3 Min ReadNovember 1, 2024

Why the Design of License Plate Frames Matters

Why the Design of License Plate Frames Matters.

There’s nothing wrong if a dealership wants a little promotion after they’ve made a sale. However, car owners often have strong opinions on stores affixing a sticker, decal or badge to their new ride. License plate frames are easy to remove so there’s usually no argument to be had and often, they’re left on a car long after it leaves the lot.

Personalized license plate frames cost dealers only a few bucks each, but that money goes to waste if customers don’t keep frames attached to vehicles.

Let’s look at how your dealership can rethink this critical branding element.

Design a License Plate Frame That Makes an Impact

The amount of real estate allotted for branding on license plate frames is quite small. You’ll generally have less than an inch of space at the top and something similar at the bottom, though this area is punctuated by holes needed for the screws that hold license plates in place.

“Less is more here,” a veteran expert with over 40 years of experience in corporate branding told CDK. “The main objective is to clearly identify the dealership that sold the car. Other information just clutters the frame, and drivers who see the frame typically don't have time to write down or remember that level of detail. If people remember your name, they will find you.”

In short, you don’t need to take up that limited real estate with a physical address, a phone number, or a website.

Frames are about having a consistent branding message not directing consumers into your showroom. The dealership name and short slogan will have the most impact.

The design recommendations here also apply to full-size plastic license plates, which you may want to put on the front of your dealership’s new and used inventory. Many states don’t require a front license plate, so some customers may very well leave these on the front of their car. Here, too, you’ll want to decide just how much message you really need to communicate.

Keep Your Plate Frames Legal

The last thing you want is for an officer of the law to remove one of your dealership’s license plate frames. Many states have license plate frame laws that restrict how much of the government-issued license plate can be obscured by a plate frame. Some jurisdictions don’t want any part of the state’s name to be covered up, while others require unobscured registration stickers. At the very least, you don’t want your customers to have to remove your license plate frame every time they apply a new registration sticker.

When working with a vendor, ask for a license plate sample before you complete your order so you can confirm fitment and to ensure overall quality.

Offer Incentives to Keep Frames On

You can incentivize customers to keep license plate frames attached to their vehicles with certain perks. For instance, a low-lift incentive might include offering service customers with your dealership’s license plate frames a free car wash or interior vacuuming.

They could also pop into your dealership for free coffee, bottled water or small snacks — the treats you probably already have in your waiting room. While it’ll take more than a mere offer of free java to turn your dealership into a hip coffee shop destination — something a few  corporate entities have tried to do — it may be convenient for customers who routinely drive by your store. And who knows what else they’ll see in the showroom?

And if there’s a car wash near your dealership, you could partner with them to offer a discounted pass, or you could include it as a perk with a new vehicle purchase.

Additionally, you could work with local parking lots at popular sporting arenas and entertainment venues or nearby airports and train stations to offer a small discount for cars bearing your dealership’s license plate.

Share This

CDK Global
By CDK Global
Staff

Recent Insights

Dealership Recruiting and Retention in the Age of Social Media.

Dealership Recruiting and Retention in the Age of Social Media

With the U.S. unemployment rate hovering just over 4%, auto dealership recruiting and retention are daunting challenges facing dealers of...
4 Min ReadNov 19CDK Global
New Research Highlights Impact of AI in Automotive

New Research Highlights Impact of AI in Automotive

AI in the automotive industry is no longer a trend. Dealerships are experiencing gains across their operations thanks to technologies...
2 Min ReadNov 13CDK Global
Shoppers Have Harder Time Finding the Right Car in October

Shoppers Have Harder Time Finding the Right Car in October

Disruptions in inventory, whether it was due to stop sales, model year turnovers or even natural disasters, seem to have...
2 Min ReadNov 4David Thomas
Yes Your Service Department Waiting Room Really Matters .

Yes, Your Service Department Waiting Room Really Matters

Whether it’s at the dentist’s office, the airport or a car dealership’s Service department, nobody enjoys being sequestered in a...
3 Min ReadOct 21CDK Global
Service Shopper 4

Service Shopper 4.0: Dealerships Gain Ground

Fixed Operations continues to be a major profit center for car dealerships. And the competition from independent repair facilities and...
3 Min ReadOct 17CDK Global
The Road Ahead for A I in Automotive Retail.

The Road Ahead for AI in Automotive Retail

Artificial intelligence is no longer restricted to sci-fi movies or futuristic dreams. It’s now firmly embedded in the mainstream (ChatGPT,...
4 Min ReadOct 16Leigh Ann Conver
How Automotive Dealership Data Is Changing the Game.

How Automotive Dealership Data Is Changing the Game

Data is at the heart of everything today, and car dealerships are no exception. Whether it's understanding customer preferences, managing...
3 Min ReadOct 15CDK Global
Service Advisor Tips. Communicate Repairs Without Scaring Customers.

Service Advisor Tips: Communicate Repairs Without Scaring Customers

A Service Advisor’s role in a dealership is crucial. They consult with the customer and explain the findings about their...
4 Min ReadOct 14CDK Global
C R M Reporting. The Key to Success.

CRM Reporting: The Key to Success

Dealers are focused on every lead and every opportunity that comes through their dealership now more than ever. Without clearly...
3 Min ReadOct 11Amber Good
Buyers Point to a Faster Purchase Process in September.

Buyers Point to a Faster Purchase Process in September

The record witnessed with the CDK Ease of Purchase score in August wasn’t repeated in September despite higher inventory levels...
2 Min ReadOct 7David Thomas