(Photo by Bloomicon – Stock.Adobe.com)

By Ashley Sparks, Client Operations Director, Regional Account Manager, Pinnacle Advertising & Marketing Group

“Huge Selection!” “Big Savings!” “We’re Overstocked!” “Lowest Prices of the Year!” “Spooktacular Pricing!” “Black Friday All Month Long!”

Sorry, your customers aren’t buying it.

What they will buy into is the truth. The truth is not facts about a brand or what a product does. It is the truest thing that someone could say about your brand or your product, even if it’s negative! Take that truth and discover what conflicts it causes. This truth will present a problem that needs to be solved. Problems create tension, drama, and emotion, and these are all jumping-off points for great creative ideas.

Conflict points to a universal human truth — creativity arises from both expressing and resolving tension, chaos, and contradiction.

The squeeze is on
The corporate and regulatory constraints on what can be communicated in auto industry advertising continue to tighten, including how you price your vehicles. That’s why it’s more important than ever to avoid the tired army of worn-out clichés that dominate automotive advertising, to ensure your dealership stands out from the competition.

Following are brief insights and tips on how to develop a true Unique Selling Proposition (USP) for your dealership, ways to effectively market it, and which mediums—often overlooked—you should utilize to push your brand to maximize reach and optimize results.

Why branding your dealership matter
Since all your local competitors are operating under pretty much the same set of restrictions, it’s essential to create your own brand to set yourself apart from the pack.

First, set expectations — truthful expectations. Explain to your customers who you are, and what they can expect when they arrive at or contact your dealership. It’s also important to set realistic expectations for your employees: expectations they need to maintain to properly support and represent your brand.

Recognize that brand recognition creates trust, and trust is vital for creating long-term relationships with your customers. Price incentives expire almost 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!

Develop 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 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 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, 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 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/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 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 on-hold message incorporate your brand’s message? What about your emails and in-store signage? They should. 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!