By David Toscano, Trade Content Editor, carsales.com.au
In the face of a second lockdown for Greater Melbourne, Australia’s #1 for cars, carsales.com.au has been reinforcing the message that dealers are working within the requirements of the COVID-19 measures to serve Victorian consumers.
Now carsales has gone even further, with marketing investment sharply targeted to build awareness, clarity and understanding of the ‘Open for business’ message.
carsales’ ’Open for business’ marketing initiatives include:
1. A targeted onsite display campaign on carsales.com.au to Victorian residents directing them to carsales’ dedicated COVID-19 editorial hub. Display placements utilised in the campaign with include the carsales.com.au homepage, as well as highly-visible banners. Furthermore, carsales is leveraging data insights to dynamically adjust marketing investment across digital channels nationally, ensuring that all auto Australian dealers are supported in this evolving landscape.
2. A two-week radio campaign reinforcing ‘Victorian dealerships are open’ messaging, starting from July 13 on major Melbourne metro stations including NOVA 100, SMOOTH, TRIPLE M, KIIS FM, GOLD FM and HIT FOX FM.
“We’re proud to support Melbourne and Victorian car dealers with marketing investment that highlights that they’re open and ready to serve the needs of car shoppers,” says Kellie Cordner, Chief Marketing Officer at carsales.
“We believe that delivering additional confidence and clarity to local consumers will have a positive effect on the state’s automotive marketplace, and continue to deliver dealers immediate sales opportunities and a pipeline of prospects to nurture over the coming months,” Cordner adds.
Dealers urged to adopt ‘Virtual Showroom’ tools
Based on consumers’ behaviour during the first round of anti-COVID stay-at-home measures, car buyers will still be active browsing Victorian dealer inventory on carsales – at all times of the day and night.
“A presence on carsales means that Melbourne dealers are open for business – both 24/7 and nationally – via a digital showroom,” says Michael Holmes, Executive Director Dealer at carsales.
“With modern-day car buying facilitated by digital devices such as a smartphone, consumers from Victoria and indeed around the country, are still visiting carsales.com.au and engaging with Victorian dealer inventory,” Holmes adds.
In March and April, national concerns around the safety of public transport and ride-sharing services saw intention to purchase a vehicle increase, as measured by carsales consumer surveys.
As measures were gradually eased, May and June were categorised by record car-buying activity and the entrance of new buyers – including a huge influx of first-time buyers.
“To maximise opportunities, you should use ‘virtual showroom’ tools and publicise ‘Buy from Home’ services across your inventory, social media, carsales auto responses such as SMS and email,” Holmes commented.
carsales features ready to reinforce you are ‘Open for business’ include:
Activating the ‘Buy from Home’ badge on applicable inventory
Activating ‘badges’ on applicable inventory
Uploading video to your inventory through AutoGate
Utilising video calls in place of on-site inspections
Utilising RedBook Inspect services for remote and ‘at-home’ trade-in valuations
Optimising your use of AutoGate to follow up ‘uncontacted’ and ‘lost’ prospects
Publicising your Covid-19 policy in your inventory comments, website and social media channels
“The use of these tools during the national lockdown period spanning March-May helped deliver greater peace of mind for buyers and helped facilitate many sales transactions. We believe they will again help Melbourne dealers,” Holmes explained.
“Using the experiences and learnings of the first lockdown, Victorian dealers should again use digital tools and communication channels to underline to buyers that they are open for business and able to facilitate a hygienic and safe sales transaction,” concluded Holmes.
Analysis: Victorian car market – May 2020
What are the cars winning the minds and wallets of shoppers in Australia’s second-most populous state?
Dive into the market analysis below and for more from every Australian state and territory, download the latest carsales.com.au Auto Market Watch here.
