Experts, across the board, will agree that developing a solid strategy for your brands social media efforts is the most important driver of success.  Your strategy should be built around your long-term goals, your capabilities and resources, and your audience/customers.  While the framework for your social media strategy can be developed at the corporate level, it’s easy to overlook how you’ll integrate your dealer network.

For OEM’s a holistic social media strategy is one that functions at both the corporate and retail levels.  When developing your strategy, don’t forget that every department, every employee, and every one of your dealers represents your brand – and every one of them has access to social media.  How your dealers utilize social media will directly affect your brand.

Retail sales are at the core of corporate success. OEMs that fail to provide their distribution networks with tools & resources to help them sell make a critical error. Aiding your distributing network in sales works to ensure growth and help your bottom line.

When it comes to your distribution network, your “front lines”, are you doing enough to aid success?

It’s surprising to see how many manufacturers take a laissez-faire approach to managing their front lines when it’s the success at the retail level that drives corporate profits. At the end of the day, your distribution network’s ability to champion your brand and sell your product has the biggest impact on your bottom line. It’s important to be involved.

Marketing at the dealer/retail level is tricky. The options customers have grow everyday, and the Internet the best friend of any shopper looking for alternatives. Manufacturers and their dealers/retailers know that marketing is important. They know that customer service is important. They spend invest money in both of these areas – but money isn’t enough when you’re out of touch. How dealers communicate and engage with customers will drive customer loyalty and word of mouth.

Sometimes marketing efforts just miss the boat (or the point) completely. Manufacturers and their dealers/retailers know that marketing is important. They know that customer service is important. They spend invest money in both of these areas – but money isn’t enough when you’re out of touch.

“Throw them in the storage closet.”

“I don’t have time… I don’t care what you do with them.”

“Put them in the restroom stalls… for reading material.”

…Three of the most common responses heard from dealers when they receive corporate marketing materials (okay, I made that last one up).But let’s agree there is often a separation between a brand’s perception and what a dealer will actually find helpful.