Soccer Stadium

Be the Cristiano Ronaldo of Dealerships

Written By Ted Rubin

News about the World Cup and its rockstar soccer players have been making headlines lately. One of the hottest players of the moment is Cristiano Ronaldo, who’s not only an exceptional player but a major brand ambassador for big hitters like Nike. So, how can you rep your dealership brand like Ronaldo?

Have an Alter Ego

According to Nike, Ronaldo is known as two people: the superstar soccer player and the human being. On the field, he is CR7 - a lean, mean, playing-machine, which is why he is the team captain for Portugal. Off the court, he’s just a guy connecting with other people in different ways like fashion and music, but always shows his love for soccer.

Dealers, your team needs to be both things too! Be the salespeople interested in the monetary wins, leads, and shoppers. Then also be the friendly face shoppers look to when they need car servicing or when they’re unsure whether to lease or buy their first car. Your shoppers want to both trust and depend on you, and that takes both skills AND personality!

Have Well-Rounded Appeal

Cristiano Ronaldo is it. He’s the one girls want to date and the guy other men want to be. Sports aficionados admire his unearthly skills in soccer, and no one can deny his killer physique. Bottom line: there’s a little Ronaldo for everyone.

Your dealership’s perspective should be as well-rounded as Ronaldo’s is. Don’t assume that men are the only decision-makers in the house or that selling should be mainly tailored to men. While you do want to make sure you’re targeting a specific audience, you don’t want to leave out important players in the buying process!

Have a Social Media Presence

He may well be one of the most popular athletes on social media today. With more Facebook likes than Coca-Cola, and a bigger Twitter following than Lebron James, Ronaldo is taking the Internet by storm. He’s even launched his own social media sharing site for his fans called Viva Ronaldo…a bit much, but you get the gist of it.

If your dealership has incorporated content marketing as part of your internet strategy, you need to commit to it! Don’t be one of those businesses that have a Twitter account, but hasn’t logged in since the last World Cup in 2010! Your shoppers might be posting and tweeting compliments or concerns about your dealership and you should be there to respond!

According to recent studies, businesses have determined that it’s not about how many Facebook friends and Twitter followers you have. You can build your dealership brand on social media with quality content - but only if you stick to it and become a part of the conversation. So, be like Ronaldo: give the people what they want.

Brand it Like Beckham

We’ve all seen at least one David Beckham ad somewhere in the world. Even after retirement, the guy has his own perfumes and still does half-naked ads for brands like H&M.

Well, Cristiano Ronaldo is Beckham’s predecessor when it comes to success in marketability and brand image. Following in Beckham’s footsteps by branching out, Ronaldo’s face is everywhere, especially during such a big year for soccer. He’s in the new Galaxy S5 commercial, Castrol oil print ads, and an ambassador for the likes of Emirates Airline to name a few. He even has his own underwear line for Pete's sake.

So, how can you brand yourself like Beckham and Ronaldo? Well, Dealers - get your face out there! Set yourself apart from the competition and make a name for yourself online. Your website is usually the first place potential customers go to find out if you’re “the one”, so make sure it’s drawing in customers.

The Takeaway...

If you’re going to use the web to reel in shoppers, make your social media and website an extension of your image. Also, be a part of the conversation in every outlet your shoppers are in like Ronaldo is with his fans. Be those two personas consistently throughout your marketing strategy so people will understand and remember your dealership brand. Set yourself apart in a positive light and connect with your customers through engaging conversations. They might not be pouring into your dealership immediately, but they will remember you when they’re ready to purchase.


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