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Marketing and advertising insights for automotive suppliers

Why Should an Automotive OEM Supplier Hire an Ad Agency?
Why Should an Automotive OEM Supplier Hire an Ad Agency?
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To boost your business and help your advertising hit home, that’s why.

Maybe your company has grown from supplying just a few automotive products into a well-oiled, thriving machine. Distribution is ramping up. Customers are happy. You’ve run some ads but they seem like a waste of money. Or maybe you’re a well-known supplier, manufacturing tried-and-true products with the same sales methods. This has worked in the […]
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Three Buyer Behaviors Automotive OEM Suppliers Should Know
Three Buyer Behaviors Automotive OEM Suppliers Should Know
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Are you selling effectively to the B2B buyer?

In the last several years, the B2B buying process has changed dramatically. Buyer’s expectations have changed accordingly. Consequently, traditional sales processes are becoming less and less effective. Selling to today’s savvy B2B buyer requires new thinking. Here are three factors that influence buyer behavior, and how to deal with them. #1: Availability of Information Today’s […]
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Detroit is Becoming a Tech Mecca. Is Your Automotive OEM Supplier’s Brand Keeping Up?
Detroit is Becoming a Tech Mecca. Is Your Automotive OEM Supplier’s Brand Keeping Up?
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How a brand audit can keep you up with the times.

Detroit – most of Michigan, really – has long been the capital of the American automotive industry and where many automotive-related companies are located. Though other U.S. markets have an automotive presence – with assembly plants, R&D facilities, and automotive OEM suppliers – Michigan remains the country’s automotive hotbed, and it doesn’t look like it will […]
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Ranking the Super Bowl 2021 Automotive Commercials
Ranking the Super Bowl 2021 Automotive Commercials
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Finding the middle and crushing those lugers

Vehicle sales are down and sports ratings have been low during the pandemic, but two things remain a constant for the Super Bowl: car companies willing to pay millions for a 30-second spot, and Tom Brady. Like my waistline, Super Bowl LV advertising was affected by the coronavirus this year. Huge brands like Coca-Cola, Hyundai […]
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Ranking the Car Commercials from Super Bowl 2020
Ranking the Car Commercials from Super Bowl 2020
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Here’s to the brands that dared to be different

Is it me or are Super Bowl commercials not as creative and memorable as years past? Are brands playing it safe so they don’t get trolled on social media and the dreaded USA Today Ad Meter on Monday? Are they feeling sheepish after spending more than $5 million of the client’s money on 30 seconds? […]
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Internal Branding Tips for Automotive OEM Suppliers
Internal Branding Tips for Automotive OEM Suppliers
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Employees must be living embodiments of the brand promise.

A zen philosopher once told me, “The brand is the organization and the organization is the brand.” Yes, we are all one. But let’s not join hands and sing just yet. Developing and protecting your brand takes work. It’s a promise to your customers. And it will all go down the drain if you don’t […]
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The Best Car Commercials from Super Bowl 2019
The Best Car Commercials from Super Bowl 2019
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A few bright spots that stood out from the snoozefest on the field

Spending outrageous sums of money for a Super Bowl spot. It’s a time-honored tradition that’s a little strange. Kinda like using Roman numerals instead of actual numbers. This year, advertisers shelled out around $5 million for 30-seconds during Super Bowl LIII. While the Big Three automakers here in Detroit decided to spend their ad dollars […]
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Take It From Me(s), OEM Automotive Supplier Brand
Take It From Me(s), OEM Automotive Supplier Brand
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I interviewed myself, and agreed with everything I said.

AlterErnie: What’s so great about writing a blog? Ernie: It’s therapeutic. AE: How so? E: I vent about things that bother me in the otherwise awesome business I’m in. And after four decades of doing it, I have a lot to get off my chest. AE: So why a blog for automotive OEM suppliers? Why […]
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Don’t Let This Happen to Your Automotive OEM Supplier Brand
Don’t Let This Happen to Your Automotive OEM Supplier Brand
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How to "improve" the greatest automotive print ad ever created.

Oh, what could’ve happened to the legendary VW “Think small” ad. I can only imagine the stunned faces of clients seeing this for the first time. But I bet they were smart enough to listen to and trust the agency’s rationale for simplicity—while promoting the car’s unique selling proposition. Back in 1963, Communications Arts ran […]
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23 Quotes for Every Automotive OEM Supplier Brand
23 Quotes for Every Automotive OEM Supplier Brand
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They’re some of my favorites on branding, advertising and messaging.

1. “An ad is finished when you can no longer find a single element to remove.” Robert Fleege 2. “I’ve learned that any fool can write a bad ad, but that it takes a real genius to keep his or her hands off a good one.” Leo Burnett 3. “Stopping advertising to save money is […]
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