Almost all dealers want to create that emotional connection between themselves and their potential customers. Where I come from most customers want not only get the big deal but also they want to think, and believe, that the person that they are buying from is on "their side". It takes me back to the King of the Hill episode where Peggy wants to buy a car but Hank tells her that he'll do the negotiating because he has "a car guy", a "car guy" that he's been buying from for 25 years. Peggy doesn't want Hank to do her bidding for her so she heads to the dealership and negotiates with Hank's "car guy" herself, with out the distraction of hr husband Hank. After agreeing on a price well below sticker and a few seconds before she shakes hands for the deal her husband shows up, pushes her to the side and negotiates the deal behind closed doors for Peggy. Times goes by and Hank emerges happy, the balloons & confetti fall and Hank lets his wife know that he got her the car and not one dollar over sticker.
Hank had that emotional connection but in this instant it wasn't for his or his wife's behalf. With times changing and the population shifting from baby boomers to Gen Y, how are we to create that emotional connection with the newer generations? Is it through television, radio, print, social media, email blasts, etc? All we know is that our message has to create a positive emotional connection.
The casino closest to me sent me a birthday card. It was a nice birthday card but it was littered with coupons and upcoming events. They weren't trying to wish me a happy birthday; they were trying to find another way to send me an ad mailer. Growing up watching my parents throw junk mail after junk mail in the trash made me already suspicious on the casino's intentions. An Italian Restaurant in my neighborhood sent me a birthday card. Nothing else on it but Happy Birthday from your friends at Piasanos. This struck me as odd that they wouldn't attach a coupon to it, because of my suspicions, but it seemed nice and thoughtful. By not trying to sell me at every possible moment (even though they were) and expand their top of mind awareness it still created a bit of an emotional connection. I even put that card on my fireplace mantle with the rest of the cards I received form friends and family.
I wonder if Hank Hill's "car guy" ever sent him a birthday card?