Stay Loyal to Harvest Loyal Customers

Strong Trucks


In a review from analyzing data from the first 9 months of 2016, the loyalty level for truck owners purchasing another truck was at 74%.

What I found interesting was the significant drop-off in other segments as vans came in at 52% with compact SUVs sitting third at 47%.  It hardly seems necessary to mention that every car segment continues to lag behind these numbers.

The lesson to be learned from the above trends is two-fold:

  • the necessity of staying in contact with your owner body through the course of ownership and building loyalty to your dealership, and
  • attracting a new following based on the lack of brand loyalty.

In other words, your efforts are sowing seeds to increase your crop of shoppers, those you know and those who are looking.  There is a new crop to be harvested every day.

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.


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