Blog Posts by Theresa Gorman

Have you Participated in an Experiential Marketing Event Lately?

On Wednesday, November 13, the Automotive Professional Society (APS) of New Jersey, along with the Society of Automotive Analysts, held their Fall Networking Event. It was a moment for those automotive professionals in New Jersey to come together and explore a common issue in a friendly, non-competitive manner. The focus of this APS meeting was to explore the concept of experiential marketing. What are best practices for engaging customers or prospects using these tactics? Can the automotive... R...
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Let's Kick off Auto Show Season!

I attended the 43rd edition of the Miami International Auto Show at the Miami Beach Convention Center. This is truly regarded as the official kick off for auto show season. Miami's show is sponsored by the South Florida Automotive Dealers Association, which boasts over 175 dealers. My experience began with a media launch party on November 7th at the well-appointed Raleigh hotel on Collins Avenue. This event boasted many local dealers, product specialists, show event planners, members of the...
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Living Loyalty... the United People of Subaru™

When was the last time you participated in an event that really made you think about a significant achievement? Not just obtaining a goal, more like transforming your organization's position in its playing field. Not just moving toward greater market share, but keeping your customers loyal once you've introduced them to your brand. Significant achievement is out there. I recognized it as I was fortunate enough to spend a few days at the Subaru of America National Training Conference in...
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Would You Buy a Hybrid Vehicle to Reserve Your Parking Space?

On a recent vacation, I was pleasantly surprised to see that one hotel has specifically designated parking places for hybrid only vehicles. Have you seen these parking spots? Here is an example of a brand reaching beyond the vertical and entering into their customers’ everyday driving experience.The idea of premium parking locations as a premium perk to customers that align with certain characteristics is not new. Retailers have been capitalizing on this concept for years. For example, pull...
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Cultivating Automotive Loyalty Even with Low Volumes - Part II

Identifying with a brand and adopting it is critical for loyal behavior. Moreover, a customer that feels rewarded for their loyalty is more likely to continue patronizing that business.So what are car companies doing to reward their loyal customers? What are they doing beyond interactive websites listing brand news, upcoming events and products? How are they building relationships outside of the dealership? Reaching beyond the service experience and entering into their customers’ everyday...Read...
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Cultivating Automotive Loyalty Even with Low Volumes - Part I

On January 11, 2011 at the World Auto Congress, Polk honored those manufacturers with the highest loyalty for Model Year 2010. For more information about the winners of these loyalty awards, please click here. I had the distinct pleasure of sitting with gentlemen who received half of the model to model loyalty awards. And guess where they are from? I will give you a hint ... you have to travel to the Garden State. Yep! New Jersey showed up strong this year.Do you think it is easier to...
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Marketing Brands Through Product Placement on the Small Screen

Ever notice the brand of vehicles driven by your favorite characters on prime time television? OEMs are betting that you do. Product placement, or embedded marketing, is a veiled form of advertising. Branded goods or services are placed in a context, such as movies, television shows, or news programs. Automobile companies are working the product placement angle more than ever before.  Vehicles associated with a television series is not a new concept. Who can forget the GMC van used by...
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