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July 30, 2009 / jasonpinto

Bye Bye to Francie Brady

The 89 Volvo - Francie Brady

Well, I guess it’s true — Our ’89 Volvo could not live forever.

It traveled well over 240,000 miles.  It helped us feel safe when driving through hilly roads during snowstorms.  And it sure looked different than a lot of other cars on the road.

But — with a pile of necessary repair bills staring us in the face, we decided the end had come. The 89 Volvo (nicknamed “Francie Brady” after the very entertaining movie “Butcher Boy”) was done. It was time to go car shopping.

The Dealership Experience

When it comes to marketing, auto dealerships are pretty impressive. I’ve heard horror stories…. about the pressure….about the back-handed deals… the bait-and-switch. But we did not have that experience this week.

Sure, everything about an experience at a dealership screams “Marketing”!

But that’s what they’re supposed to do. To make you feel like you do not want to leave this lot without driving away in a new car.

They use anything they can at their dispense. For us, they pushed heavily on buying before the Massachusetts tax hike on August 1st. They mentioned the Cash-for-Clunkers program (we did not qualify).  They mentioned how hard it was to find the car we were looking for….. how it had been certified.. tested…. in fact, they couldn’t believe that they were actually going to sell that good of a car at that low of a price!

It worked. We bought.

But here’s the thing: when you buy a car, you expect a high-level of marketing to come at you.

But it’s not going to stop there.

I am now ready to receive the postcards that tell me when it’s time to get my oil change… or my xxxx mile tune-up… or to receive 19 warnings about my warranty coming to an end.

But that’s okay. Even if I do not take advantage of those offers, that auto dealership will be in my mind for a long time.

May I steal a trick, or two?

When it comes to marketing our product or service, we might not have the resources of an auto dealership. But we can have the same desires… the same energy… the same (horrible pun alert!!) drive.

Are we doing all we can to convince people that they need our product or service?

Then, once they become customers, are we doing all we can to ensure they are enjoying what we offer? Do we stay fresh in their minds?


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