Fixed op's magazine 2 of 2
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As a group, overall, marketing has been the key to their success. Particularly their Chesapeake location, due in part to Hall. Hall has his finger on the pulse of the Internet and the use of social media. In fact, his department (and the dealership as a whole) is taking full advantage of the world of social media. “ Engaging the customer, giving them a voice and being acces- sible equals retention. ” When you go to their website (www.vic- torychesapeake.com) you will see a weekly blog, used to introduce staff and educate future and present customers on various subjects relating to the industry and the dealership. You will also see their Facebook icon, which allows Victory Nissan to tell a story to the community near and far, every day. Then, there’s Twitter. Twitter allows all stories, blogs, service incentives, rebates, safety tips, etc. to be dissemi- nated to a large number of people instantaneously, as it is all tied directly to their Facebook and blogging accounts. But that’s not all. Hall has even managed to incorporate a weekly radio show on blogtalkradio.com. The weekly show, affectionately dubbed Victory for Life, is used to build aware- ness and is often times tied to the weekly blog. Their site is very user- friendly as Ryan suggests that every dealer’s site should be. When asked, “Why use social media platforms?”, Hall’s response was simple: “Engaging the customer, giving them a voice and being accessible, equals retention. Not to mention, you’re aggressively reducing your advertising dollars by at least 20% – and it’s all free. You’ll need to pay someone to maintain it all, but again, compared to TV and print ads, the cost is extremely low.” Ryan Hall also adds, “From a dealership standpoint, social media is changing the way we market. You can’t afford not to participate, and marketing is so much more than sending an e-mail.” Outside of the social media aspects at Victory Nissan, their website is totally interactive, leaving the customer in the driver’s seat. Victory Nissan allows their customers to schedule service appoint- ments on-line, as well as giving them the freedom to name their own price for car maintenance, repairs and acces- sories. How is this possible you ask? Try it yourself. Go to www.victorychesa- peake.com/service-bids.aspx , enter your car’s make and model and the price you want to pay for your service or maintenance. Once your bid is accept- ed, Victory honors it and does the work. “Viral marketing from a dealer level is simple,” says Hall. “It’s the bridge between sales and service.” Victory Automotive Group happens to be one of the first to market these ideas. And Hall’s main idea was to centralize everything to ensure consistency and to measure effectiveness. It’s a process that appears to be working. To learn how to increase your retention numbers, contact Ryan Hall at Victory Nissan of Chesapeake. He’s willing to assist you in establishing your social media presence – just like he’s done for Victory’s group. Kelly Buffaloe is the President of The Kelly Company. The Kelly Company provides support to entrepreneurs as well as to small and large business- es. Kelly's background includes more than 20 years of customer service, coun- seling, training, college instruction, com- munications and public relations. She holds a Masters in Public Relations. February 2010 p. 29 Fixed Ops Magazine
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Continue to push service departments to the next level
Transcript of Fixed op's magazine 2 of 2
As a group, overall, marketing hasbeen the key to their success.Particularly their Chesapeake location,due in part to Hall. Hall has his fingeron the pulse of the Internet and the useof social media. In fact, his department(and the dealership as a whole) istaking full advantage of the world ofsocial media.
“ Engaging the customer, givingthem a voice and being acces-sible equals retention.”
When you go to their website (www.vic-torychesapeake.com) you will see aweekly blog, used to introduce staff andeducate future and present customerson various subjects relating to theindustry and the dealership. You willalso see their Facebook icon, whichallows Victory Nissan to tell a story tothe community near and far, every day.Then, there’s Twitter. Twitter allows allstories, blogs, service incentives,rebates, safety tips, etc. to be dissemi-nated to a large number of peopleinstantaneously, as it is all tied directlyto their Facebook and bloggingaccounts. But that’s not all. Hall haseven managed to incorporate a weeklyradio show on blogtalkradio.com. Theweekly show, affectionately dubbedVictory for Life, is used to build aware-ness and is often times tied to theweekly blog. Their site is very user-friendly as Ryan suggests that everydealer’s site should be.
When asked, “Why use social mediaplatforms?”, Hall’s response wassimple: “Engaging the customer, givingthem a voice and being accessible,equals retention. Not to mention, you’reaggressively reducing your advertisingdollars by at least 20% – and it’s all free.You’ll need to pay someone to maintainit all, but again, compared to TV andprint ads, the cost is extremely low.”Ryan Hall also adds, “From a dealershipstandpoint, social media is changing theway we market. You can’t afford not toparticipate, and marketing is so muchmore than sending an e-mail.”
Outside of the social media aspects atVictory Nissan, their website is totallyinteractive, leaving the customer in thedriver’s seat. Victory Nissan allows theircustomers to schedule service appoint-ments on-line, as well as giving themthe freedom to name their own price forcar maintenance, repairs and acces-sories. How is this possible you ask?Try it yourself. Go to www.victorychesa-peake.com/service-bids.aspx , enteryour car’s make and model and theprice you want to pay for your service ormaintenance. Once your bid is accept-ed, Victory honors it and does the work.
“Viral marketing from a dealer level issimple,” says Hall. “It’s the bridgebetween sales and service.”
Victory Automotive Group happens tobe one of the first to market these ideas.
And Hall’s main idea was to centralizeeverything to ensure consistency and tomeasure effectiveness. It’s a processthat appears to be working.
To learn how to increase your retentionnumbers, contact Ryan Hall at VictoryNissan of Chesapeake. He’s willing toassist you in establishing your socialmedia presence – just like he’s done forVictory’s group.
Kelly Buffaloe is thePresident of The KellyCompany. The KellyCompany provides supportto entrepreneurs as well asto small and large business-
es. Kelly's background includes morethan 20 years of customer service, coun-seling, training, college instruction, com-munications and public relations. Sheholds a Masters in Public Relations. !
February 2010 p. 29Fixed Ops Magazine
