FOLLOW THE SQUARE ROUTE

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 encourage loyalty.

“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 customer journey
Building relationships: Living up to the expectations created through desire-building activities
Building loyalty: Delivering engaging and rewarding experiences throughout each “Moment of Truth” in the ownership experience

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.