The increasingly competitive market place that automotive retailers operate in, continues to demand the answer to one question: what makes you different to the rest?
And, when you think about it, it’s a reasonable question to ask. The showrooms tend to look similar, the products are the same and the offers will offer slightly. The one variable, the single feature of an automotive business that lends itself to being exploited in a way to offer competitive edge, is the people within.
Being truly different, and successful because of it, boils down to personality, approach and character. It’s this character that will encourage customers to come back, engage them with the business and build loyalty and commitment. Of course, the product helps, as does the effective pricing and innovative communication strategies, but one thing that dealerships should never lose sight of is just how valuable the people are to its success.
It’s a challenge that we have faced here at GoldSand Digital since day 1 when we first started creating digital customer magazines for Lexus Hatfield (pleased to say we are still working with Lexus Hatfield, as well as other areas of the Lookers group). How can we truly leverage the personality of this business, make sure that customers, new and old, engage with the obvious stuff (cars, servicing, etc) but also with the less obvious – the people and the Lexus Hatfield approach?
The digital magazines that we created in partnership with Hatfield were packed with local editorial, from ‘meet the team’ interviews that explored the personalities and characters of the team, to in-depth interviews with the Dealer Principal – allowing him a platform to talk directly to his customers, and potential customers.
That dealership ‘got it’, the team there understood the value in spending time marketing their variable, showing off what makes them fundamentally different to other Lexus dealerships in the area.
Along the way, plenty of others have ‘got it’ as well, but there’s still plenty to go. If you want to investigate how and why your business is different, then market that in fresh and interesting way – get in touch!
So many companies are looking for a way to be different, but it’s already there. You just need to unleash it.
FOR MORE INFORMATION ON CONTENT MARKETING AT DEALERSHIP LEVEL, OR FOR MORE INFORMATION ON OUR MAGAZINES, DON’T HESITATE TO GET IN TOUCH WITH GOLDSAND DIGITAL TODAY. CALL 0203 598 2782, OR EMAIL INFO@GOLDSANDDIGITAL.COM