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DCH Auto Group Invites Consumers to 'Test Drive' Them with New Advertising Campaign, Website
Tuesday, November 03, 2009
Innovative campaign, paired with revamped website, complements informed consumer base and enhances car buying, leasing and servicing experiences
SOUTH AMBOY, N.J., Nov. 3 /PRNewswire/ -- DCH Auto Group announced today the kick-off of their new advertising and marketing campaign, together with the launch of their redesigned corporate website www.DCHAuto.com.
Headquartered in South Amboy, New Jersey, DCH Auto Group owns and operates a wide array of car dealerships -- including Acura, Audi, BMW, Chrysler, Dodge, Honda, Jeep, Lexus, Nissan, Scion, and Toyota -- located in Southern California, Connecticut, New Jersey and New York. The company recognizes the desirability of supporting manufacturer's brands with their own unique brand image, appealing to a diverse group of customers.
The new advertising and marketing campaign encourages consumers to do something they have never done before, test drive the dealer before they test drive the car. Consumers are more informed today than ever before. They spend hours researching what cars to buy or lease and what service they should have done on their vehicles. The new campaign asks consumers to spend the same amount of effort researching the dealership they choose to do business with.
"Everyone at DCH Auto Group's dealerships has gone a long way to meet and answer consumer concerns," said Shau-wai Lam, Chairman of DCH Auto Group. "On a corporate level, we want to go a step further, and build awareness of the fact that DCH dealerships do things differently and that consumers should take a look at our dealerships before going anywhere else."
The concept and creative elements for the advertising and marketing campaign were designed by Brooklyn, New York based advertising agency The Joey Company. Utilizing straightforward messages that play off the keys on a computer keyboard, the "Test Drive The Dealer" campaign showcases the automobile retailers' commitment to create more than sales and service encounters, but to create enduring relationships that fulfill consumers' current and future automotive needs.
The campaign invites viewers to:
-- "SHIFT...priorities to yours."
-- "ESCAPE...the hassle."
-- "CONTROL...the entire process."
-- "DELETE...everything you thought before."
-- "END...the search here."
Each message closes by inviting customers to go to the new www.DCHAuto.com and begin their search for a DCH dealership in New Jersey, New York, Connecticut or California.
"Staying true to our core values, even through the toughest economic challenges, has continued to earn us customer and business partner accolades," states Susan Scarola, DCH Auto Group President and CEO. "It reaffirms to us that 'The DCH Way' is the right way to do business. The 'Test Drive the Dealer' campaign invites the consumer to learn more about 'The DCH Way' and what distinguishes us from others."
The revamped website was designed by Single Throw Internet Marketing company, located in Wall, New Jersey, and is a robust online destination for auto sales and service consumers, with rich content and features that explore everything DCH Auto Group has to offer its customers.
"When we looked at redesigning this site, we identified early on that we needed to think outside the box. Single Throw saw this project as something more than another retail site, yet they were still able to tie in those retail aspects," said Roy Bavaro, Director of Corporate Marketing and Brand Development for DCH Auto Group. "This site is more than just about the car; it is about DCH as a company, our commitment to excellence, our work in the community, and promise to our customers."
Overall, DCH Auto Group believes this new campaign will not only help to develop a more user-friendly and heavily trafficked website, but also create a brand image that sets them apart from their competitors.
About DCH Auto Group
Headquartered in South Amboy, NJ, DCH Auto Group comprises 27 auto dealerships in New Jersey, New York, Connecticut and Southern California from Oxnard to San Diego, featuring a full line of new and pre-owned vehicles. The company is highly invested in principles for success that value customers and employees. DCH Auto is committed to giving back to the communities in which its dealerships operate and employees and customers live. The company is dedicated to its teen safe driver program, "Mindless Driving. Keep It Out Of Cars," and is a sponsor of Students Against Destructive Decisions (SADD). For more information, please visit www.DCHAuto.com.
SOURCE DCH Auto Group
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