NFDA launches ‘Engage’ to support dealers’ communications

“Given the challenges facing businesses and the increasing importance of having a robust digital strategy in place, we are delighted to launch NFDA Engage, a new programme aimed at supporting dealers’ communication activities”, said Sue Robinson, chief executive of the National Franchised Dealers Association (NFDA), which represents franchised car and commercial vehicle retailers in the UK.

NFDA launches “Engage” to support dealers with their communication activities and help them to optimise their interactions with customers, colleagues and media.

To accompany the launch, NFDA has produced a guide providing dealers with practical tips and encouraging them to consider marketing and communications areas that may not be part of their current approach.

The guide examines three aspects of dealers’ communications: website, social media, and traditional media through press releases. In the document, NFDA outlines the key sections dealers generally have on their websites, gives ideas and guidance on what, how and when to post on the main social media platforms, and shares tips on how to write effective press releases.

In addition to the recommendations given through the guide, NFDA will provide its members with tangible support, initially focusing on the areas discussed in the document.

• Website: NFDA has partnered with digital agency Blue Mantis who, on request, will provide NFDA members with a tailored performance report of their website. The report gives an overall score to the website with further details for five sections including website speed, links, technical aspects, content and Google My Business.
• Social media: dealers who do not have a social media presence or would like to improve their online engagement can contact the NFDA.
• Press releases: NFDA will collaborate with dealers interested with writing and sending press releases to their local news outlets.

NFDA Engage’s services, including the personalised website report, are free of charge to dealer members.

Robinson added: “Marketing and communications represent a crucial part of dealers’ business models particularly at a time when it is increasingly important how organisations present their brand to the consumer.

“The Engage guide does not intend to be an exhaustive source of information, but it provides dealers with practical tips to help them improve their communications to customers, colleagues and media.

“Over the coming weeks, we will assess our members’ demand and needs to develop Engage accordingly. We look forward to continuing to work closely with dealers through these challenging times.”