Northtown Auto Group coordinates social media to support customers

The dealership can post YouTube videos for advertisement, general information or vehicle walkarounds.
The dealership can post YouTube videos for advertisement, general information or vehicle walkarounds. | File photo

Northtown Auto Group offers sales and service for a range of imports -- Toyota, Volkswagen, Mazda, Kia, Chrysler, Jeep, Dodge, Lexus, Volvo, Porsche, Land Rover, Hyundai, Subaru, Honda -- from several locations around the Buffalo, New York area. 

The dealership is also investing in modern social media marketing that aims to both attract customers and serve their needs.

Chief Operating Officer Harold Erbacher recently explained to Mega Dealer News how the dealership group works through social media platforms to give customers more of what they want and need, with resources that help car owners figure out their complex purchases.

"If it's engaging with our customers for a contest or promotion, we have the best luck with Facebook -- that's the tried-and-true method," Erbacher said.

He added, however, that the dealership also uses YouTube for informational purposes.

"It's just a little more conducive to conveying features and benefits," Erbacher said. "Seeing is believing."

By building a library of YouTube videos, Erbacher said these tech professionals can send a particular video to a customer when he or she is trying to learn a particular feature -- or the dealership can even use the videos for training purposes in-house.

"It's really helpful," Erbacher said.

In addition to using YouTube for general informational items like vehicle walkarounds, Northtown Auto Group is also putting "boots on the ground" and supporting a cadre of service professionals with digital resources.

Erbacher explained that Northtown Auto Group hires employees specifically to help customers in its showrooms with all of the bells and whistles that are included in vehicle infotainment systems and all of the other new technology that's put into late model vehicles.

"Think of it as like the Geek Squad at Best Buy," Erbacher said.

Dealerships like Northtown Auto Group are innovating in the social media space to build long-term relationships with customers and excel in the Digital Age.

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Organizations in this story

Northtown Auto Group 3809 Sheridan Dr Buffalo, NY - 14226