Project samples appear in pop-up window |
Broadway AutomotiveToday’s automobile dealer looks out his showroom windows and sees, well … a lot to worry about. Well-read buyers show up with reams of research and a good idea of what they’re going to pay; manufacturers continue to shore up sagging sales by cutting profits to the bone, forcing dealerships to follow suit. Even in these changing times, GM dealer group Broadway Automotive, a northeastern Wisconsin fixture since 1919, knew one thing for certain: the vicious price-slashing cycle was unsustainable over the long term. We agreed - there was nothing differentiating about competing merely on price and filling the TV, radio and newspapers with more look-alike, sound-alike, yell-alike advertising. In an effort to increase the sales curve rather than the decibel level, Imaginasium recommended a different direction: brand your reputation. While price will always remain a factor in choosing one dealer over another, it’s not the only one. There’s integrity, trust, service and much, much more. In their eight decades, Broadway had built a reputation for taking a sincere interest in its customers, working to understand what they need from the buying experience and then providing it. That was the Broadway Story. And it deserved telling. |
