What an amazing video! Here is proof that compelling imagery can elicit deep emotion. By capturing the essence of father / son conflict and their mutual passion for cars, this Subaru ad connects with viewers on many levels.

Now is a good time to look at your marketing to see how you can use emotion to connect with buyers. Here are three ideas to kick-start the process:

• Use social media to create a parent-child photo contest with their car(s) - off-road, at the track, near a landmark, etc
• If you are a volume brand, host a hand-me-down car party - Toyota had a whole ad series on inherited cars a few years back. This could also be done in conjunction with a bigger car show the dealership is sponsoring
• Host or sponsor a parent-child maintenance & safety clinic, especially if you have a brand that targets young buyers. Partner with M.A.D.D., local law enforcement, or similar to help educate

In the modern era, screaming radio ads on Saturday morning and big 'sale' flags aren't enough to capture and maintain a competitive advantage. It's cliche', but still true - you have to think outside the box to get them into the box.

Tom LaPointe CarChat24 Marketing Consultant

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Managed Chat, Backup Chat Support, and chat software options 727-638-0195

A U.S. Marine Corps veteran, Tom has an MBA in Marketing and is an automotive writer and author with nearly 20 years experience in virtually every aspect of the retail auto industry. He has been involved with the internet from the beginning, building websites at Johns Hopkins University in the 90's, and has been a performance leader in nearly every dealer role, from sales and service, to BDC / internet sales and viral marketing.