Honda Financial Services Newsletter

Challenge:
Financing is financing is financing — how do you bring it to life?

In automotive dealerships, financing is a vital link in the food chain. But it’s also one of the least glamorous. Numbers are numbers. As a financial services organization, how do you motivate dealerships to stay on top of the new programs you're offering?

When the company that produces Honda Financial Services’ NewsLink newsletter approached Crider Associates to write it, this was the primary challenge.

The publication communicates with Honda and Acura dealerships regarding the various programs offered by Honda Financial Services. The organization offers more than automotive financing. It also finances dealership remodeling, expansion, and other programs.

What could we do to generate interest in the publication — interest that would ensure busy dealership personnel take the time to read about the services?

Solution:
We’re not just numbers — we’re human!

We began by giving the tabloid-style newsletter a human touch. In each issue, we show faces behind the scenes in success stories and regional spotlights. The articles are geared to help dealerships, and to demonstrate how Honda Financial Services is continually working on their behalf.

The information is easy to assimilate, and emphasizes the partnership between the financial services organization and the dealership. The goal is to educate readers, fortify the bond between the dealerships and financial services organization, and keep the information yawn-free.

It’s a financial publication fun-for-all

NewsLink continues to be an upbeat publication with a serious purpose. The dealerships are reading the newsletter and using the services — all without getting swamped in a quicksand of financing facts.

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