Case Study: Kelley Blue Book modernizes auto sales marketing with Upper Diamond

Kelley Blue Book modernizes auto sales training with Upper Diamond and a 13-hour car-shopping digital retailing strategy

Kelley Blue Book, a trusted name in automotive valuations, faced increasing competition and needed to modernize its marketing and sales training tools. They engaged the digital agency Upper Diamond to revitalize their brand and retool their offerings for a digital audience. Key challenges included a lack of sales training for dealerships on KBB products, low website traffic for dealers, and a general lack of trust in auto salespeople.

Upper Diamond implemented a comprehensive, multi-channel solution. This included designing new point-of-sale materials with a co-branded certification logo, creating a B2C website and a mobile app prototype to better engage car shoppers, and developing a syndication strategy with video content for dealer websites. Upper Diamond's work refocused the brand's messaging and demonstrated how KBB's industry-leading data could be presented in a simple, modern interface to build trust and engagement.

Kelley Blue Book