Case Study

KBB Marketing Campaigns

Automotive, Consulting, Marketing

Kelley Blue Book logo

GOAL

Developing A Marketing Strategy

KBB asked us to develop a product marketing plan to define the strategy for the development and launch of a product, and then create and distribute assets across various channels to support the launch.

Our discovery and research phase both inside KBB and across the automotive industry revealed while KBB was under threat from numerous digital or mobile first disruptors they were the industry leaders in quality and quantity of data and the most trusted brand by consumers by a wide margin.

We identified 3 opportunities in the dealer eco-system: dealership’s low trust scores, the lack of stickiness on dealer websites and the absence of dealer education related to KBB products and brand attributes.

We also analyzed KBB’s current messaging, both B2B and B2C and found a need for a new direction and made their lack of a strong mobile presence a priority.

Kelley Blue Book logo

POINT OF SALE

Challenge

Dealers are less trusted than Congressmen (Gallup Trustworthy Poll).

Insight

Dealers love Point of Sales material so the opportunity to leverage the trust and confidence customers feel towards Kelley Blue Book in their own showrooms was really attractive.

Solution

We designed a bold new look that utilized co-branded opportunities and aspirational imagery for KBB’s Point of Sale and Web Banner and offered those as a product. We also designed a KBB certified dealer logo as a future campaign.

KBB POS materials

DIGITAL RETAILING
SOLUTIONS

Insight

Car shoppers spend 13 hours on average shopping online and most dealers lack timely, expert and peer based relevant content to support car shopper research on their sites. Millennials respond to visual data displays and really like information set in a context that is relatable.

The KBB current syndicated product line was overly complex and difficult for dealers to visualize the impact it would have on their websites.

Challenge

Dealers struggle to keep traffic on their websites – they exhibit poor stickiness.

Solution

Identified key opportunities that focused on a car shopper friendly syndication strategy including ratings (peer and expert – already in development), reviews, and video content.

Built & launched a prototype dealership website that demonstrates how Kelley Blue Book & AutoTrader’s new flagship syndicated products can deliver a sticky online digital retailing solution for dealer websites.

KBB Digital Retailing

B2C WEBSITE

Challenge

No existing B2C web identity that connected with car shoppers in aspirational imagery or with clear benefit statements wrapped into a relatable, story-based buying context.

Insight

Car shoppers didn’t understand the benefit they received in terms of better data from dealerships using KBB’s most popular products. The tone was was not Millennial friendly.

Solution

Created a B2C focused website that reflected an updated KBB voice with impactful imagery, compelling copy, and custom graphics. (Price Advisor Web Experience) Refocused KBB’s messaging on Millennials.

KBB B2C website

INSTANT CASH OFFER

Challenge

With the automotive landscape changing rapidly KBB reliance on their network of in-person relationships was losing ground to competitors.

Insight

Kelley Blue Book didn’t differentiate how they communicated their product benefits and features to different dealers across the country and increasingly dealers were differentiating in terms of their approaches to operations, sales and marketing.

Solution

Decided to change targeting and increase the number of profiles. Took the message wider to the industry by focusing around the value of the brand and valuation story through videos, pitch decks and new brand positioning with Autotrader. Produced an animated video to support sales of an entire program of products.

kbb-dealers-01

MOBILE APP

Challenge

Their Mobile App hadn’t been updated in quite some time, it reflected an older perspective on the market driven by only a few of their current products, had low usage and didn’t target Millennials.

Solution

Developed the first B2C Working App Prototype for Kelly Blue Book and AutoTrader that integrates a majority of KBB products, many of which have yet to be officially launched yet. Delivers them into a single, simple interface that’s powered by their industry leading data and their #1 online brand trust. To go live later in 2017.

KBB Mobile App
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