Digital Dealer - February 2020 - 30

MARKETING & ADVERTISING

Branding

By
Melanie Borden
VP of Marketing,
Celebrity Motor Cars

2020: A Brand You Year
(And Decade)!

>

Working with five dealer

brands under four rooftops, I have
had the pleasure of getting to know
a lot of different people. There is
a vast amount of knowledge and
experience, stemming from all different
backgrounds, in any given car dealership.

The face of new business
One of the departments that I feel
represents the dealership as the face of
new business, is sales. The sales team has
a unique opportunity to create a value proposition to the prospective customer, not just
for the dealership but also for themselves.
In the monthly grind to hit numbers and

30

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

objectives, sometimes our personal lives
and other distractions may come up. We
forget some of the basics on how to market
ourselves which includes our personal
brand.
Most dealership sales teams do not
receive ongoing education on branding or
how to market themselves. When you're in
car sales, most of the time you are knowledgeable on every aspect of the vehicle;
are certified in the brand you sell; and have
an innate fire within yourself to bring in
business. But what separates one sales department or sales consultant from another
is their brand.
The more knowledge and awareness of

how EASY it is to create a brand on and
offline - the more traffic to the dealership.
This results in a more confident sales
consultant, higher client retention and
customer satisfaction, and most importantly, increased profit to the dealership's
bottom line. Like anything, it requires
work, consistency, and patience, but anyone can do it!
As they say, Rome wasn't built in a day.
It doesn't happen at once, but over time
if you implement these basic principles of
branding, I promise they will pay off.
Have feedback, questions or topic suggestions?
Email magazine@digitaldealer.com

February 2020



http://www.digitaldealer.com

Digital Dealer - February 2020

Table of Contents for the Digital Edition of Digital Dealer - February 2020

Digital Dealer - February 2020
Online Extras
Up to Speed|Tech, Dealer News, & People on the Move
Social Media Insight| Direct From Facebook
Culture Three Key First Quarter Resolutions for 2020
Succession Planning Debunking the Succession “misconceptions”
Digital Retail Embracing Online Selling Offers Advantages Far Beyond the Obvious
Process & Performance Optimizing Your Process for Success: Elevating the Customer Experience Starts Within
Fixed Operations Repair Process 2020: A Very Hot Sema Topic Indeed!
Exclusive Interview With Rhett Ricart of Ricart Automotive Group
Digital Dealer: Featured Sessions
Data & Analytics Website Tools Must Support Google Analytics Tracking
Social Media 10 Dealership Social Media Best Practices for Beginners
Branding 2020: A Brand You Year (And Decade)!
Fixed Operations Follow the Money Trail… Straight to the Service Dept.
Cpo the Great Cpo Disconnect
Sales Training Sales Persistence – When & Why It Matters
Social Seen| Snapshots of the Auto Retail Scene
Digital Dealer - February 2020 - Digital Dealer - February 2020
Digital Dealer - February 2020 - Cover2
Digital Dealer - February 2020 - 1
Digital Dealer - February 2020 - 2
Digital Dealer - February 2020 - 3
Digital Dealer - February 2020 - Online Extras
Digital Dealer - February 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - February 2020 - Social Media Insight| Direct From Facebook
Digital Dealer - February 2020 - 7
Digital Dealer - February 2020 - Culture Three Key First Quarter Resolutions for 2020
Digital Dealer - February 2020 - 9
Digital Dealer - February 2020 - Succession Planning Debunking the Succession “misconceptions”
Digital Dealer - February 2020 - 11
Digital Dealer - February 2020 - Digital Retail Embracing Online Selling Offers Advantages Far Beyond the Obvious
Digital Dealer - February 2020 - 13
Digital Dealer - February 2020 - 14
Digital Dealer - February 2020 - Process & Performance Optimizing Your Process for Success: Elevating the Customer Experience Starts Within
Digital Dealer - February 2020 - Fixed Operations Repair Process 2020: A Very Hot Sema Topic Indeed!
Digital Dealer - February 2020 - 17
Digital Dealer - February 2020 - Exclusive Interview With Rhett Ricart of Ricart Automotive Group
Digital Dealer - February 2020 - 19
Digital Dealer - February 2020 - 20
Digital Dealer - February 2020 - 21
Digital Dealer - February 2020 - 22
Digital Dealer - February 2020 - 23
Digital Dealer - February 2020 - Digital Dealer: Featured Sessions
Digital Dealer - February 2020 - 25
Digital Dealer - February 2020 - Data & Analytics Website Tools Must Support Google Analytics Tracking
Digital Dealer - February 2020 - 27
Digital Dealer - February 2020 - Social Media 10 Dealership Social Media Best Practices for Beginners
Digital Dealer - February 2020 - 29
Digital Dealer - February 2020 - Branding 2020: A Brand You Year (And Decade)!
Digital Dealer - February 2020 - 31
Digital Dealer - February 2020 - Fixed Operations Follow the Money Trail… Straight to the Service Dept.
Digital Dealer - February 2020 - 33
Digital Dealer - February 2020 - Cpo the Great Cpo Disconnect
Digital Dealer - February 2020 - 35
Digital Dealer - February 2020 - Sales Training Sales Persistence – When & Why It Matters
Digital Dealer - February 2020 - 37
Digital Dealer - February 2020 - Social Seen| Snapshots of the Auto Retail Scene
Digital Dealer - February 2020 - 39
Digital Dealer - February 2020 - 40
Digital Dealer - February 2020 - Cover3
Digital Dealer - February 2020 - Cover4
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