Year End Plan…Ready?

Happy Honda Days and Toyotathon

The time is now for making sure your plans are in place for what could be one of the biggest Year End Sales ever.  With a full-week of sales due to Christmas being on a Sunday, the opportunity for shoppers is wide open.

We are already receiving updates from the factories outlining advertising plans for traditional sales events from Toyotathon to Happy Honda Days (which goes into effect on November 1st – that is a first).

With many TV markets emerging from restricted broadcast inventory the past 60 days due to elections, the traditional retailers whose businesses depend on holiday sales will be clamoring for time, beginning at Black Friday through year-end.

One thing we know with certainty about the time period after Christmas: there is more available discretionary cash in the consumers’ hands than any other time of the year.  If you have not confirmed your broadcast buys for November or December, we advise you to do it now.


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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