Dealerships that plunk a TV in the service customer lounge, turn it on and forget about it are missing a chance to get marketing messages in front of a captive audience.
So says Chris Zamora, managing partner of Zamora Automotive Group of Stockton, Calif.
"I love the ability to communicate with customers directly," he said. "They're the best ones to advertise to, right? Rather than go through all the effort and expense you have to go through to try and drag people into the store, they're already here."
Zamora Automotive Group's Honda of Superstition Springs, in Mesa, Ariz., is tricked out with 24 video screens all over the dealership. The screens aren't just in the service customer lounge, but Zamora said that's where it's easiest to see the cause-and-effect between ad messages and customers taking the dealership up on promotional offers.
Starting in 2009, Zamora said, he bought a "customized digital content" system from Automotive Broadcasting Network of Jacksonville, Fla. ABN provides content, divided into as many as five TV channels, on an ongoing basis for more than 700 dealerships.