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Interview with Art Spinella, President, CNW Marketing Research |
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President, |
CNW Marketing Research |
Contact Info:
Art@cnwmr.com
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Art Spinella was vice president and general manager of CNW Marketing Research, Inc. from 1992 until being named President of the company's automotive division in 2003. He spent 20-plus years as a newspaper and magazine editor and served a stint at J.D. Power and Associates in the early 1980s.
His automotive-related career began as a reporter for Ward's Automotive Reports; later he was named an editor at various Ward's publications in Detroit. He also was the first national editor of California-based Auto Age magazine.
As VP/GM and subsequently President of CNW Marketing Research, Art is responsible for new areas of automotive research including the industry's most comprehensive minority market research, the company's monthly Retail Automotive Summary periodical, Month End Summary newsletter, Purchase Path studies, sales forecasting and industry analysis.
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Ted: Please tell our readers a bit about CNW Marketing Research and the role that you play there.
Spinella: We started as a publishing company in 1983. Coastal Northwest Publishing was launched with the idea for a consumer magazine similar to Yankee except for the coastal regions of Northern California, Oregon, Washington, and British Columbia.
The company quickly learned that potential advertisers wanted statistical information about the region – which at that time didn't exist. As we collected the data, potential advertisers were actually more interested in the stats than ad pages.
By 1984, we became CNW Marketing/Research and with the advent of the Internet we had to drop the slash. This year, we dropped the "Marketing" part of our name because it reminded too many people of the buggers who take dinner-time phone surveys.
Until 2002, I was the head of the automotive office. Since then, I have been president of the company.
Ted: In your estimation, what are the most compelling reasons for a prospective customer to choose your company?
Spinella: One: we aren't an automotive research company, per se. We measure how people spend the money they have available to them. If they buy a big screen TV, what don’t they buy? And what motivates them to make the shopping and buying decisions they make? Our research into autos is contextual; part of the bigger picture of consumer spending.
Two: no research is done specifically for a company or organization so we're never "afraid" of the answers we get. Everything is self-funded, independent and database-focused, so subscribers can ask for any information related to a particular issue or subject.
Three: we're not a trophy shop. We don't try to make friends and clients by giving awards.
Ted: CNW came out with an Automotive Energy Report a few months ago. What were some of the top-level findings?
Spinella: The entire cost of developing, manufacturing, driving, supporting, and disposing of an automobile has significant social costs in terms of energy expended.
Some vehicles that are seen as excellent for the environment, such as hybrids, can actually cost society more in terms of energy usage – and thus emissions – than vehicles significantly larger and less fuel-efficient.
Add to that the wide differences within categories – such as luxury SUVs or small cars – and consumers who truly are interested in environmental issues can select the most energy-conserving vehicle within that category while still meeting specific driving requirements.
The report took three years of research before the first iteration was published in 2006. We just released the 2007 update. It's free for the downloading and we've had more than 40,000 copies downloaded since it was published.
Ted: Gazing into your crystal ball, what changes do you expect to see in the automotive sector in the next year or so?
Spinella:
- A significant Ford turnaround, similar to what we saw with General Motors.
- A return to 17-million new-car sales in 2008.
- Franchised new-car dealers regaining lost ground on the used-vehicle side of the business after seeing their share of total used sales falling to its lowest level in decades last year.
- Tighter fuel economy standards, of course, encouraging more manufacturer-incentive emphasis on its smallest vehicles.
- A continued expansion of sub-prime auto lending.
- Increases in leasing as a means of getting customers back to market quicker and simultaneously feeding the growing Certified Pre Owned market.
Ted: What's your background – what did you do before CNWMR?
Spinella: I was an auto writer and magazine editor for years before we started CNW. I did a stint as a J.D. Power freelance writer, and worked closely with Dave [Power] on a number of research projects related to the auto industry when I was editor of a West Coast trade magazine.
I've been a sports reporter and news editor for various daily papers in Michigan and Oregon; I was a DJ here in Coos County (Oregon) at a rock station in the morning and a country station in the afternoon.
Ted: What do you like to do in your free time?
Spinella: Anything. My wife Stephanie and I have a couple of hot rods. Hers is a 1976 MGB with a Ford 302 engine and all-Mustang running gear. Another -- a '55 Ford with a 460 Lincoln engine -- is just now being completed. It's outfitted to haul a small travel trailer when we head to baseball Spring Training in Arizona.
We own a few Harleys so we participate a fair amount in the Harley Owners Group. Steph is membership secretary, and I'm the newsletter editor.
Personally, I love woodworking, building furniture and boats. The latest project is a set of running boards for a 1934 aluminum-bodied Bentley coupe a local doctor owns.
This past year, the Lionel trains came out of retirement. They were a Christmas present in 1956. The layout has been expanded considerably. I'm also a member of a local HO train club.
As the world's worst fisherman with trophies to prove it, and nary a catch in decades, I foolishly spend a lot of time getting my fishing line wet and feeding the lake my bait.
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Automotive CRM Summit 2007
Hosted by Thought Leadership Summits, Inc. |
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When: June 5 – 6, 2007
| Where: |
The Ritz-Carlton |
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Marina del Rey, CA |
Registration: To register for the Automotive Customer Strategy Summit 2007
Call (415) 553-4142 or
email tlsinfo@tlsummits.com
Why the convention is significant this year:
Thought Leadership Summits, Inc. (TLS) develops and executes exclusive, industry-specific, executive summits, which enable the exchange of ideas, strategies, and tactics among the world’s best companies.
The Theme this year: Auto CRM Done Right. This is a multi-channel and Interactive CRM for OEMs, Captives, Dealers, and automotive marketers from the entire industry.
Spread over two days, the
Automotive CRM Summit 2007 will consist of real world case studies and an interactive panel discussion. Ultimately, attendees will learn how successful CRM can reduce marketing spend, increase sales, and improve customer satisfaction and retention.
 Who is presenting and exhibiting?
Presentations from key leaders at OEMs, Captives, and Dealers will discuss CRM strategies, successful tactics and tangible results. Content will focus on how interactive channels are being leveraged and how customer interactions are being coordinated across various channels. In addition, areas of collaboration between OEMs, Dealers, and Captives will be highlighted.
Featured Presenters:
Allen Levenson
Vice President - Sales & Marketing
Asbury Automotive Group
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Thilo Koslowski
Vice President - Automotive
Gartner
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Gary J. Marcotte
Senior Vice President - eCommerce
AutoNation, Inc.
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Terry Dolan
Manager - Chevy Racing
General Motors
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Kelly L. Mankin
Vice President - Chrysler Brands Marketing
DaimlerChrysler Financial Services Americas
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Bonita Coleman Stewart
Vertical Markets Director - Automotive
Google, Inc.
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Michael K. Lock
CEO
Ducati North America
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Dave Schoonover
CRM and Online Marketing Manager
Kia Motors America, Inc.
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Gabriel Escallon
President
finAvanza
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Jamie Smith
Senior Manager, Application Development
Nissan Motor Acceptance Corp
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Jason Kuruzovich
Assistant Professor, Management Information Systems
Rensselaer Polytechnic Institute
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Robert Otillar
Manager - Siebel Solution Center
Volvo IT
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Who will be in the Room?
The leading thinkers, doers and facilitators in Customer Relationship Management in the automotive channel including CMOs and top management of marketing, CRM, advertising, and marketing systems and even call centers. This is your chance to hear and connect with the people who have been developing and implementing successful CRM programs at the OEM, dealer and finance desk levels.
Where will it be?
 The Ritz-Carlton Marina Del Rey
4375 Admiralty Way
Marina del Rey, CA
800-241-3333
The Ritz-Carlton is probably one of the best, most beautiful hotels in the LA Area. You will find yourself walking up and down the Marina wondering why your boat is not among the yachts and luxury apartments. A great restaurant, Café Del Rey, is nearby. Please contact TLS at (415) 553-4142 for additional information about area hotels if you choose not to stay at The Ritz-Carlton, Marina Del Rey.
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Ray Green - Former NADA President Owns Family-Run Dealer Network |
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Ray Green, 79, entered the auto business in the 1950s, first with a stint at GMAC, in Des Moines, IA. Early on, he became a manager and eventually an owner of dealerships. His first store, with a partner, was a Chevrolet-Oldsmobile agency in Monmouth, IL. Green began his own dealership network in 1953 selling GM products in central Illinois. Later, he would become president of the Illinois New Car and Truck Dealers Assn.
Today, the Green Holding Company, based in Jacksonville, IL, has franchises with all the domestic brands, plus seven foreign brands – Audi, Hyundai, Kia, Mazda, Subaru, Toyota and Volkswagen. Every one of his four children -- two sons and two daughters -- operates dealerships in the 10-store network. "I didn’t push them to come into the business," says Green, "but my children found it a natural fit, and we're setting the stage for grandkids to follow in their footsteps."
Green was NADA president in 1990 and is regarded by dealer accountants and NADA presidential successors as a "dealer's dealer." Green says domestic dealership brands are too numerous in metro suburbs, and he feels NADA should be active in seeking a solution for the problem without manufacturer pressure to force dealers to combine or sell out. Founder of NADA's Dealer Election Action Committee, Green has served on many boards, including 15 years on the NADA board, and served as director of the Jacksonville Chamber of Commerce. Green won the Time Magazine Quality Dealer Award (1973) and has been a board member for Monmouth College and Loras College in Dubuque, IA, his hometown.
Ray Green says: "My wife Beverly and I are happy to see our children, particularly our daughters, in the business and running dealerships successfully. This business has great opportunities for women."
Green looking forward: "To achieve improved relations between dealers and the manufacturers was my goal in 1990 as NADA President, and remains my goal today. I have found it helps to smooth out the relationships. No dealer can succeed when always at odds with his manufacturers."
Contact: You may contact Ray Green through
Green Holding Company
1700 W. Morton Road,
Jacksonville, IL 62650
(217) 243-4158 ext 240 or
www.greeninjacksonville.com
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John Saullo Named Assistant GM at ADESA Tampa |
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ADESA Tampa announces the promotion of John Saullo to Assistant General Manager. Saullo has more than 25 years experience in the auction industry, holding a number of leadership positions at several auctions located in Florida. He joined ADESA in 2006 as an inside sales professional.
www.adesa.com
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Networkcar Chooses Keith Schneider as New President |
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Networkcar recently appointed Keith Schneider to the position of President. He was previously VP of Indirect Distribution for Sprint Nextel Communications. Schneider has extensive experience in leading and building businesses in the wireless industry. While at Nextel, Schneider was responsible for the strategic direction and implementation of key programs and policies supporting Nextel's local and national third party indirect channels.
www.networkcar.com
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Matt Stanesic Moves Up at Lund International |
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Lund International has appointed Matt Stanesic as VP of its Light Truck and Automotive Original Equipment business unit. He was previously Director of Sales for Lund International's LTAA OE Channel. In addition to managing Original Equipment channel sales and marketing group, Stanesic will lead Lund International's cross-functional team responsible for the Light Truck and Automotive Original Equipment channel. Stanesic joined Lund International in 2002 with the acquisition of Nifty Products.
www.lundinternational.com
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Bob Graham Chosen as IARA Board Member |
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Automotive Resources International (ARI) reports that Bob Graham, Director of Vehicle Remarketing, has become a board member of the International Automotive Remarketers Alliance (IARA). Founded in 2001, the International Automotive Remarketers Alliance (IARA) is a professional, non-profit organization of more than 100 companies in the used vehicle remarketing industry.
www.arifleet.com
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