by Terry MacCauley - Posted 1 hour ago
Thanksgiving has a way of quieting the noise and highlighting what matters most. In an industry that never slows down, this season gives us a moment to reflect. It reminds us that progress is essential, but gratitude is what keeps progress grounded in purpose.
At Big Time Advertising, we are deeply thankful for every dealership that allows us to be part of its growth. Retail dealers, independent operators, and Buy Here Pay Here stores all face unique challenges; yet, they share a common mission: to help customers find reliable transportation and keep their communities moving.
We see the effort behind the scenes. We see retail stores pushing through unpredictable swings in consumer confidence. We see independent dealers adjusting to inventory realities and tightening margins. We see BHPH operators managing both sales and collections with remarkable resilience. Every segment requires a different level of grit, discipline, and creativity, and we are honored to support them all.
A few industry facts from this past year remind us just how impressive their work truly is:
The average dealer, regardless of segment, now handles more than 6,500 inbound calls annually.
Retail stores that upgraded their creative saw as much as a 30 percent increase in engagement on digital ads.
Independent dealers who invested in consistent branding saw stronger recognition and more repeat customers.
BHPH operators who expanded awareness marketing saw lead-to-show rates improve by up to 18 percent.
Across all segments, customers viewed an average of 3.7 VDPs per session, underscoring the critical importance of inventory presentation.
Every number points to one truth: disciplined, consistent dealers are winning in every category.
We are equally grateful for the Big Time team. Creative thinkers, digital specialists, account leaders, engineers, and support staff have all stepped into this year with ownership and heart. Whether it is helping a retail store launch a new branding campaign, assisting an independent dealer with vehicle feed optimization, or supporting a BHPH operator with awareness and retention strategies, our team shows up.
Culture is built by people who care about the outcome. We are fortunate to have a group that brings that level of commitment every day.
The landscape of 2024 and the road into 2025 have not been simple. High interest rates, inventory pressure, election-year uncertainty, and fluctuating consumer behavior have affected every dealership type differently. Yet the one constant has been resilience.
We have watched:
Retail stores expand market share through improved branding and smarter digital campaigns
Independent dealers overcome inventory swings by focusing on storytelling and customer experience
BHPH dealers strengthen collections and customer communication through trust-building messaging
Multi-rooftop groups unify their marketing into cleaner, more effective strategies
The dealerships that stayed consistent in their advertising efforts are the ones carrying real momentum into the new year.
Thanksgiving delivers an important reminder: gratitude does not reduce ambition. Gratitude sharpens it. Leaders who operate with appreciation communicate clearly, solve problems with perspective, and build teams that follow with confidence.
The dealers who perform the best are often the ones who stay grateful for their customers, appreciative of their teams, and committed to doing the right things even when it is not the easiest path.
As we approach the end of the year, all of us at Big Time Advertising would like to express our sincere appreciation to every dealership we serve across the country. Thank you for trusting us with your brand, your message, and your momentum.
We are grateful for another year of growth.
We are grateful for the relationships we continue to build.
We are grateful for the opportunity to help retail, independent, and Buy Here Pay Here dealers rise above the noise and connect with more customers.
Thanksgiving is a moment to reflect, but it is also a mindset. We are honored to support you, and we look forward to the accomplishments we will achieve together in the months ahead.
- by Terry MacCauley, Founder & CEO
This week’s Big Time educational video is "NEUROSCIENTIST: Everyone Is Practising Gratitude Wrong!" featuring Andrew Huberman on Life Navigation.
In this quick but powerful clip, Huberman explains why most people misunderstand gratitude—and how to rewire your brain for real, lasting impact by practicing it the right way. If you’re going through the motions, this one's for you.
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