Follow The Square Route
Your customers are busy, intelligent people
with high expectations. They want to deal
with people who are respectful of their
time, well informed and show a genuine interest in
their needs. Every point of contact is an opportunity
to engage them, improve your relationship and
ultimately build trust.
Know your audience
The automotive business is a people business.
The increasing number of touch points with your
customers places pressure on you to deliver content
in a range of flexible formats. Your customer will tell
you what they’d like to know and how they prefer
to interact with you. Your challenge is to innovate
on three levels: how you address your audience,
the marketing channels you use and the quality of
content you offer.
Innovation is all about implementing new ideas that
create value for your customers. It’s about listening
and responding in a way that amazes and delights
them. Whether requesting a brochure, visiting a
dealership or having their vehicle serviced, your
customer wants to feel special.
CRM is just part of the story
To support every stage of the customer journey many vehicle companies use CRM as a key
component of their marketing and sales strategy. If you want to get it right you need to make an
emotional connection with your customers which goes way beyond a set of unscientific metrics.
You need to reach their hearts and minds and for this we have created the ideal solution.
The Square Route
To further support our clients’ CRM we have developed our own unique three-stage branding model, which
we call “The Square Route”. We use this model across all media and at all stages to involve your customers
in a more intriguing brand experience – new approaches that stimulate desire, build relationships and
“The Square Route” follows the vehicle customer through a three-stage journey.
A range of brand activities
compliments each stage:
Building desire: The first step of the
Building relationships: Living up to the
expectations created through
Building loyalty: Delivering engaging
and rewarding experiences
“Moment of Truth” in the
The ultimate goal
By developing “The Square Route” we have defined
a set of brand pillars that help to capture moments
of engagement during every point of contact your
customers have with your brand.
Living up to brand values and promises during
each “Moment of Truth” during the vehicle
customer journey builds long-term loyalty. This
in turn increases the likelihood of your customer
recommending you and choosing to repurchase
another one of your products.
Branding is indeed all about people; the vehicle
brands that recognise this that will ultimately be
the stand out performers in their market.