The best advertising campaigns have two message components: “Share of Market” and “Share of Mind”. The Share of Market component...

We’re now months into our shared COVID reality. Customers don’t expect businesses to be perfect, but they do expect them to pragmatic,...

By Matt Hayward Tell it … don’t sell it. Few truer words have ever been spoken in the marketing world. The best way to grow your business...

Protecting your brand is essential for any business. But in the time of COVID-19, it’s more important than ever to pay extra attention to...

By Matt Hayward Until recently, a 100% online sales process was something only the most progressive dealers were touting. Many consumers...

By Matt Hayward Although many experts agree the worst is now behind us for the auto industry, May 2020 was still a tough month across the...

CBC has long recommended that dealerships keep a local, up-to-date video and photography library to stand out from competitors. Any...

From a global pandemic, to domestic protests and riots nationwide, to major brands like Hertz declaring bankruptcy, these are the...

Navigating the COVID-19 pandemic is proving to be the most complex marketing environment in our lifetime. There is no precedent for what...

“The measure of intelligence is the ability to change.” – Albert Einstein Change is inevitable. The most successful businesses are those...

If your local grocery store is anything like mine, you’re seeing an eclectic mix of customer face coverings.  Some wear medical-grade...

By Matt Hayward There’s no way to sugarcoat it…these are challenging times for everyone, in the automotive industry and otherwise....

As we all work through the changing landscape of COVID-19, CBC has been writing a lot of copy we’ve never had to write before in our 37...

This is the fourth article I’ve written in two years on the importance of franchised dealers expanding used car marketing efforts in...

Over the past three months I’ve reached out to some of the most successful dealers I know for feedback on advertising and marketing...

Full disclosure: I’m one of the ‘older consumers’ who thinks a lot of advertisers are really missing the target on the largest group of...

By Matt Hayward CBC Automotive Marketing would like to congratulate Archie Cochrane Ford on becoming the #1 new Ford Dealer in the...

Last month I shared ideas on why content/creative is still king.  You can be on every medium, dot every digital ‘I’, saturate every...

Marshall McLuhan was a Canadian philosopher born in 1911.  He passed in 1980 but his treatise on advertising set forth in 1964 is still...

Two of the most important elements of every single advertisement you run in any medium are: An easy-to-remember phone number An easy to...