Friday Words of Wisdom

November 21, 2014 / Featured, Friday Words Of Wisdom /
Words of Wisdom - Strong Automotive

“In the lifelong journey of always looking to improve and finding a better way, sometimes you need to take a step back and respect the process and execution that has made you a success.”

This phrase is one I thought of after a meeting this week where an incredibly successful, multi-generational dealer who is the most aggressive advertiser that I know was rethinking all of his marketing. His concerns were over viewer wear out and over saturation of a market. Most dealers would laugh at even the notion of having this problem but for one dealer it was very real.

The number of his dealerships has grown to almost 10 and are all in the same market. We had achieved a 27% Share of Voice in the automotive market in a DMA just for one dealer.  We presented new options, new methods and new budgets all aimed at reducing the overall scope. At the end of the day, he and I both agreed that moving too far from the direction we were going in would be a “train wreck.”

The point of the message is while you always have to look for a better mouse trap you never need to throw the baby out with the bath water.  Make adjustments and be as finite as you can but never forget to dance with the one that brought you.


About the author

John Paul Strong:

As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising.

With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.