Dealership Software Tools
This software company develops F&I and sales solutions for car dealerships. In their 10-year history, they never had to pro-actively market their products, as their growth is controlled through pure word-of-mouth referrals from content clients. They came to us when they were ready to pump up their growth rate, and needed a strategic marketing plan to announce new products at an upcoming trade show - the biggest in their industry, and the one chance to get their message out to a very targeted audience.
We recommended a marketing communications plan that included the development of 4 new press releases, along with new booth graphics, new product literature, and a pre-show direct mail campaign to raise awareness of their new products and services, as well as present a compelling reason why their target audience should stop by their booth at the upcoming show. The company never had a specific brand or image that were recognizable in the industry, so we developed a look and image that could maximize their exposure and develop much-needed brand awareness and recognition. In addition, we spoke with the editors and writers of the 7 leading publications that would be covering the show to give them a preview of our new announcements, and to set appointments for them to visit the booth to take a tour of the new products.
Our client had the best traffic ever experienced at this trade show, and were introduced to new audiences - including the trade publications that cover their industry - that never knew they existed. They are now being asked for stories of their clients successes using their products for publication in upcoming issues of trade magazines, in addition to exposure to new sales opportunities.