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Independant dealerhip branding and marketing.

  One of the first things that I notice as I look around online for used car dealerhips is that the message they are delivering is confusing... What's your goal? Are you a budget dealership that sells cars for under 3000, or are you a dealerhip that provides imports, or sports cars??? I see so many places trying to tap into just about every market, dealerships with boats, mopeds, budget cars, or what ever... It seems to me that not having a complete sense of self ( owning your position in the market ) has to be one of the worst things that you can do.

 

  In today's market I think that people appreciate and remember a clear and consistant message. What do you want to deliver to the public? Think about that before you brand your dealership. Than move on to your advertising, and deliver that message consistantly through every source. I think that you'll find it not only easier to advertise yourself, but your return will be that much greater when everyone know's who you are and what you do.

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Comment by Clark Collins on January 26, 2011 at 8:45am
  Yeah, I agree Keith. I just don't understand the mentality... They want more business, but they don't want to follow a plan to get it.
Comment by Keith Shetterly on January 24, 2011 at 9:55pm

I remember Mom and Pop video stores in the Way Back--they didn't even bother to alphabetize the movies, or in some cases even group them by type (action, romance, thriller, etc.).  Things advanced from competition, but it really didn't get crazy until Blockbuster.  And the Red Box is and Netflix are now the "busters" of the video store.  And streaming is just about to kill the general rental for fun (Blu-Ray quality requires streaming out of reach for now for the average consumer, though).

Independents are in the same boat.  You're seeing larger and larger groups form, re: the "BlockBusters" of this market--that said, all that is going to do right now is to set the bar higher.  Eventually, to compete at all the independents will have to move up in marketing AND customer experience.  Or close their doors.

I think it will move faster, actually, in the large metros--because they will have to.

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