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Get that team together and talk about developing a creative solution for delivering the
same great customer experience online as you do in-person. No one knows the ins and
outs of your dealership's process – or your customers – like your sales team. Fill them in
on your targeted audience and end-goals and ask them for their input when creating
your plan. Including their input on factors like staffing and communication channels is
crucial – and can be the difference between effective and ineffective events.
4. Update Your External Messaging
After you decide who you are trying to engage, what kind of event you're planning and
how exactly your virtual sales event will function, the next step you must take is to
update your messaging across all your audience-facing channels.
Your dealership's website, on-hold recordings, social media accounts and more should
all contain clear and consistent messaging related to your event and the buying
experience that customers should expect.
Don't worry, a full-fledge advertising campaign for a small event isn't necessary,
especially if this is your first time hosting a virtual year-end sales event. But your website
home page should, at the very least, reference the event, if not be fully dedicated to your
event's messaging.
5. Update Your Dealership's Website
Of course, your dealership's website is more than just a place to communicate marketing
messages. While making the previously described updates, it's also critical to ensure
your website and digital platforms are in tip-top shape to support the goals of your
dealership's digital sales event.
Conduct an audit of your site to ensure items are up to date. Look for areas to update
including:
▪ Vehicle descriptions, especially pre-owned
▪ Pricing on every vehicle
▪ Vehicle photos, removing any old photos for the season
▪ Contact information and contact forms
There is no single, one-size-fits-all approach to hosting an unprecedented virtual sales event. But
thinking ahead about what customers you're trying to attract, crafting an event tailored for them
and removing any roadblocks in their way is critical, regardless of which format your event follows.
If you're interested in learning how Mastermind can support your dealership's virtual event
strategy, contact us for a free demo.
