A few days ago there was a story in the LATimes that tells the world to hold off on buying their next car.  Silly as that sounds, it reminded me that with the shortages of inventory we’re seeing and used car prices at record highs, dealerships can take advantage of so many other ways to promote their dealership on Social Media.

Social Media marketing is a long-term relationship-based approach.  With inventory shortages expected to last until 2012, dealerships can spend this time marketing the other aspects of their operation.  It’s long been a fact that Fixed Ops is the money-maker in the store.  When I talk to my non-car biz friends they’re always surprised to find out that the Service and Parts Departments have the highest profit margins in a dealership.  Sometimes that gets second-bill behind sales of new and used cars.

I have two best friends, Frank and Bill, who are the best dealership Fixed Operations guys I know.  They refer to themselves as “GIBs” (Guys in Back).  While anyone who’s worked in a dealership will chuckle at that, they know there’s truth to it too. It’s time to give the GIBs their day in the spotlight.  With opportunities abounding, here are 7 ways to market your Service and Parts Departments on Social Media:

1. Facebook Only Specials. Offer a special to your Facebook fans only and start promoting it on a Tuesday to begin the next day.  Fans will have to act quickly to redeem the special.  It’ll run from Wednesday to Saturday of that week.  Customers may even try to book the Service right there on your Facebook wall so monitor your conversations closely.

2. Foursquare CheckIn Rewards. Encourage customer loyalty by rewarding your Foursquare friends when they come to your Service Dept for oil changes and other maintenance or to Parts for anything they need.  A free tire rotation on every third checkin sounds enticing–they have to get their oil changed anyway so they might as well earn another service for free while they do it.

3. Dirtiest Car Contest. Encourage your fans to share a picture of their dirty car and then have them invite their friends to like the picture.  The photo with the most “likes” or comments wins a FREE detail. Pictures get more engagement which means higher ranking in Social Media.

4.  Facebook Featured Fan of the Week. Toy R Us started this trend and it’s grown their fan base to over 1.5 million.  Choose a loyal Service or Parts customer and spotlight them on your Facebook page.  Most everyone enjoys being a celebrity and they’ll share their status to their network.  Extra tip: if your Featured Fan has a great story to tell, invite them to “guest post” on your Wall.

5. Take advantage of Facebook Events. Are you planning a Service Clinic soon?  Create an Event on Facebook and invite your entire fan base.  Offer exclusive deals to Facebook attendees who RSVP by a certain date.

6. Your Service Advisors on Twitter. Twitter is a great way to converse and engage customers personally.  Your Service Advisors can create their own profile, build their followers and keep in contact daily with them.  They can let each customer know immediately when their car is due for a service.  No more sending out direct mail and waiting for the result.  Your staff and your customer develop a real-time communication and they give the Advisor “permission” to market to them by following them on Twitter.

7. Customer Video Testimonials. Your Advisors have at least 10 customers each that would be fantastic advocates for your dealership.  Invite them to do a short interview with this script:
Intro: Tell us about yourself (name, city of residence)
1)    Is this your first time here at _____________?
2)    Why did you decide to service your car here at __________?
3)    What did you like best about your experience?
4)    What is the one thing you would tell you family/friends about us?

Businesses that have regular contact with customers, like dealership Service and Parts Departments, have lots of opportunity on Social Media. Take advantage now and grow your profit without having to sell a car to do it.

Kathi Kruse
Kruse Control Inc.
www.krusecontrolinc.com