Free Idea Friday

Ideas are easy. Execution is hard. Every Friday I will share an idea that's been rolling around in my head that I have neither the time nor the where-with-all to execute. Remember, it's free, so take it for what it's worth.

What Toyota Dealers Should Have Done

It's been said, that you never have a better time to create a customer for life than when you have a problem. How you deal with that problem is the key. So instead of complaining about negative news stories and pulling their ads, Southeastern Toyota dealers should have been on the air, letting their customers know that they're ready to take care of them.

Here's an idea for a spot delivered by the owner of the dealership in each market. (Click on the spot to make the image larger) As he walks toward the camera through the parking lot of his dealership, customer cars pull up beside him and stop (as they're supposed to). The owners get out of their car and after the dealer delivers his message he meets with the owners to help them with their cars.

Simple and direct. No complaining. No trying to weasel out or lay the blame elsewhere, just a neighbor ready to step up and make things right.

That's what Toyota needs now. Not a bunch of cry-babies who can't handle a little negative publicity.