consider ways to make your brand experience seamless and easy with the newest tools that are becoming available.

New LinkedIn Groups Experience

LinkedIn recently announced an updated and enhanced Groups experience, which offers a more valuable experience for users. The updates include higher quality conversations that allow users to add photos and mention other group members, less spam and promotional content, a new iOS app that offer anytime-anywhere access, conversations that are only visible to group members, simplified navigation that makes starting and joining conversations easier, and group suggestions based on your personal profile. The newly updated LinkedIn conversation space has been tailored with professional users in mind and offers plenty of upgrades to make just about everyone happy. Dealerships should plan on spending more time interacting with and starting conversations on LinkedIn as thought leaders in their industry. By creating a space in the professional automotive community, there is plenty of room for growth and engagement.

Upload Videos to Twitter from the Web

Users can now upload videos to Twitter via the web when using their apps for iPhone and Android OS 4.1 and higher. Capabilities include recording, editing, and sharing; and if using the iPhone or iPad app, users are able to import videos from their devices. Just as with viewing photos, only approved followers are able to view user videos, and video posters can delete their videos the same way they delete photos. For dealerships already doing short lot walk-throughs and videos to promote events, get ready to promote your brand by uploading your videos to Twitter to gain an even greater reach.

Facebook Video Updates

Not to be left out of the video update frenzy, Facebook is jumping on the bandwagon by testing its own enhancements to help publishers with flexibility and control when it comes to their online videos. Video watchers can look forward to features like suggested videos which make it easy to discover new content and floating videos which allow users to watch videos while simultaneously doing other tasks on Facebook. Additionally, users can mark videos as “Saved” and return to them at a later time that may be more convenient for viewing. Finally, Facebook is testing a dedicated space that will be solely for users who want to watch videos, which can be accessed by tapping the “Videos” icon on the screen. Publishers can also look forward to updates like new tools for Pages, which include updates to Page insights and video upload improvements. Dealerships should continue to watch for updates and enhancements to Facebook video in the future, as users continue to lean toward video as a primary mode of discovery. Consider new ways of communicating with consumers, like quick interviews or Q&As with techs, finance managers, or used car specialists as a means of connecting with shoppers.

Instagram for Business

Instagram recently introduced Instagram for Business, a way for business professionals around the globe to connect and inspire others. With the worldwide launch of Instagram ads, more businesses will be using Instagram to tell their stories, and it’s fitting to highlight a variety of successes. Focusing on three categories throughout the worldwide business community—brands, small businesses, and creative agencies—Instagram will showcase behind-the-scenes work, tips, and news. They kicked their new blog off by highlighting Ben & Jerry’s and will continue to share the secrets of success to brand leaders across the globe. Because of the importance of storytelling and resonating with today’s consumers, dealerships should pay particular attention to the businesses selected for these highlights. Consider boosting your Instagram presence and sharing fun images that resonate with your consumers.

Tip of the Week—Up Your Game in the Amenities Department to Increase Consumer Satisfaction

Whether it’s online or on the lot, consumers like to feel special, and it’s your job to make that happen. From manicures to hot meals, dealerships around the country are raising the bar when it comes to customer comfort. While you may not be making the leap to offering manicures just yet, there are several ways you can make your customers comfortable while they wait—and they don’t all involve investing a lot of money. Consider some things you can do—both right now and in the long term—to enhance customer satisfaction and ensure shoppers make your dealership their top choice:

Is your waiting area comfortable? Ensure you have plenty of comfortable seating and make sure you have allowed as much space as possible in preparation for your busiest days. Consider offering a variety of seating, like sofas and chairs for families and work tables for professionals who may want to get down to business. Sometimes waiting is inevitable, but no one likes to feel cramped or uncomfortable.

Do you offer refreshments? Forget about stale coffee in a pot. Many dealerships have upgraded to inexpensive ways to for customers to get steaming cups of fresh coffee. Consider investing in a choose-your-own-flavor coffee brewer as a perk for customers. And don’t forget the water and inexpensive snacks; the minimal expense is well worth it in order to keep customers happy and comfortable.

Is there a place for kids? Many dealerships have an area for children to play so parents don’t have to add to their stress level while waiting. If you don’t have a lot of extra space, consider a few tubs of building blocks, coloring books, or other inexpensive toys to help pass the time. Be sure to have a separate waiting area for children and working professionals so everyone can relax and wait in their own way.

How’s your wifi? Most of your customers will find being connected one of the most important amenities you can offer. Be sure to offer wifi and let customers know the login so they can easily connect while they wait.

Have you upgraded your screens? Investing in new TVs and ensuring you have plenty of options for channel surfing can work wonders for customers who are waiting. If you can offer a variety of feeds, you’ll be able to keep business people happy and still keep cartoons running to entertain the kids.

You customers will notice every extra effort you put in to add to their comfort while in the dealership—and your efforts won’t go unrewarded. Not only will happy customers be more likely to return to your dealership, but they’ll also be more likely to share their experiences with friends and acquaintances, boosting your dealership’s reach throughout the community.

The image used in this post was provided by freedigitalphotos.net.

News for the Week of October 19

Pinterest Improves Place Pins

Pinterest announced it’s now even easier for users to locate their favorite spots on a map using Pins. New location information will now be added automatically to Pins, which means that nearly 7 billion pins will now have useful details along with them like phone numbers, addresses, and store hours. Along with this update come some additional extras including map previews and nearby places of interest. Currently available on iPhone and iPad, these updates will also be coming soon to Android. Dealerships using Pinterest to share updates with consumers can now ensure they are easily found, and shoppers can find things like showroom hours and their exact map location simply by tapping.

Facebook Sells Via Canvas

Facebook is testing Canvas, a new ad experience that will enable businesses to build their brands and drive sales directly from the News Feed. With Canvas, users will see quick-loading ads that offer a full-screen experience, offering the capability of browsing a number of products before going to a retailer’s website to purchase. For mobile users, a “Buy” button will make purchasing even easier, and users on desktop can click on “Buy” directly in their News Feed without leaving Facebook. Facebook-savvy dealerships will want to keep an eye on Canvas and consider ways you can streamline the ways you reach your customers. Consider ways to make your brand experience seamless and easy with the newest tools that are becoming available.

New LinkedIn Groups Experience

LinkedIn recently announced an updated and enhanced Groups experience, which offers a more valuable experience for users. The updates include higher quality conversations that allow users to add photos and mention other group members, less spam and promotional content, a new iOS app that offer anytime-anywhere access, conversations that are only visible to group members, simplified navigation that makes starting and joining conversations easier, and group suggestions based on your personal profile. The newly updated LinkedIn conversation space has been tailored with professional users in mind and offers plenty of upgrades to make just about everyone happy. Dealerships should plan on spending more time interacting with and starting conversations on LinkedIn as thought leaders in their industry. By creating a space in the professional automotive community, there is plenty of room for growth and engagement.

Upload Videos to Twitter from the Web

Users can now upload videos to Twitter via the web when using their apps for iPhone and Android OS 4.1 and higher. Capabilities include recording, editing, and sharing; and if using the iPhone or iPad app, users are able to import videos from their devices. Just as with viewing photos, only approved followers are able to view user videos, and video posters can delete their videos the same way they delete photos. For dealerships already doing short lot walk-throughs and videos to promote events, get ready to promote your brand by uploading your videos to Twitter to gain an even greater reach.

Facebook Video Updates

Not to be left out of the video update frenzy, Facebook is jumping on the bandwagon by testing its own enhancements to help publishers with flexibility and control when it comes to their online videos. Video watchers can look forward to features like suggested videos which make it easy to discover new content and floating videos which allow users to watch videos while simultaneously doing other tasks on Facebook. Additionally, users can mark videos as “Saved” and return to them at a later time that may be more convenient for viewing. Finally, Facebook is testing a dedicated space that will be solely for users who want to watch videos, which can be accessed by tapping the “Videos” icon on the screen. Publishers can also look forward to updates like new tools for Pages, which include updates to Page insights and video upload improvements. Dealerships should continue to watch for updates and enhancements to Facebook video in the future, as users continue to lean toward video as a primary mode of discovery. Consider new ways of communicating with consumers, like quick interviews or Q&As with techs, finance managers, or used car specialists as a means of connecting with shoppers.

Instagram for Business

Instagram recently introduced Instagram for Business, a way for business professionals around the globe to connect and inspire others. With the worldwide launch of Instagram ads, more businesses will be using Instagram to tell their stories, and it’s fitting to highlight a variety of successes. Focusing on three categories throughout the worldwide business community—brands, small businesses, and creative agencies—Instagram will showcase behind-the-scenes work, tips, and news. They kicked their new blog off by highlighting Ben & Jerry’s and will continue to share the secrets of success to brand leaders across the globe. Because of the importance of storytelling and resonating with today’s consumers, dealerships should pay particular attention to the businesses selected for these highlights. Consider boosting your Instagram presence and sharing fun images that resonate with your consumers.

Tip of the Week—Up Your Game in the Amenities Department to Increase Consumer Satisfaction

Whether it’s online or on the lot, consumers like to feel special, and it’s your job to make that happen. From manicures to hot meals, dealerships around the country are raising the bar when it comes to customer comfort. While you may not be making the leap to offering manicures just yet, there are several ways you can make your customers comfortable while they wait—and they don’t all involve investing a lot of money. Consider some things you can do—both right now and in the long term—to enhance customer satisfaction and ensure shoppers make your dealership their top choice:

Is your waiting area comfortable? Ensure you have plenty of comfortable seating and make sure you have allowed as much space as possible in preparation for your busiest days. Consider offering a variety of seating, like sofas and chairs for families and work tables for professionals who may want to get down to business. Sometimes waiting is inevitable, but no one likes to feel cramped or uncomfortable.

Do you offer refreshments? Forget about stale coffee in a pot. Many dealerships have upgraded to inexpensive ways to for customers to get steaming cups of fresh coffee. Consider investing in a choose-your-own-flavor coffee brewer as a perk for customers. And don’t forget the water and inexpensive snacks; the minimal expense is well worth it in order to keep customers happy and comfortable.

Is there a place for kids? Many dealerships have an area for children to play so parents don’t have to add to their stress level while waiting. If you don’t have a lot of extra space, consider a few tubs of building blocks, coloring books, or other inexpensive toys to help pass the time. Be sure to have a separate waiting area for children and working professionals so everyone can relax and wait in their own way.

How’s your wifi? Most of your customers will find being connected one of the most important amenities you can offer. Be sure to offer wifi and let customers know the login so they can easily connect while they wait.

Have you upgraded your screens? Investing in new TVs and ensuring you have plenty of options for channel surfing can work wonders for customers who are waiting. If you can offer a variety of feeds, you’ll be able to keep business people happy and still keep cartoons running to entertain the kids.

You customers will notice every extra effort you put in to add to their comfort while in the dealership—and your efforts won’t go unrewarded. Not only will happy customers be more likely to return to your dealership, but they’ll also be more likely to share their experiences with friends and acquaintances, boosting your dealership’s reach throughout the community.

The image used in this post was provided by freedigitalphotos.net.

Communication and engagement go together like biscuits and gravy, like macaroni and cheese, like bacon and eggs. Most of the time, it’s pretty hard to have one without the other. (Who wants a dry biscuit anyway?) Now that everyone is hungry, it’s time to take a look at the many ways communication is at work in your dealership and how you can use it to boost employee engagement, in turn, boosting performance, improving profitability, and increasing customer loyalty.

“All that from communication?” you may ask. The answer is yes, and here’s why.

Communication Is Contagious

Communication is not only a skill; it’s an art form. It is something that requires practice and coaching, but when it is done effectively throughout an organization, its impact can create a contagious culture of trust, loyalty, and positivity. Great communication serves as a catalyst to employee engagement because of its ability to unify and connect everyone, as well as keep everyone on the same page and working toward similar goals. In a nutshell, communication is powerful stuff.

Once you get everyone moving in the same direction with communication, you’ll start to see all-around improvements in your dealership environment. If your business could use a boost in engagement and a cultural makeover, take a peek at some of the great ways you can work to improve your internal communication:

• Define communication. If everyone on your staff were asked to give their ideas regarding the concept of successful communication, you would end up with enough different ideas to fill a shopping cart. That’s why it’s important to start by defining what communication means to you and everyone in your dealership before moving forward and implementing a new plan. Does communication mean open and transparent conversation between all staff members? Between every department? Does it mean emailing responses within a specific time frame? If you have parameters you’d like to set to help every employee achieve greater success, it’s a good idea to share those up front.
• Begin at the top. Start by defining high-level dealership goals and ideals so employees have a marker they can use to gauge their levels of success when it comes to communicating and interacting within their changing culture. By outlining the overall business expectations first, you’ll be setting up a framework for the tone of all employee communication. If employees understand the dealership’s goals for communication, it will be easier for them to understand how to implement communication strategies for specific departments and between individuals.
• Set an example. Employees will gain confidence and be more willing to exercise their growing communication skills when they see you and other dealership leaders demonstrating great communication in action. Since communication is a skill that requires practice, individuals will be likely to join in and participate in the changes happening throughout the dealership when you provide a solid example for them to follow. Your communication style is something employees can look to when the time comes for them to initiate their own professional interactions.
• Encourage interaction. Once you’ve introduced an improved communication style for your dealership, follow through by encouraging increased interaction between all employees. Employees who are able to comfortably interact with each other will be able to de-escalate conflicts in the workplace and work through day-to-day issues more effectively. This is also a skill that requires practice, so when employees come to you with disagreements or issues that need to be solved, encourage them to work together as supportive team members to find a workable solution that benefits the dealership. Your guidance as employees master this skill will help reassure them they are, indeed, strong communicators.
• Plan your content. Much like the content you plan for your online platforms, you should focus on delivering information to your employees in relevant and compelling ways. Every time you deliver information, take a look at your audience and plan your content so it has the desired effect when it is delivered. Be sure you clearly present the goals of your content when you communicate to employees—whether via email, group meeting, or one-on-one touchbase. It’s important they understand the message you are delivering and the intent behind your communication. When you get to know your audience and focus on the intended outcome of your communication, employees will be more engaged with your message.
• Don’t overwhelm. Everyone appreciates communication that is brief and to the point. Take a moment to consider whether a team meeting is necessary or whether your message could be shared via an email or a memo. Many employees feel overloaded with excessive meetings, so if possible, give them the option of accessing your message in a variety of ways. When feasible, consider optional meetings followed by wrap-up emails. Whatever your communication style, strive to strike a balance and avoid overwhelming your staff with mass communication they may not need.

Great communicators have a gift. Everyone reading this can probably immediately call to mind someone who has made an impression as a gifted communicator. Most of us, however, have to work to improve in the area of sharing and interacting with others—not only so that we are able to get our own ideas across, but also so that others feel comfortable sharing their ideas with us.

If you are working toward becoming a better sharer, a better communicator, a better teller of your dealership story—then you are on your way to engaging a group of advocates that will also be willing to tell your story. Communication and engagement work together, and when your employees feel included and knowledgeable about what’s going on with the business, they’ll be excited to share great things about your dealership with their online social circles. The way you communicate directly affects your dealership’s success, and when you make the decision to improve the way your entire dealership shares information, you’ll be making the decision to improve engagement, enhance customer service, increase brand recognition, and rev up your sales. Communication truly IS contagious, and when your dealership catches it, you’ll be well on your way to even more success.

Communication and engagement go together like biscuits and gravy, like macaroni and cheese, like bacon and eggs. Most of the time, it’s pretty hard to have one without the other. (Who wants a dry biscuit anyway?) Now that everyone is hungry, it’s time to take a look at the many ways communication is at work in your dealership and how you can use it to boost employee engagement, in turn, boosting performance, improving profitability, and increasing customer loyalty.

“All that from communication?” you may ask. The answer is yes, and here’s why.

Communication Is Contagious

Communication is not only a skill; it’s an art form. It is something that requires practice and coaching, but when it is done effectively throughout an organization, its impact can create a contagious culture of trust, loyalty, and positivity. Great communication serves as a catalyst to employee engagement because of its ability to unify and connect everyone, as well as keep everyone on the same page and working toward similar goals. In a nutshell, communication is powerful stuff.

Once you get everyone moving in the same direction with communication, you’ll start to see all-around improvements in your dealership environment. If your business could use a boost in engagement and a cultural makeover, take a peek at some of the great ways you can work to improve your internal communication:

• Define communication. If everyone on your staff were asked to give their ideas regarding the concept of successful communication, you would end up with enough different ideas to fill a shopping cart. That’s why it’s important to start by defining what communication means to you and everyone in your dealership before moving forward and implementing a new plan. Does communication mean open and transparent conversation between all staff members? Between every department? Does it mean emailing responses within a specific time frame? If you have parameters you’d like to set to help every employee achieve greater success, it’s a good idea to share those up front.
• Begin at the top. Start by defining high-level dealership goals and ideals so employees have a marker they can use to gauge their levels of success when it comes to communicating and interacting within their changing culture. By outlining the overall business expectations first, you’ll be setting up a framework for the tone of all employee communication. If employees understand the dealership’s goals for communication, it will be easier for them to understand how to implement communication strategies for specific departments and between individuals.
• Set an example. Employees will gain confidence and be more willing to exercise their growing communication skills when they see you and other dealership leaders demonstrating great communication in action. Since communication is a skill that requires practice, individuals will be likely to join in and participate in the changes happening throughout the dealership when you provide a solid example for them to follow. Your communication style is something employees can look to when the time comes for them to initiate their own professional interactions.
• Encourage interaction. Once you’ve introduced an improved communication style for your dealership, follow through by encouraging increased interaction between all employees. Employees who are able to comfortably interact with each other will be able to de-escalate conflicts in the workplace and work through day-to-day issues more effectively. This is also a skill that requires practice, so when employees come to you with disagreements or issues that need to be solved, encourage them to work together as supportive team members to find a workable solution that benefits the dealership. Your guidance as employees master this skill will help reassure them they are, indeed, strong communicators.
• Plan your content. Much like the content you plan for your online platforms, you should focus on delivering information to your employees in relevant and compelling ways. Every time you deliver information, take a look at your audience and plan your content so it has the desired effect when it is delivered. Be sure you clearly present the goals of your content when you communicate to employees—whether via email, group meeting, or one-on-one touchbase. It’s important they understand the message you are delivering and the intent behind your communication. When you get to know your audience and focus on the intended outcome of your communication, employees will be more engaged with your message.
• Don’t overwhelm. Everyone appreciates communication that is brief and to the point. Take a moment to consider whether a team meeting is necessary or whether your message could be shared via an email or a memo. Many employees feel overloaded with excessive meetings, so if possible, give them the option of accessing your message in a variety of ways. When feasible, consider optional meetings followed by wrap-up emails. Whatever your communication style, strive to strike a balance and avoid overwhelming your staff with mass communication they may not need.

Great communicators have a gift. Everyone reading this can probably immediately call to mind someone who has made an impression as a gifted communicator. Most of us, however, have to work to improve in the area of sharing and interacting with others—not only so that we are able to get our own ideas across, but also so that others feel comfortable sharing their ideas with us.

If you are working toward becoming a better sharer, a better communicator, a better teller of your dealership story—then you are on your way to engaging a group of advocates that will also be willing to tell your story. Communication and engagement work together, and when your employees feel included and knowledgeable about what’s going on with the business, they’ll be excited to share great things about your dealership with their online social circles. The way you communicate directly affects your dealership’s success, and when you make the decision to improve the way your entire dealership shares information, you’ll be making the decision to improve engagement, enhance customer service, increase brand recognition, and rev up your sales. Communication truly IS contagious, and when your dealership catches it, you’ll be well on your way to even more success.

There are constantly new trends and social media platforms popping up, but several of them don’t stick around or never completely catch on to be worth your time. However, there are a few newer platforms and tools that seem to be catching fire for advocates, marketers, and overall social media and mobile users that may come in handy for your dealership right now.

What Are the Trendy Social Media Platforms + Tools in 2015?

Several social media platforms are classics, will always be “in,” and are a good idea to utilize if they fit with your dealership’s brand and target audience—like Facebook, Twitter, Instagram, and Pinterest. But there are three newer social media platforms and tools your dealership can utilize that have just recently taken off and are gaining customers, advocates, sales, and engagement in the business world. 

Periscope. This social media platform allows users to give live video updates while other Periscope users collectively watch and comment. This also enables the person who is live on video to respond, in real time, to users who are commenting and interacting. Users also have the option to watch the replay of a Periscope if they happened to miss it live. Periscope was started by Twitter, so it’s safe to say it will be around for a while, and it’s a great tool to use during an event. So just jump on and tell people something about what’s going on at the dealership or show off some vehicles on the showroom floor. Consumers like to be included and have the ability to engage in what’s going on, and Periscope allows your dealership to fulfill that in real time. Below are some quick tips on how to utilize and get started on Periscope:

• Your dealership can connect to Periscope via its Twitter handle. Twitter launched Periscope, so they’re connected.
• Currently, users can only live video on Periscope via mobile app, but viewers can watch on their phone or computer.
• The first 10-30 seconds of your Periscope generally consists of people joining in, so it’s a good time to address or do something for users who will catch the replay.
• Prepare for your Periscopes. Periscope users whose videos consistently and rapidly lose users don’t have as far of a reach as those who maintain viewers fairly well. Simply provide useful information, interact, or have something interesting to show that viewers can enjoy. 

Katch.me. This tool goes right along with Periscope. Your live videos on Periscope only last for 24 hours after they’re made, so if you want to make sure your videos stay available for your consumers to view, Katch.me is the go-to tool to utilize. Your dealership can use it to store all its Periscopes, you can pick and choose which you’d like viewable, and you can customize comments that show throughout your Periscope. A useful tutorial all about Katch.me and how to set it up in conjunction with Periscope is viewable here.

Snapchat. This app is no longer just for taking embarrassing photos and making 10-second videos. Now, people can use Snapchat to advertise to their employees as well by creating content that users can click on and watch, listen to, or simply just view. Snapchat may seem overwhelming, but here are some simple tips to make sense of it all:

• Snapchat is less about the “chat” and more about the “snap.”
• Stop thinking of the app as something you use to engage with others but use to, instead, engage others.
• It’s easiest to view Snapchat as a clever way for your dealership to stay connected by saying “Hi, I’m here. Look at me. See what I have to offer,” in short photo designs or clever video bursts versus Twitter, where you give a short burst of content info.
• Focus on your “Stories” tab of Snapchat, by swiping left on the app’s screen to view others or create your own. Your dealership can utilize it most with consumers and advocates.
• There are 3 types of stories: Recent Updates, Live, and Discover. Your dealership will want to utilize Recent Updates the most, so the users and advocates following you can see your content through your photos and videos.

 It’s beneficial to have advocates utilizing Snapchat for your dealership to market information to younger crowds. Just this year, FORTUNE wrote that it expects Snapchat to become one of the primary ways younger, mobile users get their information. 

The Buy Button. Facebook, Twitter, and Pinterest are three of the major platforms that have incorporated “buy buttons” or buy features for their users. This means mobile users now have access to one-click purchases when they see an item they like on a sponsored post, and they don’t even have to leave their app.

The buy button is beneficial for your dealership because mobile media usage is now significantly higher in 2015 at 51%. Consumers want the fastest option that includes the least amount of work when they’re shopping or clicking through something they may have interest in. If your dealership offers automotive services or products, this is a sure-fire way to make purchasing them as easy and available as possible for your consumers.

Utilizing the newest, fastest growing social media platforms and tools is extremely beneficial to your dealership and adds an edge that puts you above the bare minimum of simple posts and interactions on Facebook, Twitter, Instagram, and/or Pinterest. Consumers and online users are rapidly moving toward video interactions, in-real-time content and engagement, and taking advantage of the quickest, easiest option when shopping or searching online. It’s beneficial for your dealership to move along with its consumer market in order to gain the most out of your marketing.

There are constantly new trends and social media platforms popping up, but several of them don’t stick around or never completely catch on to be worth your time. However, there are a few newer platforms and tools that seem to be catching fire for advocates, marketers, and overall social media and mobile users that may come in handy for your dealership right now.

What Are the Trendy Social Media Platforms + Tools in 2015?

Several social media platforms are classics, will always be “in,” and are a good idea to utilize if they fit with your dealership’s brand and target audience—like Facebook, Twitter, Instagram, and Pinterest. But there are three newer social media platforms and tools your dealership can utilize that have just recently taken off and are gaining customers, advocates, sales, and engagement in the business world. 

Periscope. This social media platform allows users to give live video updates while other Periscope users collectively watch and comment. This also enables the person who is live on video to respond, in real time, to users who are commenting and interacting. Users also have the option to watch the replay of a Periscope if they happened to miss it live. Periscope was started by Twitter, so it’s safe to say it will be around for a while, and it’s a great tool to use during an event. So just jump on and tell people something about what’s going on at the dealership or show off some vehicles on the showroom floor. Consumers like to be included and have the ability to engage in what’s going on, and Periscope allows your dealership to fulfill that in real time. Below are some quick tips on how to utilize and get started on Periscope:

• Your dealership can connect to Periscope via its Twitter handle. Twitter launched Periscope, so they’re connected.
• Currently, users can only live video on Periscope via mobile app, but viewers can watch on their phone or computer.
• The first 10-30 seconds of your Periscope generally consists of people joining in, so it’s a good time to address or do something for users who will catch the replay.
• Prepare for your Periscopes. Periscope users whose videos consistently and rapidly lose users don’t have as far of a reach as those who maintain viewers fairly well. Simply provide useful information, interact, or have something interesting to show that viewers can enjoy. 

Katch.me. This tool goes right along with Periscope. Your live videos on Periscope only last for 24 hours after they’re made, so if you want to make sure your videos stay available for your consumers to view, Katch.me is the go-to tool to utilize. Your dealership can use it to store all its Periscopes, you can pick and choose which you’d like viewable, and you can customize comments that show throughout your Periscope. A useful tutorial all about Katch.me and how to set it up in conjunction with Periscope is viewable here.

Snapchat. This app is no longer just for taking embarrassing photos and making 10-second videos. Now, people can use Snapchat to advertise to their employees as well by creating content that users can click on and watch, listen to, or simply just view. Snapchat may seem overwhelming, but here are some simple tips to make sense of it all:

• Snapchat is less about the “chat” and more about the “snap.”
• Stop thinking of the app as something you use to engage with others but use to, instead, engage others.
• It’s easiest to view Snapchat as a clever way for your dealership to stay connected by saying “Hi, I’m here. Look at me. See what I have to offer,” in short photo designs or clever video bursts versus Twitter, where you give a short burst of content info.
• Focus on your “Stories” tab of Snapchat, by swiping left on the app’s screen to view others or create your own. Your dealership can utilize it most with consumers and advocates.
• There are 3 types of stories: Recent Updates, Live, and Discover. Your dealership will want to utilize Recent Updates the most, so the users and advocates following you can see your content through your photos and videos.

 It’s beneficial to have advocates utilizing Snapchat for your dealership to market information to younger crowds. Just this year, FORTUNE wrote that it expects Snapchat to become one of the primary ways younger, mobile users get their information. 

The Buy Button. Facebook, Twitter, and Pinterest are three of the major platforms that have incorporated “buy buttons” or buy features for their users. This means mobile users now have access to one-click purchases when they see an item they like on a sponsored post, and they don’t even have to leave their app.

The buy button is beneficial for your dealership because mobile media usage is now significantly higher in 2015 at 51%. Consumers want the fastest option that includes the least amount of work when they’re shopping or clicking through something they may have interest in. If your dealership offers automotive services or products, this is a sure-fire way to make purchasing them as easy and available as possible for your consumers.

Utilizing the newest, fastest growing social media platforms and tools is extremely beneficial to your dealership and adds an edge that puts you above the bare minimum of simple posts and interactions on Facebook, Twitter, Instagram, and/or Pinterest. Consumers and online users are rapidly moving toward video interactions, in-real-time content and engagement, and taking advantage of the quickest, easiest option when shopping or searching online. It’s beneficial for your dealership to move along with its consumer market in order to gain the most out of your marketing.

This Week in Social Media with @seekristintweet – News for the Week of October 12

LinkedIn Groups Will Be Made Private

LinkedIn announced the latest updates to Groups including an improved Groups interface on desktop, and a standalone iOS app beginning today, October 14, 2015.  [Android is also on the way.]  The app offers group push notifications, and all Groups will now be private, so only Group members will be able to participate in, and see conversations posted to the Group. LinkedIn is also blocking search engines from discussions to offer professionals a more private communication space. Dealerships, it’s time to spiff up your LinkedIn Profiles, and choose the best inventory and event pics to share with followers.

Facebook Is Testing Reactions

Beginning in Spain and Ireland, Facebook is testing Reactions and determining user satisfaction with various emojis that are available alongside the “like” button. Although there is still no “dislike” button, the emojis allow for a wider range of emotion as users interact with posts. Available on any Facebook page with a “like” button, users can access the additional emojis by hovering over the “like” button or long pressing. A panel of different reactions, including “like,” “love,” “haha,” “yay,” “wow,” “sad,” and “anger” will then appear as choices for users. Since the feature is still in its experimental stages, it’s possible even more updates will be seen before the full launch goes into effect. Keep engaging consumers and sharing your content across social platforms to increase your brand’s visibility—and take advantage of the newest Facebook features when they’re available to help you communicate even more effectively.

Twitter Moments Comes to the U.S.

U.S. Twitter users can now see top trending topics on Twitter by tapping on the new Moments lightning bolt tab on their screens. Twitter follows emerging stories throughout the day and keeps users updated.  Swipe to select specific categories to narrow down your categories and see what’s been happening during the past few days. Once a Moment has been selected, a title and description are given, and users can jump right in and view images, Vines, videos, and GIFs. Moments can be shared or followed, and users will know when Moments have been updated when a blue dot appears in the corner of the image associated with the Moment. Dealerships active on Twitter should leverage Moments to be on top of trending content important to your dealership brand.  Embed Moments in your blog posts, articles, newsletters, and emails—wherever it fits with your brand. 

Facebook Lead Ads

Facebook Lead Ads were recently introduced as a way of offering a fast and private way to sign up to get information from businesses, and now lead ads are available to all advertisers. When users click on a lead ad, an auto-populated form pops up and is filled based on previously-entered Facebook information. The form is editable, but the auto-populated format makes this a quick, two-tap process which allows contact information to be submitted to businesses quickly and safely. By syncing with a CRM, businesses can collect and respond to lead ads in real-time, and capture cost-per-conversion metrics easily with lead ads. Dealerships will want to evaluate Lead Ads in their overall digital marketing strategy.  Try a test ad and see how Lead Ads perform in your market. 

Facebook Verified Badges

Facebook recently started rolling out Verified Badges for local businesses, which means businesses with local Pages will now get an official stamp of authenticity to help them stand out from the crowd. Verified Badges will show up as gray checkmarks, and they’ll be available for businesses located in the U.S., Canada, Great Britain, Australia, and New Zealand. A way for Facebook to show support for local businesses, Verified Badges will help consumers locate authentic accounts for local merchants. Dealerships, grab your verified badge and make sure your customers know they’re on the right page with a verified badge.  

Periscope “On Air” Button

Periscope’s newest update, the embeddable “On Air” button comes to life when you’re live, letting users know your status and username as you’re broadcasting. When users click the button, they will be taken to a new window, which displays a profile page, and if the user is live when this window opens, his or her live broadcast will automatically begin to play.Dealerships will no longer have to tweet to let your fans know you’re on air!  Capture dealership events, lot walkthroughs and more to create authentic connections with customers.  Humanize your brand and make your customers and employees the stars of your broadcasts by showcasing events, awards and accomplishments. 

Social Media Tip of the Week—Are they “Always On Your Mind”?

It’s easy to do the same things over and over when it comes to engaging your online audience, but it’s important to periodically take a break, step back, and make sure you’re looking at things from your audience’s perspective to be most effective with your content. To boost engagement, ask yourself things like:

• What kinds of topics have interested my followers in the past? What has kept their attention, garnered comments, questions, and shares?

• Is there information regarding new vehicles, updates, or incentives that would be particularly interesting to this customer base? What have they shopped for in the past, and what are they currently looking for?

• Has the dealership received customer feedback that would guide us in future posting? Are we able to help troubleshoot, anticipate questions, or provide maintenance suggestions?

• What other blogs and websites are customers mentioning in their online comments or discussions? Can the dealership learn about trending topics or industry issues from them?

• What are my consumers’ biggest challenges when shopping for vehicles, and how can my dealership help make the process easier? How can we communicate that in our content?

• Do our customers have unmet needs, and can the dealership find ways to meet those needs? How can we convey our desire to help in our online communication?

• What solutions does our dealership offer that would be of interest to shoppers? How can we tell them about those opportunities at the most ideal times?

The most important thing is to remain customer-focused.  This is something that won’t escape potential customers when they cross your digital path! Let your dealership be known for answering consumer questions, offering information to make their lives easier and supporting the community where you live and work.

This Week in Social Media with @seekristintweet – News for the Week of October 12

LinkedIn Groups Will Be Made Private

LinkedIn announced the latest updates to Groups including an improved Groups interface on desktop, and a standalone iOS app beginning today, October 14, 2015.  [Android is also on the way.]  The app offers group push notifications, and all Groups will now be private, so only Group members will be able to participate in, and see conversations posted to the Group. LinkedIn is also blocking search engines from discussions to offer professionals a more private communication space. Dealerships, it’s time to spiff up your LinkedIn Profiles, and choose the best inventory and event pics to share with followers.

Facebook Is Testing Reactions

Beginning in Spain and Ireland, Facebook is testing Reactions and determining user satisfaction with various emojis that are available alongside the “like” button. Although there is still no “dislike” button, the emojis allow for a wider range of emotion as users interact with posts. Available on any Facebook page with a “like” button, users can access the additional emojis by hovering over the “like” button or long pressing. A panel of different reactions, including “like,” “love,” “haha,” “yay,” “wow,” “sad,” and “anger” will then appear as choices for users. Since the feature is still in its experimental stages, it’s possible even more updates will be seen before the full launch goes into effect. Keep engaging consumers and sharing your content across social platforms to increase your brand’s visibility—and take advantage of the newest Facebook features when they’re available to help you communicate even more effectively.

Twitter Moments Comes to the U.S.

U.S. Twitter users can now see top trending topics on Twitter by tapping on the new Moments lightning bolt tab on their screens. Twitter follows emerging stories throughout the day and keeps users updated.  Swipe to select specific categories to narrow down your categories and see what’s been happening during the past few days. Once a Moment has been selected, a title and description are given, and users can jump right in and view images, Vines, videos, and GIFs. Moments can be shared or followed, and users will know when Moments have been updated when a blue dot appears in the corner of the image associated with the Moment. Dealerships active on Twitter should leverage Moments to be on top of trending content important to your dealership brand.  Embed Moments in your blog posts, articles, newsletters, and emails—wherever it fits with your brand. 

Facebook Lead Ads

Facebook Lead Ads were recently introduced as a way of offering a fast and private way to sign up to get information from businesses, and now lead ads are available to all advertisers. When users click on a lead ad, an auto-populated form pops up and is filled based on previously-entered Facebook information. The form is editable, but the auto-populated format makes this a quick, two-tap process which allows contact information to be submitted to businesses quickly and safely. By syncing with a CRM, businesses can collect and respond to lead ads in real-time, and capture cost-per-conversion metrics easily with lead ads. Dealerships will want to evaluate Lead Ads in their overall digital marketing strategy.  Try a test ad and see how Lead Ads perform in your market. 

Facebook Verified Badges

Facebook recently started rolling out Verified Badges for local businesses, which means businesses with local Pages will now get an official stamp of authenticity to help them stand out from the crowd. Verified Badges will show up as gray checkmarks, and they’ll be available for businesses located in the U.S., Canada, Great Britain, Australia, and New Zealand. A way for Facebook to show support for local businesses, Verified Badges will help consumers locate authentic accounts for local merchants. Dealerships, grab your verified badge and make sure your customers know they’re on the right page with a verified badge.  

Periscope “On Air” Button

Periscope’s newest update, the embeddable “On Air” button comes to life when you’re live, letting users know your status and username as you’re broadcasting. When users click the button, they will be taken to a new window, which displays a profile page, and if the user is live when this window opens, his or her live broadcast will automatically begin to play.Dealerships will no longer have to tweet to let your fans know you’re on air!  Capture dealership events, lot walkthroughs and more to create authentic connections with customers.  Humanize your brand and make your customers and employees the stars of your broadcasts by showcasing events, awards and accomplishments. 

Social Media Tip of the Week—Are they “Always On Your Mind”?

It’s easy to do the same things over and over when it comes to engaging your online audience, but it’s important to periodically take a break, step back, and make sure you’re looking at things from your audience’s perspective to be most effective with your content. To boost engagement, ask yourself things like:

• What kinds of topics have interested my followers in the past? What has kept their attention, garnered comments, questions, and shares?

• Is there information regarding new vehicles, updates, or incentives that would be particularly interesting to this customer base? What have they shopped for in the past, and what are they currently looking for?

• Has the dealership received customer feedback that would guide us in future posting? Are we able to help troubleshoot, anticipate questions, or provide maintenance suggestions?

• What other blogs and websites are customers mentioning in their online comments or discussions? Can the dealership learn about trending topics or industry issues from them?

• What are my consumers’ biggest challenges when shopping for vehicles, and how can my dealership help make the process easier? How can we communicate that in our content?

• Do our customers have unmet needs, and can the dealership find ways to meet those needs? How can we convey our desire to help in our online communication?

• What solutions does our dealership offer that would be of interest to shoppers? How can we tell them about those opportunities at the most ideal times?

The most important thing is to remain customer-focused.  This is something that won’t escape potential customers when they cross your digital path! Let your dealership be known for answering consumer questions, offering information to make their lives easier and supporting the community where you live and work.