Personality . . . The Fifth ‘P’ in Marketing

9 Inch Axiom – Personality

‘Personality is the 5th ‘P’ in marketing.  There needs to be a face, a name and an engaging presence behind the brand’

If you live in the metro New York area and listen to sports radio on the FAN or tune into Jersey 101.5 . . . chances are that you know who Brad Benson is.  

Brad Benson Hyundai is an auto dealership in South Brunswick, NJ.  Brad was a former New York Giant Offensive Lineman.  He played for big blue for a decade including an integral role in the Super Bow XXI win in ‘86.  In the last 6 years Brad has transformed his dealership into a national powerhouse.  They are currently the #2 Hyundai dealership in the nation.  He’s gone from selling 40 to 50 cars a month to well over 300.  Just last month the dealership recorded a 30% increase in monthly sales compared to April ‘08.

So – what’s the secret sauce???  Brad has a good grasp on the 4 P’s of marketing.  But if I had to put my finger on one thing that makes him stand out among auto dealers, it’s the 5th P . . . Personality.  Brad Benson has it in spades and it shines through in his ads.  His ability to ‘cut through the clutter’ on radio and communicate simple key messages in an engaging way is distinctive.

Check this one out which spoofs ex-NY governor Spitzer:

 Top 9″ things you can learn from Brad Benson

1. K.I.S.S. (keep it simple stupid) – Brad simplifies the buying process.  He offers 30% off the posted dealer price which eliminates haggling.

2. DO RE MEME – He tailors his ads and taps into what’s ‘hot’ or controversial in current events.

3. SELF DEPRECATION / HUMOR – Doesn’t take himself too seriously, able to poke fun at himself and other celebrities or public figures.

4. WHAT’S IN A NAME or FACE? – Leverages his name. People like knowing there is a face behind the product  / organization.  

5. PUSHES THE ENVELOPE –  he embraces the idea of being politically incorrect, but does so in a clever and fun way.  His first radio ad six years ago was written by himself. It was about Saddam Hussein offering him a free car if he left Iraq.  

6. CHOICES – Understands consumers want choice. He offers buyers either the 30% or the dealership makes the payments for the first year of the loan.

7. NARROW AND DEEP – focuses on radio and concentrates his buying on two stations.  Understands frequency by aiming for average listeners to hear a spot 3x’s in a week.

8. PREEMPTS OBJECTIONS and PROVIDES ASSURANCES – tackles any perceived quality issues with Hyundai by promoting the 10 year / 100,000 warranty.  Lose your job within a year of purchase?  No problem, you can return you car no questions asked.

9. LOCATION, LOCATION, LOCATION – he always reiterates Rt. 1 in South Brunswick.  South Brunswick is fairly central in New Jersey and is almost smack dab in between Philly and NYC.

Brad’s current ad campaign was inspired by boxing and involves celibacy.  He has vowed to stay celibate until Brad Benson Hyundai becomes the #1 dealer in the country.  What stands between him and his wife of 26 years?  Turns out the #1 dealer is on Long Island.  I’m not betting against Brad . . . watch out West Islip.

Today’s  Lagniappe (a little something extra) - Website and book reco 

The Personality Project  and Personality Not Included. Both are by Rohit Bhargava.

The Personality Project is an online collaboration to uncover the many ways that personality matters for brands and individuals to stand out. The site is inspired by the new marketing book Personality Not Included

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