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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.