Achievement: Moved her dealership's entire ad budget to digital, and saw net profits double.
Kristin Dillard, 35
Partner, Team Chevrolet-Buick-GMC-Cadillac
Partner, Team Chevrolet-Buick-GMC-Cadillac
Growing up, Kristin Dillard learned quickly if she wanted to spend time with her father, the dealer principal of Team Chevrolet-Buick-GMC-Cadillac in Salisbury, N.C., she needed to work with him in his store.
Dillard started at the bottom in detail at age 15. She then worked her way through every department, crediting her father for showing her how to be a strong leader. She became the general manager in 2014 and braced the store for the changes ahead.
"We were kind of at the point where we had to change. And it's funny, my dad told me, 'You've got to think outside the box and make this business change,' " Dillard said. "What he meant was some catchy direct-mail thing."
Instead, Dillard axed the direct-mail advertising budget. She cut the TV, radio and newspaper ad budgets, too. She moved the store's entire marketing budget to digital in July 2015.
Instead, Dillard axed the direct-mail advertising budget. She cut the TV, radio and newspaper ad budgets, too. She moved the store's entire marketing budget to digital in July 2015.
Read the full article at AutomotiveNews.com.