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Yard Signs Case Study: Northgate Imports

•Northgate Imports, until 2010, was known as Patterson BMW.

•The Santa Monica, CA-based dealership was recently sold and rebranded.

•The new owners, Vince Durden and Trevor Kahn, have jumped into the rebranding process full-force.

•A new name, new logo, and new slogan have all come into effect, as has a dealership remodel.

History of Dealership

Northgate has used custom lawn signs to identify the business and direct customers throughout the lot.

Metal yard signs line the dealership, welcoming guests and directing them to the various departments.

Corrugated plastic signs were used during the Grand Re-Opening to promote new models and bring attention to the dealership.

In total, Northgate Imports spent $3,000 on signage.

Usage of Signs

•Over the Grand Opening weekend, Northgate Imports sold 28 vehicles.

•The permanent signs have led to a conversion rate of 22%, and the Service Department has been consistently busy.

Results

•When a business rebrands, it’s important to promote the new brand heavily.

•Customers need to see the advantage (or at least the difference) in the new brand. •Signs help show customers where they need to go. When customers get confused or lost, they look for an exit. •Make major business occasions (like Grand Openings) an event.

•Signs and advertising help build excitement and interest, which will ultimately lead to increased sales.

Recommendations

Way To Go, Northgate Imports!

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