Dealer Principal, Louie Herron Writes Powerful Book "Driven By Fire"
Dealer Principal, Louie Herron writes a powerful book on How to do more, be more and achieve more. If you are in the Automotive Sales industry and want to truly take your career to the next level, you must read this book. You will learn how someone went from being lost to getting into car sales, climbed the ladder from Showroom Sales Consultant to Dealer Principal in a short amount of time! You too can achieve profound success and effectiveness. All you have to do is read Louie's book!
About "Driven By F.I.R.E."
If you are rich, poor, a man, a woman, an entrepreneur, unemployed, successful, struggling, confused. God-fearing, or not, this book is for you. Within these pages you will learn how to stay the course, how to deal with failure, and how to meet your goals. You will also learn the true definition of success and what personal achievement really means. It could be completely different than what you initially believed it to be. The importance of faith plays a major role in any success story. You will learn how to focus and stay grounded with the help of a power higher than yourself. I will show you how I used all these things to learn from my mistakes and accomplish my goals. Going from a high school grad with dreams of playing professional football to a college dropout facing setback after setback to CEO of a franchise dealership is unheard of and extremely difficult, but not impossible, as I will explain. Adversity will always be a part of life. Bad things happen. Finances get low. Relationships fail. Expectations fall short. You feel like giving up. Experience has taught me that no matter who or where we are in life, we will, at some point, come upon challenging circumstances. Most of the time it feels as though it is the end of the road, but through your Faith, Intensity, Re-Invention of self, and Enthusiasm, you will find that your new journey is only beginning. Keep going…
Listening to Grant Cardone, I have determined that I am 100% a "Hater". Hard thing to say and repeat out loud. I am a hater. So are you, too? If so, what are you going to do about it? I'm learning that sitting around hating on your job does nothing but kill you. If you want to increase your business, stop hating your job and do something about it.
Sean talks about the "3 Minute Book" in a lot of his references and especially today in "Make Money Monday". It's not hard to do. Make your binder and create your path. I'm learning that you must track 100% of your opportunities. Learn from your mistakes. See where you need to improve your numbers, and you'll find why you hate your job. Make yourself increase your numbers. Train yourself to be better. Strive to be the best in your store. Strive to be the best in your area. Strive to be the best in your State. Strive to be the best in the country. Set your goals. Keep your goals updated. Beat your goals. Create a better life for you and your family.
Stop being the "Hater" we all talk about. Stop infecting the whole sales floor and look to dominate your business. Maybe you don't know you're the hater -- like me -- but just look at your numbers and see where you are and where you want to be. Make it happen.
In the 1950s, brands slowly moved to TV, just as they have started to move online today. In both instances, buying and selling systems improved; audiences and new content quickly moved to the new medium; and the creative possibilities inspired great ad campaigns.
However, a key moment for TV came in the 1950 with dramatic improvements in measurement—like ratings and quantitative market research. Once major brands could see who they were reaching and what impact their campaigns were having, they fully embraced the medium, creating a multi-billion dollar industry...and TV’s golden age began.
Making better decisions with actionable brand metrics
Unlike the early days of TV, digital advertising is already incredibly measurable. The only problem is a very old and well-known one: the standardized metrics today are largely clicks, user interaction rates and conversions.
But as brand advertisers - such as movie studios or consumer goods companies - know, it’s a challenge to measure changes in brand favorability of a movie or whether an online campaign is driving more consumers to the store. And it’s even harder to take quick action on any such insights.
That's why today, at the Ad Age Digital Conference I'll be introducing the Brand Activate Initiative, an ongoing Google effort to address these challenges and re-imagine online measurement for brand marketers. With this initIative we're partnering with the industry and supporting the IAB's Making Measurement Make Sense (3MS) coalition. We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all.
Is a particular ad in your campaign especially useful at improving brand recall in Illinois? You should be able to immediately increase your coverage throughout the Midwest. Is one ad slightly less effective at driving purchase intent and in-store sales? Tweak the creative, straight away.
The first Brand Activate solutions
We’re working to build truly useful brand metrics into the tools that advertisers already use to manage their campaigns, so they’ll be actionable within seconds, not months.
The first two Brand Activate solutions are rolling out today:
Active View: Advertisers have long looked for insight into whether consumers saw an ad on page 145 of a magazine, or switched the channel during a TV commercial break. It’s similar online, so we’re rolling out a technology, which will be submitted for Media Rating Council(MRC) accreditation, that can count “viewed” impressions (as defined by the IAB’s proposed standard, this is a display ad that is at least 50% viewable on the screen for at least one second).
Called Active View, this will first be available in coming weeks within Google Display Network Reserve. We’ll also be making this metric a universal currency, ultimately offering it within DoubleClick for Advertisers, as well as to our publisher partners. Active View data will be immediately actionable—advertisers will be able to pay only for for viewed impressions. Going forward, we’re working on viewed impression standards with the IAB, and our agency and publisher partners.
Active GRP: GRP, or a gross rating point, is at the heart of offline media measurement. For example, when a fashion brand wants their TV campaign to reach 2 million women with two ads each, they use GRP to measure that. We’re introducing a new version of this for the web: Active GRP. Active GRP has two key features:
Built-in: Active GRP is built right into the ad serving tools that our publishers and marketers already use every day. Active GRP will enable real-time decision making, allowing advertisers to make adjustments to their campaigns at the speed of the web. We’ve kicked off a pilot program for DoubleClick for Advertisers clients as a first step, and will roll it out to other products, with brands able to specify a range of audience GRP segments.
Robust methodology: Active GRP is calculated by a statistical model that combines aggregated panel data and anonymous user data (either inferred or user-provided), and will work in conjunction with Active View to measure viewed impressions. This approach overcomes problems of potential panel skewing and reliance on a single data source. This approach also has the advantage of never using personally identifiable information, not sharing user data with third parties, and enabling users, through Google’s Ads Preferences Manager, to opt-out. We will be submitting our methodology for MRC accreditation.
More to come
We look forward to bringing other measurement initiatives into our suite for brand marketers, including a brand impact survey pilot with Vizu, our brand lift measurement product (Campaign Insights) and various cross-media measurement research projects globally.
This is just the beginning of the Brand Activate Initiative, with much more to come for brands and publishers. We think that with brand new metrics comes a new brand moment - one that will encourage brands to invest in the web, help publishers show the value of their digital content, and stimulate digital media’s own golden age.
Posted by Neal Mohan, Vice President, Display Advertising