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Jared Hamilton
From: Jared Hamilton
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Exclusive Blog Posts

Design: The Driving Factor Behind Showroom Sales

Design: The Driving Factor Behind Showroom Sales

Many factors go into creating a successful showroom. While often overlooked, design plays an essential role in the customer experience and overall success …

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

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DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

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It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

Should Your Website Be Unique and Personalized or Generic and Corporate Consistent?

It's not really a question that everyone can answer. For many, the decision has been made for us. Some manufacturers are forcing their dealerships to use specific website providers that consolidate the look, feel, and functionality of the website in order to maintain corporate consistency.

Other OEMs allow their dealers to go wild. They have very few standards or compliance guidelines that their franchises are supposed to follow.

Most OEMs are somewhere in the middle with specific compliance measures that must be met but no limits on which marketing company the dealers can use.

Should a dealership website be consistent, looking mostly like every other of the same brand? Should dealers be allowed to express their personality and focus on their own strengths? Are dealers better off as individuals competing against others in their market of the same brand, or is the corporate line of keeping it simple and consistent while focusing on conquest sales from other brands the right way to go?

We may not have the answer to that question (only you do) but we do have this great, albeit long, video going over the benefits of personalized dealer webstes. What are your thoughts on the issue? Please post them below.

 

Jared Hamilton
Why not have both? It sucks to be told what to do, especially by an OEM. But there are tremendous benifits to aligning the dealers creative and marketing message with the OEM. Likewise, what dealer in their right mind doesnt need to tell their brand story about why they should be the best option among all the other stores of the same franchise. Knowing what makes your dealership's value proposition is paramount to your success. This should be consistent messaging from your owner or GM down to your website. This can only be achieved through customization. My thought is why not have them both? Why limit yourself to only one site?

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