As a digital media partner to many OEMs in the boat, RV and industrial equipment industries, we want to share our expectations and recommendations regarding how the Coronavirus may impact your digital media strategy over the next few months. If economic conditions worsen, it will likely impact the number of visitors to your website, and the number of search engine queries for the keywords we (or your media partner) bid on. Most of the media campaigns we manage for clients are based on online behaviors that signal product interest and purchase intent – primarily website visits and search activity. As a result:
Rollick’s Media and Digital Marketing Recommendations
We highly recommend continuing to spend on media directed at hand-raisers/intenders (clickers) for the following reasons:
If you are looking for unique ways to reach your current and new customers in this environment, please contact us today.
While the pandemic has created some uncertainty in the world, it has also created a selling opportunity for OEMs and dealers selling outdoor recreational vehicles and boats. As we enter the summer months, we are seeing a shift from summer vacations and travel expenditures to more investment in local, outdoor lifestyle activities where social distancing can be easily monitored.
Rollick wanted to directly engage military members and honor their service, so it created a way for dealers to offer an exclusive discount to active duty soldiers and veterans. To protect the offers and streamline the purchase process, Rollick used SheerID to verify shoppers’ military status. The program paid off, with a 2x year-over-year increase in military leads and a 130% increase in military verifications.
Join MRAA and Rollick for a deep dive discussion on launching and maintaining a digital dealership. Learn best practices for digital lead quoting, virtual lead follow-ups, and nurturing customers to a sale.