Digital Dealer - July 2018 - 38

M A R K E T ING & ADVERT ISING: Reputation & Loyalty

By Jim Boldebook
Founder,
CBC Automotive Marketing

The 'BIG 5' of
Marketing
Success!
THE BIG #1: DEFINE
YOUR BRAND! Not

the brand(s) of vehicles you
sell...YOUR brand! Why do
people buy from you? For
decades we've trained our
salespeople on 'selling' the
USP (unique selling
proposition), but today, in
the era of total transparency, UMP is a much more
important concept. What

are the real reasons people
actually do buy from us?
What is our unique marketing perception?

Perception isn't just a
'thing,' it's everything! We
are what we are perceived
to be. We can spend mil-

AS YOU DEFINE YOUR
BRAND, SHARE IT IN
EVERY WAY POSSIBLE
WITH EVERY MEMBER OF
YOUR TEAM."

lions trying to convince the
buying public of purloined
platitudes, or we can do
the kind of brand analysis
research that will help us
understand the real reasons people actually write
our name in the payee line
on the check. Start by asking your internal customers (your employees) why
they think people really
like us. Put a note in every
payroll check next week.
Ask your employees (and
their spouses) to send you
an email on why people
buy from us. Then ask
your customers at point of
sale. What were the top
three reasons you made
the decision to buy from
us? The more you stay at
it, the better you'll define
your brand.
About 30 years ago,
I conducted a research
focus group in London on
the marketing perceptions
of various dealerships.
A large public group had
just purchased a Ford
store in the U.K. Their tag
line was 'nice people to
do business with.' One
of the respondents in the
focus group said it was
the farthest thing from
the truth. He said: "Their
slogan should be 'you'll
get a pretty good deal
but we're really not nice
people.'" Everyone in the
focus echoed their agreement. You are...what you
are perceived to be. Dara
Treseder wrote a great
article on building brand
awareness and assessing
Brand Value. If you'd like a
free copy, email me.
THE BIG #2:

38

J U LY 2 0 1 8

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


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - July 2018

Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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