|When Burger King® unveiled the Tendercrisp® sandwich in 2004, they opted to reach potential customers through a relatively new online marketing tactic: They launched SubservientChicken.com, a small Web site dedicated solely to the new sandwich, which lived independent of Burger King’s primary Web site at its own unique URL.|
|With that single effort, the viral marketing phenomenon known as the microsite was born. A microsite is a multi-page, mini-Web site with content geared toward a specific subset of a company’s main audience. A microsite has a distinct URL that can be accessed directly rather than through a company’s main Web site. Although content varies, microsites are typically designed to capture leads by driving visitors to complete forms or request additional information.
Today, microsites are ubiquitous in nearly every industry, including automotive. Almost every manufacturer uses microsites to present their model lineups; Volkswagen and Mercedes, in particular, have well-developed microsites for their models. But microsites aren’t just for the manufacturers. Dealers can leverage microsites in several ways to drive increased Web traffic and sales leads.
Search on the term “Honda Dealer Baltimore Maryland” in Google, for example. A local dealer, Northwest Honda, has a microsite at www.marylandhonda.net that appears on the first page of results, and several pages before you find their main Web site.
Extends Your Brand in Fun, Engaging Way
Getting creative can garner you a lot of attention, but it’s important that you don’t lose sight of your store’s objectives amidst all the fun and games. Be sure to include a prominent call to action on each page. Provide plenty of opportunities for visitors to stick around, see what you have to offer and get in touch with you to take the next step.
Chinese carmaker Zotye Automobile has formed a U.S. sales and distribution company and has begun a search for dealers of a yet-to-be-named SUV.