The Context
Ally’s B2B dealer services provides financial services to auto dealers across the US. Their communications were fragmented with multiple business priorities and lines of business all communicating to the same audiences at the same time in different styles and language. In addition, Ally was facing a lagging perception in the automotive space. Dealers thought that they couldn't services beyond basic automotive financing and they could only finance GM vehicles. They needed to overhaul their email and website communications to bring personalized, cohesive messaging to their audience.
The Learnings
Through quantitative and qualitative studies with Ally’s Account Executives, the boots on the ground representatives in the dealerships, and a positioning workshop with the client team we identified two key insights:
1. Ally wins on service. While they’re actual offerings are standard across the category, Ally goes beyond basic products to make sure their dealers have everything they need to succeed from products to training and utilization. The brand acts as an extension of the dealership team rather than a bank.
2. Ally can do it all. Whereas many competitors specialize in one line of business, Ally serves dealers for virtually any business need: retail financing, inventory acquisition, insurance, business coaching. They had a full package of services that work together for the dealership.
The Strategy
Get extremely busy and passionate auto dealers to leverage Ally for all their automotive business needs by demonstrating we’re an ally for more than their bottom line, but in every aspect of their dealership: from career advice to insurance to financing.
First we repositioned Ally Dealer Services and developed a messaging framework and updated visual identity to connect all their lines of business under one message: that Ally is here for your business and beyond. We then began building new email campaigns to better explain the value Ally brings through the new brand position. Finally, we created a new thought leadership website that delivers on the positioning. It provides dealers with the trends, research, advice and other types of content to keep dealers smart on the fast-paced automotive business. It acts as a digital headquarters and information engine to power email campaigns with audience data. This work is still evolving as we continue to execute on Ally's CRM initiatives. See the full Ally Dealer Beyond site
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