by Terry MacCauley - Posted 3 weeks ago
At Big Time Advertising, our hearts and prayers are with all the dealerships in Florida and their customers as they face the challenges brought by the coming Milton hurricane. Our hearts are especially moved as the unspeakable effects of Hurricane Helene are still being felt across Florida, the Carolinas, and so many more places. We understand the immense strain such events place on dealerships and communities alike. In these trying times, it is essential that we all come together, support one another, and communicate effectively with those we serve.
As the storm approaches and eventually moves on and the recovery process begins, we want to offer our support by sharing insights on how dealerships can connect with their customers. Clear and compassionate communication can make a significant difference in reassuring customers and reinforcing the strength of your image with deep community bonds.
In light of the hurricane's impact, we took proactive steps to support our dealership partners in Florida:
Pausing Advertising Spend: We temporarily paused advertising campaigns for dealerships in the hurricane's path to ensure that safety remains the top priority over business promotions during this critical time.
Doubling Up When It's Safe: Once conditions improve and it's safe for communities to resume normal activities, we'll intensify our efforts by doubling the advertising spend. This approach aims to help dealerships recover swiftly by reconnecting with customers eager to get back on the road.
We believe that by adjusting our strategies in response to the situation, we can better support our partners and their customers during both the challenges and the recovery that follows.
Sample Message to Customers:
"We hope this message finds you and your loved ones safe. Our thoughts are with everyone affected by the hurricane. As our community begins to heal and rebuild, please know that we are here to support you in any way we can."
Inform About Reopening Plans: Let customers know when you plan to reopen or if there are any changes to your hours of operation. We posted images to social pages and boosted the spend early in the week to keep everyone informed.
Safety Measures: Outline any safety precautions you're taking to ensure the well-being of customers and staff visiting your dealership.
Sample Communication:
"We're pleased to inform you that our dealership will reopen on [Date]. The safety of our customers and team is our top priority, and we've taken all necessary precautions to serve you safely. Please reach out if you need assistance with your vehicle."
Vehicle Assessments: Provide free or discounted vehicle inspections to assess any storm-related damage. This not only offers a needed service but also allows BHPH dealerships to touch base quickly with the assets that are so important to their portfolio.
Flexible Financing: Offer special financing options or payment deferrals for customers impacted by the hurricane.
Sample Communication:
"If your vehicle was affected by the storm, we're offering complimentary inspections to help you assess any damage. Additionally, we have flexible financing solutions to support you during this recovery period. Contact us to learn more."
Local Recovery Information: Compile and share a list of local resources, such as disaster relief centers, emergency contact numbers, and support organizations.
Safety Tips: Provide guidance on driving safely in post-storm conditions, such as avoiding flooded areas and being cautious of debris on roads.
Sample Communication:
"For those in need of assistance, here are some resources that may help during this recovery period: [List of Resources]. Stay safe on the roads—remember to avoid standing water and watch for debris. Your safety is our utmost concern."
Participate in Relief Efforts: Engage in or organize community drives, such as collecting supplies or donations for those most affected. Take pictures and post them with you and your team in the trenches, helping out the community.
Share Stories of Hope: Use your platforms to highlight acts of kindness and resilience within the community. We actually should be posting random acts of kindness year-round; it is just easier when our hearts are more focused.
Sample Communication:
"We're partnering with [Organization] to support relief efforts. If you'd like to contribute, our dealership will serve as a drop-off point for essential supplies. Together, we can make a difference in our community."
Multiple Channels: Use various platforms, like email, social media, SMS, and/or messenger apps, to reach your customers effectively.
Prompt Responses: Ensure your team is available to answer questions and provide support promptly.
Sample Communication:
"Our team is here to assist you. Feel free to reach out via phone, email, or direct message with any questions or concerns. We're committed to supporting you during this time."
Educational Content: Share information on preparing vehicles for severe weather, creating emergency kits, and other proactive measures. Our midwest and northern dealers will be preparing for major snowstorms soon, the same applies to all of us in any part of the country that may face natural emergencies. Have a marketing plan and educate your customers.
Customer Engagement: Invite customers to share their tips and experiences, fostering a sense of community. This is a favorite of ours at Big Time. Anytime we can get our customers engaging in natural, relevant dialogue the brand and community are winning.
Sample Communication:
"Looking ahead, we've compiled some tips on preparing your vehicle for emergencies. We'd also love to hear your suggestions—let's support each other in staying safe and prepared."
Personalized Messages: Whenever possible, personalize communications to make them more meaningful. Heartfelt and genuine are easy to recognize and always win the messaging race.
Avoid Sales Pitches: Focus on support rather than promotions during this sensitive time. It is critically important not to come across as opportunistic; that is never the goal. It is to be genuine and offer real help to your community. The word of mouth when things recover is worth its weight in gold.
Sample Communication:
"We understand that this is a challenging time for everyone. Please don't hesitate to reach out if there's anything we can do to assist you. Our priority is your well-being."
As your advertising partner, we recognize the importance of adapting our strategies to suit the current circumstances for our dealers as things emerge:
Strategic Advertising Resumption: Once it's appropriate, we'll resume and amplify our dealerships' advertising campaigns to help them reconnect with customers eager to resume their everyday routines.
Targeted Messaging: We will craft sensitive and relevant advertising messages that acknowledge recent events and focus on community support and recovery.
Maximizing Impact: By doubling the advertising spend post-storm, we'll work to maximize the dealership's visibility and drive traffic to your dealership when customers are ready to return.
In moments like these, the strength of our communities shines through our willingness to support one another. By communicating thoughtfully and offering genuine assistance, dealerships can play a vital role in the healing and rebuilding process.
At Big Time Advertising, we are committed to standing alongside our dealership partners every step of the way. Together, we will navigate the challenges and work towards a swift recovery, ensuring that you and your customers emerge more vital than ever.
About Big Time Advertising
We specialize in providing marketing solutions tailored for independent and OEM dealerships. Our focus is not just on driving sales but also on building lasting relationships between dealerships and their communities. In times of both prosperity and adversity, we are here to support our dealers' communication needs with empathy and expertise.
If you need assistance crafting communications or strategizing outreach during this time, please reach out:
-by Terry MacCauley, Founder & CEO
