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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 (www.nakedlime.com).
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, www.keithshetterly.com