Digital Dealer - April 2020 - 25

every 30 days, but the value of
a brand message appreciates
over time. It's an investment in
your advertising. Remember:
You're in this for the long haul!

Developing Your Unique
Selling Proposition

Of course, your USP has to
be distinct. But it also has
to fit who you are, and most
importantly, convey the truth,
to bring value to the customer.
One extremely funny (and very
effective) ad campaign that

is consistent.
The path to purchase has
changed dramatically in the
past few years. The old mantra
of, "Get the customer into
your dealership," has been
replaced by the new mantra
of "Bring your dealership to
the customer." You should
have consistency across all of
your advertising and branding
efforts, throughout ALL
channels. Always share who
you are and convey your brand
message to the customer,

dealership has (chat tool, social
team, SEO/SEM provider, e-blast
vendor, mail house, third-party
lead providers, your internal
team, etc.). Now, answer this
question: Do each of your
partners/vendors effectively
represent your brand? Are all
these partners pushing your
brand message and USP? Or
are they being used purely from
a retail perspective to promote
prices, offers, and discounts? If
so, that needs to change.
Make sure these partners/

after launch - both in your
marketing endeavors and
within your organization's
culture. Keep a close eye on all
your channels and touchpoints,
to make certain your customers
are receiving the same brand
message each time, all the time.
Make sure to look in
the corners. For example,
does your dealership's onhold message incorporate
your brand's message? What
about your emails and instore signage? They should.

" Price incentives expire almost every 30 days, but the value of a
brand message appreciates over time.
"
incorporates the truth to create
a USP is the current Allstate
Insurance "Mayhem" campaign.
The message is simple: Bad
things happen, and they can
happen to you. No happy
endings. No sappy, reassuring
"We're behind you" messaging.
Mayhem is everywhere, it can
strike anyone, and when it
does, it pays to have Allstate
Insurance. Brilliant.
Close the gaps to make
sure your branding message

April 2020

regardless of the touchpoint(s)
used. No matter where your
customer contact comes from
(spot TV, direct mail, walk-in,
SEM, etc.) or how they reach
you (homepage, VDP page,
email, Facebook, etc.), you must
stay consistent in your brand
message, or you risk creating
confusion and distrust.

Launching Your Brand

Think of all the different
partners and vendors your

vendors work together
as a team to push your
brand message in the same
direction, convey your USP
consistently, and ensure all your
brand guidelines and standards
are adhered to. Designate
an Advertising Accountability
Advocate (AAA) - a person
responsible for ensuring all
of your marketing channels
maintain a constant and
consistent brand drumbeat.
Steward your brand

Otherwise, you're missing
out on opportunities to
communicate your brand.
Most importantly, make
sure your brand is unique
and that it incorporates the
truth to make it appealing and
meaningful to your customers.
Don't just say it-live it in your
dealership every day!
To share feedback or submit
questions/topic suggestions, email
magazine@digitaldealer.com

[ d i g i t a l d e a l e r. c o m ]

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