Overview

General Motors (GM) is the world's largest automaker, with brands such as Buick, Cadillac, Chevrolet, GMC, Pontiac, Saab, and Saturn.

Business Issue

General Motor’s dealership network is one of the most potent channels for building a branded relationship with customers first hand. However, each franchise in the GM network of parts and service dealers could make communications and marketing decisions on its own, causing a lack of consistency and unified strategy. Failure to meet GM corporate standards in printed ads and direct mail pieces resulted in a refusal to reimburse through the company’s co-op advertising program. Both GM and the +8,000 service and parts dealer network were frustrated and wished to find a solution that would help them effectively reflect the brand and build value for the business.

BrandWizard Response

BrandWizard architected and engineered an AdWizard, a central online tool for the creation of printed advertisements, direct mail pieces and sales collateral, for the company’s network of service and parts dealers across the US.

The dealer simply follows a step-by-step process, choosing from various pre-defined layout, image and copy options and filling in personalized information such as store location and hours. The ad is then built to exact specifications in a few short minutes, outputting in PDF format (or EPS file as needed). It can then either be sent directly to the newspaper or offset printer for production or routed to GM corporate for final approval.

Throughout the initial discovery phase and subsequent design, programming and testing phases, the input of GM, its advertising agencies and its pilot dealers was collected through on-site meetings, Web conferences, and online surveys.

At launch, BrandWizard hosted a meeting of over 100 dealers from across the country to create cohesion, conduct training, and help build momentum for a nationwide rollout.

Business Result

GM now has an innovative ad building system uniquely suited to its business and branding needs, while dealers have a system that they feel comfortable using because they helped design it. Dealers can now spend more of their advertising budgets on media buying instead of ad creation. Perhaps most important, all ads created with the AdWizard are guaranteed 100 percent reimbursable by GM. GM corporate reports greater branding compliance in local advertising across the country.

BrandWizard continues to update the system as technology improves and GM’s business needs evolve.