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: 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.


Would you like to share your thoughts?

Your email address will not be published. Required fields are marked *

Leave a Reply