Brand awareness is the level of public consumer consciousness of your dealership. It measures a potential customer’s ability to recognize your dealership’s brand image.
“Different types of brand awareness have been identified, namely brand recall and brand recognition. Key researchers argue that these different types of awareness operate in fundamentally different ways and that this has important implications for the purchase decision process and for marketing communications.”
Brand awareness is best spread through both inbound and outbound marketing efforts.
When competition in an industry is high such as automotive retail, your brand is your dealership’s greatest digital asset.
An Engaged Sales Staff Can Build Strong Brand Awareness.
Many dealers focus all their branding efforts on marketing activities such as print, direct mailers, and packaging, yet one of the most powerful brand assets your dealership has is your people. Regardless if you’re in luxury or Sub-prime, building a strong brand requires that all employees feel connected to the store and the desk. They’ll understand their role in turning brand aspirations into reality.
If you’re not inspiring your sales floor to be brand ambassadors, you’re missing out.