Digital Dealer - September 2017 - 19

hours! Obviously, advertising spend that nudges
those shoppers into the
showroom at the exact
moment they are interested in buying is probably the most important
spend. But I content that
some of those nudges
are not the banner ad
or TV offer for a payment on a Corolla, but
a rather a confluence of
communications over a
period of time. Ideas that
have resonated within
the 'important enough to
file in my sub-conscious
gray matter for future
consideration.'
Okay, so how do you
build your brand? Two
important steps:
	
Define your brand.
	
Tell your story.
Defining your brand/
understanding your
brand perception. For
starters, you must know
what your brand is,
not just you but your
entire team has to know
what your brand is. You
cannot effectively 'tell
your story' unless you
know what that story is.
When I wrote an article
on 'brand evaluation'
about 10 years, one
of the most respected
dealers in the Midwest
wrote me a lengthy email
sharing how shocked he
was to discover what he
discovered in using the
Dealership Brand Survey
template I shared with
readers.
For a free copy of the
Brand Survey Template.

...YOU ARE EITHER BUILDING
YOUR BRAND FOR SHARE-OF-MIND
DOMINANCE, OR YOU ARE HEADED
OUT TO PASTURE."
Just email me and I'll
send along. You'll need
to find someone in your
organization or in your
advertising/marketing
company who can put
this together. It does not
have to be an expensive
project costing tens of
thousands of dollars.
There are a few webbased survey company's
like survey monkey that
will allow you to design
a simple survey to be
used with employees and
customers that will help
you define the current
perception of your brand.
The next step is to
effectively tell your story.
In next month's Dealer
Magazine article, I'll
share one of the most
powerful and cost-effective tools to spread the
word about what you
stand for and your unique
marketing perception.
A video project that can
be multi-purposed for
use in the showroom, on
web videos and even a
Television infomercial.
I'll share step-by-step
information on how to put
it all together.
One more free thing:
The Top Ten Rules for
Building a Brand. Just
email me and I'll send
along an article from
2008 that has helped a lot
of dealers get on the right

brand building track.
Whether you're
focused on building and
growing a company that
will be successful for generations, or focused on
building a company that
is positioned for acquisition by another company
at maximum multiples,
the word 'brand' is the
key to your success. The

better you build it, the
better your chances of
success.
JIM BOLDEBOOK is founder
of Creative Broadcast Concepts (CBC), an advertising/
marketing agency working with
some of America's most successful dealerships. He has
been involved in the broadcasting, advertising and marketing fields for almost 50 years.
EMAIL: jim@cbcads.com

D I G I TA L D E A L E R . C O M

SEPTEMBER 2017

19
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Table of Contents for the Digital Edition of Digital Dealer - September 2017
