Ken Garff
Problem// Ken Garff has done an excellent job of owning the phrase "We Hear You." So that's good right? There's only one problem. Customers aren't seeing how the phrase "we hear you" is actually going to relate to their car buying experience, and therefore keeping them away from the dealership.
Insight// Customers feel the need to be heard, but don't believe that they are actually being heard until they see real results.
Big Idea// The Act of Listening. Ken Garff has been promising customers that they hear them. It's time we actually showed them how we are not only listening, but acting.
Tagline// We Hear You
Art Director // Katie Hopkins
Copywriter // Jorie Haynes
With a goal to reach previous and current customers, Ken Garff will send out this mailer in addition to using it as in-store coffee table books. The book tells Ken Garff’s story of innovation. That they’ve not only heard customer’s comments and concerns, but have also found ways to address them. This book shows what Ken Garff has learned from customers as well as some of the worlds greatest innovators. Through listening, Ken Garff has found a more enjoyable and customer focused process.
By targeting specific car searching websites, such as KSL, Ken Garff will place banner ads in order to drive more traffic to the newly innovated website.
On social media, Ken Garff will post things that they are hearing and learning each day and how they are changing or innovating the process. These posts would be paid posts on Twitter or Instagram, with the end goal of driving more traffic to the website.
Today, the very first point of contact that a car dealership has with a customer is their website. Ken Garff has realized this and has innovated their website to be more user friendly and focused on the needs and wants of the customer. By giving customers the option to pick their own Garff Guide (a new name for salespeople), Ken Garff is working on building better trust and transparency with the customer. In order to truly respect customers time, Ken Garff has made it possible for customers to book their own appointment with their chosen Garff Guides. After booking an appointment, customers will be asked to take a brief survey that will ensure a more efficient and customized visit to the store.
A key chain will be added to new keys with the cars vin number on the back. This vin number can be added to an online profile that will not only keep track of every service record, but will also notify the customer when they might be in need of an oil change. Another feature of the online profile is a car search. Customers can search for their dream can online. Ken Garff will notify them when a car fitting their criteria becomes available in their area.
