Gift cards build up restaurants, goodwill

Guelcher called the videos a catchall for local engagement and has seen it paying returns at both stores.

“We have had feedback from customers in both locations that have told us that they are now going to do business with us or have and will continue to do business with us” because of the videos, Guelcher said. “That is the key driver in their decision-making process to do business with us. I think that’s pretty cool. I’ve probably heard that a dozen times, and I couldn’t tell you how many times my team has heard that.”

Guelcher also believes the impact of the videos could translate to new customers to the group’s two brands.

“They’re more now associating us with being a goodwill community ambassador as our brand,” he said. “Because of that, they’ll consider a Chevy or a Honda where they may have been a Subaru or a Ford owner before. I think we’re getting cracks at the bat that we didn’t get prior to this.”

Guelcher said the stores continue to host the videos and gift card giveaways. The Chevrolet dealership recently held one at a cider mill in recognition of the changing season, he said.

“I think a lot of the stuff that we’ve done, marketing and otherwise, driven largely by the pandemic is stuff that we will keep doing, and probably in hindsight, stuff that we should have been doing before,” Guelcher said.

“This is stuff that we’ll continue to do because it’s working. It’s good for the community, and it’s good for our people to be involved. It really is a very, very low-cost advertising method that’s incredibly effective if you want to blanket a community.”