Business strategy, re-branding, internal culture training, customer programs, store design, offline/online advertisingProduct/Service:
Dealership culture/store design/social mediaInsights:
The public believes auto dealership experiences are an interchangeable, thoroughly unpleasant thing. Dealership staff believes auto dealership culture is an interchangeable, thoroughly unpleasant experience. Nowhere to go but up.Strategy:
We began by conducting a series of dealership staff group interviews to uncover their personal values, goals, fears and dreams. Then, after staff consensus was built on what the most impossibly perfect dealership culture could be, we built it.Tactics:
We created a new physical workplace which functioned initially to positively shock and inspire the staff. Then social media launched an intentionally mysterious slogan and video campaign, designed to push curiosity, fascination and thoughtfulness.Results:
Customers spent an average of over 60% longer in the showroom and customer service areas, reading, taking photographs and sharing on social media. Local news featured the new environment.