Winter’s Back Says the Almanac

Car problems

Enjoy the beautiful autumn weather while you can, because the Farmer’s Almanac 2017 sums up its forecast with this heading: “Old Man Winter’s Back!”

One of the best opportunities to create traffic at a dealership is seasonal service specials. The transition from warm weather to ice and snow requires maintenance for every vehicle. The first group to contact is your Owner Body through an e-mail blast or monthly service newsletter. If you are not mailing monthly or quarterly to your market with timely service specials, you’re just giving business to your competition].

Another opportunity exists if you have a Collision Center. We are seeing dealers with body shop operations get ahead of the icy driving conditions both in radio ads and through social media contact. Whether – pun intended – it’s a minor ding or major repair, make the driving public aware of your capabilities, especially in helping file claims with insurance companies.

Nobody likes to see businesses shut down because of weather but it happens. Upsell your service department and increase the RO’s to make up for lost days before the weather hits.


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.


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