While Kelley Blue Book (KBB) has a 90-year history as the industry leading valuations company, the evolution of digital platforms has created an onslaught of would-be online competitors.
These disruptors have created compelling ads and new online apps – most have not delivered all they promised, however, their positioning has gotten them attention.
KBB on the other hand has access to highest quality and quantity of data to drive more accurate valuations but hadn’t taken advantage of it within their marketing.
This threat was significant to KBB because they had failed to remain contextually relevant to Millennials and had allowed others to connect more memorably.
KBB brought us in to give them insights into why their legacy product had failed to capture the public or dealer’s imagination and to re-design their program and its positioning.
For KBB’s B2B Customers, they failed to communicate how their products, when combined, could allow dealers to run their entire business.
For KBB’s B2C audience, they failed to deliver the tone and message that a new, digital audience expects.
A digital friendly visualization of KBB values
KBB needed a digital friendly visualization of KBB values updated for Millennials. The potential was huge since it would reposition KBB closer to the actual transaction, but only if it was adopted and understood.
A Clear Voice
KBB lacked a clear “voice” and the new one had to be millennial friendly – authentic, helpful, wry, knowledgeable and supportive of the brand’s industry leading “trust”
Dealership salespeople needed special training
The training had to fit their schedule, be short in duration, interactive, engaging and visually memorable
Salespeople on the floor needed a mobile interactive sales tool
One they could share with the customers that demystified KBB’s pricing methodologies and leveraged the brand trust. Plus another chance to connect KBB to their car shoppers.
The program had to be sold to dealerships
And then launched internally
Aligning With the Tone
New videos, brochures and POS assets had to be created aligned with the tone
We helped design the Price Advisor Participating Dealer Program (PAPD) to fit this complex eco-system of B2B and B2C relationships.
PAPD became a comprehensive program that helps dealers to position their prices, train their people and engage with car shoppers in transparent pricing and car buying conversations. Car shoppers, funneled from online lead gen into dealerships, were looking for these kinds of interactions where they could transparently get to a fair market price.
Leveraging KBB’s reputation as the industry’s most trusted third party source of information was the keystone and making the brand more relevant was the glue.
As the literal voice and face for several of our video assets and the learning suite we used car influencer Micah Muzio, leveraging his millennial friendly fun & knowledgeable demeanor.
For B2B training and assets the tone had to relieve price anxiety, the fear that car shoppers have that they didn’t get a fair deal.
We created videos and several strategy decks to help convey Cox Automotive partner’s Goals, Objectives, and Roadmaps
We created an animated explainer video and sell sheet
We knew resistance to any training would be high among sales staff so we created an engaging video based activation campaign to made the learning relevant and repositioned the KBB brand to be more relevant
We created a suite of three learning modules to help sales people understand KBB valuations, create conversations that diffuse price anxiety and establish trust. The great majority of new sales folks are Millennials so the tone shift was paramount.
We created an app, called the showroom tool, designed so that sales people could turn their tablet towards the customer and walk them through the nuances of pricing and purchasing a car.
We supported the sales efforts with a variety of assets – sales sheets, in-store POS materials and a B2B Product Demonstration Website that simulates these products on an actual dealership website.