Brandcasting: Adding Content To Social Media

Has your dealership joined the ‘social revolution’ on the internet yet? Before you answer yes, I am not talking about a website, search engine marketing or e-blasts. Although creating and gathering Facebook friends or even placing commercials and clever videos on YouTube would be considered an entry level attempt.

Hundreds of millions of dollars are being spent each year by major brands, including auto manufacturers, attempting to crack the code on connecting with consumers over the internet in a less intrusive way. The platform they are using is called ‘social media’ and like all new media, it is being defined and re-defined on a daily, weekly and monthly basis.

The goal of using ‘social media’ is to connect with and engage consumers over the internet through the sharing of a common interest, passion or relevant and entertaining dialog. This is the “pull” side of messaging your business, in contrast to those you “push” out to the crowd with traditional media. 

Dealers are scratching their collective heads trying to figure out how to pull consumers to their website and keep them there longer. Internet specials, printable coupons and community sponsorship announcements are only valid when the customer is in the market to buy a car or get it serviced.  

Visionary dealers are now attempting to build a bridge between their business and the customer around a shared passion for cars, computers and music. It is called Brandcasting and it is the newest movement on the ‘social media’ front.

Be the media, don’t just rent space on it

More and more dealers are now experimenting with this by launching their own custom radio station over the internet that plays 24/7 and is linked from their own web site. It can be played on any computer or smart phone with the click of a button and even stays on when the customer migrates to another site or to do e-mail. Dealers even play it in their showroom or over their telephone’s on hold to stay connected with the customer. It becomes the soundtrack for their brand. Embedded around the enjoyable variety of music are subtle selling messages for new, pre-owned, financing and service specials.

Brandcasting is a differentiator to stay connected with customers

It opens a new door to welcome customers around something they already are already passionate about – their music. The unique link that’s created between the dealer and customer is exclusive to the dealer and add incredible stickiness to the web site.

Over 60 millions Americans now listen to music on Internet radio each week and that number is growing.

Lexus of Las Vegas seems to have found the perfect blend of Brandcasting. It is called Radio Lexus Driven By Lexus of Las Vegas and you can hear it out at www.lexusoflasvegas.com.  It was produced by RFC Media, one of the leading custom internet radio station providers.

Now when you answer the question about ‘social media’ you can just about dominate the conversation.