Marketing 101; Recall solution? Dawn Rolls Out
It’s possible that a picture is worth a thousand automotive sales.
The Darling’s Auto Group of Maine seems to be on its way to proving that by dispensing corporate goodwill one digital photo at a time.
The company’s promotional campaign began as a casual idea about five years ago when the dealerships dispatched a photographer to a Toby Keith concert. The goal was to get concertgoers to have their photos taken by a Darling’s banner.
Hundreds of people thought that forking over their email address in exchange for a free concert photo was a good deal. They then clicked on the Darling’s website to see their photos.
It was enough that the dealership followed up by offering $100 gift cards for the most “liked’’ photos on the Darling’s Facebook page.
The program has grown to the point that Automotive News, the national industry daily paper, recently gave a national shout out to the Darling’s Group of Augusta, Bangor, and Ellsworth, Maine.
Matt Smith, Darling’s marketing director, recognized this good thing and expanded on the idea, having some staffers with carpentry ability build two large photo booths for use at fairs, concerts, and other public events.
Other staffers—likely the ones who explain auto infotainment systems to customers—installed cameras and screens.
Just like that, a public relations juggernaut was born. Today, the booths are hauled to road races, tournaments, and parties. More than 15,000 prospective customers have provided email addresses and visited Darling’s dealerships’ Facebook sites.
It’s hard to put a direct link between photos and sales, but there is an emotional attachment.
“Customers come in, and it’s like they already know us,’’ says Smith. “They’ll say, ‘I was in your photo booth at a concert last month.’ ’’
Darling’s sells 14 brands at six sites, and the in-house feedback is positive.
“Our salespeople say they’d like us to do more photo-booth events because of the goodwill they foster,’’ says Smith.
It’s all a far cry from the time the dealership began in 1903, selling bicycles and those new-fangled cars and trucks.
You have to “like’’ it.
Kudos to AutoNation
Chances are, if you have a newer vehicle, you’ve received a recall notice.
Chances also are that, unless it seemed serious, you’ve still got it in the “we’ll get around to it someday’’ pile of paperwork.
Given the number of recalls issued on a monthly, if not daily, basis, there are millions of cars with open recalls on the road.
AutoNation, the country’s largest new-car retailer with 293 franchises in 15 states, decided to do something about it.
Two months ago, the company announced it wouldn’t sell any car with an open recall until repairs are made.
Mike Jackson, CEO of AutoNation, says, “The recall situation in the US auto industry is a black eye. It is a dysfunctional nightmare that the industry should be ashamed of, and customers are right to be angry and confused.’’
He estimates that 5 to 10 percent of AutoNation’s inventory could be classified unsellable at any time under the new policy.
The company is developing software to track recalls and expects it to be fully functional by December. Once the bugs are worked out, Jackson says he will share data and technology at no cost with any dealership group that wants it.
“Expensive, yes, but it’s the right thing to do,’’ he says.
A New Dawn
Rolls-Royce is introducing what CEO Torsten Mueller-Oetvoes calls “Quite simply, the sexiest Rolls-Royce ever built.’’
It’s a true four-passenger “luxury drophead.’’ That’s a convertible in the New World.
The car, which makes its debut at this week’s Frankfurt Auto Show, has a 6.6-liter V-12 that has 563 supercharged horsepower and 575 lb.-ft. of torque going to the rear wheels via an 8-speed automatic transmission.
Story continues after gallery
See inside the “Dawn’’
[bdc-gallery id=”1429724″]
Rear passengers will be able to “stand and disembark,’’ he says, referring to the rear-hinged doors.
The company says the styling remains true to Rolls-Royce’s 111-year heritage, though the Dawn is aimed at a younger demographic.
Retained are the traditional 2-to-1 body height to wheel height ratio, long bonnet (hood), short front overhang, and long rear overhang. Rolls says the tapering rear “graphic’’ will be reminiscent of past boat-tailed models.
If you have to ask, you probably can’t afford it, but prices should be between $400,000 and $500,000 dollars.
Instead of a touch screen (“too many fingerprints’’), the Rolls’ information system will have an intuitive touchpad and is available in English, Mandarin, and Arabic. The US is the brand’s largest market, followed by China and the United Arab Emirates. The United Kingdom is No. 4.
Rolls-Royce sold a record 4,063 vehicles last year, an increase of 12 percent.
Etc.
Today, the Bay State Antique Auto Club hosts its 22nd pre-1942 show from 9 a.m.-3 p.m. at the Endicott Estate, 656 East St. in Dedham … Also today, the Ty-Rods hold their 43rd Reunion at Lancaster Fairgrounds for pre-1973 hot rods and customs. The site is 4.5 miles west of Rte. 495 on Rte. 117 … And European motorcycles will be on display at Larz Anderson Auto Museum in Brookline today from 10 a.m.-2 p.m. … Next Saturday, Paul Mennett’s Cruisin’ New England TV program holds its invitation-only Circle of Champions show at the Big E in Springfield … If you’re an Oldsmobile fan and don’t mind traveling, the folks in Berlin, Conn., have their 19th annual all-Oldsmobile show next Saturday from 9-3 at the Days Inn, 2387 Berlin Turnpike.
To comment, please create a screen name in your profile
To comment, please verify your email address
Conversation
This discussion has ended. Please join elsewhere on Boston.com