EasyCare Utilizes Social Media Tools in Response to Shift in
Consumers? Automobile Research and Shopping Methods
Leading Vehicle Service Contract Company Supports Dealers in
Efforts
ATLANTA--(BUSINESS WIRE)--Drastic
changes in the automobile industry are not just happening in
Detroit or Washington D.C. Automobile dealerships across the
country are
trying to stay ahead or, at the very least, keep up with the
changes
that consumers have made and continue to make in the way they shop
for
cars. The internet has revolutionized the car buying process by
becoming
the first place the consumer goes for information, instead of
going
directly to the dealership. Dealers must respond by providing as
much
information as they can online if they have any hope of getting
the
customer into their particular stores.
?a better
way to buy a better car?
Today?s consumer has access to endless information online when
they?re
in the consideration phase of buying a new vehicle. They can find
out
what their trade-in will be worth, see the car virtually inside
and out,
and compare dealer prices all while wearing their pajamas, sipping
a cup
of coffee. Online social media tools like Facebook, YouTube and
Twitter
are being used to solicit feedback from their online social
network
about cars and where to purchase. A quick search of Facebook
reveals a
comment from a friend less than an hour ago: ?Does anybody know of
a
good, cheap, SAFE car for my soon-to-be-16-year-old? Bonus if it?s
in
Atlanta!? She?d already had over 5 responses from friends, who
Nielsen
data tell us are the ?most trusted source of recommendations? (The
Nielsen Company, 4/2009).
EasyCare has recognized this change in shopping behavior, and in
response is leveraging social media tools to give consumers
information
on vehicle service contracts and bring them into EasyCare
dealerships.
Easycare.com has been broadened to include more in-depth
information so
the consumer is better prepared and educated about vehicle service
contracts before stepping into the dealership. Dealer locator
functionality has been added, new features are being added
regularly.
Through FaceBook, YouTube, Twitter and EasyCare.com, EasyCare is
partnering with dealers to provide credible content to their
consumers.
The EasyCare Facebook page is updated almost daily with new
content,
pictures and information, and videos have been posted onto
YouTube.
EasyCare has an active Twitter account with over 600 followers,
distributing tweets on a wide range of topics pertinent to the car
industry and of interest to shoppers. Motor Trend Certified
Advantage (a
program powered by EasyCare) dealers upload photos of customers
with
their new cars onto their dealership Facebook pages and onto the
active
Motor Trend Certified Facebook group page ? helping customers
share
their excitement about their new purchases with friends.
?We are always looking for opportunities to enhance the consumer?s
vehicle buying and ownership experience, and the internet has
enabled us
to reach out to the consumer in new, fun, organic ways,? says
Jennifer
Silverberg, EasyCare VP of Marketing and Customer Experience.
?Reaching
out to consumers where they are and helping them make smart
choices when
they make their vehicle purchase at their dealership is a logical
extension of our business.?
About Automobile Protection
Corporation
Founded in 1984, Automobile Protection Corporation ? APCO is the
leading
independent provider of automotive benefits specifically created
to
enhance a consumer?s vehicle buying and ownership experience in
ways
that create long-term bonds between the consumer and their
dealership.
APCO?s benefits are provided under the EasyCare brand as well as
on
behalf of some of the most preeminent manufacturers in the
automotive
industry, including Jaguar, Land Rover, Mazda and Volvo. EasyCare
benefits include Vehicle Service Contracts, Dent Removal Coverage,
GAP
Insurance, Key Replacement Coverage and Personal Concierge
Service.
EasyCare is also the only vehicle service contract provider
designated a
?MOTOR TREND Recommended Best Buy?, maintains a Better Business
Bureau
rating of A+ and is the recipient of two BBB Torch Awards for
Customer
Service and Community Service. With over 2.8 million contracts
currently
in force, APCO has paid over $2 Billion in claims, approximately
$180
Million of which was in the last 12 months. EasyCare is the
exclusive
provider of the MOTOR TREND Certified Advantage program, ?a
better
way to buy a better car,? that allows franchise dealers to
provide a
highly valued certification program for their non-franchise
pre-owned
vehicles. Please visit www.easycare.com.
EasyCare
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Source: via Business Wire
Updated
06/18/2009
by company
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