We talk often about branding consistency, but there are plenty of elements to it that are worth mentioning, and that many dealership owners don’t think about. Dealership owners tell their salesmen to “dress up” for work, but what about adhering to a particular theme, consistent with overall dealer branding? The branding message of your dealership carries over even further than your automotive direct mail pieces or other print/online advertising materials. Your dealership consists of several marketing components that can all work together to accelerate your branding and lead to a positive message for your customers.
Selling the BrandYour automotive direct mail pieces, banners, and signs around town aren’t the only source of branding info for potential customers. There are plenty of places you might not be looking. What about:
- Television commercials – including the way employees (or you) appear in the commercials in terms of dress or style
- Billboards – Do they match the color scheme and general information given on automotive direct mail pieces?
- Radio promos – Are there catch phrases used that match automotive direct mail pieces?