By Amanda Flippin, Automotive Lead, Facebook
Last month, we introduced the first of a regular column featuring exclusive insight from Facebook. This month, Amanda Flippin, an Automotive Lead at Facebook, based in Austin, Texas, shares her insight on driving relevant messaging for service and parts – when and where it’s top of mind.
Originally from Detroit, Amanda has a true passion for the automotive space. She joined the Facebook team at the beginning of 2017, where she has been coaching automotive clients on Facebook’s wide range of advertising solutions. In her role, Amanda directly partners with the top 10 dealer groups in the U.S. and manufacturers via dealer regional efforts.
Promote Parts & Service When and Where It’s Top of Mind
Holiday shopping may be over, but auto consumers are still very much in-market this winter, especially when it comes to auto parts and service. The U.S. Automotive Aftermarket exceeds $296B annually, but dealers are only capturing 30% of that spend (1). Social media can help dealers drive discovery and revenue for their parts and service offerings.
1. Vehicle Owners Discuss Auto Parts & Service on Social Media
Vehicle owners use social media to discuss vehicle service, maintenance, and repair. Moreover, they are particularly receptive to consuming auto-related information on social media. Did you know that more than 65% of car owners discover new auto-related products and content on Facebook and Instagram(2)?
2. Winter Weather Travel Is Top of Mind
Vehicles are top of mind this time of year because of inclement weather. Safety is key, so vehicle owners want to be in-the-know on current weather conditions and prepared for future weather challenges.
They proactively research topics such as tires, brakes, and motor oil, and seek information on when and where to service and replace these parts. In fact, less than half of vehicle owners can tell when they need to replace their tires(3).
3. Familiarity & Trust Are Important to Customers
Dealers can reinforce familiarity and trust amongst consumers when their messaging is aligned to what’s top of mind for them. When it comes to choosing an auto service center, familiarity and trust are nearly as important to vehicle owners as is the location of the service center (4).
4. How to Win Parts & Service Business
Here’s how dealers can rev up parts and service business this winter season:
- Build awareness of your parts and service offerings this winter when vehicle maintenance is top of mind for consumers. Maximize relevance by aligning your messaging with consumers’ concerns over the winter weather and highlighting themes of preparedness and safety.
- Anticipate your customer needs by utilizing your CRM database to reach customers who are in-market or will soon be in-market for parts and service. For more information on how to do this, read the “Customers for Life” strategy in the Facebook Automotive Playbook for Dealers (download the playbook here).
- Drive purchase intent with educational messaging around vehicle maintenance. Consider creating short-form videos with your service manager or technician explaining when various auto parts need to be serviced or replaced.
Refer to our Auto Creative Best Practices guide for more tips on how to do this.
For more information on how to get started using Facebook advertising, download the Facebook Automotive Playbook for Dealers.
Sources:
1. JD Power, Aftermarket Service Index (ASI) Study, October 2019
2. Auto Consumer Journey Study by Accenture (Facebook-commissioned online study of 1,003 respondents ages 18+, United States, Nov. 2018)
3. Mintel, Tires report, adults 18+, United States, November 2017
4. Mintel, Auto Service, Maintenance and Repair report, adults 18+, United States, January 2019
About the Author
Amanda Flippin is an Automotive Lead at Facebook. Originally from Detroit, she has a true passion for the automotive space. She joined the Facebook team at the beginning of 2017 where she has been coaching automotive clients on Facebook’s wide range of advertising solutions. Amanda directly partners with the top 10 Dealer Groups in the U.S. and Manufacturers via dealer regional efforts.
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