By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Torrance, Calif. – Alpine wants its dealers to get social.
The aftermarket car electronics company has developed a social-media handbook to help them engage in their own social-media activities. It is also encouraging dealers to participate in its Play Big social-media campaign, launched through such social-media platforms as Facebook, Twitter, Instagram and YouTube to let dealers post and share news and information with consumers. In particular, Alpine is encouraging dealers to use its social-media venues to share pictures of the dash fabrications they have crafted to install Alpine’s 8-inch INE-Z928HD A/V navigation system.
The first edition of the handbook focuses its 24 pages on the value of social-media engagement via Facebook because it is the most widely used social media platform, the company said. Additional versions of the handbook are planned.
“The handbook gives them hints on how to use Facebook for their own businesses,” a spokesperson explained. “ However, if they then engage with our Facebook page, such as posting an installation they did and tagging Alpine Electronics, they get the added benefit of their post and their installation expertise being shared with Alpine's own fans, essentially increasing the exposure to their store and work.”
On its Facebook page, Alpine offers activities specifically for its Facebook fans, including the recent launch of a contest seeking installation photos of the INE-Z928HD as part of the company’s Play Big social-media theme. The page also features weekly quizzes in which people who provide the correct answers are eligible for monthly drawings.
Authorized Alpine dealers who post to the Alpine site gain added exposure from these activities, the company said.
“Alpine dealers who engage with us on Facebook benefit from our established social-media presence and Play Big campaign activities, exposing them to an extended audience of fans who receive exclusive content and opportunities,” said VP/general manager Steve Crawford.
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