If you’ve gone through the process of selling a used car in recent years, you’ve more than likely taken the traditional steps. Check the value on Kelly Blue Book, post on Craigslist, maybe run a classified ad in the paper (does anyone look at those anymore?) then hope for a response. If you’ve been the buyer, you’ve probably followed the same channels.
What you may not know is that Kelly Blue Book has taken used car sales beyond the traditional reach by putting multichannel marketing tools in the hands of sellers. With an advantage normally reserved for those with marketing savvy, both sellers and buyers can interact in a fast and informative way which speeds the sales process.
By using the KBB Seller’s Toolkit, users can post available vehicles across multiple social media channels and blogs in one step. According to a report in Social Media Today, posts can also include a direct link to KBB’s pre-configured pricing report, giving buyers real time access to Blue Book Values from KBB.com. In conjunction with the system’s smartphone app, quick access to key buying and selling information is instantly available to those on either side of the negotiating table.
In creating a useful, integrated tool, Kelly Blue Book has not only maximized their social media presence but also addressed a genuine consumer need. For a non-traditional company (not pushing a new product, for example) it represents smart, strategic thinking.
Get in the Game
Marketers know they need to be on social media, including those in the second hand product arena. By finding a way to incorporate all major social media channels, Kelly Blue Book is in keeping with the trend and staying at the forefront in a competitive digital space.
Address A Need
Once there, KBB could have easily gone the content route, posting handy tips on buying or selling, or re-posting reports on the car market. Yet they took it one step further by thinking about what their target customer needs. Do they need information on the used car market or sales trends as a whole? Maybe. Do they need access to information that can help them execute a successful sale quickly or to act as an informed buyer? Absolutely.
Promote Interaction
By creating a Sales Toolkit which combines social media channels and easy access to competitive value information, Kelly Blue Book has insured that not only will they be present in the social media sphere, they will be consistently interacting with their target customers. Researchers about to sell or buy, as well as active buyers and sellers, can use the KBB resources on the fly to gather and share information anywhere. By providing what their customers genuinely need, KBB has built a productive relationship with lasting power.
Simply showing up on social media is not enough. To determine the best presence for your company, the experts at Kovak-Likly can work with you to build a comprehensive PR plan which defines your niche, engages your target customer base and solidifies your role as a true resource. To get started, give us a call at 203.762.8833 or visit www.klcpr.com.
– BML
