Branding for your dealership 2021
Branding is more than your company's colors or imagery; it's using a cohesive theme to tell your dealership's story.
Branding is the ability to recognize and consider your company despite competitors offering similar products.
Branding is delivery and creating an unforgettable customer experience.
In the automotive industry, branding is crucial.
However, only a few dealership groups brand with effort. What makes your dealership different from any other dealership that provides the same type of vehicles?
In sales and marketing, people still buy people, not necessarily the product or service. What has changed is the ability to reach your consumer. Travel restrictions and safety concerns are changing the car buying process. It's a no brainer to increase digital and direct marketing efforts during these times, but what happens when everyone posts the same deals and incentives?
Do you rely on OEM promotions to bring traffic to YOUR showroom?
How many local or nearby dealerships provide a similar inventory to yours? Most automotive promotion creates a focus on the vehicle and their current incentives, creating saturated ad space full of advertisements with similar copy and imagery as the next dealership.
You want your dealership to be a household name, not just another dealer in town.
Of course, your dealership sells cars, but what type of vehicles? How do these vehicles align with your customer's lifestyle? How do you create a public perception with the products and services you provide?
Most people that go to a used car dealership don't expect free valet service and a heated showroom.
What type of consumer surrounds your area? Can you align your brand with your community's beliefs, wants, or needs?
Instead of solely producing content for product promotion, create content and communication that introduces your dealership.
Sure it would be nice to have luxury amenities, but most people looking to purchase pre-owned are least worried about the extra bells and whistles. They want an inclusive staff that focuses on providing a vehicle that aligns with their financial needs and personal goals—a no-hassle, no-frills experience.
Branding strategies for an upscale dealership create value on location and any extra amenities that speak to prime customers.
With times changing to a more digital world, we have to be aware of our target audience. Our audience is now coming equipped with knowledge that your average consumer did not have five years ago.
Do you have a team of inventory experts?
The evolution of technology allows anyone to access information and ratings for just about anything you can buy. Most people go to their phones for information way before they speak to a person. The obsession for information is the leverage you need for your indirect marketing strategies.
Do you know what vehicles hold your customer's interest?
Google is your best friend when it comes to understanding consumer trends. Simple search phrases as "Charger Vs." will bring up a list full of trending inquiries that your team can write about!
Now imagine your website being the go-to hub for vehicle information. Do you have a vehicle specialist that is capable of indirectly speaking to your customers with blogging efforts? With local search engine optimization and blog posts designed for these phrases, you can indirectly connect with your consumers before speaking to a representative.
What's your marketing strategy looking like for the rest of the year?
It's easy to go through the motions when it comes to your media marketing, but media is the key to brand awareness during these times. More and more people are viewing multiple screens at the same time. Are you making use of all the platforms available? Your opportunities to gain their attention are endless.
What are you doing to stand out from the crowd?