Helping a Manufacturer Increase Dealer Program Adoption

With a mission to improve brand alignment and provide digital advertising support to their network of retailers, an automotive manufacturer engaged Shift Digital to help launch their Dealer Certified Program (DCP). While participation in the program was optional, its success would be somewhat tied to how well it was adopted by individual dealers. Some dealers continued to work with their own non-certified providers.One of these dealers found that although they had an active digital advertising presence, they were spending more and getting fewer results than desired. Shift Digital connected with the dealer directly, explaining the DCP’s mission and benefits, and how it could help increase effectiveness of their budget. We provided an analysis of their current digital advertising efforts, and preliminary strategic recommendations on the optimal balance between traditional and digital advertising.Another dealer working with a non-certified provider expressed a desire for better understanding of performance, in addition to more efficient use of their budget. Shift Digital provided an assessment of their current search engine marketing performance and website optimization, increasing visibility and helping them identify a more efficient digital advertising spend.By connecting with these dealers, understanding their challenges, and demonstrating how the new DCP could help improve their results, Shift Digital was able to get both onboard with the certified program, helping them increase optimization of their digital marketing budgets as well as alignment with the parent brand requirements.