Franchised dealerships have always strived to promote the many ways they work to protect, support, and build relationships with their customers. Elevating the image of our members is one of NJ CAR’s primary missions. However, as some manufacturers explore direct sales, they sow doubt in the minds of some consumers about the benefits of the franchise system. Our position is that the franchise model remains the most effective vehicle distribution system. It is critical that we promote the value our stores bring to hundreds of New Jersey communities.
NJ CAR constantly highlights the many ways the franchise system benefits consumers: intra- and inter-brand price competition; easy access to warranty and recall repairs; serving as advocates for consumers; local accountability; and community support. We have the attention of our elected officials. Now, we need to educate consumers about the value of the franchise system.
Campaign Messaging & Scope of Strategic Points
NJ CAR has once again teamed up with award-winning public relations firm Moxie Strategies on a broad multimedia campaign to highlight all the benefits dealers offer consumers. Moxie’s success in helping with last year’s campaign to pass the Motor Vehicle Open Recall & Fair Compensation Act made them a natural choice for this year’s proactive messaging.
The mission of the campaign’s first phase is to demonstrate the franchise model as the system that is most affordable, consumer-friendly, and economically trustworthy. The second phase — expected to launch later this year — will showcase the problems direct sales poses for competition, pricing, access to service, and accountability at a local level.
The breadth of this public relations campaign rests on four strategic pillars:
- Clearly defining the benefits of the franchise system vs the pitfalls of the direct sales model
- Validating the franchise model through credible, third-party endorsements
- Emphasizing the negative consequences of direct sales at the local level
- Using consumer-facing messaging to capture the attention of legislators
Strategic Targeting Through Phases
Phase One of this campaign puts faces and names to our “value of the franchise system” message in an effort to impact public opinion to increase the influence of the Coalition’s legislative advocacy. In displaying the real-world benefits of the franchise model to New Jersey consumers, the campaign will illustrate repeatedly to our State legislators positive examples of local dealers showcasing the span of their impact on local communities. In this article, I have included one of the campaign’s static ads, and I encourage you to view all the marketing pieces on the campaign landing page. The campaign also contains a 30-second video featuring NextGen member Megan Long with Long Automotive Group currently running on social media, several websites that are popular with our elected officials, and on Optimum cable network.
Phase Two of the campaign will sharply contrast the benefits of the franchise system with the negative impact of the direct sales model. Building off the success of last year’s recall bill campaign, previously identified key policymakers and industry influencers will be targeted specifically in an effort to boost this campaign’s effectiveness.
Support the Campaign on Social Media
NJ CAR has established itself as a thought leader on behalf of all franchised new car and truck dealers in New Jersey. The Coalition launched this campaign to benefit our nearly 530 franchised dealerships. Now it’s our turn to step up and help scale the reach of this indispensable public relations campaign by sharing the posts and ads found on social media.
We all stand to benefit from the work NJ CAR has set in motion. Let us take advantage of the opportunity set before us and, together, we will thrive — long into the future.
View NJ CAR’s public relations campaign Local Matters Working For You.
