FILMarketing September/October 2019

August 6th, 2021 by Nathan Hobbs

What’s Your Social IQ?

By Kendall Combs

We’re all familiar with how social media impacts us personally—our daily feeds keep us updated.

But are you aware social media can also hold the key to business success? A recent study by the National Retail Federation and Forrester¹ showed—for the first time ever—social media marketing surpassed paid search as survey respondents’ primary online focus.

So what does this mean? Yes, you may be answering phones, installing film, and working up quotes—but to keep a pipeline of incoming business primed, you’ve got to be engaging with consumers. And even more important, be involved where they’re making decisions.

With 88% of U.S. consumers pre-researching purchases online², if you’re not “putting your best ‘social’ foot forward” you’re missing a sales and marketing opportunity.

I sat down with Audra Leigh, our social and digital media specialist, for her advice on how today’s dealers can maximize social media effectiveness without breaking the bank. Here are her recommendations.

Go Live/Prioritize Video

Gone are the days of perfectly curated content. People are craving real glimpses into your everyday. Sharing live videos or utilizing the stories feature on Instagram and Facebook allow consumers to see who you are and it gives you the chance to explain what makes your company different.

Everything in today’s social world is pointing to video. Don’t be late to the party!

Be Different

Think of all of the memorable ad campaigns that seem like second nature: Skittles’ “Taste the Rainbow,” and California Milk Board’s “got milk?” These brands took a risk because they knew to stand out, they had to be different.

How might this translate to a window film dealership?

Everyone can post a picture of an exotic vehicle with freshly applied film. Think beyond the traditional to attract new views (and ultimately, leads!).

1. Give consumers the questions they should be asking.

Do you use a film-cutting software that ensures precise film placement without the use of a knife? Film your plotter at work and talk about why this is important. If you’re proud of your hand-cutting skills, be sure to show it off!

Do you partner with a manufacturer who offers a solid warranty? Create a graphic to post across your social channels.

Are you looking to communicate what paint protection film does? Have a team member take a video of you removing damaged film, and show the factory paint underneath.

2. Gather and promote positive reviews.

90% of consumers value reviews and referrals more than any piece of sales information³. If you’ve got raving fans, don’t let those testimonials go unnoticed. Partner with an automated service or create social-friendly graphics to make sure your social reputation is stellar.

3. Develop a unique story.

Storytelling continues to be one of the most well-received promotional tactics. Your story could be leveraged in online and offline advertising, incorporated into community events and help build a tribe of loyal local fans. Take Clovis, Calif., dealer Andy Forte, of Darkside Window Tinting: his “Nice Car, Bad Tint Job (N.C.B.T.J.)” narrative turned an all-too-common occurrence into a major selling point—but with a very humorous touch.

Know Your Audience

Chances are you’ve got a pretty good idea of who “your” customer is. Many branding consultants encourage their clients to personify their customer: give them a name, detail what they drive, where they live, and what’s included in their daily agenda.

These insights are critical to successfully directing your social efforts.

Not sure where best to reach your audience? Ask! Conduct an online poll or in-store survey, or reach out to a fellow dealer experiencing solid social engagement.

1 “State of Retailing Online 2019.”

2 “United States B2C Ecommerce Country Report 2017”


Kendall Combs is the general manager of thin films at Solar Gard.

To view the laid-in version of this article in our digital edition, CLICK HERE.

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