Propelling Past The Competition
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
How foundational research informed
How foundational
research informed
brand positioning that made a $4 billion
brand positioning that
made a $4 billion
Cox Automotive’s acquisition is worth every penny.
Cox Automotive’s
acquisition is worth
every penny.
To rebrand or not to rebrand? That was the question Cox Automotive asked FARM after acquiring Dealertrack, a leading provider of SaaS-based products for automotive dealers and lenders.
While their legacy product, Dealertrack F&I had more than 30,000 customers, Dealertrack DMS (Dealer Management System) had only 3,000 users and was considered a challenger brand, up against two industry goliaths.
Cox Automotive purchased the company because of the strategic importance of having a dealer management system in its portfolio. But was Dealertrack the right brand under which to grow the DMS business, or should they develop a new one? Then, how should their DMS be positioned to aggressively take market share from its competitors over the next five years?
Having just spent $4 billion to acquire the company, Cox Automotive couldn’t foul this up. And neither could we.
Agency services:
Agency services:
The research
Having our own in-house research and business intelligence team made it easy to conduct internal and external interviews, national focus groups, and a quantitative research study to inform the best path forward. And we learned that the Dealertrack name had strong brand equity and market positioning that Cox shouldn’t abandon. So, calling the product Dealertrack DMS made the most sense, leveraging the power of the Dealertrack name to ignite product sales.
Addressing multiple audiences
Addressing multiple
audiences
Based on the product attributes that appealed to both dealership and financial lender audiences, we developed three positioning themes and statements for the client and a panel of prospective users to evaluate.
Anchored by the theme of “Confidence” and the new tag line “Technology That Drives You,” we created an advertising campaign, event marketing communications, and a “hype” video to launch the new Dealertrack DMS brand identity and positioning.
Dealertack beat their sales goal
Dealertack beat their
sales goal by 344%,
by 344%, shattering the performance of their
shattering the
performance of their
DMS product at previous shows.
DMS product at
previous shows.
Dealertrack DMS was unveiled at the National Automobile Dealers Association Expo (NADA)—an annual convention that serves as the industry’s biggest stage for companies to showcase their latest technology and sell their products.
Fueled by the new positioning and an enthusiastic sales staff, Dealertrack beat their sales goal by 344%, shattering the performance of their DMS product at previous shows.
Since then, Dealertrack DMS has more than doubled its growth, compelling dealers and lenders to defect from competitive offerings. And nobody calls them a “challenger” brand anymore.
Imagine the playground torments and
Imagine the playground
torments and missed
missed high-school dances our data
high-school dances our
data scientists had to
scientists had to endure–all
endure–all so you can
be the big cheese at
so you can be the big cheese at the
the reunion. Now can
we have our
reunion. Now can we have our
lunch money back?
Your brand is your company’s most
Your brand is your
company’s most valuable
valuable asset. And when you invest
asset. And when you
invest inconsistency as
in consistency as much as identity,
much as identity,
your returns will prove
immeasurable.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
All successful companies are customer-obsessed. They know their customers and work hard to serve the needs they have today and those of tomorrow. The best companies have the humility to know that customers choose what products they buy or how to spend their time. They also know that customer loyalty is connected to customer satisfaction. Have I told you anything you haven’t heard before? Not yet. But I’m getting to my point, and it’s some of the best advice I have for business-to-business (B2B) companies.
Getting customers to flock to your brand is about more than employing some new marketing tactics. You need to create desire. Learn how in our latest blog.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
All successful companies are customer-obsessed. They know their customers and work hard to serve the needs they have today and those of tomorrow. The best companies have the humility to know that customers choose what products they buy or how to spend their time. They also know that customer loyalty is connected to customer satisfaction. Have I told you anything you haven’t heard before? Not yet. But I’m getting to my point, and it’s some of the best advice I have for business-to-business (B2B) companies.
Getting customers to flock to your brand is about more than employing some new marketing tactics. You need to create desire. Learn how in our latest blog.
Using branded GIFs on social media can help your company stand out, engage followers, and increase brand awareness. Learn more on our blog.
If you only get one marketing email
If you only get one
marketing email
newsletter, why not make it two?
newsletter, why not
make it two?
Fresh Perspective is our bi-weekly attempt to share unsnooty tips to give your marketing more muscle.
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