Strategic Dealership Branding-Slide Deck

Slide Deck

Pdf Summary

In this document, Clint Lawing, the Director of Marketing at Used Equipment Guide, discusses the importance of strategic dealership branding in a digital age. He defines branding as the promotion of a product or company through advertising and distinctive design. Lawing highlights that customers do not buy goods and services, but rather relationships, stories, and magic. Therefore, focusing on branding is crucial.<br /><br />Lawing emphasizes the importance of consistency in branding and services. He suggests that employees should be aware of the brand and consistently represent it. Understanding the customer is key, as loyalty only goes so far. Dealerships should be aware of the problems they solve for customers and how they can be found. Marketing and branding should be carried out in the right location and through preferred methods of communication.<br /><br />Lawing discusses two types of sales: transactional and relationship-based. He encourages dealerships to strive for authentic relationships with customers in order to build trust and loyalty.<br /><br />In the digital age, Lawing stresses the significance of digital presence. Research, knowledge, and online platforms like Amazon play a crucial role in sales. Dealerships need to be knowledgeable about approaching both walk-ins and online customers. Messaging and data correction are essential for building trust online.<br /><br />Lawing concludes by encouraging dealerships to start taking action in improving their branding and online presence. This includes researching themselves, talking to customers, and creating authentic stories. Lawing suggests going to the customers and owning the digital space.<br /><br />Overall, this document emphasizes the importance of strategic branding and online presence for dealerships in order to sell more effectively in a digital age.

Keywords

strategic dealership branding

digital age

customer relationships

brand consistency

transactional sales

authentic relationships

digital presence

research

approaching customers

online presence