Sarandipity Blog

Sara Callahan, the driving creative force behind Carter West PR shares some of her insights here on the Sarandipity Blog. We all know serendipity means making exciting discoveries by accident and Sara believes these discoveries can be enlightening, entertaining and sometimes very informative. Please enjoy these items and feel free to leave your comments on our contact us page.

How Being “Lazy” Can Be Productive

There you are, working on your to-do list, trying to create content for your dealership. You sit there and contemplate what you can write that will be relevant and interesting to your customers. But no ideas come to you. The more you think about it, the more...

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Why Use a Hundred Words When One Will Do?

I actually wanted to flip the title of this blog to “why use one word when a hundred will do?” People tend to use FAR too many words these days in PR and marketing material – they simply don’t know how to keep it short and relevant. And, in my experience, most...

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Is Content Marketing a Necessity or a Nuisance?

In a recent blog, I wrote about how content marketing is more of a long-term play. In addition, to attract an audience, it is vital to offer more than purely sales content and “buy now!” messages. Consumers are constantly bombarded with these salesy messages....

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Are You Training Customers to Blackmail You for Service?

If you hold a management position in the retail automotive industry, you’ve probably had a customer attempt to leverage something to get what they want. Whether it was an unreasonable request, or simply a last-ditch effort to get a perceived wrong made right, many of...

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Content Marketing Is Not a One and Done Game

There is one common problem most companies run into when they start a content marketing strategy. Frequently, executives have unreal expectations and expect to go from zero to hero in a matter of days. They want an immediate return-on-investment – such as leads,...

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I Do My Best Poof Reading After I Hit Send

We’ve all seen it happen. In fact, chances are really good that you’ve done it yourself -- posted that Facebook status update, sent that text message, or that e-mail and then – oops, you notice those typos or grammatical errors…after it’s too late to...

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Does Community Involvement Sell More Cars?

I recently read an interesting article in Forbes about cause-based marketing which states that  55 percent of consumers would switch brands and/or pay more for a product or service to a company that demonstrates solid social values that the consumer also cares about....

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Are you Deaf, Dumb & Blind to your Customers on Social Media?

Every successful business needs customer feedback to gauge how they are doing. Customer loyalty, experience and retention can’t be modified without hearing what your customers think. Dealerships rely on such things as manufacturer surveys and online reviews to get an...

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Don’t Go Breaking your Customer’s Heart!

When it comes to earning business, the customer experience has become a key differentiator. These days, sales and service customers tend to choose convenience and experience over pricing. In fact, dealers that consistently provide an excellent customer experience,...

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Content Doesn’t Have to Be Scary!

Great content comes in several forms. However, many people think of content as just the written word, such as blogs and articles. For those who aren’t writers, or don’t have the time to write, this can seem like a daunting task. It’s tough coming up with ideas and,...

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Are there too Many Chefs in Your Content Kitchen?

One of the best ways to get your name out to your audience is through a consistent regimen of relevant educational content of interest to your audience. This helps position key people in your dealership or organization as industry thought leaders and gains indirect...

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Marketing Mistakes: A Little Pizza While You Die?

I’m pretty sure most of you have received some sort of marketing that was either irrelevant, offensive or perhaps just made you say, “Why the heck am I receiving this?” For marketing to be effective, it must reach the right audience at the right time. I’ve seen plenty...

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Effective Public Relations Begins with Humans

The art of public relations has changed dramatically in recent years and now includes a myriad of services and possibilities. Today’s consumers are exposed to as many as 10,000 brand messages per day and, to break through this noise barrier, public relations must...

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Negative Reviews Can be Sales Gold!

Study after study finds that word-of-mouth is the single greatest influencer when it comes to marketing. Providing a consistently excellent customer experience, then having those customers go out and tell their family and friends about it is the marketer’s holy grail....

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The Fine Art of Getting Attention at Conferences

Conference season is upon us and each business is competing with hundreds of others for attention. A strategy is needed, or your business simply ends up as part of the noise everyone fast-forwards through – media and attendees alike. So, how do you break through the...

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Customers Don’t Care What You Have Until They Care About You

Whether you’re a dealership or a vendor, I’m sure you want to gain the attention of your audience. The problem is that everyone is screaming at the top of their lungs how great their products are… regardless of it’s the newest Chevy or the newest website widget. And,...

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What is Content Marketing?

Content marketing has become somewhat of a buzzword recently. With developing technology and the Internet taking over our lives, PR and marketing terms constantly develop and shift in meaning. So, I thought a little primer on content marketing might be useful! The...

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How Subtlety in Content Leads to Marketing Success

These days, consumers are no longer willing to engage with in-your-face marketing tactics and quality content is king. Simply put, there are too many marketing messages, consumers have grown tired of them and simply tune them out. As a business you still need to get...

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When NOT to be the Smartest Person in the Room

In the best-selling book of 1979, “The Hitchhiker’s Guide to the Galaxy” by science-fiction author Douglas Adams, one of the oddest and most unique creatures exists – which is also the most useful creature in the universe: the babel fish.  When you insert it into your...

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