During this challenging time, all dealers and automotive retailers are looking at their advertising expenses and trying to decide how much they can cut without it hurting their business any more than necessary.   While there is no magic formula, it is a fact that search volume is down in the auto industry by around 30%, which gives you a rough idea of how much (at least) you probably can cut your digital ad spend with little negative affect.  On the other hand, reaching out to your customers via Google My Business posts, updating your Bing & Apple Maps listings are a couple of the things you can do, at no additional cost, to ensure you are communicating your hours of business and any new information you want them to know.  Google My Business especially has several areas where you can provide detailed information about your business, add a service dept listing and update posts so that customers know what your latest offers and services are (ie home test drives, service pickup and drop off etc).  Additionally, you can create an email campaign inhouse using your CRM - ie Elead.  This is something that an internet manager can take the lead on, or even your BDC manager.  Keeping in touch with customers during this time is more important than ever.   Set up a weekly email to convey the latest things you are doing to ease customers fears in doing business with you (again - home test drives/pick up & delivery for service).  Check to see if your customers have any outstanding recalls and do an email campaign targeting those people.   Be sure to have the BDC start calling customers who are due for maintenance services.    Add an email that goes to your BDC manager or GM so that people can ask questions and even use to schedule pick up and delivery.  Add a calendar scheduler there as well (Google my Business has a couple of options for schedulers also). Something simple like: customersupport@Honda123store.com will suffice.  Just be sure that someone is assigned to respond.  Now is a good time to have a way that people can contact you with questions at their leisure.  In 'regular' times, there is a Q&A section on Google My Business, but it is temorarily suspended as Google puts their resources into other more urgent areas.  And finally, use this down time to add some good content to your website.  What are some of your customers most asked questions? Is it about Finance? Then do a finance FAQ page.  Is it about trim levels of some of your vehicles? Create a trim level details page.   You can create these in house or ask your current marketing agency to do so as part of their services.    Adding content that can be found organically will help your website continue to grow its reach and organic presence.   Do what you can to stay positive, keep your employees, positive and know that eventually this too will pass, and by creating loyalty during this difficutl time, it will pay off in the long run!