HATTIE: Pam credits her General Manager Joe Posby for much of the success.

HATTIE: What does it take to make a car dealership work?

JOE POSBY: It's a lot of different variables to that. One of the biggest variables is people – that is primary. Product is obvious and then Marketing. There is a number of things that has to be done. With an automobile dealership, we do know one thing. We will sell, primarily, all of our new and pre-owned cars within a 15 mile radius of the dealership. We know that we will bring some people in from further away, but predominately that's my market – 15 miles away.

HATTIE: Is that because when I come for service I don't want to have to drive?

JOE: Most people will either buy from where they live or where they work. Again, within 15 miles of the dealership. So that's where I primarily will put all my efforts in marketing, within 15 miles. A lot of people have different ways of looking at it. I look at marketing much like a bulls eye on a target, I am the centerpiece – I am the epicenter. And then I start looking at rings that go out from there. As we get bigger, I may extend my rings, I may look to go further in my marketplace. But predominately, I am going to start in the center. That's what we did 5 years ago and it has worked for us. We spend in direct mail marketing – that is one medium we use -- probably 50%. 50% there – I may spend 20% on newspaper. I have to be there, I want to be there. I want to have the visibility. And we may spend 20% in other mediums, other sponsorships.

HATTIE: I was going to ask, " What about local community involvement?" Are you a member of the chamber? The Kiwanis Club?

JOE: I am not – but Pam is.

HATTIE: Pam is – so does that help – is it just her being a member or do you all contribute to an event? JOE: Being involved in the civic functions of a local neighborhood is key. You have to be known in the area. It doesn't do me any good to be known in Ohio if I am up in Michigan. It doesn't do me any good to be known in Illinois, if I am in Michigan. I want to be known in my local area. I want to be top of mind when somebody wants to buy a car.

HATTIE: Okay, so now let's talk about your 50% expenditure on direct pieces that you create. And you told me that you do two different kinds.

JOE: We do targeted mailing. On a monthly basis, we do it every single week. We do between 7,500 pieces to 10,000 pieces a week, depending on the week and if there is holidays involved. And we do it a number of different ways. A direct mail piece will get right to my target. I can stay within 5 miles, 10 miles, 12 miles, 15 miles – I can keep going to the same areas – I can vary it if I want to. I can go to every household if I want to – I can go to people who just own Chevrolets. 5 or 10 years from now we are going to be at least – well in 5 years we are going to be double our production we are right now. That I know for sure. Last year we ended up very high on the scale and we are not at the top of the pentacle, but we are going to be there.

BEN HEER: It is hard to believe, coming from Flat Rock over to here – we have just quadrupled - really, and we just continue to grow.