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Ketty Colom

Ketty Colom Digital Marketing Specialist

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Brand Management Lessons

 

Yes, the election is over and I’m grateful to not be bombarded with political ads every time my favorite show is on commercial break for the next four years. That being said, there are some lessons we can learn the race for the White House as far as brand management goes.

1. Stand for something and stay on message
Quite simply, the more rigorously you can define your brand story and control the projection of it, the better the marketplace will understand what you stand for—and be ready to buy from you.

2. Where are your brand advocates?
Bain & Associates research shows that the brand that is most highly recommended in its category grows 2.5 times faster than the category average. That finding clearly demonstrates the advantages of encouraging your customers to become brand advocates.

3.Remain consistent across all forms of media
The more channels of communications you decide to open means the more difficult it will become to ensure the same message across all platforms of media. It is important to be consistent, and control your communications to ensure that they all speak with one voice.

4. React Quickly
Negative publicity can be overcome—so long as you react quickly and ensure that everyone involved in dealing with the crisis is armed with the same consistent information and approved response.

For example: Remember when Coca-Cola refused to admit its water brand, Dasani, when launched in the United Kingdom, was actually purified tap water produced in a factory in London? Bad call. By contrast, Robinsons sensibly recalled its Fruit Shoots drink recently as a precaution over bottle cap safety—before damage could be done to brand image.

No matter if you’re in the business of politics or commerce, the same rules apply: Keep the message consistent, gain and sustain customer goodwill, and respond quickly to both negative and positive publicity.

 

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