CarFax - a lesson in marketing?

[draggar]

Most of the time you want to market towards the people who would buy from your site, right?

Not CarFax and it's a hell of an idea and I'm sure it's successful.

They advertise towards those who would spend money at their target audience - used car dealerships.

"Only a reputable dealership used CarFax!"
"If they don't give you a car fax, don't shop there!"

They make it sound like if the dealership you're dealing with doesn't want to give you a car fax report then they're dishonest and not reputable.

Of course, they don't mention the fees associated with getting these reports and if a dealership mentions them then they seem like cheap skates.

F-ing genius.

[Zoobar]

..

A true match made in heaven.

[RTM.net]

Indeed they have a great product and branding / marketing strategy. It fits well also with website managers who run automotive sites.

Rob