AutoSuccess
Tier 10 Marketing – A New Kind of Marketing Company
Dealers spend too much money working with too many vendors on disconnected ad campaigns that are often confusing for customers and dealership staff. TV and radio commercials tout one message, and newspaper, direct mail and emails claim another, yet none of the above can be found on a dealership’s website or showroom floor.
Many of the most successful dealers in the country - Penske, Paragon, Hendrick and others – are working with Tier 10 Marketing to implement integrated marketing strategies that promote all of their profit
centers – new, used, finance, service and parts – with a consistent message delivered through all 10 tiers of marketing: traditional, digital, mobile, social, reputation management, publicity, targeted direct mail, niche marketing, merchandising and retention.
One of Tier 10’s most impressive accomplishments is that they are the ad agency that made Paragon Automotive #1 in every brand they represent – Honda, Acura and Certified Pre-Owned vehicles. When Paragon began working with Tier 10, their best month was 36th in the country with Acura, and 17th with Honda. Within nine months, both stores were #1 in combined new and CPO sales in the country and have remained on top for over a year, while also setting records for profitability, CSI and customer loyalty. “We were spending way too much money with 15 different companies who had completely different strategies, messages, look and feel, and now we work with one company who ties it all together with one integrated approach. I spend less, make more and it works,” said Brian Benstock, co-owner of Paragon Honda & Acura in Queens, NY. As a top 20 dealer, Paragon was far from broken, but Teddy Nissan opened after Ted Bessen bought the store when it was only selling 28 cars a month in 2009. Six months later, Teddy was selling over 250 cars a month and had already paid off the initial investment of the store. One thing is for sure, dealers who have an integrated marketing strategy that connects their traditional advertising with the other 9 tiers can spend less money to attract, sell and retain more customers.