The right message goes a long way with consumers. Bobby Sight, operations director at Rob Sight Ford, knew that the messaging behind their marketing played a big role in their success during COVID-19. We caught up with Bobby to talk about the message in marketing and proper advertising strategies.
When COVID-19 hit the auto retail industry, many dealers made the difficult choice to pause their marketing and advertising budgets. Bobby says while they didn’t necessarily pause their advertising, they made a shift in what they wanted their message to be, and how they wanted to deliver that message.
“I didn’t want to abandon our brand and our dealership as far as being involved with the community,” says Bobby. “But I also wasn’t about the hit the hammer to the nail and try to go for sale after sale after sale.”
Above all, Bobby wanted to send the message that his dealership is a safe environment for customers. In fact, he created videos that show employees wearing masks, sanitizing the space, and taking appropriate measures. Safety is the new customer service.
For more great insight from Bobby Sight, be sure to watch our entire interview above.
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