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