Brand recognition, consistency, repetition

As stated in a recent DDM article by Aimee Romero, one of the most important aspects of advertising is repetition. Romero goes on to suggest that when “many marketing media multiply that repetition, it becomes more powerful.”

Some suggestions that she cites are:

• All of your marketing should include links to your web site.
• Your web site should contain any print ads or television spots you’re currently running.
• Each ad, regardless of type, should include your logo, slogan, etc.

Basically, make sure your target market sees your name and brand wherever they look during their car search.

This is a tough concept for many car dealers to grasp at the Search level. The reason why is probably because Search is not a big part of their routine, therefore it is difficult for them to realize the extraordinary volumes of Internet searches being performed every minute.

The idea of Search Engine Brand Marketing is might seem foreign and new, but it has existed for years. And brand marketing in general has been around for centuries.

As Romero puts it,

“If you build your brand and offer consistency throughout your marketing campaigns, even consumers who are not ready to buy will remember your dealership when the time comes.”

Dealers that can grasp this concept at the level of Search will attain the competitive advantage in the years to come. Search Engine Brand Marketing takes time, vision, commitment, and effectiveness. All things that dealers seem challenged with on the Web.