Amplifying a brand for maximum engagement

The Challenge
Outsell is a proven leader and innovator in providing software to auto dealerships that allows them to deliver personalized content to customers through all stages of the customer lifecycle. Their product is a customer engagement platform that capitalizes on auto dealers’ most valuable – but often neglected – marketing asset, the customer database.

Outsell software allows dealers to connect continually, personally, and automatically long after the initial sale is completed. Analysis shows dealers who use Outsell have increased customer retention and repurchase rates, elevated profits, and improved other metrics. However, while Outsell has a great product, the brand was not getting the attention it deserved in the automotive space.

The Actions
Linnihan Foy identified several areas to amplify for Outsell:

  • Awareness: Customers already familiar with Outsell loved the product, but breaking through the clutter of the automotive space was a challenge.
  • Boldness: Despite a terrific product and brilliant employees, Outsell was held back somewhat by “Minnesota Nice” humility.
  • Simplicity of message: The Outsell platform is driven by innumerable data points and sophisticated algorithms. It can be difficult to explain Outsell’s product without going into unnecessary detail.

Linnihan Foy conducted qualitative interviews with stakeholders and undertook a comprehensive brand exploration. We created a cohesive messaging plan and platform that used bolder language, a core mantra, key messaging pillars, and an improved brand narrative to capture attention. We extended the foundational Outsell brand to marketing collateral and applied the new messaging approach to strategic communications.

The Results
We continue to work with Outsell to develop bold content that advances the company’s prominence in the marketing landscape.