How we built Dealer Week:
The formula for this all-new Dealer Week began with research. We attended conferences to learn how to build better conferences. We took courses on how to deliver more impactful courses. And the outcome was a vision we delivered to an in-depth strategy session where dealers, manufacturers and suppliers helped us co-create deliverables designed to empower dealers to capitalize on opportunities and overcome their challenges.
To illustrate the significance of this change, we needed a new brand and a new story. So we were intentional about how we named this event and how we pieced together the branding elements. Here's how:
DEALER: We were big and bold with the name so we could be clear about what's important: The audience. The dealer is the critical link in the success of our industry, and MRAA exists to support them at the highest level. We wanted our conference to be clear about who it serves.
WEEK: Is this conference really going to take up an entire week? No. But we reference it as a week because it's much more than just a conference and an expo. It will be packed with programs like the Young Professionals Networking Event, The MRAA Educational Foundation's scholarship presentations; the annual BoatPAC fundraiser; 20 Group Meetings; MRAA's Great Dealerships to Work For Awards Program; and much more.
The Nautical Flag: One of the most prominent branding elements for Dealer Week is the nautical flag found in the logo, the Charlie flag. This symbol has been the basis of our inspiration. It signals a literal change in course, which MRAA is navigating with this rebranding effort, but it also serves as a reminder that Dealer Week will always stand for the creation of positive change.
The 4 Stars: Throughout the history of the MRAA, our logo has incorporated stars. You'll notice that the MRAA logo features 3 stars, which symbolize the foundation of who we are as an organization and representing our mission, which is to deliver our dealers three things: 1. Tools 2. Resources and 3. Educational Programs. Then we have the Five Star Certified Dealership Program, which of course consists of 5 stars in its logo. We consider this the pinnacle of our services to our industry, offering dealers a proven template for running a world-class dealership. With the evolution of our conference and the introduction of Dealer Week, we wanted to symbolize that this event and all that it offers, provides the stepping stone between the foundational membership and the formal Certification program.
And here you are. Whether you're a dealer or partner, you're a part of this story. Because the way we see it, we're just getting started.
We welcome you, and hope to see you December 8 - 11 in Tampa. To follow the story live, "Like" us on Facebook.