My initial COVID action notes


Here are my initial notes I am bringing into our action plan meeting.
Will be interesting to see what comes out on the other side

ANTICIPATED SCENARIO 
-Severe reduction in demand and supply chain disruption. 
-Local Governments decisions will have the greatest impact. 
-Employee health and family situations. 
BE READY TO COMMUNICATE TO CUSTOMERS AND EMPLOYEES 
- What  is your dealerships services status. (open / closed – hours) 
- Any special instructions for parking or changes in the service areas 
- In store signage (directional, notices) 
- Show / demonstrate what steps are being taking to protect/mitigate 
- Google My Business page is first to update. (I have control of all except CDJR)  
then website, followed by Social outlets. 
-Informational eblast thru Eleads / Autopoint 
SUSPEND LEAD PROVIDERS (30 Day notice that can be extended if needed) 
- Go ahead and submit 30-day outs 
- Same for OEM lead programs – if unable, then shrink the radius 
REDUCE WEBSITE TO BASIC FUNCTIONALITY (reducing overall cost) 
-Strip out all third party (paid) widgets 
-Unless managed in-house remove chat (prefer we keep chat if can) 
DIGITAL ADVERTISING 
-SEM should be reduced to core model keywords along with fixed ops.  
-SEO can be suspended until on the other side. 
-Display can be suspend until on the other side. 
-Online video, OTT, PVOD should continue or even increase. 
-Social advertising should continue or even increase 
TRADITIONAL ADVERTISING 
Scaling back TV and Radio vs Going Dark 
-Public will likely be in homes consuming media, keeping a limited top of mind TV/Radio presence will benefit us as we start to ease out of this COVID event. 
-Going dark will make it difficult to "ramp back up". And more expensive in the long run. 
OTHER SERVICES 
-Reputation management can be suspended until the event is over  
-*Vehicle pictures/merchandising/ window stickers will present a problem.  Some do in-house.  Others depend on a third party that cannot be relied on to provide that service. 
-Newsletter providers like DSplus, Outsell, ?BMW's can be suspended until after the event. 
-Data mining like AutoLoop, Mastermind, 
IN DEALERSHIP CONSIDERATIONS 
-We use a bare bones cleaning service.  We are going to HAVE TO SHOW that we are upping the cleanliness of our facilities. 
- In store signage. 
-Social distancing.  Most Service advisors are too close and in a small space with customers. 
-At what point do we mask up?-See something, say something.  If someone in store appears sick, we need a mechanism to report and a chain of authority to act. 
DEALERSHIP LEADERSHIP VULNERABILITIES
- We have GM's that travel a good distance.  Their local situation may prevent them from being at the store.  Need to define/designate a chain of succession. 
CAN WE DO OFFSITE DELIVERY / SALES TO CUSTOMER HOMES ?? 
-We would have to show/prove our employee doing the delivery has tested negative. 
-We would have to protect our employees from being exposed to customers in their homes. 
SECURITY 
-Expect less law enforcement as they will be strained by this event as well as their own personnel will be affected. 
MISC. 
-We should ask all vendors for a reduced rate until July 2020. 
LEAD PROVIDERS ON 30 DAY OUT 
Autotrader 
Cars.com 
Cargurus 
KBB 
Carfax 
Edmunds 
Truecar 
AutoApr 
Tidewater