What this checklist covers
The Showroom Marketing Visibility Checklist is a 15-point scorecard for in-showroom marketing materials, displays, and customer- facing communication. Each criterion is scored from 1 to 5 on what the auditor sees on the day, and every gap goes into an action plan with an owner and a close date.
AutoSmart tip: Showroom visibility audits should be done from the customer’s entry point inward — stand at the entrance and assess what’s visible before walking further in. Material that’s technically present but poorly positioned or hidden behind other displays delivers little of its intended marketing value.
The checks
Tap Yes, No or Maybe to try it: your answers stay in this page and clear when you refresh. For a detailed walkthrough, download our PDF or book a demo.
Posters, standees and brochures
- Are all posters and standees displayed in the showroom current, with no expired or superseded campaign material remaining on display?
- Are brochures for current models and active campaigns stocked at customer-facing brochure stands, with no out-of-stock racks?
- Is printed marketing material in good physical condition — not faded, torn, or curling at the edges?
- Are posters and standees positioned per the approved showroom layout plan, rather than placed ad hoc?
Digital screens and product displays
- Are digital screens in the showroom functioning and displaying current, brand-approved content?
- Is digital screen content refreshed in line with active campaigns, with no outdated promotions still playing?
- Are product display areas (accessory stands, feature walls) reflecting current models and offers?
- Is signage for test drive availability and key promotions clearly visible from the showroom entrance?
Price boards and campaign corners
- Are price boards displaying current, accurate pricing consistent with the official price list?
- Is a dedicated campaign corner or zone set up for active promotions, clearly distinguishable from standard vehicle display?
- Are finance and insurance offer boards (where applicable) current and consistent with active scheme terms?
Customer-facing communication
- Are frontline staff able to direct customers to the correct current offer or promotion when asked?
- Is customer-facing signage (operating hours, contact numbers, service booking information) current and accurate?
- Are QR codes or digital touchpoints linked to marketing material tested and functional?
- Is there a routine (e.g., weekly) walkthrough conducted by dealership staff to identify and remove outdated marketing material?
How to run it
How the scoring works
Before the visit, fill in the dealer or centre, the auditor, the date and the audit cycle. Then score each of the 15 checks from 1 to 5 on what you see on the day, not on what the site aims for, and add them up out of 75.
- 1Not in place
- 2Attempted
- 3Defined
- 4Managed
- 5Fully sustained
- Green60–75 · 80–100%Compliant. Keep the standard.
- Amber38–59 · 50–79%Improvement needed: a structured action plan within 30 days.
- Red0–37 · Below 50%Priority intervention, escalated to regional management.
Then close every gap
Each gap goes into the action plan tracker and moves through four stages until the auditor closes it.
- 1PendingOwner and close date set
- 2In progressWork under way, evidence gathered
- 3CompletedEvidence submitted for review
- 4ApprovedVerified and closed by the auditor
