Harry Robinson Automotive Family also takes its Facebook followers on an educational ride via its Test Drive Tuesday video series.
Internet Manager Marty Phillips educates viewers on a vehicle's pricing, specifications and features each week. The featured vehicle is chosen based on the current incentives at Harry Robinson Buick-GMC and Harry Robinson Ford, he said.
He typically opens all of the vehicle's doors and shows viewers what each button does on the vehicle's dashboard in each video. He'll also compare the price and product differences between a nameplate's base model and premium edition, if available. This pricing aspect of the videos boosts buyer confidence for viewers because they better understand the vehicle's pricing model, he said.
Phillips said the overall objective for each video is to encourage customers to visit the store and test drive the featured vehicle. Sometimes the video attracts viewers from across the country, he said, with customers asking how they can get their hands on the featured vehicle.
"We've taken the responsibility of helping anybody in the country that sees our videos," he said. "I'll offer advice to them if they happen to live far away, but if they're within 500 miles I want to do the car deal. I try to retain every customer to our dealership, if possible."
Harry Robinson also fosters brand loyalty through a multimedia series known as Free Gas Fridays. The series, which Nesbit pioneered in 2013, awards a loyal customer every Friday with a $50 gasoline gift card.
Nesbit added: "It strikes a real chord with our local community that we give back to them and that we care about the people here."
Using Facebook, A Fort Smith, Ark. dealer group builds its fan base with videos and monthly prizes.