Digital Dealer - November 2019 - 32

M A R K E T ING & ADVERT ISING: Re p u ta ti on & Loyal ty

By Jim Boldebook
Founder,
CBC Automotive Marketing

Marketing That's
Moving the Metal
Over the past three
months, I've reached
out to some of the most
successful dealers I know
for feedback on advertising
and marketing strategies
they feel are contributing to
not only an increased
share of market but a
higher return on investment
on one of the biggest line
items on their statements.

Here are some of the
thoughts shared:
BRAND FORTIFICATION. Not the brand of

manufacturers, but the
brand of the dealership,
what it stands for, the
dealership's unique selling
proposition. Over the past
three years, I've sent out
127 brand templates and
articles on the importance

of identifying, building, and
reinforcing the dealership
brand. I've shared ideas
from some of the biggest
retail marketing success
stories in America on
avoiding brand dilution.
A number of my dealer
friends have implemented
the suggestion of using
emails for internal communication. Several dealers

tell me they send out a
brief message each day,
sharing congratulations
on birthday and special
occasions, and a recap
of current advertising
campaigns. Sometimes it's
just a review of dealership
sales and satisfaction
milestones and accomplishments. Sometimes an
interesting story from the
dealership's past.
Dealers are using
emails to remind all employees of 'VIP family and
friends/referral programs',
as well as soliciting ideas
and input on a variety
of subjects from team
members.
Two dealers told me
they are having great
success sending personal
emails to customers who
have just bought a vehicle,
thanking them and asking
for feedback. Rather than
a lengthy questionnaire, a
simple "What did you like
most about your buying
experience, and is there
anything we could have
done better" seems to
generate a more qualitative response.
LESS DEPENDENCE
ON COOP. A number

of dealers told me they
have expanded nonco-opted ad spends for
share-of-mind marketing
that combines new-vehicle franchises as well as
used inventory. A Ford
dealer told me he's 'off
the co-op drugs.' His
new ads feature new and
used vehicles together,
often pitching a NV lease
payment with a purchase
payment on a certified
32

NOVEMBER 2019

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



http://www.DIGITALDEALER.COM

Digital Dealer - November 2019

Table of Contents for the Digital Edition of Digital Dealer - November 2019

Digital Dealer - November 2019
Become an Accredited Leader
Happy and Harmonious Holidays – are Possible!
Are You Ready for 2020?
2019: Another Strong Year for Buy/Sell Activity and Valuations
What’s Your Post-Warranty Service Retention Strategy?
What’s Your Post-Warranty Service Retention Strategy?
Interview with Jane Millman of Riverhead Chrysler Dodge Jeep Ram
Introducing Our 2020 Theme: Defy Gravity
Remove Friction in your Media Mix to Drive Profitability
Connected Cars – Whose Data is it Anyway?
Consistent Communication Strategy
Marketing That’s Moving the Metal
Google My Business: Your Secret Weapon to Boost Sales
Digital Retailing Part 3: Digital Influence
Tatton Manning: A True Patriot!
5 Ways to Modernize Your Owner Retention Program (ORP)
Digital Dealer - November 2019 - Digital Dealer - November 2019
Digital Dealer - November 2019 - Cover2
Digital Dealer - November 2019 - 1
Digital Dealer - November 2019 - Become an Accredited Leader
Digital Dealer - November 2019 - 3
Digital Dealer - November 2019 - 4
Digital Dealer - November 2019 - 5
Digital Dealer - November 2019 - Happy and Harmonious Holidays – are Possible!
Digital Dealer - November 2019 - 7
Digital Dealer - November 2019 - Are You Ready for 2020?
Digital Dealer - November 2019 - 9
Digital Dealer - November 2019 - 2019: Another Strong Year for Buy/Sell Activity and Valuations
Digital Dealer - November 2019 - 11
Digital Dealer - November 2019 - 12
Digital Dealer - November 2019 - 13
Digital Dealer - November 2019 - 14
Digital Dealer - November 2019 - 15
Digital Dealer - November 2019 - What’s Your Post-Warranty Service Retention Strategy?
Digital Dealer - November 2019 - 17
Digital Dealer - November 2019 - What’s Your Post-Warranty Service Retention Strategy?
Digital Dealer - November 2019 - 19
Digital Dealer - November 2019 - Interview with Jane Millman of Riverhead Chrysler Dodge Jeep Ram
Digital Dealer - November 2019 - 21
Digital Dealer - November 2019 - 22
Digital Dealer - November 2019 - 23
Digital Dealer - November 2019 - 24
Digital Dealer - November 2019 - 25
Digital Dealer - November 2019 - Remove Friction in your Media Mix to Drive Profitability
Digital Dealer - November 2019 - 27
Digital Dealer - November 2019 - Connected Cars – Whose Data is it Anyway?
Digital Dealer - November 2019 - 29
Digital Dealer - November 2019 - Consistent Communication Strategy
Digital Dealer - November 2019 - 31
Digital Dealer - November 2019 - Marketing That’s Moving the Metal
Digital Dealer - November 2019 - 33
Digital Dealer - November 2019 - Google My Business: Your Secret Weapon to Boost Sales
Digital Dealer - November 2019 - 35
Digital Dealer - November 2019 - 36
Digital Dealer - November 2019 - Digital Retailing Part 3: Digital Influence
Digital Dealer - November 2019 - 38
Digital Dealer - November 2019 - 39
Digital Dealer - November 2019 - 40
Digital Dealer - November 2019 - 41
Digital Dealer - November 2019 - 42
Digital Dealer - November 2019 - 43
Digital Dealer - November 2019 - Tatton Manning: A True Patriot!
Digital Dealer - November 2019 - 45
Digital Dealer - November 2019 - 5 Ways to Modernize Your Owner Retention Program (ORP)
Digital Dealer - November 2019 - 47
Digital Dealer - November 2019 - 48
Digital Dealer - November 2019 - Cover3
Digital Dealer - November 2019 - Cover4
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