Used Car Dealer Magazine

JAN 2014

Used Car Dealer Magazine, the official monthly trade magazine of NIADA, offers readers the most current news and info on such topics as industry trends,technology,financing,marketing and dealership operations designed to increase profitability.

Issue link: http://www.usedcardealermagazine.com/i/234633

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MARKETINGM AT T E R S by Russell Trahan ................................................................................................................................................................................................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ ................................................................................................................................................................................................................................................ opportunities. The hang-up for most business owners is they donÕt see how sharing the inner workings of their business will be of value to anyone else. So when speaking, you need to stretch your expertise so it applies to a wider audience Ð not just those in your immediate industry. You donÕt need to delve into the intricate details of how your particular trade is run. There are community. There are numerous hotbutton business issues that continually circulate in the media and spur lively debates Ð minimum wage, unions and mandatory insurance, to name a few. By writing an opinioneditorial that could be placed in daily newspapers with large circulations, you can state your position on a variety of relevant issues and establish a wider range of name recognition. Foster a thriving business community with mentoring: overarching principles that apply to operating any flourishing business, and as an example of the payoff that comes from applying them, you are qualified to educate others Ð while subtly promoting yourself. Speaking at the local level can also spark a larger speaking career. Begin crafting a presentation and approaching the necessary parties to get your voice heard. Stir the pot by writing op-eds: Tossing a bit of verbal kerosene on a contentious conversation is a sure way to get your name to resonate in your What better way to put your skills on display than to take an aspiring business owner under your wing? Businesses thrive when there is a layer of mutual support, and that often involves working together for a common goal: carving a niche in the community for profitable, locallyowned companies. Attend networking events and connect with others who are in the same position you were in before your dream became a reality Ð an individual with an idea and an implementable plan Ð and coach them through the process that you experienced. Business Owner Equals Expert or William, ÒGrand F hanging thefinally OpeningÓ banner on his business was a dream realized. After years of drafting plans and budgets, applying for loans and acquiring capital, he was able to turn his goal of owning and operating a local business into a reality. At a recent chamber of commerce meeting, William found himself in a conversation with a colleague that proved invaluable. While discussing business tactics and customer development techniques, he was clued into a way to generate brand recognition and supplemental revenue he was previously unaware of. As the proprietor, WilliamÕs expertise not only applies to the daily operation of his business, but to the wider scope of finding success in the small business sector as a whole. And in a bipolar economic landscape, there is tangible demand for individuals with proven accomplishments in that area. Here are some ways you, as a business owner, can take advantage of opportunities to leverage your knowledge and employ your unique brand of expertise to build your local reputation as a community leader and secure a stout customer base. Speaking at service clubs: Speaking at local service clubs is a fantastic way to introduce yourself to the professionalminded public and share your business savvy with others. The first step is to research service clubs in your area, and start contacting the necessary parties about guest-speaking 18 / J A N U A R Y 2 0 14 / W W W . N I A D A . C O M .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. .............................................................. Starting a business can be a painstaking and frustrating process. By acting in an advisory role for others, you can help them navigate the some of the roadblocks that come along and create a tight-knit community of proprietors and reciprocal customers for life. Guest columns in local publications: Weekly and monthly tabloid publications are regularly seeking fresh content with local angles to fill space on their pages. Submitting guest columns reinforces your identity as a stalwart in the local business arena. Common topics include commercial trends, regional events or opportunities Ð anything that allows you to provide your unique insight. The readership of hometown newspapers and magazines is extremely diverse. From college students seeking weekend plans to local business magnates in the market for legitimate sales prospects, there is a forum to offer your advice and expertise to a varied audience, which brings a wide-ranging customer base to your doors. Do regional radio interviews: While guest columns and op-eds in print have a longer-lasting impact Ð it is a permanent medium for your thoughts and know-how Ð radio interviews can provide an immediate boon to your profit margins. Connecting with decision-makers at local radio outlets via social media or email is a fantastic first step to contributing in-studio. Many producers and personalities are active at community networking events, and a brief conversation and a number exchange could lead to an on-air interview. Russell Trahan is president of PR/PR, a boutique public relations agency specializing in positioning clients in front of their target market in print and online. For more information, visit www.prpr.net or email mail@prpr.net.

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