We want to promote a new CRM software to new car automobile dealers
and can't afford a major media campaign.  The product has been proven
successful with 100% retention in 50 installs over two years.  We need
to use guerrilla marketing techniques to reach opionion leaders,
editors and others who could help us spread the word to management of
the 30,000 new car dealers in North America.

How do we identify, and promote to, the opinion leaders, writers,
editors, associations, and industry groups connected with new car
automobile dealerships?

Greetings Rtc1940:

After examining many auto sites and magazines, I believe the most
direct and effective way to gain the attention of the owners of
automobile dealerships would be to advertise in Auto Exec, the
magazine of the National Automobile Dealers Association (NADA).  Their
online address is http://www.nada.org

The magazine URL is http://www.aemag.com/ and their advertising rates
and departments are accessible from http://www.aemag.com/advertising/
 
Print (Monthly) 
http://www.aemag.com/advertising/adv_print_monthly.html

Print (Annual NADA Convention Guide) 
http://www.aemag.com/advertising/adv_print_conv.html

autoexecmag.com (Monthly) 
Contact form http://www.aemag.com/advertising/adv_autoexec_monthly.html

autoexecmag.com (Online Convention Daily) 
Contact form http://www.aemag.com/advertising/adv_autoexec_daily.html

NADA-TV 
http://www.aemag.com/advertising/adv_nadatv.html

Also, visit their demographics page at
http://www.aemag.com/advertising/demographics.html for numerous facts
and reader statistics.

*************

If this is too pricey for your budget, I would appreciate the
opportunity to suggest other avenues of marketing.  Should you require
a clarification of any of the links or information I have provided,
please request it and I will be happy to respond.

Best regards,
journalist-ga


SEARCH STRATEGY:

NADA
Auto Exec magazine
Auto dealers associations
national automobile dealers
auto dealer magazine

---

Request for Answer Clarification by rtc1940-ga on 17 Jul 2003 04:22 PDT

We are already participating with NADA and are aware of their
magazine.  It may be that they are the only game in town nationally,
but I was hoping other opportunities might be out there.  That might
include dealer groups, regional associations, automobile service
training organizations or similar.  Could you drill a little deeper?

Thanks.

---

Clarification of Answer by journalist-ga on 17 Jul 2003 08:22 PDT

I'll be happy to drill deeper and I'm glad you're aware of Auto Exec. 
It does seem to be the best industry publication for your needs.  I'll
examine additional possibilities for you during the next few days and
report back with my findings.

Best regards,
journalist-ga

---

Clarification of Answer by journalist-ga on 21 Jul 2003 07:57 PDT

I searched for public databases and located a few possibilities.  NADA
(National Automobile Dealers Association) lists links to all state
ADAs at http://www.nada.org/Content/NavigationMenu/State_Metro_Dealers_Association/StateandMetroAssociations/StateandMetroAssociations.htm

From there, I clicked on "Alabama" and the results brought up a more
comprehensive listing for each state at
http://www.nada.org/Content/NavigationMenu/State_Metro_Dealers_Association/StateandMetroAssociations/StateandMetroList.htm#al

When you click on a state, you are taken to the website of that
state's ADA where member lists may be available.

*********

Yahoo offers the listing directory for over 12,000 dealers beginning
at http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Automotive/Dealers/By_Region/U_S__States/

When you click on a particular state (and you can see how many dealers
are listed in each state at the directory page) you will come to a
page like the one for Iowa
http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Automotive/Dealers/By_Region/U_S__States/Iowa/
that shows "Cities"  "Counties and Regions" and "Complete List". 
Click on complete list (EX:Iowa) and you'll see each dealer's web site
link listed - http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Automotive/Dealers/By_Region/U_S__States/Iowa/Complete_List/

Using this drill down method, you could easily compile you own contact
database from each state's listing.

***********

DealerNet.com advertising query contact form (advertises to 7,000+
dealership sites)
http://dealernet.com/about/adbanneradvertising.cgi?session_id=200320236883904

***********

Also, by searching

ADA automobile dealers

you'll see the majority of results will return Automobile Dealers
Associations from various states.  View
://www.google.com/search?hl=en&lr=&ie=UTF-8&oe=UTF-8&q=ADA+automobile+dealers
to see the beginning of those results.

***********

Dealer Magazine contact form is located at
http://www.dealer-magazine.com/contact.asp - they may be a good
resource for a review that would be seen by many dealers.  You would
need to inquire about software reviewers they publish.

***********

It will take some time to build the database and, once you have the
contact information in place, you can choose USPS, email or fax of a
press release-type document aimed at your key dealers.  You might also
consider sending a sample copy of your software to a few large
dealerships in exchange for their permission to use their comments
about the product.


Should you require a clarification of any of the links or information
I have provided, please request it and I will be happy to respond.


SEARCH STRATEGY:

car dealers database
ADA automobile dealers
software reviewers automotive industry
automobile dealer magazine