Bruce Titus Automotive Group is utilizing artificial intelligence to help themselves perform better than their competitors.
The Bruce Titus Automotive Group is based in the area of Puget Sound, WA, with dealership rooftops in Washington (Olympia Nissan, Olympia Chrysler Jeep, Tacoma Subaru and Port Orchard Ford) and a Volkswagen dealership in Palm Springs, CA.
Because of the different brands, the company has a mixed clientele. Ford, Subaru, Nissan, Jeep, Chrysler and VW attract various types of customers.
Those range from people who have special-finance needs, to people who are first time buyers, to those coming in and paying cash. They also have a lot of military personnel who are sales and service customers because of the group's location close to several bases.
In the Seattle/Tacoma area, one of their biggest challenges is standing out from the crowd. This metro area is highly competitive across all of their partnered brands, both in new- and used-car sales. To rise above the noise of the competition, the group needed to market better in three key areas:
Relevance: They knew we needed to improve our ability to reach the right person at the right time with the right message.
Pelting people with irrelevant content is not the way to make customers for life. Knowing what the customer’s current automotive situation is and communicating with them as individuals builds lasting relationships.
Consistency of message: They wanted to maintain marketing consistency both from a dealership standpoint and from a brand guideline standpoint for each of our dealerships. Creating a marketing campaign that appears like a patchwork of different ideas does nothing to build trust or recognition in the customers’ eyes.
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