What Can You Learn From Subaru Of Wichita?

In part one of our series about Subaru of Wichita, we told you that a labor union set up a protest outside of their dealership, however they turned that protest effort into a brilliant marketing campaign.

Referring to the protests that this union had incurred all over the Wichita area, Aaron Wirtz, Media and Marketing Manager of Subaru of Wichita explained that, “You can get away with this for so long, but eventually, you’re going to land on the wrong business.” And that’s I feel like that’s ultimately what happened.”

What would you do if a group set up a protest outside of your dealership? What would your response be? How about equipping yourself with Google Glass, and then bringing the protestors lunch?

Wirtz, whilst wearing Google Glass and walking to the protestors explained that, “We have some food here for our labor dispute protesters. No kidding. It’s free food.”

No dealer knows when a public relations crisis may arise, which according to Aaron Wirtz, is exactly why you need to have a plan.

If a large public issue strikes your dealership and who you are is amplified, is your dealership ready for it’s closeup? For Subaru of Wichita, it’s all about core values.

“Having fun and being nice over an extended period of time are impossible to fake,” Wirtz said.

Wirtz went on to note that a new era has begun. Digital Marketing and Social Media aren’t quirks, but essentials. Ignoring your social media means missing an opportunity to tell a very important story.

In an explanation of his social media model, Wirtz said, “That’s what social media is to me, is telling the story of our brand, of our people. It gives our sense, both our employees and our customers a sense of placement on the timeline of who we are.”

What does all of this add up to? Social Media. Digital Marketing. Public Relations. Will this help you sell cars? According to Subaru of Wichita, a dealership that was the top selling Suzuki dealership in the United States. for five years, proper handling of the protest has helped the bottom line.

Referring to recent success at his dealership following the incident with the protestors, Wirtz noted that, “We’re just here to sell cars and you know, this has helped us do that.”