Digital Dealer - March 2020 - 25

f

tional broadcast media.
Five years ago, we thought it was time to hire
an ad agency instead of doing our own advertising. We were about 80 percent in newspapers at
the time. I remember interviewing ad agencies,
and they told us we were one of the biggest car
dealers in Michigan, but nobody knew who we
were. Hearing that was like having cold water
thrown in my face because we had been doing a
lot of advertising.
The problem was we were promoting five or
six different names, stores we had acquired, each
with their own names. So, we made a very expensive, bold move after getting the permission of
the manufacturers we do business with, to change
all of the store names to Feldman. We rebranded.
We still focus heavily on TV and radio, to support
our digital marketing. People can't turn a TV on
without seeing us, which is one of the reasons we
continue to grow market share.

done a lot of national press for the store. We've
been on The Ellen Show three times, on Stephen
Colbert, Good Morning America. The dealership
has been featured on the A&E Wahlburgers
show many times. And we have a major network
show coming out next year that will feature the
dealership.

DEALER MAGAZINE: Let's talk more
about your relationship with Mark Wahlberg and the Columbus store for a moment. How'd it all come together?
JAY: It was one of those things. Mark was
filming "Transformers" in Michigan for about six
months. Mark and I had a mutual friend, and I
met Mark through that individual. This was about
five years ago, and I only met him briefly. Watching the show "Wahlburgers" one day on A&E, I
called my friend up and said we should talk to
Mark about a Wahlburgers fast-casual restaurant

" . .you really have to do a deep dive
into your business every day. "
We give our general managers some leeway in
the kind of advertising they choose for their area.
Our executive team meets with our ad agency
daily, weekly, and monthly. We may pursue the
same strategy across the board but make changes
due to different programs coming or events
happening. Every day, we're ready to tweak our
advertising as needed for better results.

DEALER MAGAZINE: How important is
social media?
JAY: It's very important to be active on social
media, for sure, especially for reputation management. All of our employees are on Facebook,
and we have eleven hundred team members,
which gives us a ton of exposure. They help share
our corporate messaging, as well as a lot of the
content we create. We're using vBoost to make it
easier for our customers to share their experience
on social media sites.
In Columbus, we have 65,000 Instagram followers, so that's pretty amazing. That store opened
as Mark Wahlberg Chevy just over a year ago, and
I don't think we have 65,000 followers because
of me. Mark's been to the dealership twice since
we owned it. He's been highly supportive and has

March 2020

franchise in Michigan. About a week later, my
friend and I flew to Boston and visited with Mark
and his family. We ended up partnering on a
Wahlburgers in downtown Cleveland, Ohio.
Through that, Mark and I established a friendship. I was hanging out on a movie set with him
in Boston one day, and we started talking about
the car business. He told me when he was 16, he
was flipping used cars. He wanted to know how
I got into the car business. We talked more and
more and decided to buy a car dealership together. Something like eight months later we bought
the dealership in Columbus, Ohio. We opened it
in July 2018 and received massive publicity. Mark
comes from very humble beginnings and to think
that one day he'd own a dealership was a big
thing to him.
JAY: We've had a great track record together. In another investment opportunity, Mark
had formed Mark Wahlberg Investment Group
(MWIG), through which a group of us took on a
substantial ownership and invested in an international fitness company called F45, which has
nearly 2,000 locations and is based out of Sydney,
Australia.

[ d i g i t a l d e a l e r. c o m ]

25


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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