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Factory and Regional Advertising Events are falling into a serious decline of stale and boring content. When I look at this compilation of elements that the manufacturers create and supply their dealers with, I see a serious disconnect in the “creating excitement” category. Sales Events at the tier 1 and tier 2 level are supposed to be those that drive the buyers to certain products through excitement and promotion. When you see these elements very few of them give you anything to get excited about. Sure they were put together by a lot of big names in the industry at some very big agencies, but do any of them jump out and scream that there is a sale and now is a better day than yesterday to buy a car? Yes everybody wants to uphold their brand image, but what good is a brand image if customers are defecting from your brand to one that appears to be cooler and creates more excitement?
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
