Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

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"The future's in the air, I can feel it everywhere,
 Blowing with the wind of change"


We tend to think of change in the automotive business in isolated terms. Some say the Internet has destroyed the automotive business. Now they bemoan Social Media and Customer Reviews.   Some embrace the changes and see opportunities. But the changes we see everyday are something more than that. They are truly universal and apply to all aspects of life.

The Internet and Social Media have made global, local. It has brought together people, ideas, and cultures from all over the world. It has brought down governments. Do you think your small company can resist it?

Instead, I suggest you ride this wind of change and go where it takes you. You will land in a new place but you will not break like the oak that refuses to bend.


This new place may be something you end up smiling about. It will bring you back in touch with the people of your community who love you and you never knew it.

A year ago or so, I was asked to put together a video of the history of my dealership.  My research led me to realize the love of past and present employees and customers that amazed me.  This video played at our "Grand Reopening" after complying with GM's mandatory remodeling.  Over 800 people flowed through our doors that evening.. valued customers, employees, friends and vendors.

The impact a local dealership has on the people and community around it can be truly amazing.

It was all abstract as you pushed your message out to the "masses" through traditional media. But in the new world, you will instead, pull your community into your company and make your employees and customer friends.


Is that so bad?


Written by
 Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 368

Tags: Change, Digital, Internet, Management, Marketing, Media, Reputation, Social


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Comment by Tom Gorham on January 7, 2013 at 5:12am

Thank you Joe.  It was an eye-opener putting together the video.  I saw nearly 40 years of happy people who felt like family.  I met one old fella who said he'd been buying cars here since the beginning and he had some great stories!  This truly is a people business!

Comment by Joe Schwartz on January 7, 2013 at 12:10am


What a great post.  I love the fact that you put people first in your timeline.  Because after all, that's what it's all about!


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