Digital Dealer - April 2020 - 24
MARKETING & ADVERTISING
Branding
By
Ashley Sparks
Client Operations Director,
Regional Account Manager,
Pinnacle Advertising
& Marketing Group
Sorry, Your Customers
Aren't Buying It
Developing and
Marketing Your
Unique Selling
Proposition
>
"Huge Selection!" "Big Savings!"
"We're Overstocked!" "Lowest
Prices of the Year!" "Spooktacular
Pricing!" "Black Friday All Month
Long!"
Sorry, your customers aren't buying it.
What they will buy into is the truth. The
truth is not facts about a brand or what
a product does. It is the truest thing that
someone could say about your brand or
your product, even if it's negative! Take that
truth and discover what conflicts it causes.
This truth will present a problem that needs
to be solved. Problems create tension, drama, and emotion, and these are all jumping-off points for great creative ideas.
Conflict points to a universal human
truth - creativity arises from both expressing and resolving tension, chaos, and
contradiction.
24
[ d i g i t a l d e a l e r. c o m ]
The squeeze is on
The corporate and regulatory constraints on what can be communicated
in auto industry advertising continue
to tighten, including how you price
your vehicles. That's why it's more
important than ever to avoid the tired
army of worn-out clichés that dominate automotive advertising, to ensure
your dealership stands out from the
competition.
Following are brief insights and
tips on how to develop a true Unique
Selling Proposition (USP) for your
dealership, ways to effectively market
it, and which mediums-often overlooked-you should utilize to push
your brand to maximize reach and
optimize results.
PHOTO ABOVE LEFT BY BLOOMICON - STOCK.ADOBE.COM
Why branding your
dealership matters
Since all your local
competitors are operating
under pretty much the same
set of restrictions, it's essential
to create your own brand to
set yourself apart from the
pack.
First, set expectations-
truthful expectations.
Explain to your customers
who you are, and what they
can expect when they arrive
at or contact your dealership.
It's also important to set
realistic expectations for your
employees: expectations they
need to maintain to properly
support and represent your
brand.
Recognize that brand
recognition creates trust,
and trust is vital for creating
long-term relationships
with your customers. Price
incentives expire almost
April 2020
http://STOCK.ADOBE.COM
http://www.digitaldealer.com
Digital Dealer - April 2020
Table of Contents for the Digital Edition of Digital Dealer - April 2020
Digital Dealer - April 2020
Up To Speed|Tech, Dealer News, & People On The Move
Direct From Facebook |Q&A With Facebook
Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Succession Planning Estate Taxes - Still A Problem For Succession
Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Branding Sorry, Your Customers Aren't Buying It
Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Branding When Dealership Leads Aren’t Enough To Make Your Month
Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Website Less Is More: Optimizing Websites Through Design
Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Industry Happenings |Nada 2020 - A Quick Look Recap
Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - CT1
Digital Dealer - April 2020 - CT2
Digital Dealer - April 2020 - Digital Dealer - April 2020
Digital Dealer - April 2020 - Cover2
Digital Dealer - April 2020 - 1
Digital Dealer - April 2020 - 2
Digital Dealer - April 2020 - 3
Digital Dealer - April 2020 - 4
Digital Dealer - April 2020 - 5
Digital Dealer - April 2020 - Up To Speed|Tech, Dealer News, & People On The Move
Digital Dealer - April 2020 - 7
Digital Dealer - April 2020 - Direct From Facebook |Q&A With Facebook
Digital Dealer - April 2020 - 9
Digital Dealer - April 2020 - Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Digital Dealer - April 2020 - 11
Digital Dealer - April 2020 - Succession Planning Estate Taxes - Still A Problem For Succession
Digital Dealer - April 2020 - 13
Digital Dealer - April 2020 - Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Digital Dealer - April 2020 - 15
Digital Dealer - April 2020 - 16
Digital Dealer - April 2020 - 17
Digital Dealer - April 2020 - 18
Digital Dealer - April 2020 - 19
Digital Dealer - April 2020 - 20
Digital Dealer - April 2020 - 21
Digital Dealer - April 2020 - 22
Digital Dealer - April 2020 - 23
Digital Dealer - April 2020 - Branding Sorry, Your Customers Aren't Buying It
Digital Dealer - April 2020 - 25
Digital Dealer - April 2020 - Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Digital Dealer - April 2020 - 27
Digital Dealer - April 2020 - Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Digital Dealer - April 2020 - 29
Digital Dealer - April 2020 - Branding When Dealership Leads Aren’t Enough To Make Your Month
Digital Dealer - April 2020 - 31
Digital Dealer - April 2020 - Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Digital Dealer - April 2020 - 33
Digital Dealer - April 2020 - Website Less Is More: Optimizing Websites Through Design
Digital Dealer - April 2020 - 35
Digital Dealer - April 2020 - Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Dealer - April 2020 - 37
Digital Dealer - April 2020 - Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Digital Dealer - April 2020 - 39
Digital Dealer - April 2020 - Industry Happenings |Nada 2020 - A Quick Look Recap
Digital Dealer - April 2020 - 41
Digital Dealer - April 2020 - Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - Cover3
Digital Dealer - April 2020 - Cover4
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