PERSONAL bests

Jay Pontiac-Buick—Dealership Service Offers

[The Business Objective]

Jay Pontiac-Buick is an automobile dealership located on the Bedford AutoMile in Bedford, OH. They have been serving the community for more than 45 years.

Ron Richnavsky, service manager at Jay Pontiac-Buick, considers himself very aggressive in the promotion of his business. For years he had been investing in direct marketing and personalized mailing activities with a specific vendor. His vendor spoke about personalization, but failed to deliver any but the most basic levels of direct marketing activity.