Webber has been a longstanding client, because of our unique relationship. We know they are the industry experts. In turn, they know we are the marketing experts. Respecting their knowledge of the industry and they, our marketing expertise, our worlds perfectly collide to create a force of (automotive marketing) nature.
Webber Family Motors of Detroit Lakes has their hand in a few different trades. They run an automotive company as well as a dock and lift design and installation service in the Detroit Lakes area. They are family owned, as their new name suggests, and came to Leighton Interactive wanting to mesh their values with their outdated brand.
We inquired about what they truly dreamed of accomplishing with our service and their aspiration was for clients, when they hear a radio advertisement and go to their website or see a Webber digital ad, all hear or see a cohesive message. They wanted the people and the story to not only reflect Webber’s culture and values, but from radio to storefront the customer feels as if they’ve known them their whole life – like family.
The most common issue in the automotive industry is its competitive nature. The industry is constantly shifting with consumer behavior. Today, most car research is done online, so people aren’t going into the store to test-drive a vehicle. We had to keep this at the forefront of our strategy to stay visible, relevant, current, and original.
Webber’s family culture was also great canvas to build their brand upon and we wanted to really dig into those values, so they could shine through their marketing efforts. Their original name, Detroit Lakes Ford, was a generic title for a not-so-generic business. When coming to us for a brand revamp, they wanted to express their values and mission through their company name and marketing materials. We knew the perfect solution: it all leads back to the buyer. People want to buy from people. It may be cliché but it’s true. At that moment Webber Family Motors was (re)born.