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The Single Most Interesting and Important Thing at DD11 that You Probably Missed

What did I see that was so important?  What was The Single Most Interesting and Important Thing at Digital Dealer 11?  I think a lot of folks missed it, though it was hard to walk by people in lime green shirts--standing around a fifteen-foot lime green tower!--without noticing SOMETHING was up.

I'm talking about Naked Lime (

You can't get a full sense of this from just a press release or FAQ.  You can't understand this as the "old Reynolds, repackaged" because that is NOT what this is.  You can't limit yourself to Reynolds Web Solutions:  RWS IS DEAD.  And this new animal is far stronger, wider, and fleet of foot than anything else out there covering the same parts of the automotive marketing space.

First, this is an independent business unit (IBU) that will work with ANY DMS.  Or, really, any vendor at all. And that's NOT the "old Reynolds" way.  If you have ADP, you can work with Naked Lime.  If you have VIN Solutions CRM, you can work with Naked Lime.  If you are doing websites from TK Carsites, you can work with Naked Lime.  If you are using Reynolds DMS, you can still work with Naked Lime.  The list is endless, really.

And what is Naked Lime, if not "Reynolds, repackaged"?  It's all the best parts of that old organism--but set free to innovate and develop more dealer-oriented solutions rather than the old DMS-enabled solutions.  That part is just beginning, really, but the team is fantastic.  They don't even put titles on their business cards; they are All One In This Effort.  

As to the services of Naked Lime, well, it's like this:  Make a combination of the old Reynolds Web Solutions and Web Services, Managed Marketing Solutions, and Managed Advertising Solutions.  Strip out the Reynolds DMS thinking and replace it with dealer-centric innovation.  Add Zimmerman Advertising.  Enable all this as in IBU.  And you instantly get a beast that can deliver TODAY and has ENORMOUS (unmatched, in my view) promise for the future.  

Expect market gains for this company like no other in the next two years.  It's well funded and full of smart people.  I had the pleasure of talking to Keith Hill of Naked Lime for quite a while at their booth, and just the positive energy and excitement of him and the others there tells a lot.

It's not Your Old Reynolds at all.  It's set free and uncaged.  It's powerful, strong, and fast.  It's "bold, fresh, and innovative".  It's raw and green.

It's Naked Lime!

by Keith Shetterly, Copyright 2011

All Rights Reserved,


Views: 1049


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Comment by Nicole J. Case on October 24, 2011 at 5:04am

I appreciate that, Ralph! You have always been great about encouraging me to participate more on ADM.  I see myself as an operations person and not so much a 'social' person, but I will work harder to participate more along with my team members.  I think it is a great idea that we post success stories or case studies as they come.  Thanks for the support and look forward to seeing you at NADA 2012, if not before.

Comment by Ralph Paglia on October 21, 2011 at 5:56pm
Nicole, I hope you realize that a lot of us, including me, are rooting for the Naked Lime team... The concept is great, and you have many knowledgeable and experienced automotive professionals on your team.  Besides all that, I am a big fan of yours and know that your management skills and team building competency will lead to good things coming from funky green fruit! I would love to see you post some of your success stories and share what is working at Naked Lime right here in the ADM Professional Community.

Comment by Nicole J. Case on October 21, 2011 at 2:05pm

Keith,  Thanks for taking notice!  I couldn't have said it better for what our expectations are around this new division.  We already operate differently and bringing all these assets together in a new division, allows us to take it to the next level. 

Ralph, I hope I am on your list of long time friends : )  I don't think we have to catch up.  We are as good or better than what is in the market today.  I understand you may have a different opinion being with Tier 10.  You are right about Zimmerman - that is where we come in to bring those advantages to the individual dealer.

I am excited to show everyone the completeness of the marketing and advertising solutions we have at Naked Lime and the results we can get for dealers!

Comment by Ralph Paglia on October 17, 2011 at 1:09am

I have several long time friends and colleagues from my years working at Reynolds and Reynolds who are part of the Naked Lime team... They are good people who know their craft.  We should be eager to see what they come up with from a product and service perspective, and if the ownership of the business unit will allow them the autonomy to become a viable digital marketing solutions provider.


I have little doubt about the capability of the team, but wonder if they will be able to catch up with the rest of a very advanced segment in the automotive space... The Zimmerman connection is not something i would automatically consider a plus.  Big corporate monoliths do not readily provide individual dealers with many advantages.

Comment by Keith Shetterly on October 13, 2011 at 8:53am
Tom, I think any effort like this deserves consideration for a full endorsement.  After talking to them and looking at what they have, I felt it was worth my $.02 on it.  NOW they have to deliver on the promise of this new IBU, which I think they are totally capable of doing.
Comment by Tom Gorham on October 13, 2011 at 8:45am
That's a pretty powerful recommendation Keith.  I, for one missed them at DD11.  I saw their green shirts but didn't get a chance to talk to them.  I'll be looking them up...
Comment by Keith Shetterly on October 13, 2011 at 3:36am
Jason:  COMPETITION!!!  Just what we need more of.  Exactly.
Comment by Jason Manning on October 12, 2011 at 11:52pm
I think you're right Keith.  The DMS companies will run into stiff competition in the near future.  Other companies will rise with Open Source or cost effective programming solutions.  We've entered a Programming Age and anyone can assemble a programming team.  That field is getting real level.  Dealers should pay attention to this change.  Costs will fall and strategies with data will be reinvented as they fall into the hands of more competitive companies and dealers that have a say.  This is coming full circle.  I like what I see.
Comment by Keith Shetterly on October 12, 2011 at 6:27pm
Eh.  If I wanted to, I could hate on many products in this space because _(fill in the blank)_ owns them.  Regardless, yes, time will tell.  However, Bob Brockman didn't do all this because he intends to make a "new UCS" and succeed.  I think he did all this because he has realized, perhaps early enough and with a good plan, that in the next five years technology and tool advances will eventually make even the DMS fiefdoms vulnerable to strong competition.  One could look at the ADP/Cobalt mix (?) as ADP's own step in that direction--and Brockman seems to have understood that particular, er, "digestion"'s pros and cons very well.  And opted out of it.  I wish Naked Lime the best!

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