Brand and Growth Strategy

Bruce Fowler, Consurgo

Consurgo

Outline

• Vision

• Mission

• How To Accomplish This

• Brand Focus

• Delivering on the Brand Focus

– 1. Identify Improvement Areas / Areas of Strength

– 2. Involve our People in Shaping the Solutions

– 3. Implement with Excellence

• Marketing Plan

• Target Metrics

Vision

To build the most profitable and most highly-respected automotive dealership in the

world.

Mission

At (Business Name), client satisfaction is the top priority of every employee, the purpose of every job

and the foundation of our business.

Respect is at the heart of everything we do. Respect for one another and for our clients is the starting point from which all communications originate.

Teamwork is essential to our success. We will conduct business legally, ethically and morally. By placing the customer’s interests at the forefront of our actions and by living these values everyday, we

also expect to conduct business profitably.

Each team member at (Business Name) will be evaluated and rewarded on the basis of our ability to provide unparalleled customer service on a daily

basis.

How You Accomplish This

• Defining and seamlessly executing a consistent brand strategy

• Branding is the discipline of defining who you are, what you stand for and developing a strategy to consistently deliver that message/experience over time, at every point in which you interact with the consumer

• Why does this matter?– By doing this consistently over time, you establish your business, set it

apart from the competition and build customer awareness and preference and thereby drive profitability and growth

Brand Focus

Deliver an unparalleled customer experience to the discerning car buyer at every point in which we

interact with them.

Delivering on the Brand Focus

1. Identify improvement areas / areas of strength

2. Involve the insights and expertise of all your people in shaping optimal approach

3. Ensure each individual is accountable and rewarded for helping to deliver an unmatched level of customer service

Step 1: Identify Strengths/Weaknesses

• Analyze the five key customer experience streams within your dealership and identify all the different ways customers interact within them (sub-processes) and then develop an optimal approach for each:– Phone (i.e. question, problem, praise, etc.)– Internet (i.e. inquiry, offer, problem, etc.)– Lot (i.e. browsing, information-gathering, buying)– Show Room (buying, trading, browsing, information-gathering,

etc.)– Service & Parts (warranty service, non-warranty service, etc.)

Step 2: Involve your People

• Identify a leader for each customer experience stream and then, using the expertise of your people in that area, identify:

– The key ways customers interact with us within those streams (sub-processes)

– Then, including those people who deliver those experiences everyday, break them down into detailed step by step interactions

– Conduct a session to analyze those different step by step interactions to identify what already works well today and brainstorm ways to continuously improve as we move forward

– Conduct an audit and secret shop your competitors– Then, detail out an optimal step-by-step process flow, scripting it out

(phone or sales script), wherever possible

Step 3: Implement with Excellence

• Once the teams have optimized each process or customer experience stream, ensure each person in that area is:

1. Trained on the new agreed-upon processes they helped to develop

2. Held accountable for delivering on those

3. Rewarded based on delivering them with excellence

Marketing Plan

• Relentlessly deliver an “unparalleled customer experience” (i.e. internet, show room, lot, service, etc.) every day in every place you interact with customers

• Leverage this theme in your marketing messaging and programs to effectively differentiate the dealership

• Utilizing a variety of marketing tactics, this plan will focus on two key areas:

1. Sales

2. Servicing Existing Customers

Sales

• Mass– Targeted cable TV– Targeted radio– Targeted online

• Targeted communications leverage our existing customer database– Targeted media-rich emails that incorporate dynamic video and

personal interaction points.– Regular emails to communicate a consistent messaging element.

• Organic/Viral– Large employer discounts through local employers’ via video e-mails– Create a presence and maximize use of Social Media such as

Facebook, Twitter, Instagram, Pinterest, and YouTube to cost effectively promote the dealership.

– Aggressive referral programs to maximize your current customer base.

Servicing Existing Customers

• Social Media – Special offers, discounts and “surprise” drawings for “Fans” (i.e. join our fan page and get insider's access to special deals and offers)– Facebook “Fan” Page & Twitter– Establish a relevant blog

• Email Marketing – Convey special offers / deals– Push email (opt-ins only) to convey special deals / offers– Video email from GM on ‘purchase anniversary’ (opt-ins only)

• Outbound Sales Follow-up Calls and cards – Build personal relationship– Next day, 1 week, 1 month & 6 months– Purchase anniversary, birthday, Thanksgiving, Christmas,

Hanukkah

Target Metrics

• Sales• Unit Volume – Stage 1 : TBD per store• Service Revenue – TBD• Parts Revenue - TBD

• Satisfaction• CSI % - Consistently higher than Area / Region / National average

each month