Question

Topic: Advertising/PR

Bank And Auto Dealership Partnership Opportunity

Posted by Anonymous on 9/2/2013 at 12:44 PM ET 250 Points
I have a bank that is looking to switch auto dealers for their "Preferred" dealership and are taking presentations from local dealers around town to see what we can offer the bank and what we can do to partner with them. This would definitely increase my volume at our dealership

So far I am talking about our post purchase loyalty program that offers a free warranty for 30 days, $750 dollars of discounts in our service shop over course of 2 years. Promotional swag allowed in our dealership, link to website... things like that.

I want to get away from the traditional things I mentioned above and think outside the box, which is why I am asking for your ideas.

Please share your ideas with me. Thanks in advance!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/2/2013 at 2:59 PM Accepted
    I'd start by identifying why they want to switch dealerships. Did the previous dealership have a lot of complaints?

    Next, I'd focus on what you can do for the bank. What can you provide them (that other dealers can't/won't)? How about a special VIP concierge for bank customers (that provides services in alignment with the bank's branding)?
  • Posted on 9/2/2013 at 7:06 PM Accepted
    What does the bank want out of the relationship? Do they want publicity/awareness? Preferred status for financing new cars? Other?

    You need to understand what THEY want before you give them a proposal. (As Jay asked, why are they dumping the former preferred dealer?)
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