HOW PROFOUND AND GM SUPPLIER.NET USED EDUCATION TO SIMPLIFY A MESSAGE:
GMSupplier.net is a for-profit corporation affiliated with General Motors (GM) dealerships. This Internet-based company offers lower rate vehicles to employees of companies that purchase fleet vehicles from GM. For example, if ABC Company offers GM cars as their company vehicles, all employees of ABC Company can purchase a GM car through GMSupplier.net at a preferred rate. GMSupplier.net works with affinity groups such as credit unions and banks as well. Purchasing a vehicle at a special discount and understanding how that discount can be applied to an individual customer can be a complicated message to prospects and may not sound as feasible as simply going to a car dealer. Profound Communications strategized with GMSupplier.net to improve its message delivery as well as market its product offering to these affinity groups.
Profound Communications developed an educational and informative poster that would be displayed in employee breakrooms. The poster had to inform the audience about all aspects of the GM invoice and related terms yet be easy and quick to understand. The poster also needed to clearly illustrate the value of using GMSupplier.net for GM car purchases. It educated the consumer by highlighting individual components of the invoice and empowered customers to ask specific questions when shopping for a GM car. The poster continued to educate the customer by teaching him or her how the program works. Understanding the true benefit of the special auto buying program encouraged the customer to use the program. To ensure participation, the poster also featured a call to action that included "take-away" notes listing the Web site and telephone number for GMSupplier.net.
GMSupplier.net experienced a 32 percent increase in customer activity as a result of this breakroom poster campaign. Many inquiries came to affiliated dealers and consumers report a greater understanding and awareness of our client’s program. The client reported they were quite pleased with how the project not only educated their audience, but encouraged them to act.