Your Ride Your Way- MERA and CEA Want to Help Retailers Get the
What does this mean for mobile enhancement retailers? For starters, by visiting Yourrideyourway.com, retailers can access to tools to help educate consumers through the media. By customizing the sample letter to the editor or sample news article available for download, retailers can tell local media their experiences with original equipment manufacturer (OEM) integration complications. The website also includes a section for consumers, which offers a listing of contact information for consumer relations departments from a long list of auto manufacturers.
The "Your Ride Your Way" campaign entails a multi-faceted approach. MERA has distributed a kit containing four-color posters, counter-top displays and hard copies of the aforementioned communications tools to its retail members and others. The materials state, "Due to your vehicle's design, you may experience excessive installation costs or difficulties with upgrading, customizing or repairing your ride." MERA urges consumers to be vocal about the issue.
MERA is also making use of its member communications—through MERA's member-only newsletter, MERA EGram—to keep its membership informed as the campaign progresses. This aspect is a grassroots approach to reach retailers, their customers and members of their communities.