Value your brand

One thing that often sets Top 100 Dealers apart from their peers is the emphasis they place on their own brand.

Every dealer knows the importance of aligning themselves with the right manufacturers, but those relationships are subject to change, making the marketing and advertising of the dealership’s brand an important component in its long-term health.

Just look at Omaha Marine Center (Ranked 92 in 2006), an Omaha, Neb.-based dealership that first launched it own custom catalog as an experiment two years ago. The 28-page document, which is handed out at boat shows and in the showroom, tells the story of why this dealership is different from its competitors. Not only does it feature all of the boats the dealer offers, including pricing and monthly payments, it also includes a description of its service, parts and accessory department.

“We felt it was important to be able to put something more than just a manufacturer’s catalog in customers’ hands,” the dealership explained.

While Omaha Marine Center has received a lot of positive customer feedback, the true test of its catalog came recently when a customer walked in with an old copy, ready to buy.

He’d been looking at the catalog for two years and finally saved up enough for his dream boat.

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