Authenticity. It’s a word that’s tossed around a lot, but what does it really mean for your brand, your consumers and your bottom line? As it turns out, quite a bit, actually. Consumers are adamant that the businesses they support convey a genuine sense of self, communicating their missions, as well as the ways their products and services fit into the lives of those in their target markets. Because car shoppers have so many choices, it’s essential your dealership let shoppers know exactly who you are, what you stand for and how you’ll work to give them a positive experience — every time they set foot in your showroom.
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Not Just a Buzzword We’re hearing a lot about “authenticity” lately, but instead of being lumped in with all the other corporate buzzwords, there’s substance behind the concept of getting real with your customers. As it turns out, in a crowded and competitive marketplace, shoppers are drawn to brands that find ways to connect with them. Companies are differentiating themselves and finding ways to appeal to consumers emotionally, and once they’ve made those connections, brands see increased success and shopper loyalty.
Authenticity is an especially important characteristic for younger Millennial and Gen Z consumers, as they base many of their purchasing decisions on whether they identify with specific brands. Get the most out of your sales and marketing talent and try some of the following to ensure you’re resonating with your audience and coming across as a truly authentic brand:
Great brands stand the test of time because they resonate with consumers, they’re honest, they’re bold and they have a story to tell. Your dealership is well on its way to being all these things when you set your sights on getting real with your customers. Authenticity is a big deal, especially now, in a market that’s full of competition. Other dealerships may sell the same makes and models as you, but they can’t replicate your brand identity. So get out there, build your brand, be authentic and conquer the market!
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