Team Pericchi Advertising

          Team Pericchi Advertising

          Team Pericchi Advertising


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          Promoting Your Dealership to Create Name Recognition

          Promoting Your Dealership to Create Name Recognition

          Promoting Your Dealership to Create Name Recognition

    It’s time to get creative for 2011. Do something you haven’t done in the past. This is what will make you and your store stand out from your competitors to potential and current customers. You want your current and potential customers to always think of you and be reminded of something good you did when they start looking for a car to buy.


    You may be sponsoring various events in your community already, but do people remember you sponsored it and talk afterwards to their families, friends and coworkers about the experience they had? Think back about something good you have experienced in the past. It is easy to remember, isn’t it? Why is that? Was it because it was something you probably didn’t expect to happen but did, and it resulted in a great feeling?


    When you surprise people with something nice and totally unexpected, they will remember it very easily. It impresses them. It feels good to get something for nothing just because you were in the right place at the right time. What can you do differently to enhance your customer’s perception of your dealership?


    For example, I have seen dealerships send employees dressed in dealership branded attire unannounced at a social event in their community like a local high school football or baseball game and hand out $1 coupons to be used at the refreshment stand. The customers don’t need to know you have worked out a deal with the school to reimburse them for all the coupons they collect at the refreshment stand. This not only improves their sales and helps them raise more money to fund projects at the school, but it promotes your dealership in a non-traditional format to hundreds of people in a short time span.


    Another way to promote the store is to work a deal for the breakfast or lunch rush time with some of the best local restaurants to give the customers their drink, donut or even their lunch free at checkout time. It is not advertised but is made known to the customer at the checkout only after you have paid for it. This is a relatively inexpensive way to advertise and get people to talk about your store. People love getting something for nothing, and they will tell 10 people about what happened. Doing this periodically around town on a random basis with other local merchants will have people trying to figure out where you are going to be next and when.


    Have you thought about going around your community and talking to your fellow businesses about joint- and cross-marketing? Most businesses are very receptive to this, as it will only help promote their business also. You can hand out coupons for other businesses in your service department or showroom. At the same time, the other businesses will be handing out your coupons at their businesses. You will normally hit a larger audience and generate more buzz about your store this way compared to an ad in the local paper.


    The promotion or coupon you use must be able to generate an immediate effect on the customer and/or have a very short time frame in which to use it. This is the only way you and the other businesses will know it is working. It may not generate much the first time you do it, but repetition of promoting your store in this manner should generate buzz.


    Again, some of you may already be doing something like this. If you are, try to figure out a different twist to it to keep the public talking about your store. Keep it consistent, and make it easy with no strings attached. The public is tired of gimmicks; they will not embrace it if they always have to do something to get something free. Make sure you keep it unexpected.


    Sit down today and think about what you are accomplishing with your advertising and promotion dollars. Remember, advertising is different from promoting yourself. Promotion is there to give you name recognition and must be practiced continually to maintain your presence in the market. Advertising is geared to motivating someone to do something today. You and your dealership need a mix of both. Promotion works for the long term and assists your current advertising in achieving better results.



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          Chevy Making Strides Against Breast Cancer at NASCAR

          Chevy Making Strides Against Breast Cancer at NASCAR

          Chevy Making Strides Against Breast Cancer at NASCAR


    DETROIT – A yellow flag at two upcoming NASCAR Sprint Cup Series races will generate some green to fight breast cancer.


    Chevrolet will make a $200 donation to the American Cancer Society for each caution lap that a specially themed pink Camaro SS pace car runs in upcoming NASCAR Sprint Cup Series races at Atlanta Motor Speedway and Richmond International Raceway. The Atlanta race begins 7:30 p.m. Sunday (televised on ESPN). The Richmond race is 7:30 p.m. Sept. 10 (televised on ABC).


    Chevrolet's commitment to battling breast cancer won't stop on the track. In its centennial year, the brand is partnering with the American Cancer Society’s Making Strides Against Breast Cancer initiative leading up to October, which is national Breast Cancer Awareness Month, and Chevy’s Nov. 3 birthday. Other Making Strides Against Breast Cancer events will be announced later.


    “For 100 years, Chevy has been helping people along the journey of life in countless ways,” said Alan Batey, Chevrolet vice president, Sales and Service. “But as we all know, sometimes life’s journeys take detours or end too early. Together with our race fans, Chevrolet wants to help the American Cancer Society create a world with less cancer, more birthdays and longer journeys.”


    Currently, Chevy driver Jimmie Johnson (No. 48) is tied for the lead in NASCAR Sprint Cup Series points. Johnson is the defending NASCAR Sprint Cup Series champion and winner of five consecutive championships.


    About Chevrolet


    Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 4.25 million vehicles in more than 120 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. The Chevrolet portfolio includes iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs such as Silverado and Suburban; and award-winning passenger cars and crossovers such as Sonic, Cruze, Malibu, Equinox and Traverse. Chevrolet also offers "gas-friendly" solutions including Cruze Eco and Volt. Cruze Eco offers 42 mpg highway while Volt offers 35 miles of electric, gasoline-free driving and an additional 344 miles of extended gasoline range, according to EPA estimates. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions and OnStar availability can be found at


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          Cadillac Recognized as a J.D. Power 2011 Customer Service Champion

          Cadillac Recognized as a J.D. Power 2011 Customer Service Champion

          Cadillac Recognized as a J.D. Power 2011 Customer Service Champion


    One of only 40 brands to receive this distinction in United States


    DETROIT – J.D. Power and Associates recently named Cadillac a J.D. Power 2011 Customer Service Champion, making Cadillac one of 40 brands honored this year for outstanding customer service.


    J.D. Power chose the 2011 Customer Service Champions from more than 800 brands in 20 major industries based on customer feedback, opinions and perceptions gathered primarily from J.D. Power’s syndicated research and supplemental research.


    The report measured five key customer touch points: people, presentation, process, product and price. The 40 distinguished companies represent the highest-performing companies that deliver service excellence to U.S. customers — both within their respective industries and across all industries measured, Power said.


    The recognition comes as Cadillac and its dealers begin this month a second round of training programs for sales and service consultants with luxury hotelier Ritz-Carlton, also a J.D. Power 2011 Customer Service Champion. Cadillac partnered last year with the Ritz-Carlton on the first series of training programs, called “Defining Moments,” aimed at elevating the customer experience in showrooms and service departments.


    In February, Cadillac also launched the Cadillac Shield program, which ties together the brand’s suite of ownership benefits. Cadillac Shield includes Cadillac’s four-year, 50,000-mile bumper-to-bumper and five-year, 100,000-mile powertrain warranties. In addition, it provides maintenance on many frequently required services for four years or 50,000 miles as well as 24-hour roadside assistance and courtesy vehicle transportation during the powertrain warranty period.


    “Cadillac and its dealers have made a concerted effort to provide luxury buyers with a heightened level of customer service both during and after the sale,” said Kurt McNeil, vice president of Cadillac sales and service. “We’re honored to be recognized by J.D. Power and be included among this elite group of companies for customer service.”


    In 2010, Cadillac ranked second among automotive brands in the J.D. Power and Associates Customer Service Index (CSI) Study, which measures the satisfaction of owners who visit a service department. Cadillac also ranked second last year in the J.D. Power and Associates Sales Satisfaction Index (SSI) Study, which measures satisfaction with the new-vehicle purchase experience.


    The Cadillac Escalade received top honors in the Large Premium Crossover/SUV category of the J.D. Power and Associates 2010 Initial Quality StudySM (IQS), which measures the number of problems consumers experience during the first 90 days of vehicle ownership. Lansing Grand River (Mich.) Assembly, which makes the CTS and STS, received the study’s Bronze Plant Quality Award for North and South America.


    About Cadillac


    Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at


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          A Scalpel Doesn't Make You A Brain Surgeon

          A Scalpel Doesn't Make You A Brain Surgeon

          A Scalpel Doesn't Make You A Brain Surgeon

    A Scalpel Doesn't Make You A Brain Surgeon


    When someone mentions Mac, what do you visualize? Most people picture the clean white apple logo. That iconic logo is a part of Apple’s corporate identity, which is made up of visual elements that create an overall unique feel of the company. A good corporate identity creates a lasting impression that sets you apart from the competition.


    Many businesses tend to think of branding and identity as a secondary concern and either put off creating a solid corporate identity or go for the quickest or cheapest option available. That usually means buying a logo template from an online logo shop. But having a scalpel doesn’t make you a brain surgeon, and having a large selection of clip art or an image editing program doesn’t make you a graphic designer.


    While a stock or template logo may be tempting, most are rather bland or cliché and don’t create a strong impression. Stock art also tends to repeat certain motifs and design elements, allowing one logo or several similar logos to be used by other companies. This can cause brand confusion and can cost you customers or clients if they can’t distinguish your brand from others. Another serious issue, especially with online logo templates, is plagiarism – many sites have been reported for using copyrighted images and fonts which could cause a legal hassle for any business using them unaware.


    A much better option is to hire a corporate branding company to create your logo and business identity. A design company will usually cost more up front than a print shop or template design, but a professionally designed corporate identity will pay for itself many times over. Two great examples of this are Apple and Nike – people recognize both from just their names or iconic logos and are willing to pay more for their products because of the image associated with those companies. Other companies may make better shoes or smartphones, but they have to work to overcome the problems of a weaker brand and identity before the average consumer will even look at their product.


    Of course you need a great product and/or a valuable service to go with your brand, but starting out with a designer to craft your identity will add value to your company and help it flourish. You will benefit from the knowledge of someone who has experience in design and branding and knows which types of images and colors work best for certain industries, and you will have a high-quality and innovative design scheme for your logo, website, brochures, business cards, and other pieces. This will help give your company a well-established and successful image which will help bring success and profitability by attracting first-rate clients.


    By working with a competitive branding company, you also benefit from the human . Instead of choosing from a list of templates you will be working with a specific designer. You will not only have a real custom logo and identity package that reflects your business and its vision, but you will also benefit from excellent customer service. If you have questions or problems, then you can get in touch with a real person who is able to address them quickly. You will also benefit from quick turnaround times for any revisions or designs, because you are seen as an individual client with unique needs instead just another number in a queue of orders.


    If you are currently creating or expanding a business, then it only makes sense to contact a professional design company to see what they can do to help create and build your corporate identity.


          Social Media: The Three Big Myths

          Social Media: The Three Big Myths

          Social Media: The Three Big Myths


    Customers and marketers alike are enthralled by social media. But can companies capitalize on it to acquire new customers?


    by Blaise James and Jim Asplund


    Today, Facebook has more than half a billion active users; Twitter users send more than 140 million tweets per day; and other social media outlets boast millions more logging in every day. That's an enormous marketing forum, and organizations of all types have invested a fortune into using social media to acquire customers. But does that approach actually work?


    Not in the way you might think. Recently, Gallup conducted research with more than 17,000 social media users -- evaluating everything from the latest mobile social media apps to old-school word-of-mouth. We discovered groundbreaking new insights into how people interact with social media and into its effectiveness as a marketing tool.


    These findings debunk three big myths regarding social media: that it effectively drives customer acquisition, that social networkers are all the same, and that social networking is an online-only phenomenon. But more important to companies spending tons of money on social media initiatives, Gallup's research also suggests practical actions that can make these efforts more effective.


    Myth: Social media initiatives drive customer loyalty and acquisition.


    Fact: Engagement with a brand drives social engagement.


    This first myth cuts to the core of what organizations want social media initiatives to accomplish: getting new customers and keeping existing customers. Yet according to Gallup research, brand-sponsored social media initiatives have very little impact on consumer decision making. Nor do they drive prospective customers to consider trying a brand or recommending a brand to others in their social network.


    Brand-sponsored social media initiatives don't have much influence on a customer's deep rational and emotional attachment, which we call customer engagement. Gallup analysis shows that it works the other way around: Customer engagement with a brand drives social engagement, the degree to which customers will work for or against your company or brand within their social networks.


    And customer engagement can't be won solely with an app. Gallup research has found that customer engagement is the result of the fulfillment of four psychological needs and three rational needs. For a company to benefit from social engagement, it usually must create customer engagement first.


    The more emotionally attached customers are to your organization, the more likely they are to resolve tension between their positive and negative beliefs -- what psychologists call cognitive dissonance -- about your organization in your favor. That's because as your most engaged customers use your product, service, or brand, it becomes part of their own identity -- something psychologists call symbolic self-completion. When this happens, criticizing that product is tantamount to criticizing themselves.


    The most frequent type of social networking is still analog -- face-to-face or over the phone.


    That's why you need to go beyond measurements of rational satisfaction or recommendation-based metrics like Net Promoter to understand the rational and emotional factors that bond customers to your brand. Building on this understanding, our analysis revealed these key points about customer behavior:


        Customers are more predisposed to be positive about your organization and more willing to work on your behalf with their social networks than are prospects, who are less engaged with your organization.

        Customers are more likely to give you a pass when they have something negative to say, particularly if they are highly engaged. About three-fourths (74%) of fully engaged customers had positive social engagement (engaging their social networks in a complimentary way) and no negative social engagement (engaging in a derogatory way) about a brand, product, or service. In contrast, only 1% of actively disengaged customers had positive social engagement with a brand, product, or service, while 14% had negative social engagement.

        Prospective customers are much more likely to try your product or service or advocate on your behalf if they hear good things about you from an engaged customer in their social network. Prospects are most likely to rely on people they have close relationships with or trust, such as a spouse or family member or an expert. They are much less likely to trust online or TV advertising or corporate-sponsored Facebook pages or Twitter feeds. (See graphic "Key Influences on Customer Decisions.")


    If your organization is considering whom to target with its social media initiatives, keep these key points in mind:


        You're less likely to engage prospects directly through social media. Encourage or guide your current customers to advocate on your behalf instead.

        Focus your efforts on your most engaged customers because they are the most likely to advocate on your behalf and the least likely to criticize you.


    Myth: Social networking is an online-only phenomenon.


    Fact: Social networking predominantly happens offline.


    Ten years ago, customer advocacy circles talked about creating "buzz," finding your "hubs" or "worker bees," and relying on "herd instinct" to distribute favorable word-of-mouth for your organization. Then, just as marketers were trying to dollarize these efforts, shiny, fast, and trackable digital social networking platforms emerged and appeared to provide the solution. Yet we're still talking about the same thing: how to dollarize word-of-mouth efforts within social networks, albeit through digital social media channels.


    It's important to note the difference between what we mean by social networking and social media. Social networking is the act of engaging a social network; social media comprises the channels through which people network. This leads us to some bad news for the digerati: Digital-only social media initiatives are leaving far too many prospects and customers untapped. Our analysis suggests that the most frequent type of social networking is still analog -- face-to-face or over the phone. This holds true among all types of social networkers, even younger social networkers (which we'll cover in part 2 of this article).


    When organizations plan their social networking initiatives, too many of them mistake the media for the message. They seek to drive specific business outcomes by managing infinitesimal online response metrics like followership, app downloads, hashtags, or click-throughs rather than creating content or ideas that resonate with their prospects or customers and fostering engagement regardless of the method or channel.


    What then is the key to effective social networking? Don't confuse the channel for the desired outcome. Social engagement can and must be measured and managed across all channels -- online and offline.


    Myth: All social networkers are the same.


    Fact: People use social networks in very different ways -- and for very different reasons.


    Marketers have customer segmentation down to a science. Today, they can target and approach prospects based on small clusters of highly focused similarities. Some organizations even talk about full customization -- segmenting and targeting down to the individual consumer.


    Yet this same methodology isn't typically used in the social media space. Instead -- bowing to the argument that "everyone is doing it, so we should too" -- many organizations approach social media as a tactic in search of a strategy.


    But using mass tactics to reach consumers implies that all social networkers are the same. They're not. Gallup research shows that social networkers have different intrinsic reasons why and how they use their networks. They won't change those to fit your organization, so the key is to understand these differences and align your initiatives to them.


    In part two of this article, James and Asplund will address how social networkers are different and provide practical actions companies can take to drive social engagement.


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          EcoSmart Surface Technologies to Provide Flooring for VA Medical Centers & Military Facilities

          EcoSmart Surface Technologies to Provide Flooring for VA Medical Centers & Military Facilities

          EcoSmart Surface Technologies to Provide Flooring for VA Medical Centers & Military Facilities