To the readers of Dealer Marketing Magazine, happy December! You know, I’ve been thinking about what to write about in this month’s column and one thing that immediately comes to mind is that I continue to be dismayed by the negative and foreboding news that seems to flow out of Detroit and the auto industry with seemingly no end in sight. Frankly, it is awfully hard not to become consumed by the negativity and I often think how refreshing it would be to read stories about dealers in the trenches who are doing well. Call it success stories or whatever you wish, but I think it is time that our readers and “car guys” as a whole make a concerted effort to seek out something positive about this industry.

I know for a fact that there are dealers who are doing well despite the “doom and gloom” and their success is probably due to a combination of marketing savvy, brand plates, geographic location, inventory management, and a cheerful receptionist…heck, who knows! My point is that we want to know about these guys and we want to know what they are doing that is working well for them. We are a marketing pub and I know that most dealers are working overtime trying to find that perfect marketing mix that makes in-market shoppers want to come to their showroom. I bet there a ton of our readers, everyone from industry folks and auto groups to OEMs, who would find it refreshing to learn and read about dealers who are doing well. I know I sure would. So, let it be known that the folks at Dealer Marketing Magazine are on the lookout for any stories that describe a positive situation about dealers in the trenches who are making a difference and succeeding doing it.

It doesn’t have to be an editorial masterpiece; our editorial team will take care of that, but I want to hear from you. You could be a service manager who is finding success with a particular email marketing campaign that is compelling and boosting service revenue or perhaps you are a GSM who has developed a magic potion that compels customers to buy a ton of aftermarket accessories! You get my meaning, right? We are all hopeful and optimistic that 2009 will provide enough opportunities that will allow us to all succeed. We just need those floodgates to open up and release that pent-up consumer demand for vehicles.

In the interim, lets look at positive dealer situations so we can learn from them so that our marketing campaigns and business approach is finely-tuned and ready for the next shopper to walk onto the lot. If you have an idea that is working and want to share it with the rest of the Dealer Marketing readership, feel free to call or email me directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or 888-385-7526. If it’s a “goody,” we may just publish it in next month’s issue. Happy holidays everyone and thanks for supporting our magazine!