Sun | Sep 29, 2024

Fidelity goes for social media

Published:Sunday | April 21, 2013 | 12:00 AM
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Fidelity Motors Ltd, dealer for Nissan vehicles in Jamaica, on Hanover Street in Kingston. - File
The recently launched Nissan Juke, which is getting social-media action for Fidelity Motors. - Contributed
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Mel Cooke, Gleaner Writer

The Nissan Juke sports crossover was not the only new product which Fidelity Motors rolled out recently at the Zen Lounge in New Kingston. Its social-media initiatives were also on show, host ZJ Bambino hosting giveaways for those on spot, who utilised them to good effect.

It is a new information outlet for Fidelity, marketing officer David Crawford saying that the Facebook, Instagram and Twitter names are all Nissan Jamaica. "We were not using them before. We were using the traditional media - print and electronic. There is obviously a growing trend towards social media and, even if you are not using it properly you have to be accessible," Crawford said.

By using it properly, Crawford means getting the maximum possible benefits, with likes and event pages on Facebook, for example.

GOING WITH THE TIMES

"It is something we have taken seriously," Crawford said -so much so that Nissan Jamaica's social-media services are being handled by Sandor Panton of Top 5 Jamaica. "It has to be monitored and updated to be really effective," Crawford said. So far the Facebook likes for Nissan Jamaica are just over 1,700 and there are 59 followers on Twitter. Crawford concedes that the Instagram initiative needs some boosting.

Crawford said that an advantage of Facebook is the analysis which is possible, gender and demographics among the elements which can be collated and analysed. From there, he said, marketing programmes can be tailored to best fit the product. Now, he said, the social-media feedback is "all about the Juke. It is getting all the attention".

Crawford said in May there will be an internal thrust for utilising the social media, where staff at Fidelity's Hanover Street headquarters will be encouraged to have customers get involved with Nissan Jamaica's social-media thrust.

And while there is competition for the car buyer's dollar, Crawford said Nissan going into social media heavily is not only a matter of beating out other dealers. "It is a matter of going with the times. You have to be on the cutting edge of marketing at all times or you will lose," Crawford said.