How to Change your Positioning Without Losing Market Share

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Taking Olathe Ford Lincoln from ‘O’Fordable’ to ‘MVP – Market Value Pricing’

After years of branding Olathe Ford Lincoln as the ‘O’Fordable’ place to buy your next vehicle, they decided to make the transition to MVP – Market Value Pricing.  MVP delivers the best price around on new Ford and Lincoln models. No fuss, up front pricing. Market Value Pricing is unique because it is more than a simple positioning statement. It changes the way that cars are bought and sold at Olathe Ford Lincoln. With this in mind, we created an entire marketing campaign around this new platform.

Inside Out Selling:
We provided the team at Olathe Ford Lincoln with dozens of logo options for the ‘MVP’ icon.  Once a winner was chosen, we quickly applied the new icon to shirts, name tags and desk plaques that we could rollout internally, first. This would ensure that the sales team and internal staff were on-board and excited about this launch.  We had a campaign rollout with the entire staff to present and brief them on what they were going to be seeing and hearing around the dealership, on TV, radio and many digital platforms.

The Re-positioning: 
For TV, we transitioned from a female talent to a male talent of about the same age.  This change allowed us to dissociate from the previous ‘O’Fordable’ campaign quickly and without confusing the customer. The production value and overall production elements were increased to help give the campaign a look and feel that was modern and info-driven. This style enabled us to include more branding elements in the visuals and audio, while maintaining our overall look and feel for the MVP campaign.

In order to give the creative the push it needed, our media department went for a large metro-wide reach to educate people all over the city. We increased the media frequency for the first several months of the campaign to reinforce the message and drive home the significance of Market Value Pricing.

It was important that the customer could recognize MVP from the airwaves to the dealership; therefore, we worked to make sure that MVP branding and educational materials were always in-sight.  We created A-frame signs for the lot and sales floor, window clings for the vehicles, rear-view mirror hang tags, MVP buttons and desk signs for the sales staff and even MVP logo-stamped balloons. You name it, we created it.

This whole campaign has allowed Olathe Ford Lincoln to embrace fresh and exciting new branding that will help bring in customers and drive sales.