Clean Ops Blog

Do’s and Don’ts for Green Marketing

September 3rd, 2008 by Lindsey Lewis

 

With Green Living serving as the hottest trend right now, every industry is jumping on the wagon to make the trip down Eco-Friendly Avenue.  The automotive industry encounters more of a challenge in doing so, but is equally more pressed to be a part of the adventure, as we’re the ones who seemingly contribute much to the issue in the first place.  But if everyone is riding down Eco-Friendly Avenue, we at least want them riding in something they drove off our lot, right? 

 

Among all the ubiquitous marketing tools and promotions for green living, how does an industry like ours stand out?  Even more so, how does an individual store grab hold of the green living phase and make a statement about its contributions?  Here are a few tips for presenting (or marketing) our green side:

 

Stay clear of greenwashing.  In other words, don’t proclaim green initiative in your store if you can’t, or won’t, live up to them.  Ford, for instance, has been accused of greenwashing by a number of environmental groups for its marketing of alternative fuels and energy independence while maintain a relatively low overall mpg.  It’s hard enough for customers to sift through all of the green information for them to have to question if you’re genuine or not. 

 

Do the little things.  There’s no way that every store can compete in the same ways that Mr. Lobb’s infamous new green dealership does.  And they shouldn’t.  But there are plenty of little things each store can do to add to its environmentally friendly ego.  Change the light bulbs, recycle, and offer refreshing water in a glass, not in a bottle.  These are the little things that can go a long way and make your customers feel like they are in a comfortable atmosphere that’s doing it’s best to make a difference—a nice advantage over the all new, high-priced green buildings.  Your customers want to feel comfortable with their local dealers. 

 

Make sure all of your employees know what makes your store green, from the light bulbs, to the inventory and back to how you recycle the water from your car washes.  Do they need to know what specific brand of light bulb you use? No, but they should know that you use them.  There isn’t a car shopper out there right now who isn’t at least concerned about low gas mileage, a conversation that can easily turn in to other green efforts.  Employee knowledge is invaluable. 

 

Keep taking chances and making changes. 

Technorati Tags: , ,

September “Green Checkup” Update

August 28th, 2008 by Lindsey Lewis

 

With September just around the corner, the NADA “Green Checkup” campaign is ready to roll. In just a few weeks, the dealership community has tallied over 320 dealerships that are participating in the campaign. 
 
Need a reminder on what do these free check ups include? Check out the full listing here, but all activities include maintenance on car parts that primarily contribute to fuel efficiency, including checking air filters, tire pressure, and more. 
 
NADA Chairman, Annette Sykore, declared that the focus of the campaign is to make car owners attentive to the fact that proper car maintenance can help with fuel efficiency and the eco-friendly initiative. She emphasizes that “Dealerships are located in every major community in the country, which means we are ideally positioned to be at the forefront of a national consumer awareness campaign” (source: www.NADA.org).
 
There are still seven states that have yet to have dealerships jump on board: Alaska, Hawaii, Idaho, Mississippi, Nebraska, Nevada and Utah. If you’re located in one of these areas, this could be a great chance for you to contribute to the green initiatives of the automotive industry. It could also be a great way to increase traffic into your store and promote your support of the green cause… and you’re other merchandise while you’re at it. Sign up on NADA’s website to be listed and promoted as a dealer who offers these dealer check ups. 
 

Technorati Tags: , , , ,

Energy Efficient Computers

August 27th, 2008 by Lindsey Lewis

 

Shopping for new computers for your store? Here’s a hint: A laptop uses about half the energy, compared to its desktop predecessor. Half the energy! Re-evaluate the needs of your store to see if a laptop can accommodate you.
 
If you can live without that hunky computer being tied down to your desk, no problem. Both desktop computers and laptops are eligible to qualify for an EnergyStar rating from the government. This ensures that computers are most efficiently using their energy in the standby, active, and sleep modes. There are many top-brand computers that are EnergyStar qualified. Check out EnergyStar to search for computers that meet the federal standing or enter in the computers you have or are thinking about getting to see if they are saving energy. 
 
If you choose a model with the EnergyStar rating from the federal government, you could be using 70 percent less energy compared to a noncertified model. Now that’s saving. 
 
 
 

Technorati Tags: , ,

How is Toyota leading the Green Dealership Revolution?

August 25th, 2008 by Lindsey Lewis

 

Recently, another Toyota dealership, Toyota of Rockwall, received the U.S. Green Building Council certification, at the gold level.  This is the second dealership to receive certification, next to the infamous Pat Lobb store, which received a silver standard certificate.  Savings are huge, according to the store managers, saving nearly $10,000 a month on electricity alone, according to the Dallas Morning News.  Not to mention only spending $600 a month on the water bill when they average about 3,000 washed cars per month.  Those savings are incredible.

 

There’s no denying that going green can save the environment, as well as your wallet in the long run.  There’s also no denying that it takes a bit of capital to get it started.  If you’re considering investing your store in the green campaign, do your research first.  Talk to dealers in your area specifically.  There are a lot of greening options on a local level, for example, choosing landscaping comprised of trees and plants that thrive in your local climate so you don’t have to water as much.  Also, talk to other dealers that have taken action to go green.  What worked for them?  What would they do differently?  Find out what builders they used and investigate your own.  My own limited research on the subject reveals that Gensler Architecture was the builder for both the Lobb and Rockwall Toyota Stores.  You can check Gensler here. 

 

NADA wants you to be prepared too, if you’re looking to make your store green.  Click here to check out a list of Do’s and Don’ts for going green with your dealership.  Your colleagues are your biggest asset when it comes to researching, comparing, and brain storming ideas for all practices, including going green.  Heck, that’s why we’re at DrivingSales isn’t it?

 

Technorati Tags: , ,

Dealership + Green = Increased Sales?

August 20th, 2008 by Lindsey Lewis

 

Greening a dealership is a very noble feat in terms of contributing to the environmentally friendly cause that our society is currently pushing.  Not only does it reduce energy expenditures, it also, in the long run, helps reduce costs to your store.  But wait, the savings don’t end there.  Greening a store can have a direct impact on the traffic you bring into your store and the subsequent sales. 

 

That’s right, this LaFontaine Automotive Group dealership made huge strides to create a green dealership, including the use of recycled water, biodiesel, and housing their own geothermal pump.   And their commitment to going green actually increased their sales!  People drove from all over the state to purchase a car from their store because they were going green.

 

Check out the video clip here.

 

Is going a green a guarantee for all dealership that their sales will increase within hours, as it did here?  Not necessarily, but with the immense popularity that the going green initiative has, there’s nothing to lose by giving it a try.  Oh yeah, and did we mention it is good for the environment?

Technorati Tags: , , ,

September is Green Checkup Month

August 15th, 2008 by Lindsey Lewis

 

Dealers are becoming more and more energy conscious all the time. From making small changes in their daily business to multi-million dollar upgrades and to dealership stores, dealers are making a great stance to be a part of the energy solution. 
 
And there’s more ways to contribute. NADA is promoting September as Green Checkup month, and urging dealers to join in. You can sign up on their website to be listed and promoted as a dealer who offers free dealer check ups. 
 
What do these free check ups include?  Well, you can check out the full listing here, but all activities include maintenance on car parts that primarily contribute to fuel efficiency, including checking air filters, tire pressure, and more. 
 
Cheers to those dealers who have already committed themselves to becoming more eco-friendly. This is just one more way that the auto industry can show their support and commitment to a greener, healthier environment.

Technorati Tags: , ,

Reduce Your Tax Liability by over $75,000?

August 12th, 2008 by cleanopsblog

Recently I had a great conversation with Chris Henderson, operations director, and Matt Rader, green building cost segregation director, of SourceCorp Professional Services, the leading provider of specialized tax services in North America. Undoubtedly, the idea of dealerships becoming environmentally sustainable is a story that makes all of us feel good. But when it comes to “going green” being financially viable, these guys are where the rubber hits the road. SourceCorp has been providing LIFO accounting services to dealerships for over 25 years, and now offers green building tax deduction analysis and certification to help dealers get the maximum tax advantages for green building practices.

A special thanks to Doug Morrell, SourceCorp’s director of marketing, for introducing us. I was doing a little research on my own, and “cold called” Doug, and he immediately put me in touch with Chris and Matt, who had so much information to share that it made my head spin. It’s always best to get information straight from the horse’s mouth, so I encourage anyone interested in learning more, to contact Matt and Chris directly. I’ve included their contact info below.

Here are some key takeaways from our conversation:

The Best Dealership Candidates for the 179D Tax Deduction

The 179D Tax Deduction offers a tax deduction of up to $1.80 per square foot for improving the energy efficiency of your existing commercial buildings or designing high efficiency into new buildings. The Energy Policy Act of 2005 includes a tax deduction for investments in “energy efficient commercial building property” designed to significantly reduce the heating, cooling, water heating, and interior lighting energy cost of new or existing commercial buildings.  The deduction applies for the years 2006, 2007, and 2008, and it’s expected that it will be extended. So, dealerships built within the past three years will most likely be eligible simply due to general environmental improvements in building practices over the past few years.

What do older dealerships do?  While making environmental upgrades does come with a cost, Chris noted that it’s negligible - at a 3-5% premium, and will pay off in the long run. As a marketer, I know that going green can also pay off handsomely in great marketing and PR for the dealership in the short run. Let your customers and local news agencies know your dealership cares about the environment and is doing it’s part to save energy, reduce waste, and create a healthier environment – both in the store and outside.

Easiest Ways to Go Green and Get the Tax Deductions

Lighting

The easiest and least invasive way for dealerships to implement environmental upgrades is with lighting. LED lighting technology, in particular, is leading the way in environmentally sustainable lighting. There’s more upside for bigger dealerships, as the deduction is measured in watts per square foot, with a $0.60 per square foot savings applied. However, even smaller stores can reap rewards in terms of energy cost savings.

One firm that Chris and Matt recommend for energy efficient lighting is LED Green Power:

LED Green Power
www.ledgreenpower.com

John Regan
Phone:  (831) 425-7922

Lindsey Lewis, co-author of the Clean Ops Blog also provided information on lighting in the post: “Going Green: Lighting.”

http://drivingsales.com/blog/cleanopsblog/2008/06/07/going-green-its-the-little-things-part-i-lighting/

LED isn’t the only type of lighting that can qualify; it’s just the most efficient.  There are types of fluorescent fixtures, like “T-5” for example, that can help reach the efficiency thresholds outlined in the 179D provision. 
 

HVAC

The next area where dealerships can win environmental benefits and potentially get tax deductions is via their heating, ventilating, and air conditioning systems. Implementing a geothermal heat pump, for instance, can offer a 10% tax credit. These pumps draw heat form the Earth to generate power. Costs for these pumps, as with many other “clean” technologies, are continuing to decrease as they gain wider spread adoption.

Dealers are also utilizing used motor oil as heat oil to reduce their operating costs and increase efficiency.  When installing a system, look for a high SEER or EER rating - the higher the number the more efficient the unit.
 

The Building Envelope

The third area is in the “building envelope” itself.  Proper insulation and “low-e” windows can also reduce energy costs and be used to apply for the deduction. Increasing the insulative properties of the ceiling and walls is also an option.  This could be as simple as adding thickness of the walls to add more insulation or installing very efficient wall systems like a structural insulated panel.  One supplier that can help with this is:

Green-Source Products
1170 Ivanhoe Road
Cleveland, OH 44110
www.greensourceproducts.com/

Joe Westfall
Vice President of Sales & Marketing
Phone: (216) 851-4641
Email: jwestfall@GreenSourceProducts.com

Take the Time to Determine if Your Store Qualifies

With the various pressures dealers are under today to reduce overhead costs, considering every possible tax advantage is worth looking into. And with stories on “going green” flooding the media today, it makes perfect sense for dealerships that have green initiatives to broadcast it as much as possible – just as you do your excellent customer service. Advertise that you’re a green dealership in your print advertisements, window stickers, posters in the store, your website, email campaigns, etc.

I highly recommend getting in touch with the folks at SourceCorp to learn more.

SourceCorp Professional Services: http://www.SourceCorpTax.com

Chris Henderson, Director of Operations
Email: Chris.Henderson@SourceCorpTax.com
Phone: 817.732.5494 x136
Mobile: 817.475.1943

Matt Rader, Green Building Cost Segregation Director
Phone: 817.732.5494 x133
Mobile: 214.762.5198
Email: Matt.Rader@SourceCorpTax.com
 

Technorati Tags: , ,

Green Dealership Survey

August 6th, 2008 by Lindsey Lewis

 

As we’ve discovered over the last few blogs, there are plenty of ways to help your dealership become a little more eco-friendly without having to build a brand new store from the ground up (thought kudos to those who can do so).  So, what have you done?  Maybe you’ve tried to implement a number of those tips, but how much are you saving and how do you measure up? 

 

Well, here’s a green survey you can take from NADA to measure your accomplishments.  It asks you about improvements you’ve made and your implementation.  It’s a short survey and may give you a marker to see where you stand.  Have fun!

Technorati Tags: , ,

It’s the Little Things Part VI: Energy Vampires

July 19th, 2008 by Lindsey Lewis

Energy (and money) is being wasted when we’re not even looking.  How?  Read the rest of this entry »

Technorati Tags: , ,

The Government Wants YOUR Opinion

July 18th, 2008 by Lindsey Lewis

About a week ago, the EPA released an Advance Notice of Proposed Rulemaking (ANPR) with the intent of receiving comments and input from the public Read the rest of this entry »

Technorati Tags: ,