Choosing a marketing agency for an automotive dealership
What to ask a marketing agency before hiring them for a car dealership, and why understanding OEM brand guidelines matters as much as local marketing skill.
4 min read
OEMs typically supply extensive showroom collateral covering the vehicle itself. A dealership's own collateral is most useful when it fills the gaps that OEM material does not cover — local financing, dealer-specific offers, service packages.
What dealership-specific collateral should cover
- Local financing options and current dealer-specific offers.
- Service package details and pricing, since this varies by dealer.
- Trade-in or exchange process explained clearly.
Workshop collateral for service customers
Clear, simple explanations of common service packages and what they include help a customer understand and trust a service quote, reducing the friction and suspicion that can arise around unclear workshop pricing.
The OEM's brochure sells the car — your own collateral needs to sell why to buy and service it here.
Staying within brand guidelines
Check any collateral using the OEM logo or brand colours against current brand guidelines before printing — this is a common source of avoidable rework if not checked early in the design process.
The takeaway
Use collateral to fill the gaps OEM material leaves — local financing options, local offers, service package details — rather than duplicating what the manufacturer already provides.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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