The average dealership's print ad is jam-packed with vehicles and numbers. It's difficult to distinguish one dealership from another. To get the customers' attention, you must stand out from the crowd, or, as they say in the advertising business, "you must cut through the clutter."
Gallery Automotive Group recognized this and instead of focusing on selling individual vehicles, it has concentrated on establishing a brand identity for its five dealerships, which handle BMW, Mazda, Suzuki and Volkswagen in Norwood, Mass., and BMW Gallery Norwell in Norwell, Mass.
"We wanted to stand out (from other dealership advertising)," says Ken Bourne, general manager of Gallery Mazda. Bourne also shoulders advertising responsibility for the rest of the dealerships within the Gallery Automotive Group.
"Our advertising looked cookie-cutter prior to the campaign," he adds. "I went on the premise that a resume is supposed to have more white space than black. So I said, 'Let's take the same approach with our advertising.' "
To achieve that, Gallery asked six advertising agencies to bid on the campaign and to develop creative that was out of the ordinary.
"When we looked at the results, four agencies were not out of the box at all," Bourne adds. "It came down to Davis Advertising and another agency. We looked at the finances and decided to go with Davis."