“If the message is focused on the customer shopping and buying experience, masks might be included, like in our recent Clean Assurance initiative,” Zepeda said in a statement. “When it comes to vehicles, the marketing message is tailored to the target audience and the key selling points we are trying to get across. If a storyline reflects a setting where masks would be required, we would consider it, but it’s entirely dependent on the creative concept.”
Baerresen said digital ad content for some of his dealer clients began incorporating mask use in March.
His agency has been sharing with dealers that they need to “give people every reason to come to do business with the dealership” during these times and dispel concerns about unsanitary practices that could be holding them back. Mask use, Baerresen said, has been helpful in service lane promotions, which have been pushing touchless service.
But some stores, even if they’re taking all safety precautions, remain more focused on…
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