Extreme Dodge Chrysler Jeep: Establishing a Clear Brand Message and Amplifying It

“It’s not about what we’re saying on social media. It’s about what our customers are saying.”

DrivingSales News has been following Extreme Dodge Chrysler Jeep in Jackson, Michigan since a presentation at the DrivingSales Presidents Club in New York City struck a chord with its owner, Wes Lutz. The dealership has had a customer-centric mindset for over 18 years. Elements of the buying process include one-salesperson, efficient practices that get the customer out the door in less than one hour, and relationship building throughout the lifetime of the vehicle.

But the dealership was missing something. The beat from the NYC event that resonated with Lutz was the inimitable role social media plays in amplifying a brand message.

Brian Robinson heads business development and marketing at the dealership and is spearheading a new strategy. In our last interview he said, “It’s not about what we’re saying on social media. It’s about what our customers are saying.”

The approach for increased positive brand engagement online was two-pronged. First, deliver a genuine brand story throughout marketing channels. Second, incorporate proactive methods to achieve customer reviews.

Branding: Telling an accurate story

Here is the President of Extreme Dodge Chrysler Jeep, Wes Lutz, explaining what makes his store different and what his dealership’s brand is all about: https://www.facebook.com/extremedodge/videos/10152935888159163/

Extreme is transitioning from its traditional marketing strategy, which emphasized price and discounts to messages that share the value the team delivers to customers on a daily basis: a simple and friendly car buying experience.

Robinson began by identifying a few key differentiators about the Extreme buying experience and using the newly acknowledged value proposition to craft fresh marketing language throughout external communication.

• “A different way to buy cars”
• “Determine pricing and financing directly with your salesperson”
• “Enjoy a pressure-free car buying experience”
• “Work with one person from start to finish”

Robinson says he hasn’t strayed from any particular type of marketing, but has reallocated spending to align with the brand’s priorities. For example, instead of the typical live remote radio broadcast, “Come on down, right now, for our super sale!” Robinson recently opted for a two-hour spot where he is personally interviewed by the host in six breaks. Throughout the dialogue, he develops the brand and discusses issues that are relevant to potential customers: leasing, negotiations, and financing options. It will air Friday afternoons for three months.

“Establishing a clear brand message has made marketing decisions easier for me,” Robinson shared. “It’s really easy to tell vendors that some of the traditional advertising tactics don’t align with our brand or our sales process.”

Lutz hired Robinson in 2014 for a newly established digital marketing role. “Nobody has figured out how to make money off of posting a price on Facebook,” Lutz said.

To Lutz’s point, digital media expert Don Stanley recently enlightened an audience of small business marketers with the concept that users utilize social media for intrinsic, emotional reasons. Which is in contrast to why companies use it: financial gain. Stanley is a professor at the University of Wisconsin – Madison and owns a company that helps brands like the NBA, Starbucks, and the Content Marketing Institute to align their brand messaging with consumer’s emotional drivers.

Stanley applauded the dealership’s recent marketing shift after analyzing their Facebook page. Extreme Dodge shares a mix of product features and specials, but they are also developing a personality that Stanley says will aid consumers in their prequalification process. “By showcasing personalities (people I can relate with) I’m going to feel like I know someone when I come in. Lack of trust is significantly diminished,” Stanley said. According to Stanley, this kind of online presence plays a vital role in the pre-sales decision making process; when a potential customer is deciding not only what they want in a vehicle, but who they want to buy it from.

Reviews: crafting the ‘ask’ and making it seamless

The second element of Extreme’s strategy for improved online presence is to get more positive online reviews. Salespeople now give customers business card sized reminders to visit extremedodge.com and share their experience. Once a visitor reaches the website, they can choose their favorite of the third parties to post a review.

Balancing a good base of reviews among the third party sites is a priority, but a challenge. Some sites require users to register and establish an account before posting. Robinson said this hurdle in particular, delays or obstructs turning a happy customer into an amplifier for the brand. “We’ll experiment with what works and constantly try to get better,” he said.

As a professor and constant explorer of digital marketing, consistent analysis and improvement of marketing content is something Don Stanley can get behind. Stanley encourages marketers to change their f-word from FAILURE to FEEDBACK. “Don’t freak out if you don’t do something well,” he said. “All you’re being told is that what you’re doing isn’t working and if you do an honest audit, you can improve.”

By delivering their dealership’s brand story throughout marketing channels and practicing proactive methods to achieve customer reviews, Extreme Dodge Chrysler Jeep is taking an aggressive approach their branding. They know who they are, they are defining their “why buy from me?” message and conveying their brand messaging clearly.