Brad King’s Post

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

Michigan dealership group takes branding to the skies with hot air balloon. Zeigler Automotive Group goes above and beyond to spread the word about their dealerships. Literally. Flying high above billboards and car lots, a hot air balloon emblazoned with the name of the Kalamazoo, Mich., dealership group dances through Midwest skies every summer. In an increasingly competitive market following the inventory shortage, Zeigler's balloon advertising strategy is to connect positive emotions with their brand, said Sam D'Arc, Zeigler's COO. "We buy from people that we trust and that we have an emotional connection with. That is what the balloon does," D'Arc said. "I have never seen someone watching a hot air balloon who doesn't have a smile on their face." The dealership group bought the custom balloon in 2021 for about $75,000 and it will last about 15 years, CEO Aaron Zeigler said. Pilot Derrick Jones flies it almost every weekend from May to October at dealership grand openings, balloon shows, charity events and more. Jones typically takes two passengers at a time for trips that last about an hour. Riders range from Zeigler staff to clients to members of the public who bid for the opportunity at charity auctions. Many people also post pictures of it on social media when they see it overhead. "It is singular in its ability to engage with communities," D'Arc said. Memorable marketing The balloon is a key piece of branding as the dealership group grows, Zeigler said. It added six stores last year, bringing its total to 41, and retailed 20,644 new vehicles. Zeigler ranks No. 45 on Automotive News' list of the top 150 dealership groups based in the U.S. Jones, who also is the director of Zeigler's Maserati, Alfa Romeo and Fiat dealerships in Grandville, Mich., sees firsthand how the balloon creates a "circle of brand and marketing," he said. "If people are thinking about the Zeigler balloon, they think of Derrick. And if they are looking for a car, I usually get a call, text or email saying: 'My uncle, my neighbor, my friend, my coworker is looking for a vehicle,' " Jones said. "People just don't forget about it — it's memorable." It is tricky to calculate any direct return on investment for the balloon, D'Arc said. But the auto group is counting on the balloon's unique ability to inspire joy, loyalty, and brand awareness. "You cannot buy a bigger billboard," D'Arc said. "And it's traveling, so everyone who sees it is pointing it out to people." Team becomes crew Being a top performer at Ziegler could mean the chance to travel to the top of the skies. The dealership group uses balloon rides as an incentive for team members, Zeigler said. It is a rare opportunity for employees and their family members so it brings out people's competitive sides.

In response to that last post Marko Bijelic asked a great question about the positioning on luxury cars “If dealers can sell it at a lower price, is that a pricing problem within the 4Ps?” The quick answer was pricing problems are always a disconnect/gap between market position and market perception and luxury cars have always been - like luxury watches - in the business of selling costly signalling hence the gap between price and value The slightly longer answer reads The art of Branding is to manufacture Scarcity in Abundance The function of branding is to eliminate the choice paradox There are many beverages but only one Coca Cola There are many beers but only one Guiness There are many artists but only one Picasso There are many car makers but only one Ferrari If you are one of many… You need to rethink how your brand becomes a category of one In the end every marketing assignment comes down to a very simple question What’s the marketing objective? Change or Inertia? Why? Well… as this flow chart attempts to map out... It’s a lot easier to make it rain when everybody is suffering from FOMO It’s a lot easier to stop churn/sell umbrellas when everybody is suffering from FOMM

I was thinking about branding recently as I am working with manufacturers that sell really good products but behind someone else’s brand. Those brands are low cost low quality products and sold through volume resellers. As I work with the manufacturer, there is an interest to drive their own brand. I keep coming up with ideas to add value and hopefully it will help. Branding is hard and I have watched some manufacturers do it right. One is Hyundai who is now viewed as a quality producer of autos. It wasn’t always that way. My first ride in one was in 2003 / 2004 where a coworker gave me a ride to lunch in her Hyundai. It was small and cramped. At my feet were a bucket of small plastic pieces. The answer to my questioning look was “parts that fell off the car”. “Nothing vital I hope?”, I asked and her reply was “Me too.” A few years later Hyundai Sonatas became a favorite rental ride and eventually I coinsidered one of their electric vehicles. Of course the Alfa Romeo win out as the cost of electrifying my garage was on par with the cost of the car. But returning to my point, Hyundai went the path of producing quality cars while Stellantis is choosing the path of low cost low quality. After this year, no more Giulia cars, while Hyundai pushes their IoniQ brand of high end electrics. I recently read in Bloomberg that automakers were blown away by BYDs recent display of models at the Beijing auto show. While the big brands fell asleep at the wheel, BYD produces a line of cars with styling and features that are unparalleled by other producers. This should make us quake in our fancy Chinese made boots. Many companies survive off the low cost of products coming from Chinese factories. Once they turn their efforts to branding. We just become car salesmen for Chinese brands. I am working with Chinese companies and making this point. I don’t want my own brand of cheap products. I want to sell their quality name. Unfortunately, I am better at value add product than retail, having never done it before.