Advertising/PR - Help! Need auto dealership tag lines! from pannone: MarketingProfs Question 40638

Question

Topic: Advertising/PR

Help! Need Auto Dealership Tag Lines!

Posted by pannone on 1/5/2013 at 10:04 AM ET 750 Points

I have a client who owns 3 dealerships He has a . Nissan, Infiniti and a pre owned center . I all ready pitched "Powered by trust driven by value" and "From your first car to your family car... Just good deals" They hated everything and now I need to make client happy or risk losing the account! All three of the locations are located in town and not on the highway. Also significant is that the Nissan dealer has been in town for over 50 years but a lot of people still don't know it's there! Also the Nissan and Infiniti stores are opening up brand new buildings in the next few weeks. Maybe something to do with "It's worth finding" or " worth the trip" We are in very competitive north east market many dealers in area. The Nissan store is one of the of the oldest Nissan dealers in the state and was an original Datsun dealer. I don't have a lot of time as they want creative right away... Any suggestions would be greatly appreciated!<br /><br />

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Posted by Jay Hamilton-Roth on 1/5/2013 at 10:10 AM Accepted

Besides being in business for a long while, what is the dealership known for? Who is their likely customer (and why) (age, demographic, etc.)? Would their hard-to-find location benefit the customer because they have: lower prices, shorter repair times, free additional services, or ???
Posted by CarolBlaha on 1/5/2013 at 10:12 AM Accepted

what feedback did they give you regarding their dislike of the tagline you provided? What message are they trying to convey? Have you done any branding exercises to share more?
Posted by pannone on 1/5/2013 at 10:48 AM Author

They aren't really known for anything specific. The dealership has been there long time and their reviews online in past have not been good so I need to change image and perception. They sell cars to all types of people being they sell a car as cheap as 4 grand in their pre owned store and as high as 50 or 60 grand in their Infiniti stores. They discussed in meeting "where service and price meet" or live s here. He's offering free manicures in Infiniti store. They reach both suburban and and city markets.higher and lower income people across the board.Tthey want to offer free gas free tolls free maintenance 500 dollar referral , free pick up and delivery I've tried "your home town advantage "Maybe something to do with Get off the highway and come back home to... Or the anti highway car dealer. Yes the off the highway location is slightly harder to get to but not bad . And we do want to give the message of the benefits of not dealing with typical highway dealer. Their reaction to my tag lines were not good he told me sounded like a funeral home! I laughed and disagreed. Thanks again for your consideration And I have not done any branding exercises, not exactly sure what you mean by that?
Posted by Moriarty on 1/5/2013 at 10:53 AM Accepted

Pannone

you have a problem here: your dealership has been shouting about itself to an empty paddock.

It's fine to shout, it is more sensible to start listening. Because when the paddock is empty, there isn'e any noise. What's more, as Carol says, what have their clients to say to all this? Because that is what really matters here - and any tagline

ANY TAGLINE WHATSOEVER

is not going to mean the slightest thing to their clients

IF IT DOESN'T MEAN ANYTHING TO THEM.

Because saying you're the best or discounts or value just makes you another shop on the block. Every man and his dog can do that, and believe me, they do. They spend millions of dollars on branding an ineffective message and wonder why it doesn't work!

So: start with the basics. Who are your clients, what do they like - and more importantly, what do they like about the dealership??? Customers of such dealerships are usually long term, come back regularly for servicing and so on. So do a poll of their clients and just ask them straight "what do you like about the Nissan dealership"? No "do you prefer the text in vermillion or scarlet" "do you think the text is too big" because that won't tell you anything about the text itself.

The only way out of your tight corner is to get clever. If your client is brave enough, sort them a real USP - only it does take guts to stand above the parapet.

I hope this helps. Have a nice weekend.

Moriarty.
Posted by Moriarty on 1/5/2013 at 10:56 AM Member

Pannone,
you posted before me!

They have a big problem if "They aren't really known for anything specific. " that is doom to any small business!!!

Stop messing around at the edges with silly ideas like "get $500 dollars off". Offer something SPECIFIC BENEFIT.

Oh, and do an analysis of all those reviews. There is real gold dust there. Find out what is at the root of the problems and address that directly. It will also be the foundation for a really hard-hitting tagline.

If you want to give us a url of the review site, we can dig in and have a go.

M xx
Posted by CarolBlaha on 1/5/2013 at 11:35 AM Member

I really don't have high hopes for this project. You should do a branding exercise to dig deeper. If you as their marketing person say "they really don't have specific" this will fail.

As far as bad online reviews, no tagline will fix that either. Bad reviews online are common, grumps feed on putting crap online. I don't regard them much as credible, though sometimes if that is all there is, it will sway me. Bad online reviews is just part of doing business today.

You are off the highway, how about "It's better in xyz City", xyz Name. Or maybe there is something to play off the city name.

There is a local dealership who's name is "Lowe's" and they play off their name, "until you get the Lowe price, you are paying too much" Is there something we can play off in their name?

Using the words "worth the drive" is overused. And with so many price points, I'd play either off the location or name.
Posted by Jay Hamilton-Roth on 1/5/2013 at 12:23 PM Member

As others have mentioned, if they have poor reviews, focus on improving the perception BEFORE putting a new tagline in place. Why? Because a new tagline will be ignored if the underlying problem still exists (or seems to). And it's still unclear to me why someone would want to shop at these locations. Not as convenient. Poor reviews. Who are the fans of the company? Who has bought multiple cars from them and/or been a big referral source? How did the company prove they should be the one-and-only choice for your next car service?

The point of these questions is to dig deeper, rather than putting out random taglines without truly addressing either the needs of your clients or their customers.
Posted by pannone on 1/5/2013 at 12:23 PM Author

Thank for your thoughtful responses. This place has been around for 50 years and in last 4 years was purchased by different owner maybe play up on the longevity serving our community since. Time is tight to do customer survey but will try it in the future. The name of town really doesn't allow for any hook either like Lowes. A dealer I saw was named teddy ford and they had tag line "the huggable dealer" Client said I was on right track when I mentioned this tag line someone else was using
Posted by CarolBlaha on 1/5/2013 at 12:30 PM Member

the fact he is telling you he liked the "teddy" example is giving you direction. He wants a play off his name or city or something else identifiable. He may not have something as easy to make a connection as Lowe's, but that is what he is looking for.
Posted by Moriarty on 1/5/2013 at 12:54 PM Member

Pannone

Quote **Time is tight to do customer survey but will try it in the future.** in amongst the scramble of my post was your solution - and one you can apply this evening:

"Oh, and do an analysis of all those reviews. There is real gold dust there. Find out what is at the root of the problems and address that directly. It will also be the foundation for a really hard-hitting tagline."

Looking into your past questions, you are a graphic artist. Well, my first job was as an industrial designer - and all of my copy depends not on words but on images. Your graphics experience makes you a better copywriter than many simply because you can picture a situation.

All you need do is imagine the situation and describe it in words. Sure, it takes a little practice, it is however the quick answer.

M
Posted on 1/5/2013 at 12:54 PM Accepted

If they fire you and hire someone else for this job it will take them a while to get in gear and deliver a proposal. And they may run into the same problem you've encountered. So don't let the urgency force you to recommend something that isn't going to work for the client. All that does is prolong the agony.

You are obviously not in a great position with this client, so there could be a negative halo-effect on anything you bring them now. (They're thinking, "This person is obviously not understanding what we need.") Maybe the thing to do is introduce a colleague with heavy-duty marketing experience across a broad range of industries in the Northeast. If that works, at least you keep the client. If it doesn't, you can still go back with your best shot.

Their problem is that they are avoiding a real assessment of their primary target audience and their offering. They need a SWOT analysis and a positioning project. But they obviously would rather beat up on you than deal with the real issues.
Posted by Moriarty on 1/5/2013 at 4:17 PM Member

Following on from what Mr. Goodman says, is it perhaps time to sack this client? If they are threatening you, they want something that you might not be able to provide.

In fact it would seem that nobody could provide it.

Face facts: would your life be better without their whingeing? There are occasions when a client is more trouble than they are worth.

Mr Goodman says **They're thinking, "This person is obviously not understanding what we need."**
My thoughts are that they are avoiding understanding what they need, don't want to think about it and are using you as an excuse not to do anything about it. When it all goes wrong because they didn't implement your advice, they can blame you instead of themselves. There are times when a non-implementation clause in your contract is worth real money to you.

Just my two cents.

M xx
Posted by Gary Bloomer on 1/5/2013 at 4:38 PM Accepted

The lines you've come up with so far sound fine to me. But as far as the client is concerned, and to quote Forrest Gump "Stupid is as stupid does!"

Have you been paid by this client for services already rendered? If not, I agree with the others suggestions that it's probably time to fire the client. The view (regardless of their 50 year history) doesn't sound as if it's worth the climb.
Posted by CarolBlaha on 1/5/2013 at 5:09 PM Member

You don't need to sack this client, just listen to him
Posted by SteveByrneMarketing on 1/5/2013 at 5:39 PM Accepted

Friends Don't Let Friends Shop On The Highway
Posted by Moriarty on 1/5/2013 at 6:01 PM Member

Carol - The other half of listening to clients is that the client needs to say something in order to be listened to.

To me this sounds like a typical case of buck passing, marketing style. They are losing customers but don't want to do anything radical because they are scared of losing the clients they have left over. It is a negative, downward spiral. Why should Pannone take the blame for that?

Moriarty
Posted by CarolBlaha on 1/5/2013 at 6:08 PM Member

wel part of what we are paid for is to ask those questions. To dig further. Otherwise, any one could do this
Posted by CarolBlaha on 1/5/2013 at 6:13 PM Member

Sorry, this slipped away. I know few clients who know what they want and that is the value we add. Of course there are those that just want us to be a hamster in a wheel. I think this client is giving this poster some feedback.
Posted by Moriarty on 1/6/2013 at 4:19 AM Member

Carol, the very real problem is to realize when we are being useful to our client - and when we are only being used by them. The difference is difficult to determine, especially as your client may be doing it subconsciously!

Business is a dangerous game at times. M
Posted by Gary Bloomer on 1/6/2013 at 11:33 AM Member

To my mind this is one of those "I don't know what I want but I'll know it when I see it" clients.

You could present a thousand tag lines, all of which might be brilliant and all of which the client would dismiss. Why? Because the client didn't think of any of them.

From what you've told us it seems the client, regardless of what he appears to be telling you, is really telling you that he has no idea who he's serving or why those people buy from him. The recent complaints? A new tag line won't rebrand things enough to counter any of those objections. The issue is with the client's management and staff, NOT with the messaging. The weakest link in ALL marking and branding is seldom the tag line or the logo; it's not really the service or the product, it's mostly at the sharp end where the customer interacts with the provider OR where the customer interacts with some kind of customer service representative.

It's at THOSE points of contact where brands—in the mind of the customer—are made into shining beacons of excellence, or where they're clubbed to their knees. In the UK about 20 years ago there was a slogan for Ford (based on a song by Brian May of Queen). The slogan was "Everything we do is driven by you!" https://en.wikipedia.org/wiki/Driven_by_You that for some reason wasn't held onto, which is a shame because it said everything that needed to be said. Perhaps some variation of this might help?
Posted by pannone on 1/6/2013 at 12:23 PM Author

Unfortunately I am not in the financial position to let the client go so I will need to push on . Thanks for the great advice which a lot of was very perceptive.
Posted by Moriarty on 1/6/2013 at 12:49 PM Member

Pannone - at least you are aware of the situation. The next time you meet such people you will be forewarned. Because they are probably costing you more than you imagine.
Posted by CarolBlaha on 1/6/2013 at 1:06 PM Member

Gee I missed Steve's post, that was darn good! You can combine that with a visual of a clunky car and an officer pulling it over. The car has an intoxicated look. "I should have gone to xyz"

It seems I am in the minority but we can agree to disagree. I really don't think this client is a wash or its time to fire them. They are typical of clients not used to dealing with marketing types and not ready to trust and let go carte blanche. I think he's giving you valuable feedback. I think you can work with them, and satisfy them. And anytime sometime wants to kick a client to the curb just cause they aren't telling you what you want to hear, send them my way please.
Posted by charles.stannard on 1/6/2013 at 1:41 PM Accepted

"Looking for a find, find us at __ ___ Nissan."

"In order to find x,y,z, find us at....."
Posted by CarolBlaha on 1/6/2013 at 6:29 PM Member

"what you'd rather be driving"
Posted by CarolBlaha on 1/6/2013 at 7:37 PM Member

A play on I should have had av8 I should have had an xyz car
Posted by pannone on 1/7/2013 at 10:46 AM Author

Here is some more feedback I was able to pull out of client.
They explained to me why people should go there.
!) They wont get bounced around from person to person, you will deal with the same person through whole buying process,

2) Super low Interest rates

3) Hand Picked quality cars

4)One of the first Nissan dealers in state in business over 50 years

5) Your Highway alternative... you wont get highway run around ...

6) People dont know where we are... They did survey of buyers in the area and of all the people that bought a Nissan ... 40% said they did not go to this dealership to buy because they did not know it was there?
Posted by SteveByrneMarketing on 1/7/2013 at 6:13 PM Member

Shop Downtown, The Highway is for Gamblers

[Bob Dylan lyric ... The highway is for gamblers, better use your sense]
Posted on 1/7/2013 at 8:47 PM Moderator

Of the 6 reasons they gave you that people should go there, none are unique or compelling. These folks have a serious problem.

1. You will deal with the same person ... whether you like it or not. And if that person doesn't treat you the way you want, tough.

2. Super low interest rates ... to offset the inflated price of the car.

3. Hand picked quality cars ... unlike other dealers who pick their quality cars randomly; or we don't have many quality cars, so when we do get one we hand pick it. (What makes a car "quality?")

4. Who cares how long you've been in business? Does that mean you still sell cars as though this is the 20th century? We have internet now, you know?

5. Your highway alternative ... Why do I need an alternative? The last car I bought from a "highway dealer" is doing just fine. Why is it an advantage to be in the city? It's not as convenient for many folks.

6. People don't know you're there ... Now that's something you can deal with. You have nobody to blame but yourselves for this one. How do you expect people to know you exist if your showroom is not located where they typically go?

So all of this is humorous ... sort of. But I think it shows how the client does not have a good sense of the unique value proposition or of positioning. What a great opportunity for the marketing consultant!
Posted on 1/7/2013 at 8:52 PM Moderator

We are working on a project now for a client who is convinced his company/products are not perceived as positively as they deserve to be. So we're doing some research to get at the reasons for it, and we're coming up with some really valuable input for the client that will lead him to change the things that have been holding him back.

It sounds like this is what your client needs ... an objective assessment of SWOT and a prioritized list of actions that can fix the problem. Do what you can to convince the client that this is not about some slogan or tagline, but a fundamental business issue that they should take very seriously.
Posted by CarolBlaha on 1/7/2013 at 11:10 PM Member

I was thinking-- Don't be a victim to highway robbery. And you can build a team of deputies, and xyz team of deputies, sheriffs or posse.

Or something "this is not the new sheriff in town, ruling since x against highway robbery.

But to also echo Mgoodman's comments, and what I stated before, you need to do a branding exercise.
Posted by pannone on 1/15/2013 at 2:33 PM Author

Thank you everyone for your thoughtful and helpful responses

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