Digital Dealer - September 2017 - 18

By Jim Boldebook
Founder,
Creative Broadcast
Concepts (CBC)

// Advertising
& Marketing

Your BRAND Is
Either Growing...
or You're Going!
Eleanor Roosevelt is
credited with the
quote: "Yesterday is
history, tomorrow is a
mystery and today is a
gift; that's why they call it
the present." Tomorrow,
in the automobile retail
business, may be a
mystery but here are a
few simple facts. You are
either building your brand
for share-of-mind
dominance, or you are

18

SEPTEMBER 2017

headed out to pasture. By
dominance, I don't mean
your goal should be the
only game in town like a
Google or an Apple, but a
look at history tells us
there will be a lot fewer
automotive retailers in the
next 20 years. In 1950,
there were about 50,000
dealers. When I got into
the auto ad business in
the 80s there were about
25,000. Today, there are

D I G I TA L D E A L E R . C O M

16,708 dealers. Of
course, the public
company gorging was a
major factor in the consolidation over the past few
decades, and it was
natural attrition for some
of the smaller rural
dealerships, but a lot of
bigger players bit the dust
for no other reason than a
failure to establish viable
brand positioning in an
ever disloyal, increasingly

commoditized segment.
This does not mean
that volume/unit sale
growth is the only metric
of importance. On the
contrary, there are, and
will be dealers who don't
grow exponentially in
volume over the next
few decades, but remain
profitable and relevant as
they enhance their brand
within their targeted
markets. Research has
shown a considerable
segment of our population willing to spend a
little more to do business
with retailers where they
enjoy a satisfying personal relationship and a
higher level of trust.
One of the most prevalent themes in the articles
I've written over the past
30 years is the concept
of spending some portion
of your marketing spend
on building your brand.
Not the factory's brand,
your brand. In the 80's
I coined the expression
'Share of market/Share of
mind,' advocating that advertising success should
not only be measured
by how many customers
visit the showroom (or
website) this weekend,
(share of market), but
how well you are building
your brand for future
consideration (share of
mind).
In recent articles
for this magazine, I've
shared research that
shows 40% of walk-in
customers buy the same
day. 70% do it within 72



http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - September 2017

Digital Dealer - September 2017
Contents
Learning from Bad Examples
Increasing Leadership Effectiveness: It’s Simple (but Not Necessarily Easy)!
Out-Think, Don’t Out-Spend Your Competition
Great Possibilities Occur When Your Team Members Become Engaged
Your BRAND is Either Growing… or You’re Going!
BRIAN BENSTOCK GM & VP, Paragon Honda & Paragon Acura
SPECIAL SECTION: Digital Dealer 23 Show Highlights: Top Sessions, Keynotes, Exhibitor Listings, Summary Agenda, & Restaurants in Vegas
Letter from the Show Director
12 Questions to Answer for Social Media Success
Make It Happen, Watch It Happen, Wonder What the Hell Happened!
What Ever Happened to the Salesto- Service Introduction?
A Fresh Look at Valuing Reinsurance Cash Streams
Digital Dealer - September 2017 - Digital Dealer - September 2017
Digital Dealer - September 2017 - Cover2
Digital Dealer - September 2017 - 1
Digital Dealer - September 2017 - Contents
Digital Dealer - September 2017 - 3
Digital Dealer - September 2017 - Learning from Bad Examples
Digital Dealer - September 2017 - 5
Digital Dealer - September 2017 - 6
Digital Dealer - September 2017 - 7
Digital Dealer - September 2017 - Increasing Leadership Effectiveness: It’s Simple (but Not Necessarily Easy)!
Digital Dealer - September 2017 - 9
Digital Dealer - September 2017 - 10
Digital Dealer - September 2017 - 11
Digital Dealer - September 2017 - Out-Think, Don’t Out-Spend Your Competition
Digital Dealer - September 2017 - 13
Digital Dealer - September 2017 - Great Possibilities Occur When Your Team Members Become Engaged
Digital Dealer - September 2017 - 15
Digital Dealer - September 2017 - 16
Digital Dealer - September 2017 - 17
Digital Dealer - September 2017 - Your BRAND is Either Growing… or You’re Going!
Digital Dealer - September 2017 - 19
Digital Dealer - September 2017 - BRIAN BENSTOCK GM & VP, Paragon Honda & Paragon Acura
Digital Dealer - September 2017 - 21
Digital Dealer - September 2017 - 22
Digital Dealer - September 2017 - 23
Digital Dealer - September 2017 - SPECIAL SECTION: Digital Dealer 23 Show Highlights: Top Sessions, Keynotes, Exhibitor Listings, Summary Agenda, & Restaurants in Vegas
Digital Dealer - September 2017 - 25
Digital Dealer - September 2017 - Letter from the Show Director
Digital Dealer - September 2017 - 27
Digital Dealer - September 2017 - 28
Digital Dealer - September 2017 - 29
Digital Dealer - September 2017 - 30
Digital Dealer - September 2017 - 31
Digital Dealer - September 2017 - 32
Digital Dealer - September 2017 - 33
Digital Dealer - September 2017 - 34
Digital Dealer - September 2017 - 35
Digital Dealer - September 2017 - 12 Questions to Answer for Social Media Success
Digital Dealer - September 2017 - 37
Digital Dealer - September 2017 - Make It Happen, Watch It Happen, Wonder What the Hell Happened!
Digital Dealer - September 2017 - 39
Digital Dealer - September 2017 - What Ever Happened to the Salesto- Service Introduction?
Digital Dealer - September 2017 - 41
Digital Dealer - September 2017 - A Fresh Look at Valuing Reinsurance Cash Streams
Digital Dealer - September 2017 - 43
Digital Dealer - September 2017 - 44
Digital Dealer - September 2017 - 45
Digital Dealer - September 2017 - 46
Digital Dealer - September 2017 - 47
Digital Dealer - September 2017 - 48
Digital Dealer - September 2017 - 49
Digital Dealer - September 2017 - 50
Digital Dealer - September 2017 - 51
Digital Dealer - September 2017 - 54
Digital Dealer - September 2017 - Cover3
Digital Dealer - September 2017 - Cover4
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