Telling Your Story
CBC Automotive Marketing combines over 35 years of experience with the finest contemporary technology to create and execute the industry’s best production while maximizing exposure, effectiveness, and return on investment for our dealer partners. At CBC we work to learn about and develop your unique story, which will reinforce your brand voice and help you connect with your customer. We believe in telling your story through customized digital, social, and traditional media strategies that fit your dealer culture and budget.
CASE STUDY:
Marc Motors
Marc Motors Nissan is a small dealership in a town off the beaten path and far from the urban centers where all the “Big” dealers were. They needed a message that compelled consumers to reach out and consider Marc Motors before making a commitment anywhere else. Marc Motors had no digital strategy to speak of and couldn’t count on “drive-by” traffic since they are remotely located. There was also a lack of a consistent presence in message or media. Because of all of this, his volume was suffering.
The team at CBC gave him a voice by concentrating on a consistent radio message that hit CIS core demographic relentlessly. We leveraged what he thought were disadvantages and turned them into real reasons to shop Marc Motors Nissan. With an aging facility in a town not known for its affluence, we positioned the dealership as the “Low Overhead” dealer. This message promoted that, sure we are a few minutes’ drive further than the other dealerships but our new Nissans come from the same factory as the “big guys”. And because we aren’t paying huge rent on a gleaming new dealership and because we’re located off the beaten path, we have lower overhead and we pass that on to our customers.
This message immediately resonated with customers in his backyard and in the first ninety days, we had nearly doubled his sales numbers year over year. We have since refined Marc Motors message with some additional unique selling propositions as well as adding in an occasional one-day sale event that pulls customers from over 100 miles away.
We have since refined the message with some additional unique selling propositions as well as adding in occasional one-day sale events that pull customers from over 100 miles away. We have achieved number one Nissan dealer in the state two of the last three years and are on pace to do it again this year.
Today, Marc Motors consistently ranks number one in Maine for retail Nissan sales against stores in much larger metro areas. Grosses are healthy and staff turnover is minimal, thanks in large part to the internal processes Marc has in place, but also because CBC was able to fine-tune Marc Motor’s message to present a tight, consistent presence that consumers identify with.
