WEEK 4 - blog.autofi.com€¦ · expect to receive every single time they interact with that...
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WEEK 4 Branding & Marketing
Transcript of WEEK 4 - blog.autofi.com€¦ · expect to receive every single time they interact with that...
WEEK 4Branding & Marketing
POP QUIZ
VDP Review
EXAMPLE DEALERSHIP VDPS
EXAMPLE DEALERSHIP VDPS
EXAMPLE DEALERSHIP VDPS
EXAMPLE DEALERSHIP VDPS
BRAND CLARITY
FOR YOUR DEALERSHIP
Purchase- focused website
Modern brand
promise
1
Purchase- focused website
2
3
Responsive + connected
purchase experience
5
Enhanced customer loyalty &
efficiency
4
Interactive financing & accessories
“A brand promise is a value or experience a company’s customers can
expect to receive every single time they interact with that company.
The more a company can deliver on that promise, the stronger the
brand value in the mind of customers and employees.”
BRAND PROMISE
https://www.workfront.com/blog/the-5-building-blocks-of-an-effective-brand-promise
Traditional Brand
Promise
Modern Customer
Expectations
TRADITIONAL BRAND PROMISE
1. We are the largest!
2. We are the cheapest!
3. We are the oldest!
4. We are the friendliest /
treat you like family
5. We are the best /
most award-winning
6. We can get you approved!
QUIZ
Biggest Customer Pain Points Modern Brand Promise
1. Time (CSI 1. Speed
2. Complexity 2. Convenience
3. Trust 3. Transparency
EXAMPLE
Transparent & upfront pricing
Online cash offer for trades
Connected visits - right where consumer left off
7-day exchange program
Buy 100% online with available home delivery, or
curbside pickup
Service pick up & delivery
Lifetime engine / powertrain warranty
UN
IQU
ES
50k
40k
30k
20k
10k
0Apr‘17 May‘17 Jun‘17 Jul’17 Aug‘17 Sep‘17 Oct‘17 Nov‘17 Dec‘17 Jan’18 Feb’18 Mar’18
Proving a 21st century buying experience drives customers to the store...BEFORE COVID
Daily Unique XO ViewsEvent Segmentation | Monthly, Apr 1st to Mar 31st | AutoFi
BEFORE COVID
IMPROVEMENT
Pre - Post Branding August
64% Enriched Leads
403% Appointments
99% Trades
284% Applications Submitted
1,271%Approvals
267% Approval Rate
130 pts Average FICO
72% Enriched Leads
304%Approvals
77% Approval Rate
122% Applications Submitted
CUSTOMERCENTRIC
BRANDING & MARKETING
Take your
improved branding
and put it...
1. Home Page
2. About Us and Hours Page
3. Search Results Page (SRP
4. Vehicle Detail Page (VDP
5. Photo Overlays and Gallery
6. Social Media
7. Video Ads (TV, YouTube, Etc.)
8. Career Branding and ads
THIS WEEK’SHOMEWORK
