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.
Data visualization is a key way to improve performance. But what does it actually entail? Keep reading to learn more about what it is and the benefits it can bring to your team (as well as some ideas for getting started).
Through firsthand experience, I know that an agency-client relationship can be woefully flawed or a whopping success. I have boiled down my experiences, victories, and failures into six tips that can help steer your partnership from good to great, so you can maximize what you get from your agency partners.
Google Analytics is more engagement-focused, which means how things are measured is changing. Keep reading to learn about the new GA4 metrics and what they mean for you.
Data visualization is a key way to improve performance. But what does it actually entail? Keep reading to learn more about what it is and the benefits it can bring to your team (as well as some ideas for getting started).
Through firsthand experience, I know that an agency-client relationship can be woefully flawed or a whopping success. I have boiled down my experiences, victories, and failures into six tips that can help steer your partnership from good to great, so you can maximize what you get from your agency partners.
Google Analytics is more engagement-focused, which means how things are measured is changing. Keep reading to learn about the new GA4 metrics and what they mean for you.
Marketing is complex, and it takes serious dedication to be a savvy marketer. Think about anyone you admire in the field. It can be a peer, boss, or industry expert. They all carry the same common trait at the heart of their approach, a growth mindset.
Finally, a marketing newsletter you don’t
Finally, a marketing
newsletter you don’t
have to burn calories to read.
have to burn
calories to read.
Every few weeks, you get a fresh marketing tip so practical you can put it to work later that day. No fancy jargon. No heavy science. Just an occasional laugh to remind you this job is supposed to be fun.
It won’t cost you a penny to subscribe. And you’re free to go at any time.
Thanks for joining. Your big red button awaits. 👉🏼
Join our newsletter
These cookies are used to collect information about how you interact with our website and allow us to remember you. We use this information in order to improve and customize your browsing experience and for analytics and metrics about our visitors both on this website and other media. To find out more about the cookies we use see our privacy policy.
