One of the least known, most incredible retail automotive marketing stories in our history is the story of Ralph Reedman and his brothers who sold over 60,000 vehicles a year...
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As a student of successful ‘branding’, I’ve always been fascinated by the branding success of one of my favorite restaurants in New York City, Patsy’s on West 56th St. It...
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There is a resurgence in the use of the telephone by customers seeking information on availability and pricing. While many thought the use of email, texting and website inquiries would...
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The BIG #1: Define Your Brand! Not the brand(s) of vehicles you sell…YOUR brand! Why do people buy from you? For decades we’ve trained our salespeople on ‘selling’ the USP...
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Power to the People! Treating the people on your entire team like they want to be treated will pay off with the biggest returns of any marketing investment you make....
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What are the reasons our ‘best’ customers do business with us? The best money you’ll ever spend on advertising is targeting the people you consider your ‘best’ customer! Because the...
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The Bible is the source of the Golden Rule: “do unto others as you would have them do unto you” (Matt. 7:12). The Platinum Rule is the reality of customer...
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The word ‘experiential’ is a Latin word from the 1600s relating to our actions from ‘learned’ experiences. From a customer’s perspective, it’s more than just a temporary or staged ‘experience’. ...
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There are a lot of ways to power-up your ad effectiveness. Here’s my top five! 1. Research Now, more than ever, you need real-time feedback on the media habits of...
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Nothing has changed as much in our automotive industry in the past 20 years as the technical advances in vehicles. Millennials love the tech stuff. Older folks like a lot...
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