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Can Penske Eliminate 21 smart Dealers Without Recourse?

The state motor vehicle franchise laws may have something to say about that It was reported last week that Mercedes Benz USA is taking over the distribution of smart vehicles from Penske Automotive. The problem, of course, is that Mercedes Benz USA h
Apr 1, 2011

Two Great New Reads on Advertising

Of the 20 books I’ve read on advertising in the past year, two stand out as must reads for anyone involved in dealership marketing. The first is “Cashvertising” by Drew Eric Whitman, published in 2009 by Career Press. Whitman has taught the psy
Mar 16, 2011

Advertising Opportunities for 2011

A little secret. For almost 20 years, some of America’s best dealers have been writing these advertising columns, letting me take the credit. I’ve developed an informal roundtable of some of the brightest young minds as well as seasoned legends i
Feb 14, 2011

Five Simple Rules for Digital Marketing Success in the New Year

As with nearly every New Year, I am looking forward to the challenges, successes and even failures that will come my way in 2011. These collective experiences are what define us both personally and professionally, and I welcome each of these with ope
Jan 14, 2011

Media Madness 2011

The question I’m asked most often is “What advertising mediums should I use, and what percentage of my total ad spend should they be?” Unfortunately, there is no easy ‘one size fits all’ answer. We’ve had more media additions, deletions a
Jan 14, 2011

Your Web Site’s Role in Advertising

After speaking with a group of dealers on the benefits of incorporating social media into the marketing mix, one dealer posed this question: “From your perspective, what role does a web site play in advertising?” My response? “Your website is y
Dec 29, 2010

Tips for Used Vehicle Department Advertising

As I wrote last month, we all something we’re good at. Perhaps by now, you’ve figured out after all these years I’m not a very good writer (blame the editor) but I’m pretty good at taking the questions I hear most from dealers and helping the
Dec 29, 2010

Get Focused on More Effective Advertising

As we head into the holiday season, this is the perfect time to get focused on creating a more effective advertising message and media plan. I’d like to suggest a two-pronged program that will help you define both: focus groups and message manageme
Nov 1, 2010

The ABCs of Common-Sense Advertising

‘Tiny’ wrote me a great letter recently on the ABCs of common sense advertising. ‘Tiny’ is a lawyer-turned-car dealer who married into an ‘automotive’ family in 1985. His real name is Pete but most of the world knows him as ‘Tiny’ fro
Oct 1, 2010