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:

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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