Ignore Your Competitors and Focus on Your Customer

The main Volkswagen dealership is run by this family called the Snyder's in Knoxville. They would try to drum up demand by making their, let's say you wanted to walk into a Snyder dealership and buy a Volkswagen bug that day, you wouldn't be able to get it for like six months. Jim winds up benefiting from his competitor's ad spend. The more they ran those ads, the more beetles we sold. A top flight New York ad agency with a blank check couldn't have gotten us more publicity. It is never smart to shine a light on your competitor, not even a candle light.