How 6x “Dealer Of The Year” Winner Delivers Their Brand Promise With Online & Offline Customer Experience
THE IMPORTANCE OF A BRAND PROMISE
In order to stand out in today’s competitive automotive market, Power Ford turns to promoting their values internally and externally for success. Matt Sneed, Director of Operations, says, “What separates this dealer from the next dealer, or what separates the DU product from another product, I think it really does come down to doing what you say you’re going to do. That’s first and foremost: creating a brand and living up to that brand promise. Then promoting what that brand promise is.”
ONLINE TO OFFLINE CUSTOMER EXPERIENCE
Not only is it important for a dealership to establish a brand promise, but it is also important for both the online and offline customer experience to match.
One fascinating way Power Ford emphasizes this is by matching their online advertising and website imagery to what they display around in the dealership. “From a customer acquisition standpoint, I think when you’re doing something online and you’re branding yourself, that brand still has to be there in the store,” says Sneed. “One of the things that we did to connect the online experience to the offline experience is, we have images that are headers on our website that, when you walk into the store, those same images are in canvas pictures across the dealership. So it brings that familiarity from ‘I saw this online’ and you walk in the store.”
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