P+P: Do you have any advice for distributors interested in selling to the automotive market?
GE: Automobile marketing of new cars is generally separated into two segments that will operate at the same time. There are zone promotions and non-zone promotions. A zone promotion is a regional or national marketing program that the brand (manufacturer) is sponsoring and the individual dealership is subscribing to (at a cost). Many times it will involve signage, promotional items and companion advertising support. Many dealerships decide not to join these zone promotions. Those that work with promotional specialty advertising distributors and salespeople to build their own unique marketing are said to be non-zone promotions. So obviously that is where you should focus your attention. Also, many dealerships want to build their own unique brand, not just promote the [brand of] cars they sell. So helping a dealership sell "Bob Smith Fords," rather than just Fords, is critical.