Jumpstart Automotive's CEO and Chairman leads a panel discussion on regional dealer strategies and how they impact national brand marketing.

Automotive is a crowded marketplace and capturing the full attention of the consumer has never been so difficult. Not only are there 37 manufacturers offering multiple vehicles for sale in the United States, there are hundreds of regional dealers that add their own voice to the chorus. How can the efforts of both be more coordinated an impactful?

While OEMs and dealers both seek to reach and influence a consumer who is shopping for a car, OEM's strategy is to reach the in-market car shopper and dealers mainly buy new and used car leads, both are missing opportunities to drive showroom traffice and gain a clear competitive advantage.

Today's panel will address the following questions:

• How does regional dealership interactive marketing efforts impact an OEM's national strategy?
  
• How can these two groups work together to find synergies and to achieve their objectives? What processes, communications and systems need to bein place?
  
• What are some regional approaches that have succeeded?
  
• What are the barriers preventing true alignment of marketing campaigns?

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Jason Harrington, Group Media Director, Team One Advertising; Paul Santello, Senior VP, Managing Director, Carat Fushion; Bob Springer, VP, Director of Media, St. John & Partners

Format: 00:43:19, 39.6 MB, MP3