The necessary existence of the dealer channel makes it a challenge for OEMs to connect directly to customers. Unlike direct-to-consumer retailers (most retailers, in fact), OEMs rarely get to interact directly with their customers. This session will cover the methods OEMs use to connect directly with customers to establish brand loyalty and trust, and then extend that loyalty and trust to the service experience. How do you keep customers excited about the brand and coming back to the dealer for service? What communications are best to build the relationship your customers have with your brand? This session will focus on purely brand-building communications, not offers and incentives. Through this discussion, we will share best practices around building brand experience, community, and rapport in order to drive both service loyalty and overall brand and repurchase loyalty.